Manager, CRM & Audience

Adidas

Manager, CRM & Audience

Purpose & Overall Relevance for the Organization:

Drives and owns CRM planning & operation under the DCX function. Supports any relevant topic required for successful CRM campaign launch. Operationalize ONE eCom Calendar connected to all CRM products: Email Newsletters, Push Notification, In-app Messaging; work with Membership & Consumer Engagement on various programs and offers to support comms for brand/product launches & general audience engagement on these channels. The scope of countries is Thailand, Indonesia, Philippines, Singapore, Malaysia, Vietnam.

Key

Responsibilities

• Support operational pipeline of Own eCommerce CRM – all operational support including Consumer Engagement, Membership Programs

• OE E2E CRM Campaign Calendar & Execution – EDM, PN, IAM, (40%)

• Operationalize the CRM calendar based on plan and inputs aggregated by the Campaign Manager.

• Plan, set-up, launch select CRM campaigns and provide category coverage as designated by the Campaign Manager. Coverage will include membership activation and relevant CE programs.

• Collect and vet all assets & copies, including translations and other relevant materials required in a campaign set up via cross-coordination required among Global, EM, SEA, country teams wherever necessary.

• Support securing audience genes and cohorts for each campaigns including analytics request on specific EUCI data.

• Validate mock-ups to be as per brief. Perform needed pre- and post-launch across Digital Operations teams.

• Systems & Admin Operation – JIRA (20%)

• Manage E2E JIRA Project Board and SLAs: JIRA APAC-OPS—Campaign Ops; JIRA EMDAS-Consumer Engagament Analytics; adidas admin ACS

• Consumer Engagement (20%)

• Co-create and work closely with consumer engagement teams on initiatives that and execute on owned platforms and channels

• Work with CE team in reviewing performance of cohorts and genes; constantly enhancing audience base mapped to campaigns and categories

• Collaborate with brand teams to build and execute relevant content plans & formats to maximize CRM channel revenue. This includes but not limited to reactive tactics to capture trends and consumer moments.

• CRM Budget Management (10%)

• Track & manage the budget. Ensure the budget is spent with maximum effectiveness (ROI) and also within thresholds (OOH impact)

• Monthly monitoring of costs and ensure proper accounting/recharging to respective cost centres.

• Marketing Working Budget tracking and review with key stakeholders.

• Perform administrative work for relevant suppliers/agencies

Key Relationships:

• Internal

• SEA Brand team (Country/DA/BA/MA)

• SEA eCom Buying

• EM Digital Ops

• EM CRM

• EM CX

• EM Analytics

• External

• eCommerce service providers

Knowledge, Skills, Experience and Abilities:

• Deep understanding of online consumer behavior and shopping experience.
• Proven experience of planning campaigns and execution on digital products frontend with hands-on involvement on execution.
• Exposure on UI/UX-related functions, loyalty marketing, social, digital marketing would be highly appreciated

Requisite Education and Experience / Minimum Qualifications:

• Minimum 7 years of professional experience and at least 3 years in managing eCommerce/Social/CRM/Email Marketing or any relevant campaign management in a brand, e-marketplace, or advertising agency/digital enabler environment

• Substantial and proven experience in marketing budget management.

• Strong Operational Digital Marketing profile capable of building detailed activity plans.

• Good analytical skills, understanding eCommerce landscape, building consumer journey and audience engagement

• Great attention to detail

• Fluent in English. Any local SEA language will be a plus

• Ability to challenge status quo and drive continuous improvement.

• Exposure in managing multiple markets will be a plus

• At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.

• – Culture Starts With People, It Starts With You –

• By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.

Job Title:

• Manager, CRM & Audience

TEAM:

• Digital

Location

Kuala Lumpur

State:

14

Country/Region:

MY

Contract Type:

Full time

Number:

551257

Date:

Oct 22, 2026