Senior Director Digital Consumer Experience

Department:                                     Digital

Direct Reporting Line:                    VP Digital

Indirect/Second Reporting Line: None

Subsidiary/Country:                       LAM

Location:                                           Colombia

GSMS Grade:                                    M1

Personnel managed:                      Yes

Budget managed:                           

 

 

Purpose & Overall Relevance for the Organization::

We believe that through sport, we have the power to change lives. To change lives, we must build direct relationships with our consumers. And the best way to create these kinds of relationships is through digital. adidas eCommerce delivers a premium digital transactional experience centered around our consumers, and drives a critical part of the business, one that will offer the highest growth and profitability of any other, within the Commercial ecosystem.

This role will provide leadership of e-Commerce Consumer Experience for Market LAM to drive consumer centric growth by executing with excellence across different E2E touchpoints.

Key Responsibilities:

Functional:

Build, operate and maximize the performance of the LAM eCommerce (eCom) business. Lead the Digital consumer journey across LAM Market ensuring execution excellence across different E2E touchpoints. Design consumer experience plans for the eCom channel in LAM and partner with the Global and Commercial orgs to make it come to life in a truly integrated Omni channel way for the consumer. Continuously improve online experience in the view to maintain the highest brand equity in collaboration with horizontal stakeholders in the functions. Lead and deliver Consumer Experience targets on a regional level across brands, channels and markets within the boundaries of time, cost & quality, acting in a fast paced, agile development and environment of digitalization and personalization with highest executive attention in Brand and Sales At all times maintain the highest level of consumer satisfaction through strategic partnering with the LAM Senior Leadership Team, Retail Counterparts, Global Sales Strategy, LAM Brand Activation Directors while respecting the adidas brand image. Lead and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital activities.  Drive the optimization of  SEO and gather insights about adidas brand awareness and ecommerce performance.   Design and build a high-performing team leveraging eCom expertise and industry best practices. Ensure control at all relevant master data processes for adidas, personalization and APP. Lead the execution of global digital campaigns and projects Lead the Implementation of local brand campaigns & experiences Drive and define product content enhancements – from imagery, product descriptions to attribute meta-data. Steer the LAM eCom Consumer Experience team centrally by partnering with companion Senior Sales & DTC Leaders Create definitions and communication of eCom operating standards and policies for all online country sites in LAM; within Global guidelines Drive LAM eCom Key Performance indicators (KPI’s): Traffic, Conversion, UPT , AOV, % channel contribution etc. Successfully build bridges across functions utilizing the full mix of skills and abilities in existence within adidas / LAM Build long-term relationships with senior leaders of the LAM Team. Key relationships are Sales, DTC and Global eCom Organization, Go to Market (GTM) teams, LAM Key Accounts, Finance, HR, Legal, SCM, and IT. Lead and deliver cross-functional initiatives both by direct management of people and by influencing at all levels within the company Ensure efficient control of a cost center

People Management

 

Build the appropriate structure to be able to manage the respective organization effectively, identify and develop the future talents and create realistic succession scenarios for key positions

 

Ensure appropriate leadership skills are present at every level by creating a motivational and supportive work environment in which employees are coached, trained, and provided with career opportunities through development

 

Continuously monitor and evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes in order to meet business needs

 

Provide team members/direct reports with clear direction and targets that are aligned with business needs and eCom market objectives

 

Key Relationships:

VP Digital LAM. eCommerce Horizontal functions – Buying & Trading, Operations, Customer Service, Analytics, Strategy & programs etc. Commercial LAM Global Digital Growth Global Digital counterparts across functions incl. Digital Sales Solutions Market Brand Activation & Digital Activation Supply Chain & Logistics Market IT Finance

Knowledge, Skills and Abilities:

Minimum of +10 years multi-country strategic Ecommerce related experience – ideally in Ecommerce and or Digital preferably within LAM or Globally Proven track record of meeting or exceeding sales and profit goals Business acumen and entrepreneurship - in sales and in building new organizations and teams Game changer - influencing and changing both business and attitude through challenging leadership skills – challenge the way of working Strong Team builder - comfortable working in a matrix organization, across borders/time zones managing a diverse and global group of highly skilled leaders and experts People management experience - challenge and focus Multi-sales-channel experience or affinity Strong quantitative and analytical skills Industry experience, sports industry a plus English – Fluent verbal and written

Requisite Education and Experience / Minimum Qualifications:

University Degree in Business or another relative discipline 10 years+ experience in digital/e-Commerce or other related Commercial discipline