Purpose & Overall Relevance for the Organisation:
The vast majority of consumer journeys start online – they like to browse, research and compare products, even if they intend to buy in-store. The way consumers shop is reshaping the marketplace. As a result, many of our wholesale accounts (partners) are going through their own digital transformations. They are investing in how they reach the consumer online, whilst a new breed of accounts in the form of pure players and eMarketplaces have emerged in our digital ecosystem with new business models to service and sell to our consumers. At adidas, we are redefining our digital presence in a way that will push the future of digital and create premium experiences across all our consumer touchpoints to drive brand desirability, engagement and sales for our brands. The Digital Partner Commerce (DPC) team is driving this evolution in digital wholesale and through new business models across our worldwide organization.
The purpose of this role is to accelerate digital sales growth with selected strategic partners by providing the leadership, expertise and capabilities for “how to win” online by working with Digital Partners in Emerging Markets Central (EMC) Export (Mainly but not exclusively to Central Asia, Caucasus, Ukraine, East Europe and other export countries) and account teams to develop and implement initiatives and sales strategies to improve online performance of adidas products by e.g. improving visibility and conversion.
As Director DPC EMC EXPORT you will be responsible for leading the DPC team to drive profitable and sustainable market share growth as well as developing programs that will drive key sales levers. You will work in an agile, fast-paced, global organization and in close collaboration with local DPC partners.
Key Responsibilities:
- Manage and lead the Digital Partner Commerce (DPC) team in Emerging Markets Central (EMC) Export
- Responsible for various team functions including Key Account Teams, Partner Development, Digital Analytics, Partner Program & Retail Media
- Execute marketplace mapping and control and manage the EMC Export Digital Ecosystem. Make recommendations to the Senior Director DPC on commercial opportunities with new partners and new regions on factual analysis, trends and needs while monitoring and reporting on Digital Partners, Wholesale.com and competitors’ activities and propose/initiate/take actions
- Drive Partner Program roll out - Redefine 1P & 3P strategies with Partners and identify the best operating model per partner to drive long term sustainable market share and growth
- Fully owning the channel P&L, setting budgets & forecasts for digital partners, devise joint business plans, and develop account strategies for achieving brand objectives
- Formulate trade investments (TI) and discuss accordingly with digital partner accounts; and frequent tracking of performance against different TI buckets
- Identify possible areas to improve sales of adidas products on our digital partner accounts’ websites, social channels and apps and develop initiatives to capture those opportunities; initiatives might include but are not limited to the areas of brand and product launch visibility, product findability, optimal ranging and conversion
- Pilot new initiatives together with our local Digital and Wholesale.com partners and manage all other stakeholders involved, taking ownership for successful pilot implementation
- Leverage DPC Analytics as the backbone of the channel – Performance Testing to define KPIs for successful proof-of-concept and measure uplift
- Be the local DPC Center of Excellence for DPC Partner Development, Key Account Teams and adidas Business Units to collect ideas and provide guidance on how to improve Digital sales
- Work closely with global & market DPC Partner and Business Development team to screen recent Digital Wholesale innovations and trends for implementation feasibility and impact, piloting the most promising
- Lead the DPC EMC Export team, set ambitions, provide direction and drive performance culture for the members of the team
Knowledge, Skills and Abilities:
- Strong industry knowledge, eCom, e-Marketplace, Pureplayers, Wholesale with strong cross functional experience across digital marketing and sales
- Very good project management skills, ability to understand and implement strategy , including the ability to lead diverse teams of technical and non-technical roles and several projects simultaneously
- In depth understanding of local markets’ consumers, accounts, economic environment and commercial needs
- Very good communication skills, comfortable presenting complex topics to senior stakeholders and convincing them to follow path of action
- Innovative mindset, encouraging change, taking personal ownership and can-do attitude
Key Relationships:
- Global & Market DPC
- Account Management Teams
- Wholesale B&M & Omni
- Sales Development
- Partner Program Teams
- Brand Activation
- Sales Finance
- Diverse set of other roles and functions based on project needs
KPI’s
- Net Sales
- Standard Margin
- Profitability
- OB Conversion
- SWB & MWB
- Range Efficiency
- Sell out
Requisite Education and Experience / Minimum Qualifications:
- 8+ years of professional experience, with extensive experience in E-Commerce & Wholesale field (e.g. Pureplayers, eMarketplaces, Digital merchandising, Digital consumer experience and/or Digital Marketing)
- Knowledge of local and global DPC & E-Commerce landscape
- Proven sales experience ideally within the sport / retail sector
- Strong leadership skills, with experience managing remote and diverse teams
- Strong understanding of consumer base and purchasing behaviour
- Experience in P&L management and accountability
- Ability to lead and drive change
- Fluency in English, Russian