Purpose & Overall Relevance for the Organisation:

 

Digital Platforms play a key strategic role in accelerating our digital brand eCommerce strategy in China. Winning on these platforms through our flagship stores while delivering a premium end-to-end consumer experience will be key to success for this role.

 

As Senior Director eCommerce, Douyin/Red, you will be responsible and accountable to accelerate profitable growth through elevated storytelling and lead  end-to-end store management including partnership with the platform, DP and key stakeholders of all functions across adidas Greater China.

 

You’re expected lead the team to develop the next phase of strategy for Douyin and Red to deliver our overall digital ambitions and fully leverage the platform opportunity & capabilities to fulfill business acceleration to win the market.  

 

Key Responsibilities:

 

Profitable Growth & Commercial Strategy​​

Develop and execute annual sales and spending targets for Douyin and Xiaohongshu, optimizing traffic acquisition, conversion rates, and average order value to capture market share. Lead platform mega-moments (e.g., 618, Double 11, Douyin E-commerce Festival), integrating livestreaming, KOL/KOC matrices, and platform resources to maximize sales impact.

Platform Partnerships & Innovation​​

Deepen strategic relationships with Douyin and Xiaohongshu platform teams to secure exclusive resources (e.g., IP collaborations, beta-testing new features). Pioneer adoption of platform innovations and data capabilities to position adidas as an innovation benchmark.

Consumer Experience​​ and Content Strategy

​​Douyin:​​ Drive engagement via occasion-based narratives to close the loop from interest to conversion. ​​Red:​​ Integrate with brand marketing KOL strategies to amplify the commercial impact of key products and the KOL investments around these products.

Cross-Functional Leadership​​

Foster digital innovation and collaboration by partnering closely with the widest range of stakeholders within the organization Manage DP vendors and lead vendor teams with a clear vision and clearly defined priorities

 

KPI:

Overall business performance target Market share on platforms Inventory Channel profitability MWB effectiveness / ROI Markdown

 

Key Relationships:

GCA and Digital leadership team Digital cross functions, including Digital Marketing, Buying, Planning & Analytics, ect. Company level cross functions, including Brand, CRM, Finance, HR, IT etc. Global Digital Counterparts and regional Ecommerce leaders in other markets External agencies and technology partners

 

Knowledge, Skills and Abilities:

Commercial Acumen:​​ Proven track record managing scalable ecommerce businesses with full P&L responsibilities Strategic thinking: Demonstrable ability to build sound and comprehensive strategic plans which break boundaries and are executable at the same time ​​Influencing skills and relationship building: Mastery of stakeholder management in both internal and external situations Outstanding people leadership and career development: lead by example, inspire excellent team performances and develop individuals in the team towards success on the job and in their careers.

 

Requisite Education and Experience / Minimum Qualifications:

 

Bachelor’s or master’s degree required, with 10+ years in consumer industry with at least 5 years in management role in eCommerce business. A proven background and extensive knowledge in eCommerce with clear and demonstrable P&L experience. Experience of fast growth, in an international and matrixed corporate environment. Business experience in the Sporting Goods, Apparel or Sport Lifestyle Industry preferred. Fluent written and spoken English language skills.