Senior Director .com and Mobile Platforms

I.          General Purpose

As a Senior Director .com and Mobile Platforms at adidas China Digital Hub you are responsible for building a sustainable & detailed roadmap aligned with market China for .com and mobile. Together with the DBC global team and China local teams, you work on continuously improving and evolving .com and mobile, maximizing the value for the customer and the company.

The right candidate will have deep experience in defining & driving digital products in the area of .com and mobile specifically in the China digital ecosystem. Solid business acumen combined with solid knowledge on eCommerce and mobile platforms and apps are required to be able to fulfil successfully the challenge at hand.

Partnering with IT and China business organization to define a robust product domain roadmap, managing capability expansion increments and leading the teams towards definition of new functionalities & best practices are a few examples of the activities that will be expected from this role. Additionally, you will be a key interface to all local China key stakeholders, including eCommerce, Brand Activation, Local Digital IT and DBC Senior Management team, driving .com & mobile capabilities, as well as incremental revenues out of these enhanced capabilities.



II.        Key Responsibilities 

Scope:  Accountable for an entire product domain (>4m € budget)


1.       Overall Management

§  Understand from best in class China market benchmarking across categories with our current functionalities & capabilities in China  and the build China roadmap accordingly.

§  Lead the thought process to define what are the appropriate functionalities and capabilities on eCom channels (China specific innovations & capabilities app) that have to be developed to support the China business goals

§  Define the roadmap for the China .com and apps portfolio. Alignment with global domain strategy where applicable and also build overall china-for-china capabilities where needed.

§  Solid understanding of the Chinese relevant service providers and technologies to be able to make buy or build decisions

§  Define eCom and apps & mobile channel strategy taking into account consumer insights from the Chinese behavior with the local eCom platforms ecosystem (e.g. Tmall, JD)

§  Drive innovation by identifying and implementing digital innovations to enable business advantage

§  Liaise with HUB peers to divide and conquer across the digital eco-system while assuring that what is being created is catering for a premium, personalized and connected consumer experience


2.         Digital Product Strategy & Delivery

§  Be accountable for the success of the product domain, considering the value for the consumer and the company (ROI).

§  Drive the Chinese strategic evolution of the product domain as part of the adidas digital ecosystem and in line with companywide and local strategic goals.

§  Define the vision and roadmap for the China .com and Mobile product domain, considering the value for the consumer and the company, and its role within the digital adidas ecosystem.

§  Be accountable for product delivery in line with the roadmap and committed delivery dates.

§  Identify and solve dependencies within and beyond your product domain to ensure efficient delivery.


3.         .Com:

§  Gap analysis: identify & evaluate opportunities – e.g. conversion rate improvements, benchmark against local best practices/ best online brands in China 

§  Implement tests and best practices to drive higher engagement, conversion & sales – e.g. China specific A/B testing and optimization program

§  Comprehensive UX review of current .com experience

§  Improve current capabilities on .cn in the areas of : product recommendations, search, ratings and reviews etc.

§  Create and manage a local specific A/B testing and optimization program


4.         Mobile:

§  Gap analysis: identify & evaluate opportunities – e.g. conversion rate improvements, benchmark against local best practices/ best mobile execution by brands in China 

§  Establish digital product development capabilities and processes to fully leverage China for China insights gathering & capability build of China digital ecosystem  

§  Define, roll-out and build adidas apps, min-programs, and all mobile innovations in China – build and implement relevant China Backlog in line with local consumer needs and global adidas apps ecosystem

§  Define, roll-out, build and evolve WeChat mini program store in line with complete leverage of Tencent & WeChat capabilities & benchmarked with best in class China executions across other brands & categories while keeping in mind the overall adidas global brand design guidelines.

§  Support establishment and evolution of core processes for mobile consumer touchpoints content, merchandising and promotion

§  Build China-for-China hype product solution & capabilities across mobile consumer touchpoints e.g. apps and WeChat mini-program that is able to handle the local market complexities.

§  Build best practices for mobile consumer touchpoints   to increase engagement & conversion

§  Build mobile analytics compliant with local regulation and aligned with global standards


5.         Stakeholder Management

§  Act as the ambassador for your product domain, showcasing the key capabilities & functionalities to China business team and other strategic stakeholders, driving product adoption and assuring operational excellence together with peers.

§  Manage relationships outside the product domain efficiently to ensure that he product teams can work autonomously.

6.         Backlog Management

§  Drive the evolution of the domain backlog in collaboration with the product owners in your domain.

§  Influence backlog priorities in the own domain.

§  Influence roadmaps and backlogs from other domains.

§  Engage pro-actively with global teams to understand and influence backlog

7.         Monitoring

§  Be accountable for monitoring, optimization and enhancement of the configuration, features and functionalities related to the product domain.


8.         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 DBC objectives.





III.      Key Relationships:

§  Global and China Market teams

§  Global IT and Global Operations

§  Global DBC and Brand organizations

§  Global and Local Sales organizations  

§  Group functions 

§  External vendors

§  DBC Senior Management (SMT)



IV.      Requirements

1.         Education & Professional Experience

§  Ideally Master degree with focus on Business Administration, Communication or IT or related areas, or equivalent combination of education and experience

§  12+ years of professional experience in multi-national business environment (thereof 6+ year experience in an eCommerce environment)

§  2+ year of experience in product management, working in an agile/SCRUM mode

§  Experience working with stakeholders and experts at various organizational levels

§  Experience in creating strong internal business cases to support investment and internal resource requests

§  Proven experience in managing global projects

§  4+ years of experience in leading a team

2.         Soft-Skills

§  Exceptional communication skills, comfortable presenting to stakeholders at various organizational levels both in person and remotely

§  Distinctive strategic mindset and ability to prioritize and delegate high numbers of tasks with varying workload and importance

§  Ability to handle ambiguity and untangle complex situations into actionable activities

§  High resilience and solution-oriented attitude

§  Excellent leadership skills

3.         Hard-Skills

§  In-depth knowledge of the domain and its ecosystem for China

§  In-depth knowledge of Agile working methods e.g. Scrum/Kanban

§  Comfortable working with enterprise-level platforms and technologies

§  In-depth understanding of digital IT products and capabilities relevant for China

§  Fluent in English both verbally and written


adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Senior Director .com and Mobile Platforms

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
Country/Region:  CN
Grade:  28623
Number:  184350