Sr.Manager,
CE App &
Personalization,
eCommerce

Key Responsibilities

1. Strategic Leadership for App Ecosystem Growth

• Develop and execute comprehensive app growth strategies to increase downloads,
  engagement, and retention.
• Position the app as the primary hub of the consumer journey by seamlessly integrating
  membership programs, push notifications, and loyalty mechanisms.
• Collaborate with internal stakeholders to align the app strategy with GTM plans,
  membership goals, and broader business objectives.
• Monitor key app metrics, ensuring data-driven enhancements to meet user expectations
  and drive business growth.

• Lead the personalization roadmap, delivering tailored app experiences based on consumer
  behaviour, preferences, and engagement history.
• Develop advanced targeting and segmentation strategies for app users, leveraging
  analytics to enhance conversion and retention.
• Integrate personalized content delivery across app-based touchpoints, including dynamic
  recommendations, lifecycle communications, and interactive features.
• Partner with global and regional teams to implement scalable personalization models
  and apply learnings to other digital channels.

• Enhance membership value propositions by offering app-first exclusive experiences such as
  rewards, early access, VIP access to money-can’t buy rewards, and gamified engagement
  features.
• Lead cross-functional initiatives to develop integrated GTM activations that enhance
  consumer loyalty and drive CLTV through the app.
• Utilize app data to identify high-value member segments and craft tailored strategies
  to maximize engagement and repeat purchases.
• Evaluate and refine membership engagement strategies to optimize KPI performance,
  including acquisition, retention, and renewal rates.

• Develop and execute traffic-driving strategies to grow app usage, leveraging organic, paid,
  and social channels.
• Optimize app store performance through SEO/ASO best practices and collaborate with
  media teams to maximize campaign impact.
• Lead A/B testing initiatives to refine app content, push notifications, and engagement
  tactics in real time.
• Ensure app campaigns align with campaigns objectives and broader business and
  financial Kpis, tracking performance and reporting key insights to stakeholders.

• Lead macro-level innovation initiatives that strengthen the app’s role as a future-ready
  consumer platform, focusing on scalability, automation, and seamless consumer experiences.
• Identify and implement emerging technologies that optimize app performance and
  enhance personalization without compromising simplicity.
• Collaborate with cross-functional teams to develop forward-thinking strategies around
  consumer engagement, anticipating future digital trends.
• Ensure continuous iteration and experimentation in campaign wireframe design,
  content creation, and traffic-driving activities, staying ahead of industry benchmarks.

• Oversee UI/UX improvements that streamline the app’s consumer journey and optimize
  the path to purchase.
• Leverage user feedback and analytics to enhance the app’s design, ensuring functionality
  and accessibility.
• Work closely with cross-functional teams to ensure the app provides a frictionless experience
  that aligns with the brand’s premium positioning.

• Build and manage a high-performing team focused on app growth, personalization,
  and digital innovation.
• Foster collaboration across departments, including CRM, Analytics, Membership, and
  Digital Operations, to deliver seamless execution of strategies.
• Define and track team KPIs, ensuring alignment with strategic goals and driving accountability.

• adidas Global & Korea app program delivery & Ops
• adidas Global & Korea Membership growth, program, Ops, acquisition
• adidas Global & Korea Brand Marketing and media, digital activation
• adidas Global & Korea Confirmed app stakeholders
• adidas Korea eCom Merchandising, Ops, Digital Analytics and Insights
• adidas Korea Finance

• App Development and Optimization Agencies
• Digital media, Design, Content agencies
• Membership Ops agencies
• Analytics and Data Science Providers

• Strategic mindset with the ability to scale innovation and drive consumer engagement.
• Strong analytical and problem-solving skills to translate insights into impactful strategies.
• Proven expertise in app growth, digital personalization, and campaign management.
• Exceptional communication skills to lead cross-functional collaboration and stakeholder
  engagement.
• In-depth understanding of consumer behavior trends and the ability to anticipate future needs.
• Proven ability to balance short-term wins with long-term vision and sustainability
• Relationship management  specially for agency and partners
• Innovative thinker, challenges the status quo while understanding the value in the fundamentals

• Bachelor’s degree in Marketing, Digital Media, Business, or related fields (Master’s preferred).
• Excellent Excel, Powerpoint, MS word skill
• Excellent Writen and spoken English
• 8+ years of experience in digital marketing, with at least 3-5 years in app-focused growth
  or personalization initiatives.
• Demonstrated success in implementing scalable personalization models and enhancing
  app ecosystems.
• Proficiency in app analytics platforms, personalization tools, and media management software.
• Proven experience in management: agency management, planning, briefing, buying,
  delivery and analysis