Senior Manager, Membership Operations

• Area: Market GCADepartment: Brand Marketing / Membership
• Direct Reporting Line: Director, Membership Operations
• Subsidiary/Country: GCALocation: Shanghai
• Purpose & Overall Relevance For The Organization
• This role is responsible for leading offline membership operations across both own retail stores and franchise stores.
• This role will define and execute a comprehensive offline membership strategy aligned with annual membership objectives, driving sustainable growth in store traffic, member acquisition, engagement, and conversion.
• The role plays a critical part in building a strong, data-driven offline membership ecosystem and delivering a consistent, high-quality member experience at scale.

Key Responsibilities

• Offline Membership Strategy & KPI Management
• Develop the annual offline membership strategy in line with overall membership vision, business priorities, and growth targets
• Define differentiated membership strategies and operating models for own retail stores and franchise stores
• Establish, cascade, and manage core offline membership KPIs (e.g. member acquisition, active rate, conversion, repeat purchase, member sales contribution)
• Regularly review performance and drive continuous optimization through structured business reviews
• Offline Membership Campaigns & Activation
• Own the planning and execution of offline membership campaigns and activities, including member-exclusive events, activations, and loyalty initiatives
• Drive increased store traffic, member engagement, recruitment, and purchase conversion through impactful offline programs
• Continuously optimize campaign mechanisms and member experience based on performance results and consumer insights
• Store & Channel Collaboration
• Partner closely with own retail teams and account sales team to ensure effective implementation of membership strategies at store level
• Enable alignment, capability building, and best practice sharing across regions and stores
• Influence store leadership teams to strengthen member-centric mindset and execution excellence
• Cross-Functional Collaboration & Project Management
• Work cross-functionally with Brand Comms, Digital, Tech, and Legal teams to deliver integrated membership initiatives
• Lead end-to-end project management for key offline membership programs, ensuring timelines, quality, and outcomes are met
• Key Relationships
• Brand Marketing
• Own Retail & Account Sales Team
• Digital / Tech Teams
• Legal and other supporting functions

Knowledge, Skills And Abilities

• Strong strategic thinking and end-to-end planning capability with a clear understanding of offline retail membership models
• Advanced data analysis skills with the ability to translate insights into tangible business actions
• Proven and mature experience in offline retail membership or loyalty program management
• Excellent communication, influencing, and stakeholder management skills
• Strong ownership mindset, result orientation, and project management capability
• Requisite Education And Experience /

Minimum Qualifications

• Bachelor’s degree or above in CRM, Marketing, Business Administration, or a related field5–8 years of relevant experience in membership operations, loyalty programs, or offline retail operations; brand or large-scale retail experience preferred
• Solid understanding of CRM systems and member data applications
• Proficiency in both written and spoken Englishadidas 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.