Director of eCommerce Consumer Experience & Engagement (EM)

About the role

The Director, eCommerce Consumer Experience & Engagement EM will shape and lead the consumer‑centric digital strategy across Emerging Markets. Reporting on organic search, digital experience and engagement, the role drives discoverability, conversion and loyalty for adidas’s online channels.

Key responsibilities

• Define and own the Consumer Engagement & Experience strategy for Emerging Markets, aligning with cluster and global priorities.
• Develop and execute a comprehensive SEO strategy, covering technical SEO, on‑page and content optimisation, site architecture and page experience.
• Establish performance frameworks, KPIs and governance to link organic visibility with commercial outcomes.
• Lead consumer insights, analytics and reporting to enable data‑driven decision making.
• Drive audience segmentation, personalization and lifecycle communications across channels.
• Partner with CRM, Membership, Marketing, Retail and eCommerce teams to align initiatives with product launches and brand campaigns.
• Monitor emerging search trends, including AI‑driven and answer‑engine search, and translate them into actionable plans.

Required profile

• Proven experience leading digital consumer experience, engagement and SEO initiatives at scale.
• Strong consumer‑centric and data‑led mindset.
• Ability to operate in a highly matrixed, multi‑regional environment.
• Excellent stakeholder management with global and regional teams.

Required skills

• SEO (technical, on‑page, content optimisation)
• Site architecture and page experience optimisation
• Analytics and performance reporting
• Personalisation and audience segmentation
• Testing and experimentation methodologies