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Sr. Director Country, Direct To Consumer- Department: DTC
Direct Reporting Line: Country GM
Indirect/Second Reporting Line: VP DTC - LAM
Subsidiary/Country: LAM
Location: Colombia
GSMS Grade: M1
Personnel managed: Yes
Budget managed: Yes- Purpose & Overall Relevance for the Organization:
- Responsible for developing and leading the adidas Direct to Consumer strategy within designated Country (including omni-channel roadmap).
Achieve profitable and sustainable market share growth and drive strategies through all channels of the direct-to-consumer business (eCom, Retail, Franchise).
Ensures division sales, profitability, margin, and operational objectives are met through an executed strategic business plan.
Leads a service culture and develops people within the channel to drive employee engagement, retain talents, and develop capabilities across the business to achieve Global and Market/Country strategic goals.- Key Responsibilities:
- LEAD COUNTRY DTC BUSINESS AND MARKET/GLOBAL COLLABORATION
- Design and implement the strategy for the Direct-to-Consumer business throughout the Country to grow the business and achieve a competitive advantage in the Country for all DTC Channels (eCom, Retail, Franchise).
- Overall fiscal responsibility for achieving the Country Direct to Consumer business plan goals and budgeted objectives through sales, margins, profitability, and other financial measurements for the adidas Group Brands. (Includes Leading and managing the full P&L for direct-to-consumer business).
- Manages implementing Global Brand and Sales & LAM Market initiatives, programs, and procedures across the DTC Channel to promote key messages and achieve a competitive advantage in the omnichannel marketplace.
- Maintain a collaborative approach and consistently communicate vertically and cross-functionally to ensure alignment of internal priorities and ensure resources are allocated appropriately to achieve desired results. This applies within the Country team.
- Lead and inspire a cross-functional team (for example: (HR, IT, Finance) to achieve their business goals by setting clear and measurable objectives, developing their functional and relationship skills, and owning career progression planning for the team.
- LEAD MARKET DTC OPERATIONAL EXCELLENCE
- Directs and continuously improves store operations to meet Country and LAM Market objectives for operational excellence (Retail and Franchise).
- Develops and implements in-store programs designed around industry best practices to increase operational and Brand excellence efficiency.
- Drive market strategy for retail expansion (store roll-out, remodeling & optimization of Retail Country Store fleet) to fulfill brand and commercial objectives, partner closely with Global Retail & LAM DTC team to finalize investment decisions.
- Accelerate the e-commerce business as part of an omni-channel consumer strategy by closely collaborating with the centralized eCom team in Bogota. Acting as a critical advocate & go-to person within the Country for the eCom business.
- Own internal procedures for the adidas brands to ensure full compliance with internal audit and published guidelines/procedures.
- Drive and implement agreed Global Retail processes and guidelines for field and RBO operations, feeding back Market needs to the Global Retail organization for the ongoing development of global processes.
- Manage Key Performance indicators (KPI’s): Traffic, Conversion, UPT, ATV, % channel contribution to be continuously monitored at store level and shared with respective teams.
- Manage and control operational expenses (stores and back office) in line with the Country Retail budget
- Ensure elaboration of a rolling ‘Retail deployment schedule’ by store, covering all Retail marketing, visual merchandising, and other activities and ensure implementation by operational coordination and close tracking
- Ensure identification and improvement of best practices by own store format and compliance within the Country Retail store portfolio.
- Drive Franchise business expansion by identifying appropriate Franchise partners and Franchise store locations.
- Develop and implement advanced components for enhancing the adidas Retail business model (logistics, IT, reporting, staff deployment planning, training) with the respective functions.
- Implement and adhere to the Global Retail Store Operations Manual and related materials/processes.
- LEAD SERVICE CULTURE
- Lead and advocate the service model and methodology - be an active ambassador for the Connect Engage and inspire methodology and live this in your day-to-day leadership practices.
- Lead the implementation of Global Sales Academy team initiatives and adoption in your local Country.
- Create and drive a high-performance service culture by setting clear expectations and targets, analyzing stores performance, holding leadership teams accountable, and giving appropriate and prompt feedback.
- Continuously improve consum