SENIOR MANAGER DIGITAL MARKETING, LIVESTREAMING
PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:
KEY RESPONSIBILITIES
:
- Manage end-to-end livestreaming execution aligned with strategy and could deliver strong ROI.
- Establish direct relationship with EC platforms. Optimize livestream daily operation, tracking; document all activations by monitoring results vs Objectives/KPI with support of Business Planning/ Analytics team.
- Manage livestream agency and external partners with clear performance targets and accountability, ensuring sharp operational efficiency in livestreaming rooms.
- Understand platform rules, algorithms, and traffic mechanisms thoroughly to unlock additional exposure and conversion levers.
- Monitor and analyse livestreaming performance metrics and apply insights to continuously improve strategy and execution.
- Establish and maintain close collaboration with platform operation and marketing teams to co-drive commercial moments.
- Collaborate with cross-functional teams (e.g., Brand, Site Ops, UX, Analytics, Buying) to align goals and integrate livestreaming and content into broader business planning.
KEY PERFORMANCE INDICATORS (KPIS)
- Achievement of overall eCommerce China revenue and growth targets
- Livestreaming business contribution and platform rankings
- Livestreaming-specific KPIs with consistent YoY improvement
- Efficiency metrics of livestreaming execution
KEY RELATIONSHIPS:
- Internal: eCommerce Buying, Digital Commercial store managers, Analytics, UX, Site Ops, Campaign team
- External: Tmall/JD platforms or MCN agencies KOLs
KNOWLEDGE, SKILLS AND ABILITIES
- Strong understanding of China’s eCommerce ecosystem and digital media environment
- Deep knowledge of JD and Tmall platform rules, algorithms, and commercial mechanics across major EC platforms
- Solid experience managing agencies and MCNs, with proven ability to drive livestream room performance and operational excellence
- Strong sensitivity to data and livestream performance metrics; able to derive insights and adjust strategies quickly
- Creative thinker with a solution-oriented mindset and strong problem-solving skills under pressure
- Excellent communication and stakeholder management skills; strong cross-functional collaboration ability
- Experience in influencing both internal and external partners to deliver business goals
- Familiarity with competitive dynamics and digital trends in the sportswear or fashion industry
REQUIRED EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS
- Minimum 10+ years of experience in eCommerce, livestream, operations or digital marketing roles, with strong exposure to livestreaming and platform operations
- Bachelor’s degree in marketing, Business, Communications, or related fields
AT ADIDAS WE HAVE A WINNING CULTURE. BUT TO WIN, PHYSICAL POWER IS NOT ENOUGH. JUST LIKE ATHLETES OUR EMPLOYEES NEED MENTAL STRENGTH IN THEIR GAME. WE FOSTER THE ATHLETE’S MINDSET THROUGH A SET OF BEHAVIORS THAT WE WANT TO ENABLE AND DEVELOP IN OUR PEOPLE AND THAT ARE AT THE CORE OF OUR UNIQUE COMPANY CULTURE: THIS IS HOW WE WIN WHILE PLAYING FAIR.
COURAGE: Speak up when you see an opportunity; step up when you see a need..
OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
INTEGRITY: Play by the rules. Hold yourself and others accountable to our company’s standards.
RESPECT: Value all players. Display empathy, be inclusive and show dignity to all.
