Senior Manager Retail Marketing Y-3

Area: GCA

Department: Offline Channels

Direct Reporting Line: Director Retail Marketing

Indirect/Secondary Reporting Line:

Subsidiary/Country: GCA

Location: Shanghai

GSMS Grade: M3

Number of Personnel Managed:

Cost Center/Budget and/or Revenue Responsibility:

Purpose & Overall Relevance for the Organization:

• Y-3 is a premium fashion sportswear brand co‑created by legendary designer Yohji Yamamoto and Adidas, known for its avant‑garde, minimalist, and functional aesthetic. We are looking for a Retail Marketing Senior Manager to lead the brand’s retail marketing strategy in Greater China, with a strong focus on CRM activation. This role will drive end‑to‑end membership engagement, unify offline customer experiences, and build loyalty and sales growth among Y‑3’s high‑end clientele.

• Lead and steer the execution of the GCA/Global Brand Strategy locally through consistent deployment and development of GCA sign-off set up and the retail marketing plan also toolkits throughout the GCA country clusters, delivering into all relevant Brand and Commercial KPIs.

Key Responsibilities:

1. CRM Strategy & Membership Activation (Core Focus)

· Develop and execute the annual CRM strategy for Y‑3 in China, covering the full customer lifecycle – acquisition, retention, repurchase, and win‑back.

· Design and optimise the membership tier system, points economy, and exclusive benefit structure to strengthen high‑value customer loyalty and lifetime value.

· Plan and deliver CRM campaigns including member days, priority access to limited‑edition drops, and exclusive member sales during key promotional windows.

· Leverage data‑driven precision marketing (RFM segmentation, audience profiling) to increase conversion and repurchase rates.

2. Omni‑Channel Retail Marketing Integration

· Collaborate with retail operations and brand marketing/CRM teams to ensure seamless CRM execution across offline stores

· Drive omni‑channel member experience design, e.g., in‑store member & VVIP events…etc.

· Align CRM activation with Y‑3’s premium positioning – plan member‑only experiences around co‑branded product launches and brand events.

3. Data Insights & Performance Measurement

· Build a member health dashboard tracking key metrics: acquisition rate, active rate, repurchase rate, member sales contribution, NPS, etc.

· Use CDP and analytics tools to derive consumer behaviour insights, supporting merchandising and marketing decisions.

· Deliver regular CRM performance reports and continuously optimise campaign ROI.

4. Team & Cross‑Functional Collaboration

· Co-work with the retail marketing commercial activation function to achieve CRM goals.

· Liaise closely with Adidas Greater China membership team and global Y‑3 brand team to align local CRM strategy with global brand direction.

· Manage external CRM system vendors and service providers to ensure platform stability and continuous improvement.

• Collaborate with GCA CE team, BUs, Brand coms, MOPs and CTC team to ensure smooth and high-quality GCA sign-off set up twice a year.
• Develop retail marketing toolkits and guidelines based on GCA annual retail marketing plan and seasonal ISC calendar of GCA country clusters, supporting both the global brand priorities and category needs.
• Cooperate with GCA country clusters omni channel - retail marketing team to understand their market, retail and MWB plan to determine how marketing campaigns and ISC materials “come to life” at retail by creating executional campaign guidelines.
• Manage and review budget with supervisor for monthly campaigns guideline creations and GCA sign-off set up in accordance to MWB plan.
• Facilitate the internal and external communication of the developed retail marketing plans within the organization.
• Provides analysis of the results of the key retail marketing initiatives
• Manage and maximize with NTP team on all key vendors partners, including but not limited to: Creation, Props, POP, Retail Activation, etc. to ensure that the partnerships are maximized.
• Work with the GCA CE HUB and GCA CE team in resolving issues related to retail store development, in-store communication and visual merchandising activities.
• Provides leadership for horizontal as well as vertical reports
• Other job-related work assigned by supervising manager

KPIS

• On-time, high quality implementation GCA sign-off
• On-time, high quality and cost effective deployment of in-store communication program
• Meet GCA sales target.

Key Relationships:

• GCA Brand Communications
• GCA CRM
• GCA BUs
• GCA Visual Excellence /VD
• GCA MOPs
• GCA Retail Design
• GCA Channel
• Region Retail Marketing
• Global brand

Knowledge, Skills and Abilities:

• Excellent verbal and written communication skills (both English and Mandarin)
• Strategic mindset with strong executional abilities
• Excellent presentation skills
• Excellent leadership and cross-functional management skills
• Strong aesthetic and styling sense
• Ability to balance aesthetics with business acumen
• Excellent skills in motivating, coaching and engaging teams
• Ability to plan, prioritize and organize
• Works well under pressure
• Proactive with a positive attitude
• Advanced user of MS Office suite of products

Requisite Education and Experience / Minimum Qualifications:

• 6‑10 years of experience in retail/fashion/luxury marketing or CRM, with at least 3 years specifically in CRM/VIC membership operations or CRM activation.
• Extensive understanding of GCA retail business, retail implementation and retail marketing
• Knowledgeable about GCA fashion and international fashion. An interest and desire to participate in and learn about sports & fashion
• University Degree or above. Preferably in a marketing or communications related discipline.
• Passion for Fashion & Sports.