Manager CRM, Reebok

Tokyo | Japan | Marketing & Communications

Purpose & Overall Relevance for the Organization:

Design optimum digital platform and connect the various consumer engagement experiences (data capture opportunities) across the different sales channels to enable a meaningful view of our consumers' values, desires and habits, leading to multi-channel value exchange between them and our brand.

Key Responsibilities:

  • Develop strategies to grow the CRM database across all consumer touch points (eCom / Retail marketing, Social Media) in the Market.
  • Develop strategies to grow the CRM database across instructor community “ReebokONE”.
  • Create and implement the plans for rolling out the strategy in close collaboration with the Retail and eCom/DBC teams.
  • Conceptualize and launch a Market loyalty program in close collaboration with Global CRM.
  • Partner with IT and external vendors (if/where required) to create the necessary technical infrastructure to support the program.
  • Own all consumer data, data structure, segmentation.
  • Set rules of engagement for consumer contact/direct communications in partnership with all stakeholders.
  • Establish a high performance culture and drive employee engagement, leading by example.
  • Provide a suitable performance framework for direct reports by setting SMART performance targets and coaching for continuous improvement.
  • Other tasks include: Refine the newsletter segmentation; Review the campaign dashboard for proofing and approval; Initiate ideas and tests to implement 3rd party tools in newsletter campaigns
  • Operational: Work to achieve objectives and results with short-term operational focus; Contribute indirectly to achievements of results based on specifically defined operational targets.


  • Brand Health KPIs (NPS, Brand momentum, Spontaneous purchase intent, etc.)
  • Financial KPIs (Net Sales, Direct contribution vs. Plan)
  • CRM KPIs (Opt‘in, Data capture(regular consumer/instructor), Lifetime Value, ROI)
  • Marketing Working Budget management
  • Execution excellence in brand concepts/stories

Key Relationships:


  • Peers reporting into Brand Activation Lead
  • Market Brand Communications
  • Market e-Comm team
  • Market back-office team
  • Global Digital Brand Commerce
  • Global ReebokONE team

Knowledge, Skills and Abilities:

  • Delivering and managing CRM programs for world-class consumer centric businesses(minimum 3 years)
  • Strong analytical and problem solving skills
  • Trade or sales experience
  • Proven project management experience
  • Advanced user of MS Office suite
  • Experience in both market and above market organization preferred

Requisite Education / Qualifications:

  • University degree in Business or equivalent professional experience, ideally in Sales and/or Marketing
  • Excellent English skills and Fluent Japanese
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adidas 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.

The Facts

Jobtitle Manager CRM, Reebok
Team Marketing & Communications
Brand Reebok
Location Tokyo
Country Japan
Number 191297
Position Type Full time
Date Mar-11, 2019
Relocation no

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