Director eCommerce Douyin

Purpose & Overall Relevance for the Organization:

As the business owner of adidas China's largest Douyin business, this role sets the strategic direction and long-term growth agenda for one of the company's most significant digital revenue engines. With accelerated growth of eCom and Douyin business, vertical expansion on key consumer segments strategic categories, this role is expected to lead through strategic direction-setting, platform partnership management, cross-functional influence, and external partner governance.

Key Responsibilities:

Business Leadership & P&L Ownership

• Own the end-to-end business performance and commercial results of adidas' flagship business on Douyin.
• Accountable for revenue growth, profitability, consumer acquisition, member development, and operational KPIs.
• Set the long-term platform strategy and annual business priorities in alignment with overall company objectives.
• Develop and drive the execution of business growth plans that maximize market share and platform competitiveness.

Platform Strategic Partnership

• Act as adidas' senior business representative in strategic engagements with Douyin.
• Build and sustain executive-level relationships with Douyin's key functional stakeholders.
• Secure strategic resources, innovation opportunities, and preferential platform collaboration programs.
• Shape platform development priorities through strong partnership and business leadership.
• Build brand equity, brand love and consumer engagement on the platform

Leadership Team Influence & Cross Functional Management

• Act as an integral contributor to overall adidas GCA growth and digital transformation, contribute to evolution of digital and Douyin strategy and report to senior leadership.
• Align senior stakeholders around shared strategic priorities and key business opportunities.
• Drive organization-wide decision making and resource allocation to maximize commercial outcomes.
• Establish strong collaboration models that accelerate execution excellence across business functions.

• Equip with product and merchandising expertise and implement product strategy. Co-operate with buying team to drive dedicated product assortment by store.
• Build brand engagement and leverage brand heat on Douyin platform.

DP Vendor & Operating Model Leadership

• Own the related operating model and governance structure for adidas Douyin business.
• Lead and manage large-scale DP partnerships and external vendor ecosystem.
• Define partner strategy, performance expectations, service standards and capability development plans.
• Drive continuous improvement of agency effectiveness, operational efficiency and execution quality.
• Establish robust governance processes, performance management mechanisms and accountability frameworks across all external partners.
• Ensure external partners are fully aligned with adidas business objectives, brand standards and commercial priorities.

Organization Development

• Strengthen leadership capability within the team through coaching and succession planning.
• Foster a culture of accountability, innovation and consumer-centric thinking.
• Develop future talent pipeline supporting long-term business growth.

Knowledge, Skills and Abilities:

• Bachelor’s or master’s degree required, with solid 10+ years in consumer goods industry with proven experience leading large-scale eCommerce businesses with significant revenue responsibility.
• Rich experience in working with eCom platforms.
• Strong product and merchandising expertise and implement product strategy.
• Experience of building brand heat and integrating brand campaign activities
• Strong strategic thinking, with the ability to set long-term business strategy and translate it into annual priorities and execution.
• MNC background with sensitivity to cross-cultural environments, excellent communication and interpersonal skills, and strong English language skills.
• Proven experience leading large-scale eCommerce businesses with significant revenue responsibility.
• Strong capability in leading through influence across matrix organizations. Demonstrated success in influencing C-level or senior executive stakeholders both internally and externally.
• Extensive experience managing complex partner ecosystems, including large-scale DP and agency organizations.
• Proven people leadership experience, including direct team management, coaching, succession planning and building a future talent pipeline.
• Strong commercial acumen, with a proven track record of delivering sustainable business growth and profitability.