Senior Strategic Digital Account Manager, DPC

  • Adidas
  • GB - LND - London
  • 1 week ago

Company Name: Adidas

Location: London, LND, GB


Purpose & Overall Relevance for the Organisation:

  • To drive profitable and sustainable market share growth within assigned Key Accounts. Whilst optimising our digital KPI’s.


Key Responsibilities:

  • To represent the assigned account(s) and category(s) internally as an ‘ambassador’ towards all functions and vice versa and help manage all interfaces
  • To understand the assigned accounts and categories and document this by Account Fact Books
  • To support the development of account strategies, formalising them by Strategic Account Plans and get sign-off by the direct superior.
  • Working with the Cluster & European DPC teams, develop and negotiate a Digital Joint Business Plan.
  • Coordinate subsequent implementation of product range decisions and continuously monitor the on-site assortment for availability, price, out-of-stock rate etc.
  • Execute Digital Shelf optimization initiatives based on solutions developed by DPC in close collaboration with the account’s digital team
  • Collaborate with brand teams to drive relevant digital marketing content – both for online & social
  • Enhance the visibility of the adidas & Reebok brands across your account, tailoring to maximize impact based on the respective specific consumer journey
  • In partnership with Market DPC Analytics, measure key performance metrics and quantify commercial impact based on enhancements and facilitate the forecasting of online sales & growth ambitions across your account
  • To sell-in and agree on sell-out support and formalise this by Account Marketing Plans jointly with the Senior Key Accounts Manager and Head of Key Accounts
  • To monitor sell-out and the order book continuously and ensure reliable and cost efficient supply for the account
  • To support negotiation and enforcement of adidas Group trade terms
  • To measure progress on own KPIs
  • To monitor and report on customers and competitors activities and propose/initiate/take actions  
  • To provide realistic plans and forecasts on customer performance
  • To ensure customer compliance with agreements




  • Responsible for the commercial success (sales) of assigned Key account and category Responsible as the lead contact for all Global focus that both these accounts receives to Key Account Minimum Standards i.e. StAP, AFB, Pre-Line, Range Planning, CPM, Beast, Direct Shipments, order process management, financial reporting and KPI monitoring
  • Responsible internally as the ‘ambassador’ for assigned account


Key Relationships:

  • Buyers (across both accounts), All Sales, RSM, Respective BU’s, Trade Marketing, Brand Marketing, Sales Planning, Business Planning, Customer Service, Credit Management, Finance



  • Net Sales
  • Standard Margin
  • Profitability 
  • SOS & SOB
  • OB Conversion
  • SWB & MWB
  • Range Efficiency
  • Stock Turn


Knowledge, Skills and Abilities:

  • Proven experience in Planning, Selling and Negotiating
  • Experience in E-Commerce (ideally site management and consumer journey analysis, SEO or SEM)
  • Sportswear industry experience is a plus
  • Knowledge of local E-Commerce landscape.
  • Understanding of key Digital success metrics along the consumer journey on- and off-site (conversion, click-through rate etc.)
  • Comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
  • Strong communication skills: written, oral and presentation
  • Strong industry knowledge, across divisions of footwear, apparel and accessories/equipment
  • Strong cross functional experience across marketing and sales
  • In depth understanding of local markets’ consumers, accounts, economic environment and commercial needs
  • Strategy: ability to develop and implement strategy
  • Analytics: ability to analyse data to improve strategic decision making and implementation
  • Creative: ability to direct creative production and oversee implementation of marketing plans


Requisite Education and Experience / Minimum Qualifications:

  • Proven experience within a Key Account Selling Environment
  • Degree in sports or sports related subject or relevant industry experience
  • Proven sales experience ideally within the sport / retail sector
  • Experience in E-Commerce is essential
  • Exposure and working experience to E-market places is preferred
  • Ideally relevant experience with online search (e.g. SEA/SEO, On-Site search etc.) and basic
  • Experience and exposure to ecommerce UX and site optimisations, improving visibility and sales.