Manager DTC Retail Traffic

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:

The Manager DTC Retail Traffic supports the execution and optimization of traffic-driving strategies across adidas Direct-to-Consumer (DTC) stores in North America. This role plays a key part in managing localized marketing tactics, supporting CRM and SEO initiatives, analyzing traffic performance, and activating key partnerships with malls and vendors to drive qualified footfall to stores. Working cross-functionally with CRM, media, retail, and store operations teams, this role ensures alignment between national retail campaigns and local store-level traffic plans. This position brings tactical focus and data fluency to help elevate retail performance at a door level.

KEY RESPONSIBILITIES:

• Execute seasonal and always-on traffic-driving tactics in alignment with the overarching North America strategy.
• Support development of door-level traffic plans using insights from membership, CRM, and store segmentation data.
• Collaborate with CRM and Membership teams to align localized communications with broader messaging and promotions.
• Partner with external mall operators to identify and activate localized marketing opportunities (e.g., digital screens, directories, influencer events).
• Provide input on creative CRM briefs to ensure relevance and impact at the store level.
• Support retail SEO initiatives by managing local listings and implementing enhancements to increase store visibility across platforms (e.g., Google Business, Yelp).
• Track and report traffic-driving performance using dashboards and KPI frameworks; identify performance gaps and propose optimizations.
• Coordinate with field teams, store managers, and regional directors to ensure alignment and visibility on local traffic-driving plans.
• Assist in gathering market-level insights and competitor intelligence to inform local marketing strategies.
• Support test-and-learn pilots in specific markets to evaluate new traffic-driving levers and report results to senior leadership.

KEY RELATIONSHIPS:

• Membership, CRM & Performance Marketing teams
• Regional Directors, District Managers & Store Managers
• Retail Planning & Analytics
• Mall Marketing teams & Property Management
• Global Digital & Retail Marketing teams
• Brand Experience teams
• Global Activation teams
• Cross functional Retail Marketing teams
• Retail Back Office teams

KNOWLEDGE, SKILLS AND ABILITIES:

• Solid understanding of retail traffic-driving strategies, local marketing, and CRM principles.
• Strong project management skills with the ability to manage multiple campaigns and stakeholder groups.
• Ability to synthesize data and draw actionable insights to improve traffic and conversion.
• Excellent written and verbal communication skills; ability to partner across marketing, media, and store teams.
• Familiarity with SEO best practices and local listing optimization (Google My Business, Yelp, Apple Maps).
• Comfortable with reporting tools and dashboards (e.g., Excel, Power BI, Google Analytics).
• A customer-centric mindset with strong attention to detail and ability to localize campaigns effectively.

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

• Bachelor's degree in marketing, Business Administration, Retail Management, or related field.
• Minimum 3- 5 years of experience in retail marketing, brand activation or related roles.
• Experience supporting retail or physical store locations in a preferred multi-unit environment.
• Ability to work a flexible schedule to meet the needs of the business, including evening, overnight and weekend shifts as well as ability to travel up to 20% of the time.