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CRM & Audience Specialist/ Digital Media Analyst

Purpose (Brief summary of why role exists):

The CRM & Audience Specialist is responsible for leading our retention marketing strategy. We believe that by using data more intelligently, we can engage our consumers in a more timely, relevant and consistent way. The ideal candidate will have experience with managing email marketing programs; developing customer relationship strategies and centralizing audience data for streamlined extraction & deployment to multiple marketing channels.


Key Accountabilities (List the 5-10 major areas of responsibility for role):

  • Develop and drive overall email marketing strategy. Develop short- and long-term channel roadmaps based on brand and channel strategy. Drive alignment with other marketing channels.
  • Manage email calendar and identify key opportunities to maximize revenue potential and align with brand objectives.
  • Manage relationships with key internal partners, including Global Digital Brand Commerce, Brand Activation, and Business Unit relationships and Direct to Consumer.
  • Responsible for channel financial and performance targets. Collaborate across the organization to maximize channel performance and drive improvements.
  • Collaborate with CRM, ecommerce and retail marketing on customer acquisition initiatives, email strategy, and targeting to ensure cross-channel alignment and optimal consumer experience.
  • Responsible for creating omni-channel email programs based on customer development and lifecycle campaign designs. Partner with local CRM, global CRM, and Brand marketing teams to understand and delivery against program briefs.
  • Drive DMP functionality and its value, use, and importance across the business by sharing learnings and best practices.
  • Responsible for top and bottom line growth of the Programmatic Display and Paid Social campaigns to drive incremental sales, ROI and total contribution goals.
  • Strive to continuously improve the DMP, coordinating data across multiple platforms (Facebook, Google, DoubleClick, etc.).
  • Partner with external agency as the key contact for adoption and continue to evolve the overarching strategy.
  • Work internally with Merchandising, Online Marketing, Brand Activation and Analytics teams to create synergies and explore promotional opportunities
  • Contribute to the development of the adidas Canada eCommerce performance display & paid social strategy, specifically long-term expansion of direct response social strategy to new platforms (Instagram, Twitter, Snapchat, Pinterest, etc).
  • Leverage channel data and industry developments to identify and execute tests, enhance reporting, and identify key levers and opportunities to implement optimization to improve performance.


Knowledge, Skills, and Abilities:

  • Proven ability to develop innovative strategies and drive creativity while maintaining ROI.
  • Demonstrated strong and effective project management skills, including ability to lead and direct outside resources.
  • Strong understanding of direct-to-consumer business, eCommerce/Retail, competitive/business environment, and consumer behaviour.
  • Strong collaborator with proven ability to partner and influence. Ability to work with various teams, personalities, and disciplines around a common vision.
  • Strong brand understanding and ability to deliver a premium consumer experience.
  • Creative and conceptual thinker able to develop innovative solutions to problems and leading-edge design. Brings an editorial experience and point-of-view.
  • Ability to manage multiple projects on various levels with different and converging timelines.
  • Excellent interpersonal and communication skills, including strong and flexible personality, to build relationships.
  • People management experience preferred but not required.
  • An advanced knowledge of Web Analytics (especially Google Analytics and/or Adobe Analytics) with proven experience of generating insights
  • Clear perspective on how media channels work together to create a cohesive, personalized marketing experience.
  • Excellent, hands-on experience in email marketing across all platforms.



  • College Diploma or University Degree in a relevant field.
  • 3-5 years’ experience in Digital Marketing focusing on Email Marketing, CRM and audience management.
  • Prior DMP experience is essential - e.g. Google Audience Manager, Krux, Adobe Audience Manager etc.
  • Email marketing or CRM experience including planning and execution, preferably with a sporting or consumer goods company or equivalent program management experience.
  • Strong knowledge of all digital marketing channels paid search, display, social media, affiliates and analytics systems.
  • English Language is must and French proficiency is an asset.


adidas is an equal opportunity employer committed to diversity and inclusion. We encourage applications from all qualified candidates, including those with disabilities, and will accommodate applicants’ needs, upon request, throughout all stages of the recruitment and selection process. If selected to participate in an interview, accommodations will be made available on request. Please inform the Recruiter of the accommodation(s) that you may require. Information received relating to accommodation will be addressed confidentially.




Full time
Woodbridge, 08, CA