Purpose & Overall Relevance for the Organization:
The Sr. Manager, Affiliate is responsible for defining and scaling the Affiliate pillar, establishing the strategy, operating model, and measurement frameworks that connect creator-led storytelling to measurable commercial outcomes across the funnel.
In contrast to the Manager-level role, which focuses on day-to-day execution and partner management, this role owns end-to-end strategic development of a growing capability, including creator affiliate, NIL, and partner ecosystem expansion. The role will drive incremental growth by integrating content-driven affiliate strategies into broader performance marketing objectives.
Working cross-functionally across Brand, Media, eCommerce, Analytics, and external partners, the Sr. Manager will act as the subject matter expert for Affiliate Marketing, influencing ways of working and ensuring alignment across teams to unlock scalable, performance-driven growth.
KEY RESPONSIBILITIES:
· Own the vision, strategy, and roadmap for the Affiliate pillar, aligned to affiliate and broader performance marketing goals
· Define and implement operating frameworks that connect creator and partner activity to measurable KPIs (traffic, conversion, revenue contribution)
· Lead development of creator affiliate programs, including NIL, subnetworks, and emerging partner ecosystems
· Identify, evaluate, and onboard new platforms, partners, and capabilities to scale content-driven affiliate growth
· Establish and evolve measurement frameworks to quantify mid- and upper-funnel affiliate impact
· Partner closely with Analytics and Commerce teams to ensure full-funnel attribution, reporting, and optimization
· Translate performance insights into actionable strategies that improve efficiency, incrementality, and scale
· Build and continuously refine the Affiliate operating model, including processes, governance, and ways of working
· Drive innovation in AI-enabled creator discovery, optimization, and performance tracking
· Identify opportunities to automate and scale workflows, improving channel efficiency and consistency
· Act as the primary Affiliate subject matter expert, influencing cross-functional stakeholders across Brand, Media, eCommerce, and Global teams
· Drive alignment on campaign integration, storytelling, and funnel connectivity, ensuring affiliate is embedded within broader marketing strategies
· Clarify and evolve roles and responsibilities across Content and Commerce affiliate pillars
· Contribute to the broader affiliate channel strategy, ensuring alignment with global best practices while tailoring to US business needs
KEY RELATIONSHIPS:
· adidas US eCommerce team, Performance Marketing, Brand Marketing, Media, Merchandising, and Analytics
· Global eCommerce and Affiliate Marketing teams
· Creator networks, affiliate platforms, agencies, and external partners
· Cross-functional marketing and digital teams supporting campaign execution and measurement
KNOWLEDGE, SKILLS AND ABILITIES:
· Strong strategic thinker with ability to build new capabilities and frameworks from the ground up
· Deep understanding of creator ecosystems, affiliate marketing, and performance measurement
· Ability to translate brand storytelling into measurable business outcomes
· Strong analytical mindset with experience interpreting performance data and attribution models
· Proven ability to influence cross-functional stakeholders without direct authority
· Experience identifying and scaling emerging growth opportunities and new channel innovations
· Interest in leveraging technology, automation, and AI-driven solutions to improve performance
· Strong partner management and relationship-building capabilities
· Highly organized with the ability to manage multiple priorities in a fast-paced environment
· Strong communication skills with ability to translate complex strategies into clear actions
MINIMUM QUALIFICATIONS
