Commercial & CRM leader Zürich area

Aufgabe

CONTEXT

The sports market in Switzerland, especially in Zürich, is full of potential. There are the main insights worth sharing:

• 69% of the population in Switzerland claims to practice sport “several times a week”. This makes the Swiss belong to one of the most sportive populations of the world. 




• The Canton Zürich is by far the largest region in Switzerland (1.5Mio inhabitant), also the city of Zürich is the largest in Switzerland.




• With 310 CHF of sport expenditures / inhabitant (highest purchase power in CH), the Market size is 480 Mio CHF and represents 23% of the whole sportmarket in CH.




• Growth of Population: Horizon 2030, the pop. of Switzerland (8.7Mio Inhabitants) will grow from 800K (+9%). In the same time the pop. of ZH city & region will growth from 80K (+20%)




• Sport Market in ZH is growing faster as in the CH average: 2.5% Growth of the Sportmarket in CH vs 8% in ZH Kanton in 2022.

Taking this context into account, we have many opportunities to exploit to become leaders in the sportmarket by 2027 in the region of Zürich, and we already started a development of the number of stores, from 4 in 2023 to 12 flexible Omnichannel contact points by 2027.

The main responsibilities and OKRs of the Commercial & CRM director in Zürich will be:

I) To build and develop a strong Store experience for each Customer in Zürich to accelerate the conversion rate, through an adapted supply and a fundamental revamping of our offer, all driven by data. Focus on efficiency and driving the store to the web.

II) To develop, duplicate and adapt the global Decathlon strategy and solutions to engage our customers. To surprise, be liked by our customer you will develop store hospitality solutions, a local dedicated CRM, and specific membership strategies. Focus on TO share with services, events for customers and with our products, new businesses for us like B2B, and a strong emphasis on circular business.

As result of this strategic directions the main KPIs of the job will be:

- Accelerate the conversion rate in our physical stores from 41% in 2023 to 52% by 2027

-Strong acceleration of the digital in store TO share (store to web). Objective 20% by 2027, starting from 2.8%

-The objective for 2027, is to have a TO share with members from 30%. (30Mio in volume), and to realize 10 Mio TO with the sport-clubs & companies in zürich.

-To drive the sustainable turnover of the city from 4 to 15%, with new circular services (Rental, 2nd use, buy-back service)

Figures, Decathlon stores in Zürich: 35 Mio omnichannel TO in 2023 on 4 contact points, +20%, trajectory by 2027: 100 Mio. on 12 flexible contact points. From 6% market share in 2022 to 22% by 2027.

The  EBIT is already positive (2 Mio by 2023). The validate dedicated “booster WIN Zürich” project, validated by the executive committee of Decathlon Switzerland  will give us the latitude to invest in order to be able to grow fast.

MISSIONS

In your role as a commercial & CRM director for Decathlon Zürich, you will be reporting to the regional director,

• Commercial pilot for the 10 Stores by 2027 in Zürich. Deep analysis by data & proposal to challenge & improve choices and offer in the stores. To offer our customer 25% more physical & digital choice.




• Through emphasis on the Store experience with a lot of presentations of bulky product and top quality models to push the Store to web and of course the web to store.




• You will be in charge of building a new business for Decathlon with the local Clubs & companies. Develop all the B2B activities in the city and the Region.




• Rebuild with supply team, supply plan included, to increase the efficiency and decrease the shortage




• You will be in charge to build and develop the last Mile delivery on the city to provide the best customer experience on market (Same Day Delivery from all our offer)




• Develop and adapt the local digital rôle in Zürich including the local CRM, to be excellent with each customer and accelerate strongly omni.




• Cooperate to develop a local communication & marketing plan that addresses Zürich people customer journey & the local needs, linking marketing & digital & physical retailing, and positioning itself on the customer journey, focus on driving flow web to store




• Leading the Engagement-Membership and the local sport Platform to build in Zürich. To surprise, to be liked by the people in Zürich and to give our customers and their family real reasons to come back to decathlon




• Move forward as an entrepreneur, investing autonomously 50% of the over result generated,

Profil

• You have an explorer mindset and love to build a project from scratch. You have this ability to think out of the box and work in a very dynamic and fast-pacing environment.




• You have a big level of autonomy and are able to write your road map, and to follow it accurately.




• You always see the big picture, the opportunity of the strategy before the operational difficulties.




• Project-driven, enthusiastic about the company's mission: “Sustainably accessible” 




• At least 3 years of successful and proven experience in a key position, such as store leader or other commercial functions, such as traffic or, conversion, CRM or customer experience.. 




• Successful project writing experience, visionary and the ability to execute accordingly.




• You're enthusiastic with an extraordinary positive mindsetand you see every change as an opportunity to progress by systematically finding solutions.




• You make courageous decisions, which you'll be able to explain and convince internally. 




• You know how to listen to your colleagues and customers to build your project and give meaning to the projects that you will co-commit to with your teams.




• You enjoy doing, supporting, training, working in teams and move teammates, so, you act as a role model. 




• Fluent in English and in German. If not, you are willing  to learn german. French is a plus.You’re ready to relocate to live  in the Zürich Region.




• You’re passionate about sport.