Director Digital Analytics, .com ecosystem



At adidas, we have one 2025 Global strategy – Own the Game – which we execute with local relevance. Own the Game is rooted in sport – our past, present and future. We own the game because we put the consumer at the heart of everything we do and we have what it takes to control our destiny.


China and Digital are at the heart of our Own the Game strategy. China is our biggest, most profitable market, and eCommerce is our #1 Store – the fastest growing, most profitable and always open store. Based on our success to date, digital is key for our next stage of DTC-led growth, and the company will continue to invest in significantly accelerating our digital expertise and offering in China.


China digital acceleration is off to a strong start in 2021 with a number of key initiatives well under way - We have implemented Omnichannel capabilities across our touchpoints. We plan to launch Studio A in China, a team dedicated to producing local-relevant, premium digital content. We continue to amplify our presence across emerging platforms and double down on social commerce and livestreaming. We relentlessly drive digital transformation across our organization with the right mindset to move fast in order to succeed.


Meanwhile, we recognize the China market and digital landscape is constantly evolving, and we need to take immediate action to attack the marketplace and to establish ourselves as the most progressive digital brand. To that effort, the company has identified key China Digital Acceleration initiatives we need to fast-track in order to regain momentum, and we have a rigorous program set-up to drive execution.


Purpose & Overall Relevance for the Organization:

Digital Analytics sponsors the digital future by providing a consistent data strategy, direction, and capabilities with premium business insights. This role has the full responsibility and accountability to define the strategy and roadmap for the .com ecosystem. 


Key Responsibilities:

  • Accountable to build analytics capabilities including, web/campaign, revenue and conversion optimization.
  • Own and drive insights and recommendations end-to-end in order to realize business uplift, conversion, and margin optimization.
  • Develop meta-data models, drive A/B testing on key campaigns, events, marketing efforts, onsite merchandising features
  • Conduct enhanced Campaign analysis using campaign metadata.
  • Develop contextual dashboards with relevant events and campaigns.


Key Relationships:

  • GCA Digital leadership team
  • Global Digital Analytics
  • Owned Ecosystem teams
  • eCom Buying team
  • Digital Hub


Knowledge, Skills and Abilities:

  • Advanced knowledge of eCommerce content, search engine optimization, search engine marketing, user experience, analytics and core eCommerce capabilities
  • Ability to create clear, concise and actionable materials for internal clients (including strong data visualization), and to influence their adoption of Analytics into their day-to-day business.
  • Team player able to work productively and co-operatively cross-functionally, with peers and stakeholders coming from different horizons (IT, strategy, Market research, marketing, sales). Systematically works to form trusted relationships that are the basis for respect and effectiveness.
  • Problem solving skills – able to identify, analyze and propose solutions to various technical and business issues
  • Ability to communicate clearly and effectively to internal and external clients and vendors, both orally and in writing
  • A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.


Requisite Education and Experience / Minimum Qualifications:

  • Master’s degree in Business, Marketing or quantitative field and a minimum of 10 years of experience in eCommerce business intelligence environment – preferably in online apparel or footwear retail
  • MBA from a leading organization preferred.
  • eCommerce and/or Digital Marketing experience required.
  • Strong Hands-on experience in diverse BI tools.
  • Strong Hands-on experience in enterprise web analytics analysis and web analytics tools.
  • Experience with AB and Multi-variate testing tools.


adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

Job Title:  Director Digital Analytics, .com ecosystem

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
State:  SH
Country/Region:  CN
Contract Type:  Full time
Number:  379270
Date:  Nov 11, 2021