Senior Specialist Digital Activation – Emerging Markets

Purpose & Overall Relevance for the Organization:

This role will support EM’s digital strategy definition and delivery by supporting the development and implementation of digital experiences on adidas web and app platforms.

Roles and Responsibilities

Owned:

• Go to Market Planning : The role will be working cohesively with Digital Activations Cluster Stakeholders on planning and strategizing campaigns in line with brand seasonal calendar, planned commercial initiatives and other relevant integrated local or globally lead digital marketing campaigns.
• Go to Market Guidance: Lead and Own the Go-to-market guidance for key campaigns planned for emerging markets, by helping align execution teams (clusters markets and ecom) ensuring adherence to global and hub guidance.
• .Com Promotional Slot Planning: Collaborate with clusters to hold complete ownership of the .com and app promotional slot planning. This scope requires monthly planning with market teams to align communication on .com key slots and cascade to BU teams. Work closely with consumer experience team to deliver content metrics for website promotional slots.
• .Com and App experience: Monitor campaign experience, campaign adherence to guidelines on .com and app, map campaign go-live to hard launch dates and be the owner of go-live tracker repository. Identify broken experiences, improvements required in consumer journey and work upon the same in collaboration with cluster leads and e-com team
• Campaign Operations: Support clusters with on-the-go queries for activation across .com/app touchpoints.
• 3rd Party Agency Management: Deliver adidas EM plan visibility to Central Adaptation agency to align a view of all upcoming campaign briefs. Highlight and identify any gaps in briefing TAT

Supported:

• Calendar Management: To stay updated on the calendar changes and maintain a clear view of all categories and brand campaigns as and when cascaded by brand teams within EM and Global
• Management of Digital Platforms from a campaign go to market perspective. The candidate plays a supporting role in the go-to-market planning of brand, product, and commercial campaigns on the adidas owned digital platforms (.com and app).
• Overall .com/App Consumer Experience (support and collaboration – The selected candidate will work very closely with stakeholders in the e-com team to support (not own) key KPIs like conversion and brand engagement. Within the capacity and width of Digital Activation role, the personal will track parameters (with support from e-com team) that affect .com/app conversion i.e., Website bounce rate, Time spent, funnel drop offs and suggest ways of improvement.

Key Relationships:

• EM Hub Teams – Business Unit, Membership, CRM, Media, Brand
• EM eCom teams – CX, Master Data, Campaign Ops, Analytics
• Global Digital Activation Team – strategy, planning and product.
• Cluster Digital Activation Team

Key KPIs

• Calendar OTIF adherence

Execution excellence in brand campaigns, product launches and commercial promotions

• Key Digital KPIs - Bounce Rate, Av time Spend, CR% (support)

Knowledge, Skills and Abilities

• Should be detail-oriented & organized.
• Should be able to manage multiple Stakeholder often located remotely.
• Should have impeccable communication skills – verbal as well as written.
• Some experience with digital production process and technical nature of developing digital marketing initiatives is advantageous.
• Basic knowledge of adobe analytics is preferred.

Requisite Education and Experience / Minimum Qualifications

• 3-5 years' experience in online marketing

• University Degree in Marketing, Communications, Design, Business, or a related field
• Fluent in English (spoken and written)
• Analytics knowledge is a plus