Manager Personalization

General Purpose:


As Personalization Manager, you will develop and drive adidas digital consumer audience personalization strategy. You will leverage consumer segmentation and market/global based audience data insights and be responsible for providing strategic operational framework and recommendations for precision marketing. The ideal candidate will be able to think holistically about how consumer/shopper/audience data, paid media operation, media analytics and various marketing levers can be utilized to support a cohesive brand and target audience acquisition and retention. You will seek for an alignment between business stakeholders, cross-functional teams, go-to-market programs and the corporate brand experience


Key Responsibilities:


Scope:  Build and run actionable audience personalization strategy for global and local markets


Audience Personalization Strategy & Innovation across consumer digital touchpoints:


  • Be an active part in the development of necessary capabilities that the company needs to meet current and future performance marketing growth plans, e.g. cutting edge tools, innovative partnerships.
  • Develop and drive Audience Data strategy and its application through adidas commercial and marketing technologies. Ensure Audience Data Strategy fuels in-season and season +1 planning insights, audience activation, testing roadmaps across the marketing funnel.
  • Ensure audience strategy feeds creative messaging and experience delivery across each stage of the journey
  • Source, evaluate and activate data partners relevant to continuously improve data driven marketing programs for .com(DTC) & brand communication organization as well as performance activity. Improve data quality and drive competitive advantage.
  • Develop hypothesis for learning agenda, testing frameworks in conjunction with insight and measurement leads
  • Own audience segmentation in the Google Full Stack (/or DMP, CDP) and adidas audience ecosystem and how this connects to experience planning, experience delivery and growth strategies.
  • Ensure audience data can be executed in the ad tech and MarTech stack, ensure maximum connectivity and maximization of toolset utilities
  • Actively feed audience strategy & tactics into campaign briefs before Market/BU reach the agency teams
  • Deep experiences in: digital media agency (data/marketing tech), CDP (Customer Data Platform), DMP (Data Management Platform, Ad Tech(Audience Data Mapping), eCommerce Company (media/consumer data management experience)
  • Understanding consumer, audience data and digital media operation is mandatory
  • Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital activities.


Collaboration & Consulting:


  • Be able to explain the impact of data driven marketing and communication on business objectives.
  • Work with BUs and markets in the optimization of your audience strategy & personalization area(s) by using data analysis, providing training and sustaining ongoing communication.
  • Work cross-functionally with product domains, digital and brand teams to create synergies, address opportunities and drive revenue.
  • Build on quantitative analysis to develop insights for the communication with stakeholders.


Best Practices & Toolsets:


  • Implement and utilize best practice toolsets and frameworks that allow continuous optimization of performance marketing area(s).


Education & Professional Experience:


  • 5+ years of experience in data driven marketing, Marking Technology companies, in-house or at a leading media agency.
  • Advanced experience with digital marketing in a brand environment
  • Experience with audience management and programmatic media is plus
  • Experience in eCommerce environment
  • University degree in the field of Business or equivalent




  • Very good communication & skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
  • Leadership skills are a plus
  • Ability to efficiently work in a cross-functional organization, ability to develop collaborative relationships with stakeholders from digital and non-digital disciplines on all levels.
  • Creative and energetic team player who has a passion for performance marketing




  • Advanced experience with performance marketing analytics tools, ideally in your performance marketing area.
  • Experience with reporting tools
  • Project Management skills, experience handling accounts.  
  • Fluent English, both verbally and written

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:  Manager Personalization

Brand:  adidas
Location:  Amsterdam
TEAM:  Digital
State:  NH
Country/Region:  NL
Contract Type:  Full time
Number:  309534
Date:  May 2, 2021