Manager Traffic Analytics and SEO, DBC, India

Purpose & Overall Relevance for the Organization:


Manager, Traffic Analytics and SEO is a part of DBC channel team at adidas India. As a Manager, Traffic Analytics and SEO, the person will be responsible for traffic channel and funnel analytics for DBC channel and driving its evolution. Traffic analytics will contribute towards conversion improvement, marketing spends optimization and achieving sales plans. The person will also be responsible for managing SEO for DBC platforms (website + app) for adidas and Reebok brands and constantly driving the implementation of new SEO tools and best practices. The person in this role will be responsible for all upper funnel KRAs (covered in detail below).


Key Responsibilities:

  1. Traffic analytics:


    1. Traffic analysis
  • Be the enabler and watchdog for DBC performance marketing to ensure marketing

spends, conversion, consumer engagement, new user acquisition and sales optimization

  1. Leverage traffic efficiency dashboard to provide insights to performance marketing teams on quality of traffic and drive actions on those insights
  2. Define benchmarks and measure performance of various traffic generating channels across funnel conversion, consumer engagement and new user acquisition
  3. Build a reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior
  4. Own A/B testing for various communications, product features etc for different channels
  5. Key KPIs: Bounce Rate, Order conversion, PDP throughput, new user growth, Page Views Per session, Time spent per session
  • Benchmarking India DBC channel and funnel performance metrics (Bounce Rate, Order conversion, PDP throughput, new user growth, Page Views Per session, Time spent per session) to other global adidas platform and drive improvement


    1. Traffic Strategy, Innovation and Hype launches:
  • Work closely with performance marketing team to align traffic channel strategies with DBC channel objectives, while ensuring adequate focus on:
    • New use acquisition
    • Priority categories/sub-categories (Bus)
    • Detailed traffic channel wise strategy for hype and product launches
    • KPIs: Hype launch ST%, New user growth and BU share increase


2: SEO Operations


  • Optimize SEO and gather insights about adidas brand awareness and ecommerce performance
  • Monitor and analyze market trends, competitor activities and derive conclusions for the growth and optimization of adidas digital activities


3: Loyalty program and Consumer Lifecycle Management:


  • Build a framework for Consumer Lifecycle Value
  • Optimize Consumer Lifecycle Value by delivering on key Consumer Lifecycle Management strategies
  • Working with the performance marketing team to deliver on consumer loyalty growth
    • Key KPIs: Loyalty program and CRM base increase, New user acquisition, Consumer retention and engagement delivery


4: Upper funnel expansion, performance analysis and delivery for:


  • Ratings and Reviews:
  1. Increasing consumer ratings and reviews on DBC platforms in collaboration with performance marketing and CRM team
  2. Key KPIs: Total ratings, Total reviews, Ratings% Units sold, Reviews% Units sold  
  • User Generated Content:
  1. Increasing user generated content (images + videos) on DBC platforms in collaboration with performance marketing and CRM team
  2. Ensuring each article has a minimum required user generated content
  3. Key KPIs: Total user images + videos, %articles with minimum 3 user generated content pieces
  • Newsletter signups:
  1. Key KPIs: Total newsletter sign ups per month


Key Relationships:


  • Brand teams
  • CRM
  • DBC Operations team + Customer service
  • DBC Tech Teams
  • Data Science Team
  • BUs and Markets
  • DBC Strategy, Ecosystem and Experience Design Teams
  • DBC Product Teams


Requisite Education and Experience / Minimum Qualifications:


  • MBA from a Tier-1/2 institute
  • Min 5 years of experience in Growth and Performance marketing teams of reputed e-commerce firms are a plus
  • Strong SEO and Consumer Loyalty background is a must
  • Excellent understanding of digital consumer funnel and journey
  • Entrepreneurial mindset
  • Data oriented person with excellent proficiency in Advanced Excel, Omniture and Google analytics
  • Ability to synthesize data into insights and give a single dashboard view for decision making
  • Excellent PowerPoint capabilities
  • Must be fluent in English and more importantly must be able to articulate and present data driven insights and its’ relevancy to business problems well
  • Top skills:
  • Business management and analysis
  • Consumer funnel journey
  • Consumer segmentation
  • Must have skills: Excel, SQL, Omniture, and Google Analytics

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 Traffic Analytics and SEO, DBC, India

Brand:  adidas
Location:  Gurgaon
TEAM:  Digital
State:  HR
Country/Region:  IN
Contract Type:  Full time
Number:  319368
Date:  Apr 8, 2021