Manager US Digital Marketing

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:

Digital is the enabler of a seamless and connected omnichannel experience across .com, mobile web, mobile apps, social, email, search and media to the physical retail experience enhanced by digital content.

adidas.com plays a critical role in our brand ecosystem. It is our flagship store on every device and the go to destination for our consumers when shopping the adidas brand. It is an omnichannel driver and influences sales across all channels, helping consumers to make better purchasing decisions no matter where the final sale is completed. It therefore needs to deliver the most premium brand experience. adidas.com is a key strategic priority with an ambitious annual sales goal.

The Digital Marketing Manager is responsible for driving and implementing the overall digital strategy of the golf BU for the US market. They will be responsible for the success of paid media in conjunction with agency partner – Driving quality traffic and hitting ROI benchmarks. Work with US Digital Team (PDX) to strategize, implement and report on paid search, email, app, SEO and affiliate marketing tactics, driving quality traffic to adidas.com.

To position adidas Golf as the most progressive brand in golf and adidas.com as the flagship store, the Digital Marketing Manager will utilize analytics to accomplish the following key objectives:

 

  1. Developing and executing digital marketing plans that lead to effective traffic driving activities in US market
  2. Implement key US product campaigns and launches to deliver a premium brand and commercial experience on our owned digital touchpoints (.com and elsewhere)
  3. Manage US membership initiatives, working with local teams to elevate member experiences and increase member signups/engagement
  4. Partner collaborations – executing digital marketing component of partner collaborations, supporting via email, social, etc.

KEY RESPONSIBILITIES:

  • Work with merchandising and eComm buying team, implementing ad-hoc initiatives (email, paid search, programmatic) to support struggling categories/products
  • Implement reactive moments for tournament wins, following global strategy with local nuances
  • Implement strategy, guidelines and process to facilitate seamless and connected digital marketing activation and content planning for US .com/ eComm markets across all digital touch points in the consumer journey
  • Once uploaded by Global Digital Content team, ensure content, copy and links on adidas.com are working correctly as part of pre go-live testing
  • Work with US Brand Comms and eComm teams during the process of content & connection planning for key brand and commercial campaigns
  • Drive KPI accountability for content performance across all digital channels and platforms, including quality traffic site visits, PDP conversion rate and ROI
  • Test and learn: Monitor performance with the analytics and digital content teams, using feedback to develop market specific content best practices
  • Implement Global Email strategy, align with brand marketing on campaign and product launches.
  • Establish local membership goals and determine local tactics to help drive growth and rewards to members
  • Contribute to global DBC report where markets report on eComm results including KPI’s, product category performance, E-mail, social media, SEM and performance media
  • Manage US media budget, advise Media agency in developing effective strategy aiming to increase quality traffic and ROI to golf products on adidas.com
  • Collaborate with US SEM team to develop effective paid search strategy around key campaigns, product launch dates, PGA tournaments, buying season and times of high traffic throughout the year
  • Collaborate with US SEO team to develop content improvements and keyword strategies for new focus areas
  • Implement US reactive strategy, with aims to increase traffic to eComm or rewards for members, get input/buy-in from markets and implement paid media where necessary
  • Own digital reporting, having a pulse on the digital business, reporting and actioning on “what now” initiatives

 

 

KNOWLEDGE, SKILLS AND ABILITIES:

  • Experience with web analytics and ad serving platforms (e.g. Google Analytics, Adobe Analytics).
  • Analytical, logical and data driven
  • Motivated by testing and learning, evolving and improving the channel, and building your own channel knowledge and experience
  • Excellent (written and verbal) communication and interpersonal skills with an ability to build strong relationships quickly as a result of a team-first mentality.
  • Strong time management, organizational and prioritization skills.
  • Diligence, accuracy, attention to detail and a strong work ethic.
  • Good relationship building skills; an ability to create rapport
  • Ability to work well under pressure and to tight deadlines
  • Strong quantitative and qualitative analytical skills
  • Advanced computer skills, proven experience in Excel

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

  • Degree in Marketing, Communications, Retail, Digital or a related field. Master Degree / MBA a plus
  • 4+ years’ industry and / or relevant work experience
  • Fluent written and spoken English language skills

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 US Digital Marketing

Brand:  adidas
Location:  Carlsbad
TEAM:  Marketing & Communications
State:  CA
Country/Region:  US
Contract Type:  Full time
Number:  477692
Date:  Sep 12, 2022