Senior Director Digital Analytics

General Purpose

As a Senior Director Digital Analytics at the China Digital Hub you will be responsible to build a sustainable & detailed analytics capability, data science & tools for China. You, with partnership with market China, will be accountable to deliver quick wins and build the development of major digital analytics tools & practices.  For your practices, you oversee the development and delivery of cutting-edge analytics services to the China market, enabling them to make fact-based decisions to help the market team to better understand the consumer, expand reach, increase customer engagement and advocacy and ultimately drive sales. You are a key contributor to the China Hub digital strategy, providing the factual basis for future consumer experiences and site development.



Key Responsibilities 

Scope:  Accountable to build tools & capabilities for analytics practices in China across all digital workstreams including eCommerce, CE, Social, Digital Activation & BI.

             Overall Management

  • Build the appropriate structure to be able to manage the Digital Hub organization effectively, identify and develop the future talents and create realistic succession scenarios for key positions.
  • Provide the team with clear direction and targets that are aligned with market business needs and China Hub objectives.
  • Ensure appropriate leadership skills are present at every level by creating a motivational and supportive work environment in which employees are coached, trained and provided with career opportunities through development.
  • Continuously evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes in order to meet business needs.
  • Provide team members/direct reports with clear direction and targets that are aligned with business needs and Hub objectives.
    Analytics solutions for winning on .com and mobile
  • Build rollout and handover to the China Analytics team sustainable solutions that enable performance measurement of .com and the mobile and social commerce channels.
  • Lead the development of a wide scope of digital analytics practices or platforms with close partnership with the local analytics team, including service portfolio evolution and constant screening of the ecosystem for partners or solutions.
  • Partner with the local team to lead the establishment of a fact-based culture in the organization by promoting and defining data driven decision processes.
    Personalization Roadmap
  • Build on what is currently best in class brand side activation of personalization capabilities by completing the end to end amalgamation of data and process inputs to enable full machine assistance with augmented by AI solutions
  • Increase audience coverage of personalization touchpoints, inbound and outbound
  • Scale up current use cases with input from machine learning and AI implementation
    Traffic and campaign optimization
  • Partner with the local team to develop strategies and initiate projects in areas such as analytics implementation, data governance and integration, marketing attribution, tag management, qualitative data, etc.
  • Build analytical solutions to increase the understanding of consumers, exploring their affinities and intents in order to make the best recommendations to individual consumers through the right digital channel at the right time to increase reach, engagement, buy and advocacy and inform strategy.
  • Partner with the local team to advise key strategic stakeholders on the value and use of digital analytics to define goals, select appropriate KPIs, monitor performance and derive trends and opportunities.
  • Build a strong stakeholder network with high level of trust that facilitates action-ability of insights.
    Data Science – winning on Alibaba and enabling CE with data modelling solutions
  • Drive the application of the full set of advanced analysis methodologies to optimize customer acquisition, engagement, conversion, experience and loyalty. This includes framing of business needs, data exploration as well as descriptive, predictive and prescriptive modeling.
  • Drive the development of customer segmentations, acquisition and retention strategies, predictive modelling, customer lifetime value metrics and marketing effectiveness measures.
  • Drive design, improvement, and automation of the data science platform and the machine learning pipeline to facilitate our data science activities and serve near real time use cases.
  • Help the market team benefit from innovations in the global ecosystem of data science, big data, machine learning, artificial intelligence by developing, nurturing, and maintaining a solid network with key players.
  • Identify and foster relationships with key industry players and innovators, ensuring China Market is in line with the latest trends and technological advances.
  • Support industry, market and global benchmarking.



Key Relationships:

  • China Market Team
  • The China Hub Leadership
  • Local and Global Initiative Stakeholders
  • DBC Analytics & Operations
  • DBC Leadership, Strategy, Ecosystem and Experience Design Teams
  • DBC Product Teams




             Education & Professional Experience

  • University degree in the field of Business or equivalent
  • 12+ years of experience in the area of Digital Analytics
  • Profound experience with digital marketing in a brand environment
  • Experience in eCommerce environment
  • 5+ years of experience in leading a team
  • A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.
  • Outstanding communication skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
  • Outstanding presentation skills and story-telling
  • Exceptional people management skills
  • Profound experience with analytics tools and disciplines (web, eCom, social, mobile, sentiment, paid media, SEO, SEM, CRM, SQL etc.).
  • Profound experience with visualization techniques.
  • Excellent knowledge in applied statistics, distributions, statistical testing, data mining and machine learning algorithms
  • In-depth understanding of data mining technologies
  • Experience with NoSQL data bases
  • Experience on data aggregations, data models and operationalization of data mining algorithms
  • Experience in developing Customer profiles, CLTV, attribution model, lookalike modeling, clustering, and classification and segmentation models on large and sparse data sets.
  •  Excellent project management skills, including the ability to lead several projects and programs simultaneously
  • Proficient in MS Office
  • 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:  Senior Director Digital Analytics

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
State:  31
Country/Region:  CN
Contract Type:  Full time
Number:  318488
Date:  Apr 8, 2021