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Senior Manager Global Media Learning and Measurement

Primary:  

To contribute towards a world class media measurement department, driving an effectiveness culture throughout the organization and across all campaigns, categories, markets and media types. 

 

Secondary:  

To drive the adidas media learning agenda, support the media measurement strategy and lead the test & learn initiatives. Incorporating Insights from various methodologies to build actionable and relevant approaches to the planning, buying and measurement of media at adidas. 

 

Key Responsibilities:  

 

  • Support the strategic approach to measurement at adidas 
  • Lead the media training programme, including but not limited to, monthly training agenda, weekly newsletter, cross department sharing, reciprocal external training, IPA Initiatives, guest speakers 
  • Collaborate with other departments and companies to bring In best practice to the training agenda so all levels of personnel are being upskilled In marketing science, media principles and effectiveness 
  • Organise, develop and oversee 1-1 media training modules that can be run with Individuals or teams that require different levels of understanding 
  • Develop and manage an annual Learning event, which brings some of the world's best researchers, professors, marketing scientists, econometricians together to train a large group of adidas marketing personnel 
  • Manage the Test & Learn framework, covering all strategic tests across all media in all markets. 
  • Make this data accessible to Global, Regional and Local teams so they can understand areas to focus to Improve media effectiveness going forward 
  • Manage the measurement department of the Global media agency to ensure the Test & Learn framework Is being adhered to across markets that have been prioritised 
  • Differentiate and clearly communicate the strategic Test & Learn framework and Its goals / achievements v tactical campaign optimisation 
  • Be the point of contact Internally at adidas for measurement queries with the Global media agency 
  • Lead the analysis and sharing of key learnings from Test & Learn framework to beneficially affect media planning, buying and measuring going forward 
  • Collaborate with local media measurement, analytics and Test & Learn personnel to deliver testing that Is timely, Insightful and Informs future decision making 
  • Support the management of the MMM programme, including agency management, data calibration, data analysis, communication of results, presenting, training Internal and external teams 
  • Manage the relationship with digital analytics departments that oversee attribution and digital KPIs. Making sure that those results In Isolation are not seen as the single source of truth but rather Inform the overall measurement and Insight’s programme 
  • Support development of overarching media KPI framework, which should be media agnostic, flexible and helping adidas drive towards growth rather than efficiencies 
  • Lead and manage specific projects that cover various aspects of measurement from AI and machine learning to qualitative research.  
  • Lead and manage measurement and research agencies and work with the Media Buying team to ensure contracts and Scope are directed towards media effectiveness 
  • Collaborate with the Media Planning team to ensure Insights are being taken into account within the planning process. Likewise take feedback from the Planning team on whether to focus test and measurement Initiatives to further Inform hypothesis 

 

 

Key Relationships:  

 

Global media team and agency, local media teams and agencies, analytics departments, research and measurement vendors, media owners, Global brand and category communications teams, regional and local marketing teams, finance, sales, eCommerce, PR, Legal, consumer insights, consumer analytics, creative agencies 

 

KPIs:  

 

Brand KPIs – contributing towards the improvement of brand perception 

Sales KPIs – contributing towards the long-term financial growth of the company 

Demonstrates how campaign strategies and activation has beneficially Impacted marketing effectiveness 

Thought of as high performing member of the media team by agency, markets, functions, Brand & categories 

Regarded as making a positive difference to the marketing operations of adidas 

 

Knowledge, Skills and Abilities 

 

  • Previous Involvement in MMM projects, Ideally leading or supporting the lead In the overall programme 
  • Deep digital media and analytics experience Including attribution modelling 
  • Wide understanding of learning methodologies and experience Implementing It Into a business 
  • Proven track record of Initiating and Implementing media or marketing learning programmes 
  • Highly organized 
  • Highly analytical. Will question every decision and will stress test Insights from every angle 
  • Wide understanding of the media Industry, Including different media types, and agency models 
  • Demonstrable research, strategy and advanced analytics expertise 
  • Previous experience having worked cross functionally with sales, finance, and marketing 
  • Ideally will have media agency background 
  • Experience managing a team 
  • Comfortable presenting to and convincing senior business owners  
  • Ability to work in complex, diverse and pressured environments 
  • Excellent written & presentation skills 
  • Strong but empathetic communications approach 
  • Broad understanding and passion for the media Industry 

 

Soft Skills: 

  • Inquisitive, insightful, and thoughtful  
  • Empathetic yet prepared to challenge and question the norm 
  • Hard worker 
  • Ambitious 
  • Strategic, organized, process and solution-oriented with an attention to detail 
  • Innovative thinker 
  • Can independently prioritize and manage workload 
  • Collaborative by nature.  Able to partner with internal and external teams and is         flexible to variable team dynamics and cultures 

 

 

 

Requisite Education and Experience / Minimum Qualifications:   

 

  • 8-10 years marketing, media or measurement experience 
  • Ideally will have worked within a media agency and client side 
  • Degree educated 

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 Manager Global Media Learning and Measurement

Brand:  adidas
Location:  Amsterdam
TEAM:  Marketing & Communications
State:  NH
Country/Region:  NL
Contract Type:  Full time
Number:  348108
Date:  Aug 27, 2021