Purpose & Overall Relevance for the Organization:

As the head of Digital Sales Analytics for adidas Europe, you are responsible for shaping the strategic direction of our digital reporting and insight generation efforts. Your leadership guides where and how our teams prioritize their focus across the Partner Program, Partnership Marketing, and Gift Cards functions.

Leveraging the expertise of your immediate team and the broader eCommerce and Digital Analytics community, you analyze a wide range of digital performance metrics to uncover growth opportunities. Your insights help enhance brand visibility, expand product availability, and drive sales, ultimately accelerating digital sell-through and increasing market share.

Key Responsibilities:

• Develop and maintain the reporting framework to provide the Partner Program, Partnership Marketing, and Gift Card teams with a single source of truth for key digital metrics, highlighting performance progress and growth opportunities.
• Lead financial planning for these business models through the monthly Integrated Business Planning (IBP) cycle and forecasting tools.
• Proactively identify future commercial opportunities, such as assortment optimization, pricing architecture, and content enhancements, using reliable data sources and tracking their impact over time.
• Maintain and enhance the existing analytics suite while building new, scalable tools that deliver actionable insights to drive net sales and market share growth.
• Guide your team in leveraging digital tools to track, measure, and analyse key customer performance across Europe, with a strong focus on generating actionable insights.
• Champion the adoption and effective use of digital shelf tools across key digital accounts, ensuring clarity of purpose and maximizing product visibility and availability.
• Continuously evaluate and refine the suite of analytics tools to ensure alignment with evolving business needs and strategic goals.
• Serve as the primary point of contact for all Digital Sales analytics topics across both European and Global teams.
• Regularly present insights, tools, and performance updates at Digital Sales and Europe eCommerce forums, including Trade Meetings and team huddles.

Leadership:

• Lead and mentor a team of 4 business analysts, supporting their day-to-day responsibilities and fostering a culture of continuous improvement and professional development.
• Upskill the broader Digital Sales and eCommerce teams by promoting the use and understanding of key analytics tools.
• As one of the leaders in the Europe eCommerce community, collaborate closely with peers to drive an inclusive and performance-based culture through the leadership framework values.

• Set clear objectives, measurable targets and establishing a growth mindset.
• Communicate our strategy in a consistent and compelling manner.
• Create a learning environment through active coaching & two-way feedback.
• Unlock the creativity of your team and inspire them to deliver actionable insights.

Key Relationships:

• Digital Sales pillars
  • Platform Trading
  • Digital Partnerships
  • Partner Experience & Operations
• eCommerce
  • Sales Planning & Analytics
  • Finance
• Global Digital Analytics

Knowledge, Skills and Abilities:

• Ability to confidently present quantitative and qualitative data led analysis to management & translate messages and stories in a simple way
• Solution-oriented with a focus on achieving results
• Keen interest in deriving insights from large data sets
• Ability to derive the inter-connected nature between various data points
• Outstanding analytical and problem-solving skills
• Knowledge of analytics tools (e.g., Databricks, SQL, Power BI, Python)
• Excellent organizational and planning skills
• Advanced Excel skills and high proficiency in spreadsheet analyses
• Flexibility to handle multiple tasks simultaneously and to work under pressure
• Highly motivated, with the ability to work in deadline driven environment
• Comfortable with working in an international environment
• Fluent English is necessary; another European language would be beneficial.

Requisite Education and Experience / Minimum Qualifications:

• University degree is preferred
• At least 5 - 7 years of professional experience in digital/eCommerce, Digital Analytics, Business Analytics or equivalent
• 3+ years of experience in leading a data focused team to deliver high performance
• Experience in working with digital metrics & a history of leveraging these to increase sales performance in a digital multi-brand environment
• Experience working in the Sporting Goods & Fashion industry preferable, or relatable industries FMCG 
• Proven experience in driving change across a large-scale organization