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Senior Manager Consumer Acquisition, Digital Activation
General Purpose
As a Senior Manager Consumer Acquisition at adidas, you are responsible for driving consumer and member base growth in Europe. You are expected to translate our Strategic Business Plan into tactical priorities for meaningful and effective member base and new buyer growth. You consider all our channels, touchpoints and acquisition sources and champion a continuous improvement mindset to drive impact. You think in end-to-end consumer journeys and your attention spans across the landing and onboarding experience of new prospects all the way towards converting them into buyers. Establishing effective working relationships lets you influence other EU and global teams’ roadmaps, e.g. capability / tool development, data privacy and consumer experience aspects.
You define Key Performance Indicators (KPI’s) for the quantitative and qualitative aspects of consumer acquisition, and you report on progress regularly. Playing an active role in target setting and performance forecasting lets you display your data-driven mindset. Using insights helps you identify opportunities and build up your roadmap.
As a leader and people manager, you champion adidas’ values, our leadership framework and motivate your team to perform at their best. You support your team members’ growth and development through delegation, coaching and by fostering a growth mindset.
Key Responsibilities
Scope: Accountable for meaningful and effective member base and new buyer growth in Europe. Data-driven opportunity identification, prioritization and execution.
Plan Creation & Execution
- Develop market-relevant plans to acquire new consumers and drive prospect-to-buyer conversion. This includes lead gen tactics as well as prospect base targeting CRM activations.
- Partner with the wider Digital Activation teams to influence the campaign calendar and ensure consideration of acquisition-driving elements.
- Ensure campaign execution with operational excellence and in accordance with planned budget and resources.
- Partner with all relevant channel and consumer touchpoint teams (e.g. .com, apps, Performance Media, Retail, Newsroooms) to identify opportunities and evolve mechanics and experiences to grow organic acquisition.
- Optimize the consumer onboarding experience post-acquisition to convert new sign-ups into buyers in a meaningful and effective way.
- Identify needs for new and optimized capabilities in your area of responsibility and partner with global digital product teams to get the required support.
- Pay attention to our competitors and other players in the global ecom and retail landscape to feed into ideation and your tactical plans.
- Plan & manage the consumer acquisition budget, monitor ROI.
Continuous Improvement & Success Measurement
- Champion a test and learn mindset within your own and the wider Consumer Engagement team as well as cross-functionally with your stakeholders.
- Define KPI’s, contribute to target setting and actively track performance of actuals vs. targets.
- Analyze consumer insights and learnings from your initiative’s performance to inform your plans.
- Ensure reports and dashboards that your team needs for performance monitoring are in place and operational by partnering with your analytics colleagues.
People Management & Leadership
- Build the appropriate structure to be able to manage the team effectively. Identify and develop talent, creating realistic succession scenarios for key positions.
- 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 monitor and 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 Europe objectives.
- Establish yourself as credible acquisition lead in the wider organization and drive education of others in your field of expertise.
Requirements
- Education & Experience
- 8+ year of experience in an international / multi-market Digital and/or eCommerce environment
- Experience in people management
- Advanced knowledge in respective domain (Acquisition, Consumer Engagement, CRM, Digital Communication)
- Hands-on experience with CRM / Digital marketing / Data Capture strategies and tactics
- Experience with and understanding of Consumer Data Privacy regulations in Europe (e.g. GDPR)
- Experience in managing highly complex processes, involving multiple teams in different geographies
- Experience in product management and/or working using agile/SCRUM methodologies is an advantage
- Soft-Skills
- Ability to quickly adapt to changing business processes and business partners
- Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
- Ability to work as a horizontal thought leader
- Hard-Skills
- Comfortable working with enterprise-level platforms and technologies
- Project management and project monitoring experience
- Documentation and ticketing tool knowledge (e.g. Confluence, Jira etc.)
- Fluent English both verbally and written
- Knowledge of other languages and understanding of localization are an advantage
At adidas, we strongly believe that embedding diversity, equity, and inclusion (DEI) into our culture and talent processes gives our employees a sense of belonging and our brand a real competitive advantage.
– Culture Starts With People, It Starts With You –
By recruiting talent and developing our people to reflect the rich diversity of our consumers and communities, we foster a culture of inclusion that engages our employees and authentically connects our brand with our consumers.