General Purpose:

At adidas as a Senior Manager Digital Analytics with focus on Web and App analytics you are responsible for reporting tools, KPIs, insights and measurement primarily supporting CX, digital merchandising and digital activation teams. You and your team will be working a variety of analytical tools and databases to generate insights that help adidas understand how our consumers behave on our app and .com and what optimizations we can make to their experience.

You will lead a small team and drive complex analytical projects, using both descriptive and advanced analytics. Your team plays a vital role in enabling the understanding of business trends that support a variety of different business questions such as: how our ecommerce web pages can lead consumers on a journey that maximizes their spend with us, how can we launch new products successfully, why do shopping journeys break and what can we do to fix it?

YOU GOT THIS and we are excited to be part of your journey.

Main Team Responsibilities:

REPORTS AND DASHBOARDS:

• Build and maintain self-service data tools in Power BI, Adobe Analytics and Amplitude
• Manage roadmaps and backlogs for development and enhancements
• Build tools to best practices
• Ensure reporting reliability of eCom formula and conversion funnel KPIs

INSIGHTS:

• Conduct deep dives into business problems and areas of underperformance
• Identify opportunities to service our consumers better through our .com and app experience
• Connect the dots between business tactics, other functional area insights and your teams insights
• Generate hypothesis for A/B tests and work with business on actions from insights

MEASUREMENT:

• Be the functional expert in KPIs to measure our conversion funnel for EU ecommerce
• Lead Forecasting for different areas of the eCom formula, based on business plans
• Act as main business consultant for testing methodologies
• Support with sizing opportunities to drive business growth

ADVANCED ANALYTICS AND INNOVATION:

• Use advanced statistical techniques to uncover trends in browsing behaviour not visible through descriptive insights
• Pioneer usage of advanced analytics to support every-day decision making
• Stay updated on latest industry, tooling and global developments in web analytics

TEAM LEADERSHIP:

• Oversee development and work-load of 2-3 direct reports
• Manage and plan priorities with business stakeholders

Key Relationships:

• EU e-commerce teams (CX / Digital Visual Merchandising / Digital Activation/ Analytics)
• Global Digital Analytics
• Global Data Engineering

Knowledge, Skills and Abilities:

Analytical Experience:

• 6+ years in an analytical role with experience in web/app analytics
• Knowledge of tools such as Amplitude, Adobe Analytics & GA4
• Experience working with clickstream data and manipulation using SQL
• POWER BI or equivalent data visualization tools such as Tableau or Looker
• Experience managing complex analytical projects end-to end
• Excellent communication skills: ability to articulate complex concepts clearly and comfortable presenting to stakeholders at various organizational levels
• Experience working with statistics and usage of tools like R or Python is a plus

Requisite Education and Experience / Minimum Qualifications:

• University degree in numerical or business discipline
• Passion for sports and the adidas brand
• People management experience a plus
• Knowledge of web analytics in an ecommerce environment
• Fluent in English