1. General Purpose

As North America Manager Digital Marketing Analytics at adidas you are part of the team of a defined traffic generation and audience analytics practice within the eCom market and constantly drive its evolution. You provide market and Global stakeholders with best-in-class services around your marketing measurement and consumer insight discipline. Your analysis thus contributes to marketing spent optimization, drives the reach of adidas, growth of addressable audience and ultimately helps achieve market sales plans.

2. Key Responsibilities 

Scope:  Accountable for large scope of traffic and audience management, deliverables & services

1. Traffic and Audience Strategy & Innovation

• Be an active part in the execution or usage and contribute to the development of necessary market capabilities that the company needs to meet current and future traffic and audience growth plans aligned to global frameworks for focus areas assigned to you. Potential focus areas are:

• Traffic and marketing spend planning, forecasting & analysis
• Demand vehicle attribution and spend efficiency/ ROI analysis
• Incrementality testing and analysis
• Media campaign analysis
• Audience planning, forecasting and analysis from a marketing channel perspective
• Loyalty program, Personalization, audience targeting, and other consumer programs analysis from a marketing channel perspective

• Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of digital traffic generation activities and adidas consumer growth. Develop and implement new analytical framework over new business questions, new data types, horizontal analysis, and other explorations.

2.  Traffic and Consumer Analysis

• Measure results of traffic generation, CRM and Consumer Engagement activities, audience growth and personalization using global agreed frameworks. Use and help develop a global aligned reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior.
• Drive the optimization of traffic generating channels, marketing spend efficiencies, paid and non-paid marketing engagement, consumer growth, and personalization in the market. Provide insights about adidas brand awareness and ecommerce performance.
• Prepare and share your findings with stakeholders across the organization in the form of channel forecasts, gap analysis, business cases, post mortems and database
• Identify and implement new opportunities to drive growth through consumer and traffic optimization.

3. Collaboration & Consulting

• Be able to explain the impact of marketing spend, reach, audience and traffic on business objectives using global aligned frameworks.
• Work with markets in the optimization of traffic and consumer by using data analysis, providing training and sustaining ongoing communication.
• Work cross-functionally with other analytics teams in the market, global Digital Analytics teams and global Data And Analytics teams to create synergies, address opportunities and drive revenue.
• Build on quantitative analysis to develop insights for the communication with stakeholders.

4. Best Practices & Toolsets

• Develop and implement best practice toolsets and frameworks that allow continuous optimization of consumer database and lifetime value as well as organic and paid media traffic.

Key Relationships:

• Digital Activation and Marketing (incl Performance Marketing, Consumer Engagement, Membership, Digital Commercial Programs and Digital Planning team)
• Regional eCom teams
• Market and Global Digital Analytics
• Market and Global Data And Analytics team
• LAM Analytics team

Requirements

1. Education & Professional Experience

• University degree in the field of Business or equivalent
• 5+ years of experience in traffic generation (both paid and non-paid channels) and audience analytics, in-house or at a leading traffic agency.
• Extensive experience with digital marketing and digital audience engagement programs in a brand environment
• Experience in eCommerce environment

2. Soft-Skills

• Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
• Ability to efficiently work in a cross-functional organization, ability to develop influential and collaborative relationships with stakeholders from digital and non-digital disciplines on all levels.
• Creative and energetic team player who has a passion for traffic generation, CRM and Consumer Engagement, and audience analytics.
• Ability to efficiently work in organization with internationally reporting lines and multi-culture environment

3. Hard-Skills

• Experiences with handling external marketing data such as spend, clicks, impressions, tactic metadata that are off site of the brand’s eCom property
• Extensive experience with traffic analytics tools, attribution, marketing platforms & media KPIs and ROI, consumer database, segmentation and profiling
• Extensive experience with reporting, digital marketing tools and data logic behind it (Google Campaign Manager, Facebook, Google Search Console, SA 360, DV 360, Affiliate Marketing, GA 360/ GA4,, Adobe Analytics, Salesforce/ Email Service Providers, app/ push notification, audience database, etc.).
• Technical skills including hands-on SQL query, Databricks/ Lakehouse environment, Python/ R/ modeling, data processing and visualization such as usage of Alteryx/ Airflow, Tableau, PowerBI and etc.
• In-depth understanding on data tracking technology of the domain (frontend tagging, server to server, sync & async, etc.), privacy regulation and impact on data, and recalibration methodology for measurement that support privacy rules
• Very good project and account management skills
• Fluent English, both verbally and written