Director, Digital Marketing Analytics


As U.S. Director Digital Consumer Engagement and Traffic Analyst you are responsible -in close cooperation with Global Digital Analytics- for the development of the digital traffic analytics function within the market using global frameworks for data governance, integration, reporting and optimization. Within your practice, you oversee the development and delivery of cutting-edge analytics services to market stakeholders, enabling them to make fact-based decisions. Based on defined data sources, your team manages the generation of digital traffic diagnostics and insights that helps to achieve market sales plans. You are contributing to a factual basis for future consumer experience optimization and site development.


Key Responsibilities 

Scope: Accountable for defined analytics practices area or platform


  • Lead the execution or usage of defined traffic analytics practices or platforms using and aligned to global frameworks, including service portfolio for:
  • Traffic Planning & Analysis
  • Demand vehicle attribution Analysis
  • RTB Campaign Media Effectiveness Analysis and Optimization
  • Social Traffic and Newsroom Analytics
  • CRM & Consumer Engagement Analytics
  • Lead demand management for insights and analytics services within your area of responsibility.
  • Lead the delivery of defined analytics services to stakeholders within the eCom market or close to the eCom market, e.g. Brand or Newsrooms. Ensure analytics results drive consumer experience and business impact and help to achieve sales plans.
  • Initiate improvement and when prioritized, work closely with Global Digital Analytics in areas such as demand optimization, analytics implementation, database integration, marketing attribution, tag management, qualitative data, etc.


  • Advise market stakeholders on the value and use digital analytics to define goals, measure appropriate KPIs, monitor performance and derive trends and opportunities.
  • Orchestrate consultancy to stakeholders. Ensure that the team provides actionable recommendations and calls for action based on gathered insights. Oversee that gathered insights are translated into engaging, actionable and easy to digest insights presentations.
  • Establish and maintain a strong stakeholder network with high level of trust that facilitates action-ability of insights.
  • Establish a fact-based culture in the organization by defining data driven decision processes.


  • Work with Global Digital Analytics to improve reporting structures.
  • Work with Global Digital Analytics to distill best practices for other markets and other adidas stakeholders, maximizing the use of analytics capabilities


  • Build a strong internal and external network including key industry players, feeding latest trends and technological advances into the Global adidas Digital Analytics community.

People Management

  • Build the appropriate structure to be able to manage the respective organization effectively, identify and develop the future talents and create 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 eCom market objectives


Key Relationships

  • eCom Market Teams
  • DBC Global Digital Analytics
  • DBC Consumer Engagement


Knowledge, Skills and Abilities


  • A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.
  • Outstanding communication skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
  • Outstanding presentation skills and story-telling
  • Very good people management skills


  • Profound experience with BI, Marketing & Media processes, tools and KPIs
  • Profound experience with analytics tools and disciplines (web, eCom, social, mobile, sentiment, paid media, SEO, SEM, CRM, SQL, SCV, propensity modeling etc.).
  • Profound experience with visualization techniques.
  • Excellent project management skills, including the ability to lead several projects simultaneously
  • Proficient in MS Office, Alteryx and MSS.
  • Fluent English both verbally and written


Minimum Qualifications

  1. University degree in the field of Business or equivalent
  2. 10+ years of experience in the area of Digital Analytics
  3. Extensive experience with digital marketing in a brand environment
  4. Experience in eCommerce environment
  5. 2+ years of experience in leading a team



Location:  Portland
Country:  United States
Team:  Digital
Brand:  adidas
Position Type:  Full time
Number:  187365
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