Purpose & Overall Relevance for the Organization:

• To ensure profitable market share and net sales growth within the Pure Players in India while respecting the image of the adidas Group brands
• Support the growth of the digital wholesale channel, accountable for improving financial performance of your winning digital accounts
• Show clear “expertise in the digital space”, and support the required initiatives and capabilities to “win the digital marketplace” with increased sell through and market share across all online channels and accounts (pure player, eMarketplaces and omni channel digital sales) with a focus on key digital players across the Cluster
• Support the India Digital Partner Commerce (DPC) organization, by providing oversight and excellence through people leadership across the Digital planning, Campaign Management & Analytics functions.

Functional Mandate:  

The Sr. Manager, Digital Planning & Analytics partners with the Director, DPC by providing leadership and oversight of the Digital Planning, Campaign Management and Data Analytics functions within DPC. He /she helps drive overall channel net sales goals aligned with Pure Players through relentless execution of brand and channel priorities through enhanced levels of engagement with DPC partners and internal stakeholders at adidas.   

Key Responsibilities:

• Digital Planning & SWB Management
  • Negotiation and alignment of on-platform media plans with Pure Player partners as per channel NS plan and partner sell-out targets.
  • Oversee the end-to-end execution of the SWB budget to ensure best results for the brand on DPC platforms through excellence in interaction model with partners and internal teams (Finance, Marketing, SLT) & DPC partners.
  • Ensure spotless execution of the Joint Marketing Plan with DPC platforms including Commercial and Brand moments activation every month.

• Data Analytics:
  • Support the Manager, Data Analytics to drive excellence in interpretation of funnel data and sellout data and metrics.
  • Establish regularized cadence to track on actionable insights from brand performance insights from Amazon Pi, Flipkart insights tool, Myntra insights tool & Ajio category marketing reports.
  • Assess on-platform performance on Share of Search, Keyword performance, Brand recall, Awareness index, Consideration metrics, New to Brand % etc.

• Campaign & Content Management
  • Support the AM, Campaign Management to drive regularized implementation and optimization on Display and Search campaigns being executed with platforms in conjunction with Commercial and Brand events calendars
  • Establish regularized cadence to track campaign performance across platforms
  • Deliver best in class branded content representation for adidas products on platforms.

Key Relationships:

• External: Pure Player category team, marketing teams, Pure Player leadership teams
• India: DPC KAM Team, India SLT, Sales Excellence & Finance team
• India: Brand Activation & CTC teams 

Knowledge, Skills and Abilities:

• A Growth and a Digital mindset
• Strong interpersonal skills, influencing skills: Very good communication and negotiating abilities as well as high presentation, relationship management and facilitation skills.
• High degree of commercial and business acumen (e.g. sales, retail, trade marketing, customer service, finance and controlling)
• People & Stakeholder management experience
• Independent & Interdependent working style: Able to work on his/her own and drive organizational goals.
• Zoom In / Zoom Out: Ability to work in detail and at the same time keep overarching channel / company goals in mind.
• Comfortable with platform analytics and digital metrics like conversion, CTR, ROAS, Views, Impressions, PPVs, GVs etc.
• Sales / Account Management experience (good to have)

Requisite Education and Experience / Minimum Qualifications:

• Tertiary qualification in business with marketing / sales focus
• 7-10 years of experience within large sales organisations, ideally in apparel/fashion/shoes or FMCG / Telecom of which min 2 years in Sales or Sales support role  
• IT skills: Advanced MS Office Skills