PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION:

Contribute to sustainable growth of consumer desire, net sales and profitability by bringing external consumer, market and competitor insights into the business.

Contribute to embedding data to inform the mid-/long-term strategic plan, prepare decision-making, and support the business development function.

The Consumer & Market Insights Team is a strategic & commercial partner to the business and a key part of ensuring the business is consumer-obsessed.

KEY RESPONSIBILITIES:

• Drive implementation of standard, best-practice approach to meaningful external data-analysis and facilitate interpretation, to effectively and efficiently support strategic business planning.
• Drive development of relevant tools and interactions to facilitate access to insights. Educate stakeholders and contribute to data-based decision-making and action. Source specific insights tools to enable consumer and market insight generation.
• Drive the execution of collaborative European projects, process improvements, new tools and best-practice sharing that are in alignment with the strategies and priorities of the adidas Group organization’s strategy and principles.
  • Prepare detailed briefings
  • Be the point person for agencies and internal stakeholders
  • Define and execute a process and interaction with global sales teams and European clusters BD teams regarding consumer & market intelligence
  • Leverage and share insights across BUs, Account Managements at global, European and local level
  • Improve tracking and management of research requirements and efforts
  • Define recommendations and potential actions based on insights
• Analyze proprietary data sets in collaboration with internal and external experts and use tools such as Tableau in the business to identify insights to action.
• Define creative ways for storytelling and bringing insights to life to compel us to take action.
• Drive and manage the Consumer & Market Intelligence network, acting as focal point for European Clusters/ Countries, global functions and other key support functions to ensure identification of strategic initiatives and focus areas. Source and share best practices from inside and outside of the adidas Group.
• Proactively bring new external consumer perspectives & market trends in the European & Global Sales organization.
• Work independently and collaborate across multiple functions and departments.

KEY RELATIONSHIPS

• Market Europe: Business Development Teams Europe and Clusters, BUs, Channels
• Global: Consumer Insights, Global Sales
• Others: key support functions e.g. IT, Finance, relevant functions in other markets
• Agencies and other external partners

KNOWLEDGE, SKILLS AND ABILITIES:

• Strong knowledge of business KPIs and ability to work with numbers, showcasing diligence & attention to detail
• Strong analytical skills, ability to organize data, and draw powerful insights by effectively displaying information and identifying relevant patterns; confidence in using (multiple) data sources to decipher and tell a clear story
• Strong communication skills
• Strong collaboration skills with the ability to create effective, deep and successful working relationships across all levels of the organization
• Previous consumer insights,  sales or marketing experience within the international sporting goods industry or experience in project management helpful
• Mental flexibility, adaptability, initiative and determination
• Ability to drive conclusions from data and insights to support definitions of strategic levers and translation into operational plans
• Excellent verbal and written skills in English (German or other European languages are a plus)

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS:

• Degree in psychology, sociology, data analytics, marketing, business studies, or related field
• 3 to 5 years work experience within project management or in a consumer insights role
• Experience in working with databases, Tableau/ Microstrategy, Excel (incl. Pivot), Think Cell, high interest in mastering new tools
• Passion for sport/ sporting goods industry