PURPOSE

The Director of Digital Marketing and Consumer Analytics is responsible for delivering cutting-edge analytics services to stakeholders, enabling them to make fact-based decisions. Using multiple data sources, they manage the generation of insights that help adidas understand consumer behavior and related business performance to ultimately drive sales and profit.  Lead and collaborate with your team to inform the adidas digital market strategy and provide the factual basis for future consumer experiences and related demand and site development.

KEY RESPONSIBILITIES

Analytics

• Lead the execution or usage of the Digital marketing and consumer analytics practice in scope, including service portfolio evolution and aligned to global frameworks for focus areas assigned to you.  Focus areas are:
  • Digital Marketing Analytics (Paid Media, CRM)
  • Digital Consumer Performance Analytics
• Lead demand management for insights and analytics. Oversee the collection, tracking, mining and analysis of data and the generation of fact-based insights using multiple data sources. Lead the delivery of analytics services to stakeholders within the eCom market.  Ensure analytical results drive consumer experience and business impact and help achieve market sales plans.
• Drive collaboration on critical data quality projects in areas such as analytics implementation, database integration, tag management, qualitative data, etc.

Consulting

• Advise market functional leads on the value and use of digital analytics to define goals, measure appropriate KPIs, monitor performance and derive trends and opportunities.
• Orchestrate consultancy to eCom leaders. 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.
• Maintain a strong internal stakeholder presence with a high level of trust that facilitates action-ability of insights.
• Drive the implementation and use of data driven decision processes, in line with a fact-based decision culture.

Reporting

• Drive and co-design new reporting structures and refine existing structures within your area of responsibility in alignment with Global Digital Analytics Frameworks and Data Governance.
• Help distill best practices to other markets and adidas stakeholders to maximize the use of analytics capabilities.

Innovation

• Identify new measurement opportunities across new and existing platforms to drive commercial and brand goals.
• Build a strong internal and external network, informing the adidas Digital Analytics community on the latest trends and technological advances

KNOWLEDGE, SKILLS AND ABILITIES

• Proven analytical skills with the ability to assemble data, interpret, craft executive summaries and deliver business insights
• A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction
• Ability to navigate and explain complex issues 
• Experience leading large-scale data warehousing and analytical projects using big data technologies, specifically e-commerce, marketing platforms and consumer data
• Demonstrated ability with data warehousing, ETL development & data visualization tools (Power BI)
• Advanced project management skills, including the ability to work on several projects simultaneously and the ability to manage complex projects

QUALIFICATIONS

• Bachelor’s degree in preferably in Business, Mathematics, or Computer Science or equivelant combination of education and experience
• 8+ years of experience in a digital analytics environment
• Experience in vendor management 
• 5+ years of experience leading and developing a large team
• 5+ years of project management experience

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We actively encourage individuals with disabilities to apply and will provide reasonable accommodations throughout the recruitment process. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

At adidas we offer a Hybrid work policy which requires attendance in the office Monday through Thursday, with the flexibility to work remotely on Friday each week. For work requiring a high degree of collaboration or an in-person presentation, in-office attendance is required even on Friday.