GENERAL PURPOSE

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

KEY RESPONSIBILITIES 

Scope - Accountable for forecasting & performance analytics of the adidas consumer in NAM

1.    Consumer and Traffic Strategy & Innovation

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

• Consumer planning, forecasting and analysis

• Loyalty program, Personalization, audience targeting, and other consumer programs analysis

• Traffic and marketing efficiency, forecasting & analysis

• Demand vehicle attribution and ROI analysis including CRM

• AB testing and opportunity analysis

• Consumer and Marketing campaign analysis

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

2.    Consumer and Traffic Analysis

•    Measure results of consumer database health, loyalty program, personalization, traffic generation, CRM and Consumer Engagement activities using global agreed frameworks. Use and help develop a global aligned reporting framework that evaluates dimensions such as acquisition, engagement and purchasing behavior.
•    Drive the optimization of consumer growth and traffic generating channels, Loyalty program, CRM and Consumer Engagement, and Personalization in the market. Provide insights about adidas ecommerce performance and retail membership.
•    Prepare and share your findings with stakeholders across the organization in the form of database and channel forecasts, gap analysis, business cases and postmortems.
•    Identify and support the implementation of new opportunities to drive growth through consumer and traffic optimization.

3.    Collaboration & Consulting

•    Be able to explain the impact of consumer, reach, engagement and traffic on business objectives using global aligned frameworks.
•    Work with markets in the optimization of consumer and traffic 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.

5.    People Management & Function Development

•    Create a supportive work environment in which employees are coached, trained and provided with career opportunities through development.
•    Manage team bandwidth and work prioritization to deliver analysis that’s impactful 
•    Improve team’s skillset along with changes in industry data landscape and internal data environment as well as business needs, including but not limited to analytical thought process, technical skills, data science skills, and business domain expertise 
•    Design and evolve team’s organization structure and function components that will support the future growth of the function that best support the business growth

 
KEY RELATIONSHIPS 

•    Digital Activation and Marketing (Incl but not limited to Membership, Consumer Engagement, Performance Marketing, Digital Commercial Programs teams and Digital Planning team) 
•    Regional eCom teams (Including but not limited to Buying and Planning, Merchandising, and Consumer Experience)
•    Market and Global Digital Analytics
•    Market and Global Data And Analytics team (DNA)

REQUIREMENTS

1.    Education & Professional Experience

•    University degree in the field of Business or equivalent 
•    8+ years of experience in consumer analytics, loyalty program and traffic generation (eg. CRM), in-house or at a leading consumer analytics agency focused on eCom.
•    Extensive experience with digital consumer loyalty programs, digital consumer engagement and digital marketing in a brand environment
•    Experience in eCommerce environment 
•    Experience in leading a team 

2.    Soft-Skills

•    Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
•    Good leadership skills
•    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 consumer analytics, traffic generation, CRM and Consumer Engagement
•    Ability to efficiently work in organization with international reporting lines and multi-cultural environment

3.    Hard-Skills

•    Extensive experience with consumer database, segmentation and profiling, traffic analytics tools, marketing platforms & media KPIs and ROI
•    Extensive experience with consumer analytics tools, people-level KPIs and value measurement, consumer database, segmentation, and audience targeting tools onsite and offsite
•    Extensive experience with reporting, digital marketing tools and data logic behind it (Salesforce/ Email Service Providers, Push notification, Mobile App, consumer database, propensity modelling, segmentation, CDP, DoubleClick/ Facebook/ paid audience targeting, Adobe Analytics, Appsflyer, GA4, etc.). 
•    Technical skills including hands-on SQL query, Databricks/ Lakehouse environment, Python/ R/ modeling, data processing and visualization such as usage of Alteryx/ Airflow, PowerBI, Tableau, and etc.
•    In-depth understanding on data tracking technology of the domain (server to server, caching, frontend tagging, 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