Purpose & Overall Relevance for the Organization:

Driving Consumer Engagement & Membership Analytics at adidas e-commerce, you are responsible delivering cutting-edge Analytical services to stakeholders, enabling them to make fact-based decisions. Based on internal data sources, you manage the creation and generation of tools, data capabilities, optimizations and insights that help adidas better understand the consumer base, members and membership engagement, expand reach, optimize segmentation, increase customer engagement and advocacy, and ultimately drive traffic, conversion and sales. In collaboration with your team, you drive and execute KOREA Digital Analytics strategy focusing on Consumer Engagement and Membership Analytics.

Key Responsibilities:

Consumer Engagement & Membership Analytics:

• Lead and manage Korea e-commerce consumer engagement (CE) and membership analytics, tracking macro and micro KPIs for websites, apps, and eMarketplaces.
• Implement dashboards, reporting frameworks, and analytics tools to enable data-driven decisions and optimize performance.
• Develop advanced analytics tools and insights to improve traffic, engagement, conversion, and membership KPIs across all digital platforms and offline channels.
• Drive CRM and CE performance measurement by aligning with global reporting frameworks to evaluate awareness, engagement, and purchasing behavior.
• Collaborate with UX, CE, Membership, and Activation teams to enhance the shopping experience, personalization, consumer segmentation, targeting, and traffic generation.
• Support Buying, BU, and Brand teams with ad hoc data analysis and the development of analytics tools to provide deeper consumer understanding and actionable insights.
• Support membership activities with data, insights, tools, and frameworks to track and improve member awareness, acquisition, and engagement.
• Partner with other analytics teams to monitor KPIs, identify trends, and uncover growth opportunities through CRM and CE optimization.
• Continuously evolve analytics capabilities by adopting new tools, practices, and solutions within the digital analytics ecosystem.
• Drive stakeholder alignment by delivering actionable insights, fostering data-driven decision-making, and promoting the adoption of analytics tools and frameworks.
• Build a strong internal and external network to stay updated on analytics trends and innovations.

• Maintain quality, set good development practices, and define standards that keep the focus on the right things.

Key Relationships:

• KOREA e-com team
• KOREA Membership team
• KOREA Function teams (Finance, DNA, Brand, Sales, Membership, SCM…)
• Global Digital teams
• Global BI & Analytics teams
• External vendors

Requisite Education and Experience / Minimum Qualifications:

• Degree with focus in Statistics, Economics, Math, Data Science, Business or related field preferred, or equivalent combination of education and experience
• 4+ years of experience working in Digital Analytics, Data Analytics, Business Intelligence, Demand forecasting & planning, Data Science or equivalent experience
• Experience in e-commerce environment
• Experience with CRM or Customer Engagement in a brand environment
• Familiarity with e-commerce content, search engine optimization/marketing, user experience, analytics, core e-Commerce capabilities, CRM process/program, and overlaps/opportunities in relation to behavioral web data
• Experience in or familiarity with analytics platforms, especially in their integration or deriving insights requiring multiple sources
• Industry: Ideally sportswear/fashion/FMCG or internet 

Knowledge & Soft Skills:

• Strong understanding and proven experience in digital and e-commerce analytics, with deep knowledge of multi-platform e-commerce ecosystems, KPIs, and performance optimization.
• Solid business acumen, with the ability to connect business goals, consumer behavior insights, and actionable strategies across digital and offline channels.
• Demonstrated ability to work effectively in cross-functional organizations, building influential and collaborative relationships with stakeholders from diverse disciplines.
• Excellent communication and negotiation skills, with the ability to present complex topics clearly and effectively to both technical and non-technical audiences, in person and remotely.
• Passion for designing and building new data capabilities, tools, and frameworks, with a keen interest in “behind-the-scenes” development of analytics solutions.
• Skilled in crafting and implementing analytics frameworks that align with business needs and deliver measurable outcomes, with a focus on user-centric design and accuracy.
• Creative and results-driven problem-solver, dedicated to driving quantifiable improvements in business performance and consumer satisfaction.
• Familiarity with and enthusiasm for the sportswear and fashion industries, with the ability to leverage analytics to support these domains effectively.

Hard Skills:

• Advanced experience in data analytics, master of analytics tools including SQL, Python, PowerBI (or other visualization tools) as well as statistical models and/or machine learning models
• Hands-on experience with big data platforms such as databricks, AWS or Azure and coding tools such as Jupyter Notebook, Git, etc.
• Familiar with digital KPIs (traffic, CR, AOV), membership KPIs (e.g. engagement, CLTV) and consumer analytics tools and algorithms
• Experience in relevant digital disciplines and their core KPIs (e-com, social media, loyalty programs, CRM, SEO/SEM, consumer experience)
• Fluent English both verbally and written
• Plus would be considered:
  • Experience in forecasting and predictive models
  • Experience in building data science or machine learning models, esp. experience in personalization and consumer segmentation solutions.
  • Experience in data engineering, esp. data modeling and pipeline building
  • Advanced experience with other digital analytics tools such as adobe analytics, google analytics, etc.
  • Experience with Voice of the Customer tool such as Martitz CX, Medallia, Qualtrics, etc.
  • Customer Experience Measurement (Tealeaf CEM, Clicktale, QM, Crazyegg)
  • Experience with AB and Multi-variate testing tools preferred (e.g. Optimizely, VWO, Test & Target)
  • Project management skills, including the ability to lead projects or work on several projects simultaneously.