Manager Digital Analytics DPC - temp 12 months - Central in Herzogenaurach bei Adidas

Manager Digital Analytics DPC - temp 12 months - Central (M/F/D) in Herzogenaurach bei Adidas

Adidas

Purpose & Overall Relevance for the Organization

Focus on leveraging the analysis, reporting and insight generation from digital data points to assist in growing digital sell-out across the defined digital key account(s)
Identify opportunities through the analysis of various digital data metrics to expand brand reach, grow visibility, increase customer engagement and ultimately drive sales

Key Responsibilities

Working alongside the Digital Partner Commerce (DPC) sales lead for the defined digital account(s), take ownership for all digital KPI and metric reporting & analysis
Continuously evaluate the digital marketplace within the defined digital account & through data led insights, input into optimum assortment propositions with the DPC and account teams
Focus on key metrics around visibility, availability and share of voice, coupled with clear recommendations of how to grow these KPIs for our brands
Take ownership for digital sell-through reporting for the defined digital account(s), share a weekly overview with key stakeholders on the performance of our brands, focussing on digital sell-out alongside other key digital KPIs that are available
Provide visibility of the digital account market share of our brands (progress, key factors, observations)
Working with data dashboards (e.g. Google Data Studio/Adobe etc), regularly extract actionable insights from the data– sharing proposals amongst key stakeholders including the account DPC lead
Continually evolve your understanding of the consumer journey on the defined digital account(s), evaluating how consumers navigate the website and ultimately land on the PDP, leading to conversion
Understanding the different consumer behaviours across different European territories and based on data insights, generating analyses to maximise the local consumer focussed relevance of our brands’ go-to-market approach
Lead the digital data input into key business documents and moments, including quarterly business reviews, joint business plans and account overviews

Working with the brand team(s), support in maximising the optimisation of our performance marketing investments, both on-site and off-site, through the cross analysis of key data KPIs including sales uplifts, performance vs. target, reach, ROAS and sharing post campaign analyses where relevant
Track and measure the impact of different digital initiatives driven by the account DPC lead, including planning in advance the expected results, measurement methods, appropriate benchmarks and post event analysis
Translate gathered insights into engaging, measurable and clear presentations
Understand the relationship between various digital metrics (e.g. impressions, clicks, conversion) & sell out performance, you will drive recommendations to the DPC team on how best to optimise our digital offering
Taking accountability for the on-going accuracy of all data points and ensuring where any issues do arise, these are resolved in a timely manner
Collaborate with your digital analyst peer network across Europe to drive synergies in our analytical approach, looking to continuously improve how we extract value and maximise key KPIs
Partner with the European DPC Analytics team to leverage best practise approaches and applying these within your scope of responsibility, but also sharing with the team any recommendations for enhancements and improvements that are relevant
Act as the digital data expert when it comes to industry expertise, consistency reviewing how we operate as a wider European digital analytics team & identifying any industry trends or opportunities that could positively impact our business

Key Relationships

EU Digital Partner Commerce (DPC) Analytics
Digital account DPC lead
Local DPC community
Wholesale Key Account Management
Wholesale Brand Activation
Wholesale Analytics team

Knowledge, Skills and Abilities

Experience & passion working with digital metrics & a history of leveraging these to increase sales performance
Advanced experience with analytics tools and disciplines (web analytics, eCom, social, mobile, paid media, SEO, SEM etc.).
Full understanding of key digital KPIs (e.g. Impressions, Clicks, PDP views, ATC, CVR, ROAS), their inter-connected nature and what levers to drive to improve performance
Excellent organizational and planning skills
Experience working with leading digital data platforms such as Google Data Studio, BI, Adobe etc.
Advanced Excel skills and high proficiency in spreadsheet analyses
Passionate about deriving bus