PURPOSE
As a Manager Digital Analytics at adidas you deliver cutting-edge analytics services to stakeholders, enabling them to make fact-based decisions. Your focus is on revenue development analytics, ensuring that insights derived from data sources contribute to the enhancement of consumer understanding, expanded reach, increased engagement, and ultimately driving sales. You are part of a team that informs the adidas digital strategy and provides the factual basis for future consumer experiences and site development.
KEY ACCOUNTABILITIES
1. Analytics
- Deliver analytics services by collecting, tracking, mining and analyzing data and generating fact-based insights. Support Global Digital Revenue Development teams to increase reach, engagement, buy and advocacy and inform Global Digital strategy.
- Understand and drive implementation and adoption of solutions to address high level requirements from the business leadership.
- Work in assigned projects in areas such as content and campaign analytics, business category performance insights and reporting, stakeholder upskilling, tool integration, etc.
- Drive the application of the full set of advanced analysis methodologies in your analytics practice to optimize customer acquisition, engagement, conversion, experience, and loyalty. This includes framing and prioritization of business needs, data exploration as well as descriptive, predictive, and prescriptive modeling, in collaboration with decision science teams.
- Provide guidance to optimize campaign & content strategy, activation tactics and other factors for improved digital performance and achievement of digital targets.
2. Consulting
- Collaborate with stakeholders to define goals, select appropriate KPIs, monitoring, reporting and derive trends and opportunities.
- Provide stakeholders with actionable recommendations and calls for action based on your gathered insights. Translate gathered insights into engaging, actionable and easy to digest insights presentations.
- Maintain a strong stakeholder network with high level of trust that facilitates actionability of insights.
3. Reporting
- Implement new reporting structures or support existing structures.
- Develop best practice guidance for markets and other adidas stakeholders to maximize the use of analytics capabilities.
- Build an internal and external network to keep up with the latest trends and technological advances
KEY RELATIONSHIPS
- Data Science Team
- Data & Analytics
- Membership Analytics
- Digital Revenue Development
- BUs and Markets
Digital Product Teams
KNOWLEDGE, SKILLS AND ABILITIES
1. Soft-Skills
- Passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction
- Excellent interpersonal/communication skills and good strategic thinking
- Academic and professional deep understanding of an ever-changing digital landscape
- Strong presentation and storytelling skills.
2. Hard-Skills
- Hands-on experience with analytics, statistics, data visualization, and analytics tools (frontend and database technologies, SQL, R/Python, Google/Adobe Analytics or similar)
- Profound experience in digital analytics across digital touchpoints (e.g., Social, CRM, eCom, Apps, Membership)
- Solid understanding of marketing performance and content engagement measurement
- Advanced experience with reporting and visualization tools (e.g. Power BI)
- Good project management skills, including the ability to work in several projects simultaneously.
- Experience in product management preferred, including Agile working methods
Fluent in written and spoken English
QUALIFICATIONS
- University degree (Bachelor, Master, MBA) in Economics, Business Administration, Marketing, Computer Science, Statistics, Mathematics, Digital or a data-driven related field
- 5+ years of relevant work experience in an analytical role
- Advanced experience with digital marketing in a brand environment
- Experience in eCommerce environment