Senior Manager Digital Marketing & Consumer Engagement Analytics

Job Description

Purpose & Overall Relevance for the Organization

Driving Digital Marketing & Consumer Engagement 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 & external data sources, you manage the creation and generation of tools, data capabilities, optimizations and insights that help adidas better understand the consumer, expand reach, increase customer engagement and advocacy, and ultimately drive traffic, conversion and sales. In collaboration with your team, you drive and execute JAPAN Digital Analytics strategy focusing on Digital Marketing Analytics, Traffic & Media measurement and optimization, Consumer Engagement analytics, CRM and Membership Analytics.

Responsibilities

Digital Marketing & Consumer Engagement Analytics

• Own and drive the overall JAPAN e-com Digital Marketing and CE Analytics (all level of macro and micro KPIs) for our Website, Apps, Digital Platforms / eMarketplaces
• Own and drive consolidation, measurement of results and optimization of traffic generation, CRM and Consumer Engagement activities, aligning and developing a global-aligned reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior. Provide insights about adidas brand awareness and e-commerce performance
• Lead and manage a comprehensive and advanced analytics that improves traffic generation and conversion across the own sites and platforms and actively reports and improves respective Traffic and CE KPI’s
• Collaborate and support Performance Marketing Brand team, Digital Brand Activations team and e-com UX and CE teams to achieve the Premium Shopping Experience value proposition and relevant Personalization across all digital touch points, to support enhancements to traffic generation, site usability, content, marketing, and overall customer experience
• Closely collaborate with the e-com forecasting team to share findings and insights on Traffic, Media and CE, aligning deep-dives for e-com channel forecasts, campaigns and pre-post mortems, traffic acquisition strategies & overall business objectives
• Conduct collection, tracking, mining and analysis of data and generation of fact-based insights, using a single data source
• Develop and implement data capabilities, consolidations and best practice toolsets and frameworks that allow continuous tracking and optimization of e-com organic and paid media traffic
• Identify and implement new opportunities to drive growth through traffic and CRM / CE optimization
• Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital traffic generation activities
• Drive Traffic analytics capabilities building through application of the full set of advanced analysis methodologies to optimize data analysis. This includes framing of business needs, data and KPIs exploration and benchmarking as well as descriptive, predictive and prescriptive modeling
• Provide stakeholders with actionable recommendations and calls for action based on your gathered KPIs analysis and insights. Drive the translation of gathered insights into engaging, actionable and easy to digest insights presentation and implementations to ensure KPIs gaps, risks and uplift are closed and targets are achieved
• Implement analytics tools/reporting framework within e-commerce to facilitate every decision maker access to the information needed in the shape needed – dashboards, visualization tools, reports etc. 
• Own and drive SEO and Content Analytics and Engagement and NPS related metrics, providing visibility and optimization opportunities and insights
• Support execution of online campaigns through effective analytics focusing on uncovering trends in traffic, KPIs, customer behavior and sales
• Ensure tools and systems daily routines & activities, refresh, updates and scheduling
• Build up tools, measurement frameworks, ad-hoc analysis and insights to support and engage with the Membership team
  • Establish and manage the reporting standards for Membership performance
  • Established and manage the advanced analytics game plan for the Japan membership organization in collaboration with Digital Analytics
  • Establish and manage the personalization game plan for inbound and outbound behaviour
  • Establish the playbook for audience selection considering various scenarios
  • Review and suggest best practices for membership communications across life cycle and campaign communications
  • Continuously review and report on the efficacy of membership first initiatives such as early access, member exclusive and other member incentives
  • Set up and manage the regular cadence dashboards to provide clear insights into progress of Japan membership
  • Set up and manage regular cadence dashboards for channel level(incl Own Retail) deep dives to constantly iterate and improve the membership proposition
  • Establish the advanced analytics use case back log system so that we are constantly testing, learning, and scaling personalization
  • Periodically review performance of commercial and experiential membership privileges to provide insights for iterating/improving the membership program offerings
  • Support stakeholders in leveraging membership understanding to define goals, select appropriate KPIs framework, monitor performance and derive trends and opportunities
• Collaborate and generate synergies and framework to support and engage with the DPC Analytics teams in their Digital Analytics solutions and with the Membership team
• Support deep-dives, ad-hoc analysis and contextual dashboards with relevant platforms and channels
• Develop and maintain a strong stakeholder network with high level of trust that facilitates action- ability of insights
• Advise stakeholders in your area of responsibility on digital analytics to define goals, select appropriate KPIs, monitor performance and derive trends and opportunities
• Lead the continuous development of the analytics practice in scope, including service portfolio evolution and constant screening of the ecosystem for new models, capabilities, partners or solutions
• Build a strong internal and external network, informing the adidas Digital Analytics community on the latest trends and technological advances
• Maintain quality, set good development practices, and define standards that keep the focus on the right things

People Management

• Create a supportive work environment in which employees are coached, trained and provided with career opportunities through development
• Continuously monitor and evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes to meet business needs
• Provide team members/direct reports with clear direction and targets that are aligned with business needs and company objectives

Key Relationships

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

Qualifications

Requisite Education and Experience / Minimum Qualifications

• Degree with focus in Business, Finance, Economics, Math, Data Science or related field preferred, or equivalent combination of education and experience
• Minimum 5-8 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 in or familiarity with analytics platforms, especially in their integration or deriving insights requiring multiple sources
• Extensive experience with digital marketing in a brand environment
• Functional knowledge of 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 traffic generation, in-house or at a leading traffic agency.
• Industry: Ideally in apparel/fashion/shoes or internet 
• Experience in leading a team

Knowledge & Soft Skills

• Broad understanding and passion for Digital and e-com
• Understanding of multi-platform e-commerce
• Deep knowledge of Digital and e-com analytics
• 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
• Excellent communication & negotiation skills, comfortable presenting complex topics to technical and non-technical audience both in person and remotely at various organizational levels
• A passion for designing and creating new data capabilities, tools, and frameworks. Interest in “back-of-house” development of analytics capabilities. Devotion to accuracy, reliability, rigor, and user-focused design.
• Meticulous, high attention to details
• Creative and energetic team player who has a passion for delivering analytics, data, insights to drive outcomes for quantifiable improvements in business results and consumer satisfaction.
• Outspoken and Confident
• People management skills
• Broad understanding of and passion for the sports and fashion/entertainment industry

Hard Skills

• Advanced experience in Digital Analytics, BI, Financial, Digital tools
• Hands-on experience with analytics, statistics, data visualization, and analytics tools and disciplines
• Proficient in MS Office (with an emphasis on Excel), Alteryx or at least one querying language
• Experience with process design and process improvements, automation, etc.
• Proven project management skills, including the ability to lead projects or work on several projects simultaneously.
• Plus would be considered:
  • Experience in forecasting and predictive models
  • Advanced experience with Analytics Blending & Visualization Tools (PowerBI, Tableau, MicroStrategy, Alteryx, SQL…)
  • Advanced experience with traffic analytics tools, marketing & media KPIs and ROI
  • Advanced experience with reporting and digital marketing tools (GA 360, doubleclick, Adobe Analytics, SCV, propensity modelling etc).
  • Advanced experience Experience with Web Analytics and Native app (iOS/Android) analytics (Adobe Analytics, Google Analytics, Webtrends, Wetrekk, Amplitude, AppsFlyer, FireBase…).
  • Experience with Voice of the Customer tool (Martitz CX, Medallia, Qualtrics)
  • Experience with Advanced Analytics Tools/ language (R, Python, SQL,etc…)
  • Customer Experience Measurement (Tealeaf CEM, Clicktale, QM, Crazyegg)
  • Experience in relevant digital disciplines (e-com, Social, online communities, loyalty programs, CRM, SEO/SEM)
  • Experience with AB and Multi-variate testing tools preferred (e.g. Optimizely, VWO, Test & Target)
  • Experience in working with data science and engineering teams
• Fluent English and Japanese both verbally and written perferred

About the Company

At Adidas, we have a winning culture. But to win, physical power is not enough. Just like athletes, our employees need mental strength in their game. We foster the athlete’s mindset through a set of behaviors that we want to enable and develop in our people and that are at the core of our unique company culture. This is how we win while playing fair.