Manager, Digital Consumer Analytics

Manager, Digital Consumer Analytics

At adidas, every day is a chance to flip the script. An invitation to take everything
we know and re-invent it. Do it better. Never settling for good enough.

Every day we get up, invent, adapt, improvise, find new ways to collaborate,
and do the unexpected. We’re creators, makers and doers. Helping athletes make a difference, not just in their games, but in their lives and in their world.

It’s an obsession.

We’ve been doing this for more than 65 years. With an unmatched history and tradition of creating iconic products, consumer connections and experiences, we’ve been defining sport culture since the beginning.

And we’re never done.

Come be a part of shaping the future together with us.

Please note:

• Diversity, Equity, and Inclusion at adidas means championing individual uniqueness and cultivating a culture of belonging in which everyone can create at their best. We embrace diverse backgrounds, experiences, and perspectives and seek to create a workforce that reflects our consumers and communities.
• adidas offers robust and progressive medical, including HSA (Health Savings Account) with employer funding or FSA (Flexible Spending Account) options, dental, vision, prescription drug coverage, adoption, with surrogate and fertility support, short and long-term disability, and basic life and insurance, which can be supplemented with employee-paid coverage. Employees enroll in adidas’ 401k plan and Stock Purchase Plan with employer match. Full-time employees are eligible for education assistance and generous Leave policies including of paid parental leave.
• Employees are eligible to earn an annual bonus based on both company and personal performance. Employees accrue prorated flexible time off in the amount .4388 hours per day that increases with years of service, eleven paid holidays throughout the calendar year and Service Time Off during milestone years.
• We officially returned to office in a hybrid work environment, working 3 days in office and 2 days remote. The working location of this position is Portland, OR.
• Though our teammates hail from all corners of the world, our working language is English.

TEAM

Our eCommerce team makes shopping fun and effortless. But the more effortless the online experience, the more complex it often is on the backend. Our eCommerce solutions must be increasingly creative, developing new platforms and channels before our customers even know they need them. Does moving fast and thinking faster sound like an interesting challenge to you? Join this booming department.

Manager, Digital Consumer Analytics

adidas – Portland, OR

PURPOSE

As North America Manager Digital Consumer 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 DBC 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 ACCOUNTABILITIES

1. Consumer and Traffic Strategy & Innovation

• Be an active part in the execution or usage and contribute to the development of necessary market capabilities 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:
  • Loyalty program, Personalization, audience targeting, and other consumer programs analysis
  • Traffic and marketing efficiency, forecasting & analysis
  • Demand vehicle attribution and ROI analysis including CRM
  • Consumer and Marketing campaign analysis
• 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, 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, CRM and Consumer Engagement, and Personalization in the market. Provide insights about adidas brand awareness and ecommerce performance.
• Prepare and share your findings with stakeholders across the organization in the form of database and channel forecasts, gap analysis, business cases and post mortems.
• Identify and implement 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 DBC 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.

KNOWLEDGE SKILLS AND ABILITIES

1. Education & Professional Experience

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

2. Soft-Skills

• Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
• 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

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, SCV/ consumer database, propensity modelling, segmentation, CDP, Doubleclick/ Facebook/ paid audience targeting, GA 360/ GA4, Adobe Analytics, etc.).
• Technical skills including hands-on SQL query, Exasol/ SQL data warehouse and Databricks/ Lakehouse environment, Python/ R/ modeling, data processing and visualization such as usage of Alteryx/ Airflow, Tableau, PowerBI 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

Sound good? Click apply and be part of our tomorrow.

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adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

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