Senior Manager Marketing Analytics

PURPOSE

The Senior Manager of Digital Marketing Analytics is responsible for delivering cutting-edge analytics services to stakeholders, enabling them to make fact-based decisions. Using multiple data sources, they manage the generation of insights that help adidas understand consumer behavior and related business performance to ultimately drive sales and profit.  In collaboration with your team, you inform the adidas digital market strategy and provide the factual basis for future consumer experiences and related demand and site development.

KEY RESPONSIBILITIES

Analytics

• Lead the execution or usage of the Digital marketing analytics practice in scope, including service portfolio evolution and aligned to global frameworks for focus areas assigned to you.  Focus areas are:
  • CRM channels (Email, Push Notifications)
  • Performance Media channels (Search, Social, Affiliates, Display)
• Manage demand for insights and analytics. Oversee the collection, tracking, mining and analysis of data and the generation of fact-based insights using multiple data sources. Lead the delivery of analytics services to stakeholders within the eCom market.  Ensure analytical results drive consumer experience and business impact and help achieve market sales plans.
• Drive collaboration on critical data quality projects in areas such as analytics implementation, database integration, tag management, qualitative data, etc.
• Provide analytics services to stakeholders within the eCom market + Retail. 
• Ensure analytics results drive consumer experience and business impact and help achieve market sales plans. 
• Lead or support assigned projects in areas such as analytics implementation, database integration, tag management, qualitative data, etc. 
• Lead and support team of 2 analysts responsible for different areas of the business 

Consulting

• Support stakeholders in your area of responsibility in the use of digital analytics to define goals, select appropriate KPIs, monitor performance 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 action-ability of insights. 
• Drive the implementation and use of data driven decision processes, in line with a fact-based decision culture.     

Reporting

• Co-initiate and help implement new reporting structures or refine existing structures within your area of responsibility in alignment with Global Digital Analytics Frameworks and Data Governance. 
• Help distill best practice guidance to other markets and other adidas stakeholders to maximize the use of analytics capabilities. 

Innovation

• Build a strong internal and external network, informing the adidas Digital Analytics community on the latest trends and technological advances.

People Management

• Manage a team of 2+ analysts
• 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 in order to meet business needs. 
• Provide team members/direct reports with clear direction and targets that are aligned with business needs and market objectives  

KEY RELATIONSHIPS

• Global Digital Analytics 
• eCom Market teams
• Senior Leadership teams

KNOWLEDGE, SKILLS & ABILITIES

Soft-Skills 

• A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction. 
• Very good communication skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely 
• Very good presentation skills and story-telling 
• People management skills are required 

Hard-Skills 

• Experience Web Analytics experience tools (Adobe, Google Analytics, Amplitude, Appsflyer, etc.)  
• Experience with visualization techniques (PowerBI, Tableau)  
• Very good project/people management skills, including the ability to lead projects or work on several projects simultaneously 
• Proficient in MS Office & Alteryx 
• Fluent English both verbally and written 

QUALIFICATIONS

• Bachelor’s degree in the fie