Manager Digital Traffic Analytics

Purpose & Overall Relevance for the Organization:
- As LAM Manager Digital Marketing Analytics at adidas you are part of the team of a defined traffic generation and audience 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 marketing measurement and consumer insight discipline. Your analysis thus contributes to marketing spent optimization, drives the reach of adidas, growth of addressable audience and ultimately helps achieve market sales plans.- Key Responsibilities- Scope: Accountable for large scope of consumer and traffic management. deliverables & services- Traffic & Audience 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 traffic growth plans aligned to global frameworks for focus areas assigned to you. Potential focus areas are:

- Traffic and marketing spend planning, forecasting & analysis
- Demand vehicle attribution and spend efficiency/ ROI analysis
- Incrementality testing and analysis
- Media campaign analysis
- Audience planning, forecasting and analysis from a market channel persepective
- Loyalty program, Personalization, audience targeting, and other consumer programs analysis from a market channel persepective
- Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital traffic generation activities.
- Traffic & Consumer Analysis
- Measure results of 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 awareness, engagement and purchasing behavior.
- Optimize the traffic generating channels, CRM and Consumer Engagement 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 channel forecasts, gap analysis, business cases, post mortems and database.
- Identify and implement new opportunities to drive growth through consumer traffic optimization.
- Collaboration & Consulting
- Be able to explain the impact of consumer 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 and DBC digital Analytics teams to create synergies, address opportunities and drive revenue.
- Build on quantitative analysis to develop insights for the communication with stakeholders.
- 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.
- Key Relationships:
- Digital Activation and Marketing ( including Consumer Engagement, Performance Marketing and Digital Planning teams)
- Regional eCom teams
- Market and Global DBC Digital Analytics
- Requirements
- Education & Professional Experience
- University degree in the field of Business or equivalent
- 3+ years of experience in traffic generation and audience analytics, in-house or at a leading traffic agency.
- Advanced experience with digital marketing and digital audience engagement programs in a brand environment
- Experience in eCommerce environment
- 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 traffic generation, CRM and Consumer Engagement and audience analytics.
- Hard-Skills
- Experiences with handling external marketing data such as spend, clicks, impressions, tactic metadata that are off site of the brand’s eCom property
- Extensive experience with traffic analytics tools, marketing platforms & media KPIs and ROI, consumer database, segmentation and profiling
- Technical skills including hands-on SQL query, Python/ R/ modeling, segmentation, data processing and visualization such as usage of PowerBi / Alteryx and Tableau etc.
- Very good project and account management skills
- Fluent English, both verbally and written

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 I