Sr Manager Channel Marketing Analytics

As a Senior Manager Channel Marketing Analytics at adidas you are part of a team of defined traffic generation and audience analytics practice within the eCom market and constantly drive its evolution. You provide market and Global 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.- Scope: Traffic and audience management, deliverables & services- Traffic and 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 and audience growth plans aligned to global frameworks for focus areas assigned to you.
- 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 marketing channel perspective.
- Loyalty program, Personalization, audience targeting, and other consumer programs analysis from a marketing channel perspective.
- Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of digital traffic generation activities and adidas consumer growth. Develop and implement new analytical framework over new business questions, new data types, horizontal analysis, and other explorations.
- Traffic and Consumer Analysis
- Measure results of traffic generation, CRM and Consumer Engagement activities, audience growth and personalization using global agreed frameworks. Use and help develop a global aligned reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior.
- Drive the optimization of traffic generating channels, marketing spends efficiencies, paid and non-paid marketing engagement, consumer growth, 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 channel forecasts, gap analysis, business cases, postmortems, and database.
- Identify and implement new opportunities to drive growth through consumer and traffic optimization.
- Collaboration & Consulting
- Be able to explain the impact of marketing spend, reach, audience and traffic on business objectives using global aligned frameworks.
- Work with markets in the optimization of traffic and consumer by using data analysis, providing training, and sustaining ongoing communication.
- Work cross-functionally with other analytics teams in the market and global 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.
- People Management & Function Development- Requirements
- 8 years of experience in traffic generation (both paid and non-paid channels) and audience analytics, in-house or at a leading traffic agency.
- Extensive experience with digital marketing and digital audience engagement programs in a brand environment
- Experience in eCommerce environment
- Experience in leading a team.
- Soft-Skills
- Communication & negotiation skills.
- Leadership.
- Ability to work with stakeholders from digital and non-digital disciplines.
- Ability to in multi-culture environment.
- Hard-Skills
- Marketing data (spend, clicks, impressions, tactic metadata).
- Traffic analytics tools, attribution, marketing platforms & media KPIs and ROI, consumer database, segmentation, and profiling.
- SQL query, Exasol/ SQL data warehouse an Databricks/ Lakehouse environment, Python/ R/ modeling, data processing and visualization such as usage of Alteryx/ Airflow, Tableau, PowerBI.
- Data tracking technology of the domain (frontend tagging, server to server, sync & async, etc.), privacy regulation and impact on data, and recalibration methodology for measurement that support privacy rules.
- Project and account management.
- Fluent English (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 IS HOW WE WIN WHILE PLAYING FAIR.

COURAGE: Speak up when you see an opportunity; step up when you see a need..

OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.

INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.

TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.

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