Manager, Digital Consumer Analytics

GENERAL PURPOSE
As Manager, Digital Marketing Analytics (Consumer), you are responsible for delivering accurate, high-quality consumer-focused analytics that support eCommerce performance. You translate business questions into actionable insights, ensuring strong alignment to business goals, financial targets, and current trading context. Your analysis thus drives the reach of adidas, and growth of our audience to ultimately achieve market sales plans.

KEY RESPONSIBILITIES

Accountable for end-to-end delivery of consumer performance analysis, including monitoring, insight generation, and stakeholder communication.

Consumer Performance Analysis & Insight Generation

• Deliver high-quality, consumer-focused analyses
• Translate business needs into analytical approaches
• Connect performance drivers, campaigns, and outcomes
• Monitor performance vs targets and identify risks
• Integrate campaign and promotional context

Analytical Excellence & Quality Assurance

• Ensure accuracy and reliability through QA processes
• Deliver structured and repeatable outputs
• Maintain a high bar for detail

Project Management & Delivery

• Manage multiple priorities simultaneously
• Deliver against timelines whether there are longer exploration projects and quick turnaround analyses
• Communicate risks and dependencies

Collaboration & Consulting

• Be able to explain the impact of consumer segmentation and KPIs 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, global Digital Analytics teams and global Data and Analytics teams to create synergies, address opportunities and drive revenue.
• Build quantitative analysis to develop insights for communication with stakeholders.

Best Practices & Toolsets

• Develop and implement best practice toolsets and frameworks that allow continuous optimization of consumer databases and lifetime value as well as organic and paid media traffic.

KEY RELATIONSHIPS

• Regional eCommerce Teams
• Market and Global Digital Analytics teams
• Market and Global Data and Analytics teams
• Consumer Engagement (including CRM and Membership)

REQUIREMENTS

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.
• Strong storytelling skills
• Creative and energetic team player who has a passion for consumer and audience segmentation and analytics.

Hard Skills

• 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 etc.
• In-depth understanding of 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
• Very good project and account management skills
• Fluent English, both verbally and written

Education & Professional Experience

• University degree in the field of Business or equivalent
• 5+ years of experience in digital analytics
• Extensive experience with segmentation and consumer analysis
• Experience in an eCommerce environment
• Proven ability to deliver insights

adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We actively encourage individuals with disabilities to apply and will provide reasonable accommodations throughout the recruitment process. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.

At adidas we offer a Hybrid work policy which requires attendance in the office Monday through Thursday, with the flexibility to work remotely on Friday each week. For work requiring a high degree of collaboration or an in-person presentation, in-office attendance is required even on Friday.