Driving traffic analytics at adidas e-commerce, you are responsible for delivering cutting-edge Analytical services to stakeholders, enabling them to make fact-based decisions. Based on internal & external data sources, you manage the creation and generation of tools, data capabilities, optimizations and insights that help adidas better understand the consumer, expand reach, increase customer engagement and advocacy, and ultimately drive traffic, conversion and sales. In collaboration with your team, you drive and execute planning and analytics strategy and services across Emerging Markets focusing on Digital Marketing Analytics, Traffic & Media measurement and optimization, working closely with e-com and Brand Activation team
Core Responsibilities: Analytics Expertise:
Drive functional analytics initiatives to optimize digital business processes and uncover actionable opportunities that boost efficiency, engagement, and sales across assigned markets. This role delivers daily insights into the following areas:
• Drive EM e-com traffic analytics (all level of macro and micro KPIs) for our Website, Apps and Digital Platforms / eMarketplaces.
• Own and drive consolidation, measurement of results and optimization of traffic generation and related conversion and ROI/ROAS, aligning and developing a globalaligned reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior. Provide insights about adidas brand awareness and ecommerce performance.
• Collaborate and support Performance Marketing Brand team, Digital Brand Activations team and e-com UX and Consumer Experience teams to achieve the Premium Shopping Experience value proposition and relevant Personalization across all digital touch points, to support enhancements to traffic generation, site usability, content, marketing, and overall customer experience.
• Closely collaborate with the e-com forecasting team to share findings and insights on Traffic, Media, aligning deep-dives for e-com channel forecasts, campaigns and pre-post mortems, traffic acquisition strategies & overall business objectives.
• Conduct collection, tracking, mining and analysis of data and generation of fact-based insights, using a single data source.
• Develop and implement data capabilities, consolidations and best practice toolsets and frameworks that allow continuous tracking and optimization of e-com organic and paid media traffic.
• Identify, suggest and implement new opportunities to drive growth through traffic optimization.
• Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital traffic generation activities.
• Drive Traffic analytics capabilities building through application of the full set of advanced analysis methodologies to optimize data analysis. This includes framing of business needs, data and KPIs exploration and benchmarking as well as descriptive, predictive and prescriptive modeling.
• Provide stakeholders with actionable recommendations and calls for action based on your gathered KPIs analysis and insights. Drive the translation of gathered insights into engaging, actionable and easy to digest insights presentation and implementations to ensure KPIs gaps, risks and uplift are closed and targets are achieved.
• Implement analytics tools/reporting framework within e-commerce to facilitate every decision maker access to the information needed in the shape needed – dashboards, visualization tools, reports etc.
• Support execution of online campaigns through effective analytics focusing on uncovering trends in traffic, KPIs, customer behavior and sales
• Ensure tools and systems daily routines & activities, refresh, updates and scheduling.
• Support deep-dives, ad-hoc analysis and contextual dashboards with relevant platforms and channels.
• Develop and maintain a strong stakeholder network with high level of trust that facilitates action- ability of insights.
• Advise stakeholders in your area of responsibility on digital analytics to define goals, select appropriate KPIs, monitor performance and derive trends and opportunities.
• Keep the continuous development of the analytics practice in scope, including service portfolio evolution and constant screening of the ecosystem for new models, capabilities, partners or solutions.
• Build a strong internal and external network, informing the adidas Digital Analytics community on the latest trends and technological advances
Requisite Education and Experience / Minimum Qualifications:
• Minimum 2 years of experience working in Digital Analytics, Data Analytics, Business Intelligence, Demand forecasting & planning, Data Science or equivalent experience
• Functional knowledge of e-commerce content, search engine optimization/marketing, user experience, analytics, core e-Commerce capabilities, CRM process/program, and overlaps/opportunities in relation to behavioral web data
• Deep expertise in analytics tools (Adobe Analytics, Power BI, Amplitude, Appsflyer and Python for data analysis).
• Hands-on experience with analytics, statistics, data visualization (Power BI), and analytics tools and disciplines • Working knowledge of SQL • Advanced experience with digital marketing in a brand environment
• Strong data visualization and presentation skills.
• Holistic, strategic thinker with proven project management experience.
• Proficient in MS Office, especially Excel.
• Fluent in English (verbal and written).
• Bachelor’s degree in business, marketing, or related field
