Location
Gurgaon | India
Job description
MANAGER TRAFFIC ANALYTICS
Area: Emerging Markets | Global Sales
Department: e-commerce
Direct Reporting Line:
Secondary reporting line: Senior Director, eCommerce planning and Analytics, EM
Subsidiary/country: EM Hub
Location: India
GSMS Grade: M4
Number of Personnel Managed: -
Cost Center/Budget and/or Revenue Responsibility: EM
Purpose & Overall Relevance for the Organization:
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.
Key Responsibilities:
Digital Marketing Analytics:
- 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 global-aligned reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior. Provide insights about adidas brand awareness and e-commerce performance.
- Collaborate and support Performance Marketing Brand team, Digital Brand Activations team and e-com UX and CE 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.
Key Relationships:
- EM Hub e-com team
- EM Function teams (Finance, DNA, Brand, Sales, SCM…)
- Country-Clusters (C/C) e-commerce teams
- Country-Clusters (C/C) market teams & group functions
- Global Digital teams
- Global BI & Analytics teams
- External vendors
Requisite Education and Experience / Minimum Qualifications:
- Experience in Marketing Analytics, Attribution, etc, challenging the status quo
- Great communication skills & command over the language
- Degree with focus in Business, Finance, Economics, Math, Data Science or related field preferred, or equivalent combination of education and experience
- Minimum 3-5 years of experience working in Digital Analytics, Data Analytics, Business Intelligence, Demand forecasting & planning, Data Science or equivalent experience
- Advanced experience with digital marketing in a brand environment
- 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
- Experience in traffic generation, in-house or at a leading traffic/media agency.
- Experience in or familiarity with analytics platforms, especially in their integration or deriving insights requiring multiple sources
- Industry: Ideally in apparel/fashion/shoes or internet
Knowledge & Soft Skills:
- Deep knowledge of Digital and e-com analytics
- 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
- Excellent communication & negotiation skills, comfortable presenting complex topics to technical and non-technical audience both in person and remotely at various organizational levels
- A passion for designing and creating new data capabilities, tools, and frameworks. Interest in “back-of-house” development of analytics capabilities. Devotion to accuracy, reliability, rigor, and user-focused design.
- Meticulous, high attention to details
- Creative and energetic team player who has a passion for delivering analytics, data, insights to drive outcomes for quantifiable improvements in business results and consumer satisfaction.
- Broad understanding of and passion for the sports and fashion/entertainment industry
Hard Skills:
- Advanced experience in Digital Analytics, BI, Financial, Digital tools
- Hands-on experience with analytics, statistics, data visualization, and analytics tools and disciplines
- Proficient in MS Office (with an emphasis on Excel), Alteryx or at least one querying language
- Experience with process design and process improvements, automation, etc.
- Proven project management skills, including the ability to lead projects or work on several projects simultaneously.
- Hands-on Advanced experience in tools (GA 360, Adobe Analytics) is a must
- Advanced experience with mobile app measurement platforms (iOS/Android – Appsflyer/ Adjust/ etc)
- Experience in relevant digital disciplines (e-com, Social, online communities, loyalty programs, CRM, SEO/SEM)
- Advanced experience with Analytics Blending & Visualization Tools (PowerBI, Tableau, MicroStrategy, Alteryx, SQL…)
- Plus would be considered:
- Experience in forecasting and predictive models
- Experience with Advanced Analytics Tools/ language (R, Python, SQL,etc…)
- Advanced experience with traffic analytics tools, marketing & media KPIs and ROI
- Advanced experience with reporting and digital marketing SCV, propensity modelling etc).
- Experience with Voice of the Customer tool (Martitz CX, Medallia, Qualtrics)
- Customer Experience Measurement (Tealeaf CEM, Clicktale, QM, Crazyegg)
- Experience with AB and Multi-variate testing tools preferred (e.g. Optimizely, VWO, Test & Target)
- Fluent English both verbally and written
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