Adidas

Manager Global Marketing Analytics

Adidas

June 9, 2021


Manager Global Marketing Analytics
Department: Analytics
Direct Reporting Line: Director, Product & Marketing Analytics
Indirect/Second Reporting Line: Director, Consumer Insights
Subsidiary/Country: HQ, USA
Location: Boston
GSMS Grade: M4
Personnel managed: No
Purpose:
Data is crucial to helping companies understand their consumers.
A key objective for the brand in all digital accounts, including reebok.com is to deliver the most premium experience online for all consumers. This role has a unique opportunity to manage analytics across marketing and brand (voice of the consumer)
Marketing Analytics ~80%:
In the Analytics team, we promote fact-based end-to-end product development and marketing to drive our brand’s strategy.
We are looking for an Analytics Manager to deliver actionable marketing insights to the markets, to measure digital marketing attribution, campaign optimization and to support with brand tracking. This role will constantly increase the impact of marketing spend on campaigns globally by leading workstreams across markets and functions (in particular digital consumer experience, eCommerce and brand categories) to define and implement search engine optimization recommendations (on and off site).
Brand Health ~20%:
This role will also work with the Insights team to support the set-up, roll out, and use of a brand tracking solution globally to drive holistic understanding of how marketing strategy is impacting our brand perception and funnel metrics.
Key Responsibilities:
  • Establish the marketing measurement framework in close collaboration with the key stakeholders in Brand strategy, product squads, Markets and/or eCommerce
  • Support the implementation of an integrated marketing measurement framework (tools, processes, people, partners), making sure that the information is available in real time to all global and local stakeholders
  • Support the development and implementation of brand tracking solutions/tools focused on how consumers buy and use products, and what they think and feel about Reebok and competitor brands
  • Responsible to track, report, and analyze media initiatives and campaigns to provide actionable insights for continuous improvements
  • Drive marketing tech adoption within markets, ensuring that attribution and consumer data resources are being leveraged by marketing appropriately
  • Analysis of scenarios to assess the before/after impacts of brand campaigns, media choice and allocation on business performance
  • Measuring marketing stimuli (A/B and multi-variant) test results in collaboration with creative, media, and technology teams to build robust marketing and advertising strategies
  • Run the evaluation of brand health for Reebok and our competitors to identify opportunities and potential weaknesses or threats Ensure availability of quality data, enabling measurement of all digital marketing initiatives
  • Contextualize brand performance through collaboration with cross functional teams e.g. marketing / strategy
  • Manage media tagging, tracking and QA (media operations responsibility) based on set requirements
  • Champion the integration of measurement framework, brand tracking datapoints and insights into decision making with compelling storytelling and strategy optimizations (Global and Local)
  • Drive the change to establish a “insights based” culture in the brand
    Key Relationships:
  • Global Marketing
  • DBC
  • Global Insights
  • Brand Strategy
  • Market Brand Comms
  • Ad agency partnership

Knowledge Skills and Abilities:
  • Knowledge of technical aspects of digital, social and mobile
  • Experience with web analytics and social analytics
  • Experience with data manipulation, analysis and visualisation tools
  • Exceptional collaborator with confidence and integrity to earn trust quickly
  • Ability to work in a matrix organization as well as a fast-paced entrepreneurial area with a large diversity of stakeholders
  • Solid, hands on experience with analytics tools (web and social)
  • Good knowledge of SEO and SEM
  • Ability to formulate recommendations, craft insights, and define opportunities using data analysis

Requisite Education and Experience / Minimum Qualifications:
5+ years as an analytics expert in a digital consumer facing context, either agency or client (brand)v