Senior Manager, Consumer Performance Analytics

About the Role

Key Responsibilities

• Accountable for forecasting & performance analytics of the adidas consumer in NAM.
• Be an active part in the execution or usage and contribute to the development of necessary market analytics capabilities related to analytics that the company needs to meet current and future consumer and traffic growth plans aligned to global frameworks for focus areas assigned to you.
• Monitor and analyze consumer and market trends and competitor activities and derive conclusions for the growth and optimization of adidas consumer growth and digital traffic generation activities.
• Develop and implement new analytical framework over new business questions, new data types, horizontal analysis, and other explorations.
• Measure results of consumer database health, loyalty program, personalization, traffic generation, CRM and Consumer Engagement activities using global agreed frameworks.
• Drive the optimization of consumer growth and traffic generating channels, Loyalty program, CRM and Consumer Engagement, and Personalization in the market.
• Prepare and share your findings with stakeholders across the organization in the form of database and channel forecasts, gap analysis, business cases and postmortems.
• Identify and support the implementation of new opportunities to drive growth through consumer and traffic optimization.
• Explain the impact of consumer, reach, engagement and traffic on business objectives using global aligned frameworks.
• Work with markets in the optimization of consumer and traffic by using data analysis, providing training and ongoing communication.
• Collaborate 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 on quantitative analysis to develop insights for stakeholder communication.
• Develop and implement best practice toolsets and frameworks for continuous optimization of consumer database, lifetime value, and media traffic.
• Create a supportive work environment by coaching, training, and providing career development opportunities for team members.
• Manage team bandwidth and work prioritization to deliver impactful analysis.
• Evolve team structure and functions to support future business growth.

Requirements

• University degree in Business or equivalent.
• 8+ years of experience in consumer analytics, loyalty programs, and traffic generation (e.g., CRM), in-house or at a leading consumer analytics agency focused on eCommerce.
• Extensive experience with digital consumer loyalty programs, engagement, and digital marketing in a brand environment.
• Experience in eCommerce environment.
• Experience in leading a team.
• Very good communication and negotiation skills, comfortable presenting complex topics to stakeholders at various levels.
• Good leadership skills and ability to work cross-functionally.
• Creative and energetic team player passionate about consumer analytics, traffic generation, CRM, and Consumer Engagement.
• Experience with consumer database, segmentation, profiling, traffic analytics tools, marketing platforms, and media KPIs and ROI.
• Experience with reporting, digital marketing tools, and data logic behind it (e.g., Salesforce, Email Service Providers, Push notifications, Mobile Apps, consumer database, propensity modeling, segmentation, CDP, DoubleClick, Facebook, paid audience targeting, Adobe Analytics, Appsflyer, GA4).
• Technical skills including hands-on SQL, Databricks/Lakehouse, Python/R, data processing, visualization tools like PowerBI, Tableau, and Alteryx/Airflow.
• In-depth understanding of data tracking technology, privacy regulations, and measurement recalibration methodologies.
• Very good project and account management skills.
• Fluent in English, both verbally and written.

Nice to Have

• Experience with data science skills and business domain expertise.
• Knowledge of privacy regulation impact on data and measurement recalibration.

Qualifications

• University degree in Business or equivalent.