Manager Consumer Insights Analytics

1. General Purpose

As the North America Manager, Consumer Journey Analytics at adidas, you will be responsible for delivering cutting-edge analytics services that empower stakeholders to make fact-based decisions. You will leverage a variety of analytical tools and databases to generate insights that deepen adidas’ understanding of consumer behavior and enhance the overall consumer journey.

By applying both descriptive and advanced analytics, you will translate data into actionable business insights across functions. Your work will provide the factual foundation for designing consumer-centric strategies, with a particular focus on consumer lifecycle, traffic, CRM opportunities, and their connection to the broader consumer journey.

1. Key Responsibilities 

Scope:  Accountable for a specific digital analytics practice

1. Analytical Frameworks development

• Contribute to the design and evolution of analytical frameworks that connect the consumer journey to lifecycle and CRM strategies, as well as the relationship between traffic sources and specific consumer segments.
• Perform hands-on exploration of data sets, combining consumer and marketing channel data to understand their impact on the overall consumer journey.
• Collaborate closely with data science, product managers, and global teams to enable and refine analytical tools, providing continuous feedback to improve functionality and relevance.

1. Insights

• Conduct in-depth analyses of complex business problems, identifying key opportunities to enhance consumer experience through lifecycle, traffic, and CRM strategies.
• Integrate insights across business tactics, functional areas, and digital analytics to create cohesive storytelling across multiple analytics domains.
• Generate hypotheses and partner with business teams to drive actions and measurable outcomes based on insights

1. Consulting

• Support stakeholders in defining strategic goals through effective use of digital analytics.
• Deliver actionable recommendations and clear calls to action, translating insights into engaging and easy-to-understand presentations.
• Build and maintain a strong stakeholder network based on trust to ensure the adoption and execution of insights.
• Promote and implement data-driven decision-making in alignment with a fact-based decision culture.

1. Key Relationships:

• US + Canada eCom Market teams
• DTC Marketing and Brand Media
• Global Digital Analytics

1. Requirements
2. Education & Professional Experience

• Bachelor’s degree in Business, Finance, Economics, Mathematics, Data Science, or a related field
• 4+ years of experience in Data Analytics; experience in traffic and CRM analytics is a plus

1. Soft-Skills

• Passionate for delivering data-based recommendations
• Strong communication skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
• Strong story-telling skills
• Curious and proactive mindset
• Strategic thinker and collaborative mindset, capable of working with both technical and non-technical teams

1. Hard-Skills

• SQL proficiency is a requirement
• Basic understanding of machine learning techniques and statistical modeling
• Experience with visualization techniques
• Ability to work on several projects simultaneously
• Fluent English both verbally and written
• Proficiency in Python/PySpark is a plus