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Senior Manager, Paid Acquisition, Direct to Consumer - ecommerce
Fashion Industry Company
Tokyo, , Japan
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Purpose & Overall Relevance in the Organization
The goal of the eCommerce (eCom) team is to deliver one integrated consumer journey to create a premium and seamless experience so that we not only meet their expectations, but also exceed them while meeting our targets when a consumer leaves our touch point.
Position Summary
The Paid Acquisition Senior Manager fully drives Japan objectives, namely to accelerate the business growth conducted via its own eCom channels through: Create Paid Search strategy; Lead the Paid and Organic Search channel activities to establish adidas and Reebok eShops as the online destinations of choice; Responsible for performance and budget related to Paid Search channel activities.
Key Responsibilities:
• Devise and implement the eCommerce Paid traffic strategy
• Accountable for the phasing and deployment of the Paid Search budget
• Oversee day-to-day Paid traffic operations to meet KPIs and customer acquisition goals including Google & Yahoo Paid Search, Google and Yahoo Shopping advertising, and other channels such as YouTube and Google Display Network
• Ensure accurate and regular testing, reporting, optimization, and analysis on Paid traffic performance to identify key levers and opportunities for the improvement
• Responsible for the top & bottom line growth of our Paid traffic program to achieve sales, ROI, and total contribution goals
• Create and drive a multi-channel strategy to grow qualified lead volume on a scalable basis
• Plan and optimize online advertising campaigns, not limited to Paid Search and Display
• Improve conversion through funnel analysis and implementation of the user flow changes
• Produce regular reports providing insightful analysis of customer acquisition campaigns and evaluation of campaign strategy
• Test and iterate new opportunities for reaching prospects earlier in their lifecycle
• Lead performance agencies to meet agreed targets and optimize costs
• Own the relationship with best in class 3rd party partners in the areas of content creation and content localization, and feed management and optimization
• Lead point of contact for eCom Japan with major Search Engines
• Responsible for accurate and timely processing of Paid traffic activity invoices and billing from engines, technology vendors, and 3rd party partners
• Monitor Paid traffic trends, best practices and techniques, and implement new features where possible
• Deliver data based recommendations for quantifiable improvements in business results and consumer satisfaction
• Establish a high performance culture and drive employee engagement, leading by example
• Identify and develop high-potential talents to fuel the succession plan in the team
• Look for opportunities to provide cross-functional experiences to identified high-potential talents from both inside and outside of the team
• Responsible for the recruitment of additional or replacement team members across the Paid team
• Work closely with Retail Marketing, Brand Marketing, and Digital Marketing team to develop ‘Online-to-Offline’ traffic strategy
Knowledge, Skills and Abilities:
• Entrepreneurial mindset – Results & Profit oriented
• Able to create clear, concise and actionable materials for internal clients including strong data visualization and to influence their adoption of Analytics into their day-to-day business
• Strong track record at building relationships and partnering with internal clients on complex business problems to develop actionable recommendations on strategic and operational level
• Excellent project management skill including the ability to work on several projects on a local and global level simultaneously
• Outstanding problem solving skills to identify, analyze, and propose solutions to various technical and business issues
• Specify new processes, products and/or standards based on organizational strategy
• Implement business strategies with some impact on business unit and function results
• Steer development of recommendations with deep analyses and initiatives to complex tasks and projects
• Excellent verbal and written communication skills with the ability to communicate clearly and effectively to inside and outside the level/function/organization/clients/vendors, to accept new or modified standards or concepts with divergent interests, and to write and prepare executive-level business correspondences
• Proven leadership and managerial skills; Set clear objectives for team members; Accountable for performance and salary reviews; Provide expertise in supervised area
• Have superior quantitative and analytical skills and love of data
Requisite Education and Experience / Minimum Qualifications:
• Bachelor or Master degree in Statistics, Mathematics, Finance, Business Administration, Economics, Marketing, or Similar Discipline
• Minimum 4-6 years of working experience in a leading role in an online consumer-facing high-transaction environment
• Minimum 4-7 years of experience with broad and deep knowledge in eCommerce focusing on conversion rate optimization
• Experience of defining a longer term roadmap for optimization across eCommerce business
• Experience of managing direct response campaigns to ROI, ROAS, CPA, CPL, and CPI
• Ideally have experience of working internationally and in settings requiring cross-cultural sensitivity
• Excellent English skills and Fluent Japanese preferred
Key Relationships:
• DTC eCommerce Team
• External Agencies
• Brand Marketing Department
• Brand Activation
• FP&R Department
• Retail Department
• Retail Marketing Team
• Global DBC Team
• Newsroom
• Local Digital Marketing Team
• Local Media Partners