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Director Data Management Platform (m/f)
Adidas Group
Amsterdam, , Netherlands
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Purpose
At adidas, our love for sport drives who we are and what we do. Every day. Equally important is our passion for data and our aspiration to excel in data-driven digital marketing.
We are currently looking for an experienced professional to join as our senior Data Management Platform (DMP) Product Owner (PO) in a Director level role. adidas has big ambitions when it comes to digital and its role in driving direct consumer relationships, as well as Net Promoter Score (NPS) and Sales. One of the levers to realize this ambition is utilization of a DMP. Our DMP will unite our cross-functional, cross-divisional marketing efforts driving real-time marketing, digital marketing automation and personalization. This will lead to a more connected, integrated and personalized dialogue with our consumers enabling improved reach, efficiency and performance of our various marketing efforts.
You recognize that the DMP is ultimately a piece of technology in our overall data/tech stack and understand that our roadmap to produce strong business results, new insights, and new segments will be achieved by optimal usage of our whole stack, not just the DMP. You understand that the positioning of the DMP will evolve in this ever changing space and are flexible to adapt to those changes.
You understand Online/Digital Marketing (both direct response and brand building), CRM, Consumer Service, Analytics, IT (systems, processes, technical integrations etc.), Data Governance and are an experienced Project Manager and engaging and inspiring communicator and leader. You are both strategic and pragmatic, you are results oriented and you are commercially driven. You are able to build and convey a strategy and a vision, connecting a diverse set of stakeholders at varying levels in the organization to form a unified cross-functional, cross-divisional team to realize exciting marketing outcomes. It is implicit that you possess the capability to manage change effectively in order to be successful in this role.
Whilst this is a global function, success in this role implies operationalizing this capability and taking it to market, focusing initially on our key markets, while building a framework for further global deployment and usage.
This role sits in the Traffic Generation & Analytics team in the Digital Analytics department in Digital Brand Commerce, but you will be partnering closely with a diverse set of colleagues from different departments and functions. Your task is to unite and lead this cross-functional team to deliver outcomes. You will serve as the internal DMP evangelist, advocating its usage to drive business outcomes.
As such, this role epitomizes cross-functional working and strong collaboration. You are an engaging storyteller, able to speak to stakeholders in their language, to understand their motivations and needs, to build bridges and to unify them in one cohesive project team.
You are passionate about pushing the boundaries and are motivated to drive performance and outcomes. You are curious and have a clear and pragmatic point of view on complex and future oriented topics. You follow marketing technology avidly and are not afraid of embracing change and reinventing operational processes and best practices based on data and insights.
Key Accountabilities
• Build a project team and plan to deliver and embed the DMP in the organization.
• Own the strategy and vision for the usage of a DMP and a framework and processes for the measurement of success of its utilization.
• Own and manage the contract and relationship with the chosen DMP vendor, including any further (re)negotiation, steering it to ensure it develops to meet adidas’ needs and represents the evolving needs of a diverse and growing set of internal stakeholders.
• Ensure successful implementation of the DMP by reviewing requirements and priorities. Adapt and reassess requirements and opportunities based on insights gained. Secure development resources, create a backlog and deliver the solution in sprints together with IT colleagues.
• In order to ensure that the business is ready to profit fully from a DMP, develop or update existing processes related to the capabilities of a DMP (analytics, segmentation, campaign management etc.); establish governance for tool and data ownership; create training material for the various user groups; and deploy and onboard the DMP.
• Beyond the initial implementation of the DMP, enrich our customer data with advanced, actionable models (e.g. high value consumers, next best actions …) and insights; enable real-time addressability via multi-channel and multi-device audience targeting.
• Work with marketing intelligence/data scientist colleagues to analyse data and research to drive consumer and business insights and attributed channel value in a continuous improvement cycle.
• Own an ambitious but realistic and sustainable roadmap for marketing/ad technology and innovation.
Knowledge, Capabilities and Experience
• You understand the marketing technology landscape (digital media, programmatic, adserving, ad tech), either through experience acquired working at agencies, ad tech/martech companies, or in house, and you understand both the technology and business sides, and possess an innate ability to translate meaning bi-directionally
• You have a future orientation and are thinking about the next steps in business strategy and martech evolution
• You are able to interface successfully with the DMP vendor, media agencies and internal adidas roles
• You are curious and whip-smart; you are a fast learner and have plenty of initiative
• You possess outstanding communication, storytelling, presentation and relationship building skills and can easily interface with a range of stakeholders from senior leaders to functional experts. You excel in explaining the complex in a simple, easily understandable way.
• You understand that the DMP is ultimately a piece of technology in our overall data/tech stack and appreciate its role in driving our business strategy, along with other key aspects of our tech stack
• You have very strong planning and execution skills
• You are results oriented but are flexible and adaptable in how you achieve those results with others
• You are comfortable with uncertainty and ambiguity
• You are capable of identifying relationships between processes, people and ideas, and the gaps within these elements. You can put the pieces of the puzzle together; you are the ultimate problem solver
• You are able to think strategically but also excel at rolling up your sleeves and getting things done, and have demonstrable success implementing your ideas
Qualifications
1. Bachelor or Master degree (preferred in quantitative field such as Economics, Mathematics, Statistics, or Computer Science/Engineering).
2. 8+ years’ experience in Marketing Technology/Automation, IT, CRM, Customer Experience Management, Customer Journey Mapping, Business Consultancy or related roles
3. You either have solid experience with Web Analytics (e.g. Adobe Analytics or Google Analytics) or BI, or are able to learn this quickly. Either way, you can easily work with Analytics functions
4. Experience working (for example, as an Adoption Specialist) for a DMP (e.g. Salesforce Krux, Oracle BlueKai, or Adobe Audience Manager) would be greatly valued
5. Hands on experience using tag management systems (such as Tealium IQ, Ensighten, BrightTag or Google Tag Manager) and DSPs (e.g. DoubleClick Bid Manager), or hands on experience using adservers (e.g. DoubleClick Campaign Management) or attribution management platforms (e.g. Visual IQ or Adometry) would be well regarded
6. Experience in a technical role (e.g. Ad Operations) in a media agency would be beneficial
7. Program/project management experience
8. You might not necessarily be a coder, but you understand 1x1 pixels, wireframes, JavaScript and HTML
9. Demonstrable experience coaching and leading diverse teams.