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Senior Manager Marketing Activation
Adidas Group
Amsterdam, , Netherlands
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Senior Manager Marketing Activation - Campaign Optimization and Innovation
Purpose of the role:
• Through the execution of the overall role play an instrumental part in helping meet/exceed the adidas.com commercial and brand targets. Making the team more data driven with the objective of optimizing campaigns and content.
• Support the (Senior) Marketing Activation Managers and Director in reaching operational excellence in adidas.com campaigns.
• Across all product categories, Style and Performance: prioritize content, do less with more impact; improve engagement metrics.
• Have a holistic view turning insights into actions adapting growth hacking principles; mixing product, data and marketing. Data driven marketing through experimentation.
Key Responsibilities:
• Leverage the existing skill sets and find synergies across the eCom and Digital Brand Commerce teams in terms of conversation rate optimization, customer acquisition, funnel marketing, persuasion design, web analytics.
• Develop and maintain an internal and external peer network in order to build a culture of innovation and learning within the WE eCommerce Marketing Activation team.
• A/B testing – create new requests, give input to and prioritize the centralized A/B testing pipeline. this should reduce requested formats and impact incremental improvement - allows us to confidently and accurately make and test hypothesis over time. Leverage learnings from testing and optimization of site features in collaboration with DBC/eCom.
• User testing – create new requests, take insights from, provide input to and prioritize centralized user testing focused on landing pages / newsletters / onsite content.
• Content (Dynamic/Personalized) testing – work with the consumer experience and Digital Brand Commerce team on insights - leveraging tools like clicktale, monitate, optimisely, adobe data - to provide consumers with relevant content.
• Interpret data and Drive insights;Leverage the various end to end analytics skillsets in the organization to define insights in content performance across onsite, newsletters, media banners and how they complement each other throughout the journey.
• Weekly review - keep teams focused on KPIs and performance vs benchmarks - (Reach, Engage, Buy).
• Quarterly review - deep dive into performance vs KPIs as a team and by category as input for Strategy.
• Data driven planning- using performance indicators to optimize the planning process e.g when is the best time to launch a product or communicate to our consumer.
• Ad hoc reporting - allow us to make fast decisions which are grounded in fact and measured effectively.
• Benchmarking– against own campaigns as how do competitors or eCom industry leading brands use content.
Key Relationships:
• Western Europe eCom Brand Activation team.
• Global Digital Brand Commerce - User testing/journey mapping – Conversion Optimisation - Digital Campaign implementation - Personalized/Dynamic content.
• Global/Western Europe eCom Analytics – particularly web analytics.
• Western Europe eCom Consumer Experience and Site Merchandising team.
• Western Europe eCom Traffic Management Analytics (CRM, PPC, Paid Social, Display, SEO).
• CRM Analytics.
• Global/Western Europe Business Units - Product Merchandising category analysts.
• Western Europe Brand media teams.
• Global Creative Team.
Knowledge, Skills and Abilities:
We’re looking for someone who is able to work with data and can translate it into actual campaigns/services. Be a great communicator who can manage a large amount of stakeholders. Someone who can take ownership and drive projects forward and above all we want you to be curious, ask the questions that could challenge the status quo and would ultimately lead to adding value.
• A passion for data, great content and the latest trends in digital marketing. You love measuring things, and have a strong intuition for picking out the most impactful measurement variables. You have experience making data-driven marketing decisions based on A/B/multivariate testing, and other analytical tools.
• Growth hacking - You know how to meticulously unpack the key levers for growing a business through keen analysis and scientific experimentation
• Demonstrating creativity and initiative and acting in a result orientated way. Ability to think creatively and to drive structured & practical solutions within the wider group.
• Have a good understanding of channel attribution modeling and a holistic view on media ROI. Drawing ad campaigns insights from both the Double Click ad server and adobe, viewability reporting through MOAT, to “make sense” of potential discrepancies in numbers.
• Excellent and demonstrable analytical and problem solving skills with strong attention to detail.
• Web and business analytics skills - familiar with tools like Adobe Analytics, Google Analytics, Tableau, Microstrategy, etc.
• Strong Project management skills with the ability to meet critical deadlines with planning and organization skills. - familiar with cloud and non-cloud based office / productivity tools like JIRA, Trello, Basecamp, Smartsheet, Slack, etc.
• Adept using MS Office tools (Excel, PowerPoint) as well as cloud-based office applications.
• Good communication and stakeholder management skills.
• A good understanding of online marketing channels (Paid Search, SEO, Paid Social, Display, Affiliation) and device (mobile first) content marketing.
• A good understanding of website architecture.
• Strong multi-tasking, solid execution, interpersonal and communication skills & prioritization skills.
• Enjoys working in a fast-paced business environment.
Requisite Education and Experience / Minimum Qualifications:
• A Bachelor’s or Masters degree in business, analytics, marketing, or related field.
• 6+ years of experience in online marketing, eCommerce, business intelligence / analytics, business development, and/or consulting experience in a rapidly changing environment, preferably with a background in sporting goods or eCom pure player.
• Experienced in working with internal stakeholders.
• Fluent Business English
Take a glimpse into working at the adidas Amsterdam: goo.gl/ExrFRP