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Manager, Web Analytics, Direct to Consumer - ecommerce
Adidas Group
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 Web Analytics Manager will play a critical role in improving the business and user experience through experimentation and analyses of consumer, marketing, and site activity. The key purpose of this role is to translate rear view mirror insights into data-based recommendations that inform future business direction.
Key Responsibilities:
• Collaborate with business stakeholders to understand relevant goals, targets, and KPIs; Deliver analyses, insights, and recommendations to support enhancements to site usability, content, marketing, and the overall customer experience
• Define and manage research and analysis programs to create data-driven insights about consumer behavior, traffic patterns, conversion funnel, navigation and product selection
• Create reports and dashboards to support business objectives
• Support in expanding measurement framework and drive Japan projects in the fields of analytics implementation, database integration, marketing attribution, tag management and qualitative data
• Manage the relationship with analytics vendors to ensure that the needs of the analytics team are considered in the tool roadmaps
• Manage expansion of analytics toolset and integration between existing and new tools with the aim of bringing the analytics team to the next maturity level (GA 360, Qlikview, DMP, MSTR, Alteryx, Qualtrics, Adobe, Tableau, Clicktale)
• Train and support business users as well as local analytics resources to empower them to make data-driven decisions, and web analytics specialists to enable them to answer the analytics needs of the business
Knowledge, Skills and Abilities:
• Entrepreneurial mindset – Results & Profit oriented
• Strong analytical and problem solving skills with the ability to assemble and interpret data, create executive summaries, deliver business insights, and propose solutions to various technical issues and business issues
• Understand and explain complex analytics issues and communicate them clearly and effectively to internal and external clients and vendors orally and in writing
• Understand and calculate (e) retail math and e-Commerce key performance indicators
• Proactively deliver data-based recommendations for quantifiable improvements in business results and consumer satisfaction
• Excellent project management skills having the ability to work on several projects simultaneously and discerning priorities
• Strong communication skills – you should be able to adapt your message to your audience, be it developers or executives; Convince others inside and outside the organization to accept modified standards or concepts with common desire to reach agreement, but with differing opinions about the procedure
• A good communicator open to feedback with a proactive and hands-on attitude
• Self-starter, capable of planning and running projects independently
• Have a demonstrated ability to learn quickly, be a team player, and coach others
Requisite Education and Experience / Minimum Qualifications:
• Bachelor degree in Business, Marketing or quantitative field
• Minimum 4 years of working experience in eCommerce/Digital Marketing environment – preferably in online apparel or footwear retail
• Functional knowledge of eCommerce content, search engine optimization/marketing, user experience, analytics, core e-Commerce capabilities, CRM process/program, and overlaps/opportunities in relation to behavioral web data
• Hands-on experience in enterprise eCommerce digital analytics and clickstream tools such as Adobe Analytics or Google Analytics 360
• Experience with AB and Multi-variate testing tools preferred (e.g. Optimizely, VWO, Test & Target)
• Experience with visualization tools like Tableau, MicroStrategy, Data Studio
• Experience with Voice of Customer tools preferred (e.g. Qualtrics, Mopinion, OpinionLab)
• Strong MS Office skills are a must with an emphasis on Excel
• Knowledge of R, Python, SQL, and Altryx is a plus
• Fluent English skills and Fluent Japanese preferred
Key Relationships:
• DTC eCommerce Team
• Marketing Department
• Merchandising Department
• Global Web Analytics Team