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Manager, Direct to Consumer - eCommerce
Adidas Group
Tokyo, , Japan
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Manager, SEM, Direct to Consumer - eCommerce
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
SEM works for a paid traffic whereas Organic Search does for a non-paid traffic. The SEM Manager will fully support and drive Japan objectives, namely to accelerate the growth of the business conducted via its own eCom channels through managing and executing Paid Search operational activities to establish our own eCom as the online destinations of choice. The two SEM Manager will essentially oversee Yahoo and Google respectively.
Key Responsibilities:
• Contribute and oversee the implementation of the eCommerce Paid Search strategy
• Oversee the phasing and deployment of a multi-million Paid Search budget
• Manage day-to-day Paid Search operations to meet KPIs and customer acquisition goals including Google & Yahoo Search, Google Shopping, and Google & Yahoo Display Network
• Responsible for the top & bottom line growth of our Paid Search program to achieve sales, ROI,and total contribution goals
• Cultivate, develop, and take ownership of relationships with Search Engines and 3rd party vendors
• Work cross-functionally with Merchandising, Digital Marketing and Marketing Activation teams to create synergies and explore & exploit opportunities
• Drive testing, reporting, optimization, and analysis on Paid Search performance to identify key levers and opportunities for the improvements
• Monitor Paid Search trends, best practices and techniques, and implement new features where possible
• Work with the SEO Manager to find efficiencies within the search channel
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 to their day-to-day business
• Have outstanding problem solving skills able to identify, analyze, and propose solutions to various technical and business issues
• Able to communicate clearly and effectively with internal and external clients orally and in writing
• Deliver data-based recommendations for quantifiable improvements in business results and consumer satisfaction
• Experience of planning and managing large budgets split across multiple markets, engines, and campaigns
• Hands-on to manage high volume growth targets for the complex Paid Search campaigns
• Working knowledge of Google AdWords and Doubleclick Search is required; Google Analytics knowledge would be beneficial
• Understanding of attribution modelling and Paid Search automation is valuable
• Have superior quantitative/analytical skills and love of data
• Experience of managing direct response campaigns to ROI, ROAS, CPA, CPL, CPI, etc
Requisite Education and Experience / Minimum Qualifications:
• Bachelor degree
• Minimum 2-4 years of working experience Paid Search experience (either agency or client side)
• Minimum 3 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
• Strong knowledge of Microsoft Excel
• Fluent English skills and Fluent Japanese preferred
Key Relationships:
• DTC eCommerce Team
• External Agencies
• Brand Marketing Department
• Retail Department
• Retail Marketing Team
• Global DBC Team
• Local Digital Marketing Team
• Local Media Partners