Senior Director Digital Analytics / Amsterdam

Organisatie: adidas
Locatie: Amsterdam
Functie: Senior Director Digital Analytics
Vervaldatum: 10/05/2021
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As Head of Digital Analytics at adidas you drive – in close cooperation with Global Digital Analytics – the development of major digital analytics practices within the market using global frameworks for data governance, integration, reporting and optimization as part of a mutual aligned digital analytics strategy. For your practices, you oversee the development and delivery of cutting-edge analytics services using global frameworks to market stakeholders, enabling them to make fact-based decisions. Based on various data sources, your teams manage the generation of insights that achieves premium consumer experience in the market and ultimately drive sales. You are a key contributor to the adidas digital strategy in the market and the global digital analytics strategy, providing the factual basis for achieving sales plans and contributions for future consumer experiences and business performance improvement.

  • Key Responsibilities
  • Scope: Accountable for a wide scope of analytics practices and services

    1. Analytics

  • Lead the development of a wide scope of digital analytics practices or platforms, including service portfolio evolution. Core practices are:
  • Digital Business Performance Analytics (Performance reporting and diagnostics)
  • Digital Operational Analytics (Forecasting, SLAs, Returns, Trading, Data Governance)
  • Consumer Engagement & Traffic Generation Analytics including Digital Newsroom Analytics
  • Digital Experience Analytics (CX and NPS)
  • Digital Analytics projects
  • Manage stakeholder relationships with regards to demand for insights and analytics services for all practices in your scope.
  • Supervise the delivery of digital analytics services to stakeholders within the eCom markets or close to the eCom market, e.g. Brand or Newsrooms. Ensure analytics results drive consumer experience and business impact and help to achieve sales plans.
  • Work closely with Global Digital Analytics in areas such as site optimization, analytics
  • implementation, database integration, marketing attribution, tag management, qualitative data, etc.

  • Ensure that the analytics framework for the IBP process evolves consistently with the business.
  • Ensure business partnering with finance to provide clear, consistent analytics support to finance.
  • 2. Consulting

  • Advise market stakeholders on the value and use of digital analytics to define goals, measure appropriate KPIs, monitor performance and derive trends and opportunities.
  • Ensure that provided consultancy to stakeholders is focused on actionable recommendations and calls for action based on gathered insights. Ensure that gathered insights are translated into engaging, actionable and easy to digest insights presentations.
  • Build a strong stakeholder network with high level of trust that facilitates action-ability of insights.
  • Lead the establishment of a fact-based culture in the organization by promoting and defining data driven decision processes.
  • 3. Reporting

  • Work with Global Digital Analytics to improve reporting structures.
  • Work with Global Digital Analytics to distill best practices for other markets and other adidas stakeholders, maximizing the use of analytics capabilities.
  • 4. Innovation

  • Help to define and provide requirements for projects and capability development to the Global Digital Analytics teams to ensure adidas is in line with the latest trends and technological advances.
  • 5. People Management

  • Build the appropriate structure to be able to manage the respective organization effectively, identify and develop the future talents and create realistic succession scenarios for key positions.
  • Ensure appropriate leadership skills are present at every level by creating a motivational and supportive work environment in which employees are coached, trained and provided with career opportunities through development.
  • Continuously monitor and evaluate team workload and organizational efficiency with the support of data and team feedback and make appropriate changes in order to meet business needs.
  • Provide team members/direct reports with clear direction and targets that are aligned with business needs and eCom market objectives.
  • III. Key Relationships:

  • eCom Market Team
  • DBC Global Digital Analytics
  • Newsroom team
  • DBC Strategy, Consumer Engagement, Experience Design and Planning & Activation Teams
  • IV. Requirements

      1. Education & Professional Experience

  • University degree in the field of Business or equivalent
  • 12+ years of experience in the area of Digital Analytics
  • Profound experience with digital marketing in a brand environment
  • Experience in eCommerce environment
  • 4+ years of experience in leading a team
  • 2. Soft-Skills

  • A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.
  • Outstanding communication skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
  • Outstanding presentation skills and story-telling
  • Exceptional people management skills
  • 3. Hard-Skills

  • Profound experience with analytics tools and disciplines (web, eCom, social, mobile, sentiment, paid media, SEO, SEM, CRM, SQL etc.).
  • Profound experience with visualization techniques.
  • Excellent project management skills, including the ability to lead several projects and programs simultaneously
  • Proficient in MS Office
  • Fluent English both verbally and written
  • At adidas we have a winning culture. But to win, physical power is not enough. Just like athletes our employees need mental strength in their game. We foster the athlete‘s mindset through a set of behaviors that we want to enable and develop in our people and that are at the core of our unique company culture – the 3Cs: CONFIDENCE, COLLABORATION and CREATIVITY.

  • CONFIDENCE  allows athletes to make quick decisions on the field, to reach higher. For us at adidas confidence means acknowledging that we don’t have all the answers. But we are willing to take risks, we try new things. And if we fail, then this is part of our learning – it helps us improve.
  • COLLABORATION . Every elite athlete relies on partners: coaches, teammates, and nutritionists. We, too, know that we are stronger together. Winning as one team takes open and candid dialogue, inclusiveness and trust in each other’s abilities and talents.
  • Being the best sports company in the world takes  CREATIVITY . No great athlete succeeds by copying their predecessors’ training plans and strategies. We have to be open to new ideas, explore, gain an edge and stand out. Only then can we succeed.
  • adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an Equal Opportunity Employer.


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