Senior Director Digital Analytics


I.          General Purpose

As a Director Digital Marketing at adidas DIGITAL CHINA HUB you support the China market with traffic generation practices and constantly support their evolution. You lead the team that provides stakeholders with best-in-class services and tools around paid and organic traffic generation, thus driving the reach of adidas and contributing to marketing spend optimization. Within the organization you are a trusted advisor to executives and propagate the opportunities and importance of traffic optimization.

Last but not least, you liaise with global digital counterparts to leverage the global capabilities to support the China market when fit comes up.



II.        Key Responsibilities 

Scope:  Support traffic generation practices & services


1.         Traffic Strategy & Innovation

§  Lead the development of cutting edge tools, create innovative partnerships

§  Monitor market trends and competitor activities and drive integration of related capabilities that lead to the growth and optimization of adidas digital activities.

§  Contribute to defining the CHINA Digital agenda and strategy, connected with the global Digital strategy

§  Bring awareness of organic and paid traffic best practices to support local incremental traffic growth.


2.         Traffic Analysis

§  Lead development of tools and reporting frameworks that provide information on traffic generation performance and effectiveness of respective activities.

§  Share insights from traffic generation with a large number of stakeholders across the organization. Be able to transport the value of traffic optimization.

§  Support new opportunities to generate growth through traffic optimization and ensure the local market is equipped to leverage such opportunities.


3.         Collaboration & Consulting

§  Support BUs and local market in the optimization of traffic by using data analysis, providing training and sustaining ongoing communication.

§  Ensure teams work cross-functionally with product domains, Digital and Brand teams to create synergies, address opportunities and drive revenue.

§  Build on quantitative analysis to develop engaging, actionable and easy to digest insights presentations for the communication with stakeholders.


4.         Best Practices & Toolsets

§  Drive constant evolution of best practice toolsets that allow continuous optimization of organic and paid media traffic.


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.

§  Provide team members/direct reports with clear direction and targets that are aligned with business needs and Digital objectives.




III.      Key Relationships:

§  Global Brand Management

§  Brand Marketing

§  Digital Analytics

§  UX

§  Global Retail/DTC Partners

§  Regional eCom teams




IV.      Requirements

1.         Education & Professional Experience

§  University degree in the field of Business or equivalent

§  12+ years of experience in traffic generation, in-house or at a leading agency.

§  Profound experience with digital marketing in a brand environment

§  Experience in eCommerce environment

§  4+ years of experience in leading a team


2.         Soft-Skills

§  Distinctive strategic mindset and ability to prioritize and delegate high numbers of tasks with varying workload and importance

§  Excellent communication & negotiation skills, comfortable presenting complex topics to stakeholders at all organizational levels both in person and remotely

§  Excellent leadership and interpersonal skills

§  Ability to efficiently work in a cross-functional organization, strong ability to develop influential and collaborative relationships with various stakeholders from digital and non-digital disciplines on all levels.

§  Creative and energetic team player who has a passion for traffic generation


3.         Hard-Skills

§  Profound experience with traffic analytics tools, ideally in both, Paid Traffic and Organic Traffic

§  Profound experience with reporting tools

§  Outstanding project and account management skills

§  Fluent English, both verbally and written


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.

Job Title:  Senior Director Digital Analytics

Brand:  adidas
Location:  Shanghai
TEAM:  Digital
Country/Region:  CN
Grade:  28623
Number:  184349