Director Marketing Intelligence - adidas Group

Bayern  ‐ Vor Ort
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Schlagworte

Beschreibung

Purpose & Overall Relevance for the Organisation:

Make adidas a consumer-centric, fact-based decision making organization, by combining strategic thinking and strong delivery.

Create and lead the development of a world class marketing intelligence designed to support directly Brand business units (through the creation and activation of insights in business processes), and indirectly Sales business units and local Markets (through the creation of global frameworks or templates).

Design, manage, and deliver end-to-end analyses aiming at helping Marketing to improve the experience of our consumer, find the most relevant contents to him, increase his/her engagement and conversion, and realize his/her value.

Develop strong working relationships with the rest of the Insights, Web Analytics, Sales and Strategy organization to deliver joined up recommendations to management.

Key Responsibilities:

  • Maintain and develop further the consumer centric framework on top of which we drive CRM and D2C activities (Consumer DNA factory), and make sure it feeds business processes into a scalable, automated, timely way.
  • Build further a 360° consumer view by bridging insights on registered consumers with insights collected on non-registered consumers (eg cookies, handles, filled survey forms, etc).
  • Develop our understanding of the consumer journey across all channels and touchpoints, from the initial interaction up to some desirable behaviors (purchase, expression of satisfaction, etc).
  • Help understand what are the drivers of campaign effectiveness on various platforms (D2C, social) and along key performance indicators (purchase, expression of satisfaction, etc).
  • Develop our data science capabilities along strategic components (predictive modelling, marketing mix modelling,) to serve key business goals like campaign or product design optimization.
  • Contribute to the global Consumer Analytics delivery framework to bring every decision maker the right information he/she needs - for example in the form of dashboards, alerts, or any other appropriate format.
  • Drive the roadmap of our Data strategy (public data feeds, third party suppliers, partnerships) to bring more explanatory power to the data on which we base our decisions.
  • Help build closed loops (campaign analysis, A/B testing) to help adidas become every day more fact based.

Knowledge, Skills and Abilities:

Functional Competencies:

  • Academic Background in data sciences (MS or PhD preferred) with a strong experience in applying of data mining methodologies (profiling, predictive modelling, segmentations, market basket analysis ) and keeping abreast of findings in this field.
  • Strong hands on experience with analysis tools, (SAS strongly preferred).
  • Proven experience leading an analytics function in a client company (retail experience preferable).
  • Experience of using analytics to drive strategic and ongoing forecasting within an organization.
  • Exposure to digital marketing ecosystems, including Web analytics (Omniture a preference) and e-CRM systems.
  • Understanding of database capability and experience of integrating, structuring and analysing large amounts of data from diverse sources.
  • Familiarity with database tools.
  • Exposure to Hadoop or noSQL a plus.
  • Experience with dashboarding and reporting tools, preferably Microstrategy.

Leadership Competencies:

  • Ability to lead a team of internals and externals (some of them offshore) to outstanding, best-of-class results.
  • Strong track record at building relationships and partnering with internal clients on complex business problems to develop actionable recommendations on strategic and operational level.
  • Ability to create clear, concise and actionable materials for internal clients (including strong data visualization), and to influence their adoption of Analytics into their day-to-day business.
  • Strong drive for results: commitment to high standards and quality of execution.
  • Full blood team player able to work productively and co-operatively cross-functionally, with peers and across a Matrix, with stakeholders coming from different horizons (IT, strategy, Market research, marketing, sales). Systematically works to form trusted relationships that are the basis for respect and effectiveness.
  • Strong sense of how to prioritize, determine the best approach and allocate resources to have the highest impact, and deliver within time, budget and resource specifications.
  • Exceptional written and oral communication skills
  • A passion for sport.

Requisite Education and Experience/Minimum Qualifications:

  • Ms/PhD preferred in Data Sciences.
  • 8+ years' industry and/or relevant work experience.
  • Fluent written and spoken English language skills.

The successful candidate must be able to demonstrate hands on SAS modelling experience.

Work location: adidas Global HQs in Herzogenaurach (Bavaria), Germany

(on site presence required - no remote work can be offered for this contact offer)

English speaking job and company.

Start date: We are looking at a temporary contract starting in December at the latest.

Duration: 2 months min, most probably 3-6 months, but open ended).

Start
ab sofort
Dauer
2-6 months
Von
adidas Group - GIT
Eingestellt
12.11.2014
Projekt-ID:
806139
Vertragsart
Freiberuflich
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