Purpose & Overall Relevance for the Organisation :
Drive revenue growth of e-Commerce by acquiring high quality traffic and consumers for the adidas SEA online shop.
Responsible for bringing high quality traffic as well as driving repeat consumers to the SEA websites.
Responsible for continued high growth of adidas SEA online footprint.
Ensuring alignment between brand guidelines, key focus areas & digital initiatives and eCommerce performance marketing activities
Responsible for maximizing quality traffic and consumer acquisition, as well as ROI on marketing budget to achieve e-Commerce KPIs, sales and margin targets
Providing leadership on effective online & offline marketing tactics, customer acquisition, key performance indicators, expanding existing marketing campaigns and driving the strategic results of new campaigns.
Deep-dive web analytics and the performance of marketing activities for a continuous optimization of all activities
Key Responsibilities :
Develop and execute an acquisition strategy to gain new engaged consumers and to incentivize more purchase from existing consumers.
Develop and execute high-quality, high-scale traffic acquisition opportunities. This includes but is not limited to organic search (SEO), paid search (SEM), paid social, retargeting, affiliate marketing, lead generation partnerships as well as offline channels.
Develop annual business plan and quarterly tactical plan for traffic acquisition
Work closely with media and creative agencies to deliver a premium consumer experience through high quality traffic to adidas websites.
Manage testing plan to optimize campaigns and channels
Budget management and maximize ROI on marketing spend
Feed management for all markets within SEA to ensure that inventories are well managed.
Work closely with internal teams (i.e. brand, merchandising, retail, digital, eCom, operations) to align traffic acquisition strategies with overall business objectives
Implement category specific digital campaigns and leverage Global and SEA tools
Stay abreast of the competitive landscape and develop new initiatives
Develop and monitor metrics, and provide monthly channel reporting to management as well as deep-dive analytics to uncover strategic insights and action plans
Key Relationships :
Apart from the core Brand Activation team, you will be working closely with the following stakeholders :
SEA brand marketing team
SEA eCommerce team
Global Digital Brand Commerce teams
Global Site Operations teams
APAC brand marketing team
Additional 3rd party providers
Knowledge, Skills and Abilities :
Advanced marketing knowledge and specific experience in digital strategy and execution especially on eCommerce performance marketing activities
Implementation-driven personality who understands all eCommerce traffic acquisition disciplines
Performance driven and capable of managing media spend effectively with active involvement with media agencies
Ability to present technical results in a strong manner with clear action steps
Very strong in building and maintaining relationships
Strong brief writing skills
Must have excellent attention to detail and be flexible and adaptable to change
Excellent analytical and problem-solving skills
Excellent presentation, written, and verbal skills
Outlook and Excel : Intermediate; Word and PowerPoint : Advanced
Experience in a range of diagnostic tools, such as Google Analytics, Adobe Analytics, Google Ads, Optymyzr and Dragon Metrics
History of demonstrated success in SEO and / or SEM campaign management
Requisite Education and Experience / Minimum Qualifications :
University degree in business studies / marketing / communications
Minimum 5 years of experience in Digital Marketing with strong knowledge of SEO, SEM and digital media
Proven track record in digital strategy, planning and implementation
Passion for youth marketing, fashion and sports