adidas｜数字营销相关｜上海

阿迪达斯

Director of Platform Analytics

• Lead Strategic Testing to Support Decision and Operation
• Explosive analysis in Tmall databank, data factory and strategy center to summary AS-IS insight, pain points and new opportunities
• Based on business valuable insight/opportunities, propose and design testing, collect data and complete analysis to draw conclusion of testing results. Furthermore, apply the testing insights to guide future business operation.
• Business intelligence generation from market monitoring tool Databank
• Popularize testing as a strategic learning tool and promote data-oriented culture throughout company
• Data Analytics on Consumer
• Research and collection of consumer data including purchasing & usage behavior, consumer profile etc.
• Descriptive analytics on consumer data, along with predictive or prescriptive analytics to provide valuable insights or prediction of future consumer behavior, as well as related impact on Tmall business
• Constantly Data Sharing and Periodic Reports Presentation
• Drive and initiate data analytics projects that are cross-functional, conduct quantitative research.
• Participate existing research and evaluation of key assumption used in business model.
• Periodic projects update with 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 local market’s objectives.

• 8+ years of experience in data analytics, prefer in FMCG, sports industry will be plus
• Must be very familiar with data bank/data factory/strategy center, quickly understand brand, category and market trend, business and changes, hands on knowledge – real time optimization direction with or without the help of agencies.
• Strong testing design and analytics skills (e.g. A/B testing) is required
• Self-motivation and strong paperwork and communication skills. A good team worker that can both manage peers and external agencies.
• Analytical and data driven / data first mindset.
• A degree in Science is a plus, e.g., Computing Science, Mathematics, etc. But open to all majors

• Distinctive strategic mindset and ability to prioritize and delegate high numbers of tasks with varying workload and importance
• Ability to handle ambiguity and untangle complex situations into actionable activities
• High resilience and solution-oriented attitude
• Strong leadership skills
• Excellent communication skills, fluent in English both verbally and written

Director Digital Analytics

.COM & ECOSYSTEM

• Accountable to build analytics capabilities including, web/campaign, revenue and conversion optimization.
• Own and drive insights and recommendations end-to-end in order to realize business uplift, conversion, and margin optimization.
• Develop meta-data models, drive A/B testing on key campaigns, events, marketing efforts, onsite merchandising features
• Conduct enhanced Campaign analysis using campaign metadata.
• Develop contextual dashboards with relevant events and campaigns.

• Advanced knowledge of eCommerce content, search engine optimization, search engine marketing, user experience, analytics and core eCommerce capabilities
• 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.
• Team player able to work productively and co-operatively cross-functionally, with peers and 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.
• Problem solving skills – able to identify, analyze and propose solutions to various technical and business issues
• Ability to communicate clearly and effectively to internal and external clients and vendors, both orally and in writing
• A passion for delivering data-based recommendations for quantifiable improvements in business results and consumer satisfaction.

• Bachelor’s degree, prefer in Business, Marketing or quantitative field and a minimum of 10 years of experience in eCommerce business intelligence environment – preferably in online apparel or footwear retail
• MBA from a leading organization preferred.
• eCommerce and/or Digital Marketing experience required.
• Strong Hands-on experience in diverse BI tools.
• Strong Hands-on experience in enterprise web analytics analysis and web analytics tools.
• Experience with AB and Multi-variate testing tools.

Assistant Manager Performance Marketing, Douyin

• End-to-end channel performance analytics including data extraction, hypothesis generation, structured analysis formulation, and rigorous evaluation of findings.
• Follow the content strategies for strategic segment and category selection to communicate program features and promote brand awareness in Douyin channel.
• Execute and implement marketing calendar according to aligned plan. Constantly track, evaluate, and optimize results.
• Manage DP media team, develop and execute Marketing working budget plan to drive paid traffic on top of organic growth
• Establish direct relationship with Douyin platform. Optimize marketing working budget spending and tracking; document all activations by monitoring results vs Objectives/KPI with support of Business Planning.
• Collaborate across organizational boundaries, promote agile ways of working.
• Provide analytical and valuable insights for decision-making support.
• Gain traffic and market share from competition and unauthorized dealers on eCommerce stores.
• Collaborate with CRM team to recruit new members and activate existing members.
• Optimize marketing working budget spending and tracking; document all activations by monitoring results vs Objectives/KPI with support of Business Planning
• Collaborate with Brand comm team on traffic direct to Douyin stores. Track and report the performance for future optimization

• Overall commercial targets of eCommerce China
• Business share of Douyin stores
• Performance marketing KPIs, including CT%, conversion%, ROI, etc.

• eCommerce buying, Analytics, Douyin team
• Brand activation, Digital analytical team
• Douyin platform, Douyin partner agencies

• Solid understanding of ecommerce/digital landscape in China.
• Solid understanding of the competitive landscape/trends in the sportswear industry.
• Solid understanding of Douyin ecosystem, earned and paid media (SEA, social, programmatic) methodologies; ability to apply in 360 campaign approach.
• Customer-first orientation; able to translate consumer insights and data into high-engagement and conversion activities.
• Creative and entrepreneurial mentality, E2E ownership combined with excellent analytical, strategic, and communication skills.
• Strong statistical analysis skills and fact-based orientation with the goals of extracting insights and making decisions.
• Excellent communication skills
• Resilient and detail oriented.
• Fluent in English and Mandarin, both verbally and written.

• Minimum 2+ years’ experience in digital, online marketing, or eCommerce; preferably with a background in sporting goods.
• A Bachelor’s or Master’s degree in business, marketing, or related field.

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