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:
Internal
- SEA brand marketing team
- SEA eCommerce team
- Global Digital Brand Commerce teams
- Global Site Operations teams
- APAC brand marketing team
External
- Media Agency
- Creative Agency
- Additional 3rd party providers
Knowledge, Skills and Abilities: Knowledge - 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
Skills - Very strong in building and maintaining relationships
- Team player
- 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
Abilities
- 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
Location: Singapore
Country: Singapore
Team: Marketing & Communications
Brand: adidas
Position Type: Full time
