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