Adidas MANAGER DIGITAL CONSUMER EXPERIENCE CRO 

India, Haryana, Gurugram 

598247742

PURPOSE & OVERALL RELEVANCE FOR THE ORGANIZATION

As part of the Consumer Experience (CX) Optimization Team within the EU eCom Trading organization, you will be responsible to optimize product wayfinding & key shopping journeys across the adidas digital ecosystem in Europe with the focus on .Com and Flagship App. Focusing on conversion rate optimization (CRO) through testing, personalization & localization you will partner with key functional stakeholders to facilitate the discovery & testing process and ensure positive improvements are scaled across the digital landscape. You will collaborate with global product team to enable new testing capabilities for the team and keeping track of the success of our testing program. Your goal is to ensure we improve our testing velocity, testing success rates and in the end incremental revenue resulting from our testing program.

The ideal candidate is expected to have a background in digital experience optimization particularly in driving growth with integrated digital technology in an e-commerce environment. The ideal candidate will have experience with AB testing and is very comfortable in translating data driven insights into tangible actions. You will need to flex between going wide on sizable evergreen opportunities that will impact all consumer and going deep into specific locales and consumer segments for personalized optimizations to cater to specific consumer segments. This role requires solid communication to not only deliver data but answer the business problem and give the behavioral learning and consumer decision making context behind the data.

KEY RESPONSIBILITIES / AUTHORITIES

Get a deeper understanding of the consumer journey by constantly tracking focus KPIs, regularly gather and analyze consumer feedback and behavioral data to flag opportunity areas and define actions to steer digital performance towards an increase of the focus KPIs (conversion rate, add to cart rate, etc.).

• Facilitate discovery process with Analytics, Global product, Data science, Marketing Activation, Buying, Planning, Site Operations, SEO to identify and prioritize opportunity areas with the highest business impact to ensure that wider cross-channel campaigns are translating into an optimized consumer experience and a tangible business impact.

• Manage the Consumer Experience Optimization (CX) program within EU and report of the success to a wider stakeholder group. With your program contributing to a higher test velocity, test success rate and implementation rate.

• Validate hypothesis that come out of the discovery process end to end (from hypothesis formulation to set up and evaluation) with aim to drive incremental revenue, create learnings and a better consumer experience and make sure this is leveraged across the organization.

• Share learnings and best practices with different regions, product owners, marketing to ensure the adoption, with the common goal to optimize journey for our most valuable customers towards their first purchase and beyond.

• Manage the execution of changes and tactics for the responsible areas on adidas .com and app to ensure operational stability, ensuring all platforms are working as expected, and drive resolution with relevant parties where needed.

• Leverage best in class tools and processes for monitoring performance, refining audiences, and defining further optimization and personalization and scale those to create playbooks for common processes in your area, ensuring we remain flexible to localized market Trading needs, seasonal changes and un-predicated consumer demand

• Execute the implementation for Product, Brand and Commercial campaigns within your area and adapt output to meet the needs of our local consumer, business and campaign plan.

KEY RELATIONSHIP

• Site Merchandise & Category Managers

• eCom Buying, Planning, Trading

• Marketing Activation

• CRM & Customer Service

• Web Analytics

• Site Operations

• Data Science

• Global Digital Product Owners

• Global CRO

KNOWLEDGE, SKILLS AND ABILITIES

• BA/MS/MA in (Commercial) Economics, Marketing, Analyitics, or relevant working experiences.
• At least 5+ years of experience in defining and executing data driven optimization/ conversion analysis in collaborative multi-functional teams
• A good understanding in digital analytics is essential with analytical software such as Adobe, GA etc.
• Knowledge of CRO, A/B testing, all digital research types, measurement, and good understanding of associated statistical methodologies
• Must have a passion for qualitative and quantitative data and developing ‘themes’ and ‘main hypotheses’ that can be understood at the most senior levels
• You bring expert-level experience with analytics and CRO tools, including Google Analytics, Optimizely, VWO, A/B Tasty, Convert, Hotjar,Contentsquare, Crazy Egg, or similar platforms. Familiarity with Adobe Analytics and Monetate is a strong plus.
• Excellent communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely
• Creative and energetic team player who has a passion for conversion optimization and delivering data-based recommendations for quantifiable improvements
• Excellent time management skills, with the ability to prioritize and multi-task, and work under shifting deadlines in a fast-paced environment
• Fluent English, both verbally and written
• It’s a bonus if you bring knowledge of HTML, CSS, and core web design principles, along with expertise in SEO and digital advertising platforms like (e.g. Google Ads, Meta etc.)

REQUISITE EDUCATION AND EXPERIENCE / MINIMUM QUALIFICATIONS

• 5+ years of relevant experience in e-Commerce or Consumer Experience (CX) Optimization
• BA / BS in Economics, Marketing, Merchandising, or related field