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Adidas SENIOR MANAGER 
China, Shanghai, Yangpu District 
548563811

12.08.2024

Purpose & Overall Relevance for the Organization:

Key Responsibilities:

Accountable for large scope of traffic management, deliverables, & services.

Traffic Strategy & Innovation

  • Be an active part in the development of necessary capabilities that the company needs to meet current and future traffic growth plans, e.g. cutting edge tools, innovative partnerships.

  • Monitor and analyze market trends and competitor activities and derive conclusions for the growth and optimization of adidas digital activities.

  • Drive best practice implementation and analysis for on-site and off-site SEO.

Traffic Analysis:

  • Measure results of traffic generation activities. Develop a reporting framework that evaluates dimensions such as awareness, engagement and purchasing behavior.

  • Drive the optimization of traffic generating channels. Provide insights about adidas brand awareness and ecommerce performance.

  • Prepare and share your findings with stakeholders across the organization in the form of channel forecasts, business cases and postmortems.

  • Identify and implement new opportunities to drive growth through traffic optimization.

Collaboration & Consulting:

  • Explain the impact of organic traffic on business objectives to senior stakeholders.

  • Work with BUs in the optimization of traffic by using data analysis, providing training and sustaining ongoing communication.

  • Work cross-functionally with product domains, Digital and Brand teams to create synergies, address opportunities and drive revenue.

  • Build on quantitative analysis to develop insights for the communication with stakeholders.

Best Practices & Toolsets:

  • Develop and implement best practice toolsets and frameworks that allow continuous optimization of organic and paid media traffic.

People & Team Management:

  • Create a 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.

Key Relationships:

  • Global SEO

  • Traffic Product team

  • Merchandising teams

  • Newsrooms, PR and Sports Marketing

  • Digital Analytics

  • Digital Product

  • Digital IT

  • Market eCom teams

  • Content Strategy & Planning

  • Digital Activation

  • Paid Media & Performance Marketing

Knowledge, Skills and Abilities:

  • Extensive experience with traffic analytics tools

  • Extensive experience with SEO tools: keyword tracking, keyword research, domain analysis, crawl and log analysis

  • Extensive experience with reporting tools

  • Creative and energetic team player who has a passion for traffic generation

  • Very good project and account management skills

  • Structured, organized and process oriented

  • Ability to work effectively within a team environment and under pressure

  • Advanced user of MS Office suite of products – esp. Excel, Access, PPT

  • Advanced knowledge of Retail Management Systems – SAP AFS, SAP PGR, DVM, Microstrategy

  • Dashboarding/Data Visualization experience a plus

  • Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely

  • Ability to efficiently work in a cross-functional organization, ability to develop influential and collaborative relationships with stakeholders from digital and non-digital disciplines on all levels

  • Good leadership skills

  • Fluent in English

Requisite Education and Experience / Minimum Qualifications:

  • University degree in the field of Business or equivalent

  • 9+ years of experience in traffic generation, in-house or at a leading traffic agency.

  • Extensive experience with digital marketing in a brand environment

  • Experience in eCommerce environment

  • Experience in leading a team is a plus