Senior Specialist Digital Analytics North Africa

1 week ago

Cairo, Cairo, Egypt adidas Full time

Purpose & Overall Relevance for the Organisation:

Nowadays, the vast majority of consumer journeys start online – our Consumer likes to browse, research and compare products, even if there is an intend to buy in-store. The way Consumers shop is reshaping the marketplace's world. As a result, many of our digital key accounts (partners) are going through their own digital transformations. They are investing in how they reach the consumer online, whilst a new breed of accounts in the form of pure players and eMarketplaces have emerged in our digital ecosystem with new business models to service better with the right product. At adidas, we are redefining our digital presence in a way that will push the future of digital and create premium experiences across all our consumer touchpoints to drive brand desirability, engagement, and sales for our brands. The Digital Partner Commerce (DPC) team is driving this evolution in digital wholesale and through new business models across our worldwide organization.

As DPC Analytics Specialist you will be responsible for supporting the profitable and sustainable market share growth through Digital Partner Channel as well as developing the marketing/sales/digital analytics driving the reporting quality and data coverage, key sales levers, insights, and market knowledge. The area covered by cluster DPC team is called Emerging Markets Central (EMC), including GCC countries, Egypt & North Africa, Kazakhstan, Ukraine, and acting as one of the major clusters across Emerging Markets (EM). You will be working in an agile, fast-paced, global organization and in close collaboration with local DPC partners maximizing the brand power and its efficiency.

The purpose of this role is to support the Manager DPC Analytics and the DPC Sales team in improving the digital sales growth with selected strategic partners by providing the expertise and capabilities for "how to win" online by working with local Digital Partners and account teams to develop and implement initiatives and sales strategies to improve online performance of adidas products by e.g. improving visibility or conversion, assortment range for the markets of North Africa and GCC countries.

Key Responsibilities:

  • Be responsible for supporting the team with delivering the cutting-edge reporting & analytics services to all Cluster stakeholders.
  • Interact with the account managers and engage the key accounts' teams ensuring that they take quantitatively based decisions.
  • Act as local "Centre of Expertise" within DPC channel for all reporting related topics and drive the implementation of analytics tools across the organization
  • Work with Global Business Analytics & Cluster DPC Analytics Manager to localise the advanced reporting solutions, improve the data quality and driving the insights actionability
  • Be accountable for Cluster data sourcing and management
  • Maintain the ultimate level of data quality and integrity
  • Create new reporting solutions based on DPC strategic focuses and historical performance analysis
  • Support the on-going accuracy of all data points and ensuring where any issues do arise, these are resolved in a timely manner
  • Identifying the best sellers and out-of-stock products with actionable insights for the DPC sales managers, lead the implementation of the proposed actions.
  • Support the improvement of sales data coverage e.g. onboarding the new partners to data sharing solutions
  • Support the regular Sell In & Sell Out reporting processes (weekly/monthly/quarterly)
  • Support the digital marketing campaigns launches through the provision of sales and product data. Monitor campaign performance and support decision making to take action during campaign moments where required. Post-campaign overview preparation with actionable insights.
  • Search for additional business opportunities and fulfilling the assortment gaps based on performance analysis
  • Prepare the data analysis for account and cluster DPC teams (exemplary analytics areas may include but are not limited to):
  • Account and Cluster business performance overview (Sell in and Sell Out)
  • Sell Out analysis based on defined retail KPIs
  • Marketing campaigns analysis
  • Sponsored ads efficiency analysis
  • Assortment range analysis & quantitative range optimisation
  • Competitors' marketing & pricing analytics

Key Relationships:

  • Global & Cluster DPC team
  • Global DPC Business Analytics team
  • Global DNA team (Data & Analytics)
  • Cluster Digital Activation and marketing teams
  • CTC (Concept-To-Consumer) team
  • Customer Service
  • Finance
  • Supply Chain Management
  • External digital accounts' stakeholders

Knowledge, Skills and Abilities:

  • A Growth and a Digital mindset, certain level of creativity and strategic & visionary thinking
  • Strong level of the projects' ownership
  • Ability to "read the numbers" and being "data brave"
  • Strong hard data skills in Analytics, Digital Advertising, Reporting, Planning, Trading & Buying, Category Management
  • Confident with digital/web analytics and digital metrics
  • Strong decision taking and problem solving
  • Excellent organizational and planning skills
  • In depth understanding of Egypt & North Africa (must), GCC (optional) consumer behaviour, accounts, and commercial needs
  • Comfortable with working in an international environment
  • Strong communication & presentation skills , ability to lead & perceive
  • Flexibility to handle multiple tasks and to work under pressure

Requisite Education and Experience / Minimum Qualifications:

  • University Degree subject or relevant to industry experience
  • Proven minimum of 3 years' relevant experience in Marketplaces/ FMCG/ Marketing & Research & Digital Agency/ Tech/ IT
  • Sporting goods industry experience is a plus
  • Advanced MS Office skills (Excel, PowerPoint)
  • Advanced Power Query, Power BI skills
  • Experience with data and visualization techniques, reporting dashboards development
  • Passionate about deriving business insight from data, improving processes, and solving problems.
  • Highly motivated, with the ability to work in an agile & deadline driven environment

IT Skills:

  • Excel: Advanced
  • Power BI: Basic - Advanced
  • Outlook: Advanced
  • Word: Advanced
  • Power point: Advanced
  • Software tools: Intermediate
  • SAP: Intermediate
  • Google Ads / Amazon Ads: Basic

Language Skills:

  • English: Fluent

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