Purpose & Overall Relevance For The Organization
As Sr. Manager Performance Media, this position has a sharp eye for detail and a big-picture view of eCommerce and online marketing. The objective of the role is to drive revenue growth through high quality traffic and conversion optimization for adidas ecom / app sites in Latin America. Manage a media buying agency to develop wide-reaching digital marketing campaigns and constantly optimize results, working also together with the digital stakeholders to ensure the effectiveness and efficiency of the media campaigns.
Key Responsibilities
Scope: Accountable for large scope of revenue generation & performance media budget management with profitable growth mindset
- Revenue Generation
- Lead ecom and app revenue generation by managing KPIs via different measurement tools (last click, MMM, GA4, Appflyer, etc).
- Pursue efficiency and effectiveness for short and long-term business growth, drive incrementality & profitable growth.
- Lead, devise and implement the traffic generation strategy and roadmap in close collaboration with Ecom Business.
- Own the Digital Marketing KPIs and thus not only help defining, but also monitoring & reporting performance of all paid traffic channels, including (but not only) Paid Search, Google PMAX, Shopping, Display, Paid Social, and Affiliates.
- Manage the LAM online marketing/advertising activities and the direct response to the agencies responsible for delivering these.
- Budget planning & control – secure investments are done in the most efficient way to generate profitable growth.
- Develop campaigns, initiate and manage projects, partnerships, cooperation and ensure that schedules, deliverables, budgets and timings are established.
- Be accountable for web analytics projects, helping define and implement performance reports.
- Align and interact with adidas Brand activation and Business Units regarding performance update and future performance media strategies.
- Media Innovation
- Drive testing, reporting, optimization, innovation and analysis on channel performance to identify key levers and opportunities for improvements.
- Lead “Tests and Learn” including new platforms / media partners for high performing media activation.
- Drive the adoption of relevant technology, tools and work practices to accelerate the achievement of our digital ambitions.
- Monitor and stay abreast of the latest media industry trends and best practices and innovate to evolve and develop the world-class performance media activation.
- Stakeholder & People Management
- Manage effectively and establish a collaborative relationship with different levels of stakeholders (see the key relationships below) in terms of Media Game Plan development & execution, budget management, and target achievements.
- Create a supportive work environment in which employees are coached, trained and provided with career opportunities through development.
- Continuously monitor and evaluate team workload (including the agency teams) 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 and objectives.
Key Relationships
- Brand Activation at regional and country level
- Category BUs at regional level
- Ecom Business / Growth teams in Colombia and countries including Digital Analytics, buying and trading team and growth digital team
- Country’s DTC in charge & Digital Activation teams
- Global counterparts (Performance Media, Performance Marketing Teams)
- Digital Activation at regional level
- Finance / Procurement at Global, regional and country level
- External media buying agencies
- Affiliates marketing agencies
- Newsroom in Mexico
- Membership adidas Group media partners and suppliers
Qualifications
- University degree in the field of Business or equivalent.
- 8+ years of experience in performance media, in-house or at a leading media buy agency.
- Latin American market experience and knowledge is a plus
- Extensive experience with digital marketing & performance media in a brand environment.
- Experience in App and eCommerce environment.
- Experience in leading a team.
Knowledge Skills and Abilities
- Very good communication & negotiation skills, comfortable presenting complex topics to stakeholders at various organizational levels both in person and remotely.
- Good leadership skills.
- 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.
- Creative and energetic team player who has a passion for media activation.
- Data driven, analytical, pragmatic and solution orientated.
- Strong understanding of web analytics and attribution modeling.
- Fluent Spanish and English, both verbally and written. Portuguese is a plus.
- Experience working with multiple agencies on campaign development and activation.
- Agency management experience.
- Understanding of media agency set-up, structures and general view of operating model.
- Strong budget & project management and organizational skills.
adidas celebrates diversity, supports inclusiveness and encourages individual expression in our workplace. We do not tolerate the harassment or discrimination toward any of our applicants or employees. We are an equal opportunity employer.
