Senior Manager Business Analytics

As Senior Manager Business Analytics for Digital Sales Europe, your role is to drive how and where teams should focus their efforts across insight generation, digital reporting, and AI-minded ways of working for the Partner Program, Partnership Marketing, and Gift Cards channels. Building on the existing analytics foundation, this role elevates technical analytical capabilities, accelerates automation, and strengthens quality decision-making through robust data products and scalable insights.

Leveraging technical expertise and the support of the Director, junior analysts, and the wider eCommerce & Digital Analytics community, this role drives a wide range of digital and commercial performance levers to identify opportunities that deliver profitable net sales, accelerate sell-through, and increase market share.

PURPOSE & RELEVANCE FOR THE ORGANIZATION:

KEY RESPONSIBILITIES:

• Own and continuously improve the analytics infrastructure that provides the business teams with a single source of truth for key metrics, including progress, performance evolution, and actionable opportunities.
• Apply advanced technical skillset (e.g., SQL, Databricks, Power BI, Python), collaborate with other senior data analysts on complex data topics, and ensure alignment of definitions, data quality, and consistency.
• Support automation and scalability of KPI reporting in collaboration with Digital Sales stakeholders and Global/Market Analytics partners; maintain and enhance dashboards to ensure qualitative, consistent, and actionable outputs.
• Partner with stakeholders to define goals, select the right KPIs, monitor performance, and translate trends into clear commercial opportunities across the three business pillars (Partner Program / Partnership Marketing / Gift Cards).
• Identify which metrics and projects matter most, connect the dots across channels and commercial levers, and help the business focus on the highest-impact initiatives.
• Support the Director in shaping the longer-term analytics roadmap, anticipating future needs, defining scalable solutions, and ensuring the team is building toward strategic capability, not only day-to-day reporting.
• Build a holistic understanding of the adidas digital landscape and digital partnership models, enabling seamless stakeholder management across teams and supporting recommendations that optimize digital performance and support sustainable growth.
• Wear many hats across a broad stakeholder environment, contributing to roadmap development, representing analytics in cross-functional forums, influencing business decisions, and ensuring analytics work is prioritized against business outcomes.
• Embed AI-minded ways of working into analytics delivery.
• Ideate, build, and implement AI Agents and AI-enabled tooling.
• Advance dynamic forecasting by combining statistical/ML approaches with business context.
• Champion an AI-led mindset across the wider Digital Sales team.

KNOWLEDGE, SKILLS, & ABILITIES:

• Strong hands-on technical expertise across analytics tools; able to translate business questions into robust analytical approaches and scalable data products.
• Advanced proficiency in Databricks, SQL, Power BI, and Python; additional experience with Machine Learning and Databricks Genie are nice to have.
• Practical, hands-on experience with building AI Agents and AI-enabled workflows, including use case discovery, prototyping, implementation, and change management, as well as the ability to evaluate output quality, manage risk (data privacy, bias, hallucinations), and operationalize solutions with monitoring and documentation.
• Ability and willingness to coach and upskill junior analysts, creating clarity on methods, improving code quality and documentation, and building confidence in stakeholder-facing delivery.
• Ability to confidently present quantitative and qualitative analysis to management; translate complex messages into simple, compelling stories with clear actions and measurable impact.
• Solution-oriented with a focus on achieving results; comfortable operating in ambiguity and prioritizing work across multiple business needs.
• Strong strategic mindset; able to step back from day-to-day tasks, connect themes across domains, anticipate future needs, and shape a forward-looking analytics approach.
• Excellent organizational and planning skills; flexibility to handle multiple tasks simultaneously and work under pressure in a deadline-driven environment.
• Advanced Excel skills and high proficiency in spreadsheet analyses.
• Comfortable working in an international environment.
• Fluent in English.

REQUISITE EDUCATION & EXPERIENCE / QUALIFICATIONS:

• University degree is preferred.
• 7+ years of working experience in an international environment, preferably in Digital/eCommerce, Analytics, Data Science, or equivalent.
• 5+ years of professional experience in Digital Analytics, Business Analytics, or equivalent, including experience extracting actionable insights from large datasets and driving measurable business outcomes.
• Demonstrated experience working with digital performance metrics and leveraging these to improve commercial performance in a digital multi-brand environment.
• Strong stakeholder management experience across cross-functional teams; able to influence without direct authority and align diverse partners behind common metrics and priorities.
• Proven experience driving change across a large-scale organization, including process improvements, standardization, automation, and adoption of new tools and ways of working.

At adidas, a winning culture is built on behaviors that are at the core of the company culture and how teams succeed while playing fair.

• COURAGE: Speak up when you see an opportunity; step up when you see a need.
• OWNERSHIP: Pick up the ball. Be proactive, take responsibility and follow-through.
• INNOVATION: Elevate to win. Be curious, test and learn new and better ways of doing things.
• TEAMPLAY: Win together. Work collaboratively and cultivate a shared mindset.
• INTEGRITY: Play by the rules. Hold yourself and others accountable to the company’s standards.
• RESPECT: Value all players. Display empathy and show dignity to all.