Sr. Specialist – Traffic Analytics

Location: Gurgaon, India

Department: eCommerce & Digital Analytics

Role Overview

As a Sr. Specialist in Traffic Analytics at adidas e-commerce, you will be responsible for delivering cutting-edge analytical services that empower stakeholders to make fact-based decisions. By leveraging internal and external data sources, you will design and manage tools, data capabilities, optimizations, and insights that help adidas better understand the consumer, expand reach, drive engagement, and ultimately maximize traffic, conversion, and sales.

Working closely with the eCom, Brand Activation, and Performance Marketing teams, you will lead and execute analytics strategy across Emerging Markets, with a focus on Digital Marketing Analytics, Traffic & Media Measurement, and Optimization.

What We Are Looking For

We are looking for a data-driven digital analytics professional with 3+ years of experience in e-commerce traffic measurement and digital marketing analytics, with strong knowledge of Search Engine Optimization (SEO), Search Engine Marketing (SEM), UX, CRM processes, and web behavioral data.

The ideal candidate brings advanced skills in Adobe Analytics, Amplitude, Appsflyer, Power BI, Python, and SQL, enabling them to design dashboards, build reporting frameworks, and deliver deep insights. With hands-on experience in predictive and prescriptive modeling, they can transform data into actionable strategies that drive traffic, engagement, ROI/ROAS, and sales growth. They are also adept at simplifying complex datasets into clear, compelling presentations that influence and guide business decisions.

Core Responsibilities

Analytics Expertise

• Drive analytics initiatives to optimize digital business processes and identify opportunities that enhance efficiency, engagement, and sales across Emerging Markets.
• Lead traffic analytics (macro & micro KPIs) for adidas websites, apps, digital platforms, and marketplaces.
• Own and consolidate measurement of traffic generation, conversion, and ROI/ROAS, developing a globally aligned reporting framework to track awareness, engagement, and purchasing behavior.
• Provide actionable insights on brand awareness and eCommerce performance to strengthen adidas’ digital growth.
• Partner with Performance Marketing, Brand Activation, UX, and Consumer Experience teams to support personalization, content, usability, and the Premium Shopping Experience.
• Collaborate with the eCom forecasting team on traffic insights, campaign reviews, channel strategies, and business planning.

Data, Insights & Optimization

• Collect, track, and analyze data to generate fact-based, actionable insights.
• Develop and implement data capabilities, frameworks, and tools for continuous optimization of paid and organic traffic.
• Monitor market trends and competitor activities to identify growth opportunities and refine traffic strategies.
• Apply advanced methodologies (descriptive, predictive, and prescriptive modeling) to optimize analysis and outcomes.
• Translate complex findings into engaging, easy-to-digest presentations with clear recommendations.
• Support online campaign execution through analytics, uncovering trends in traffic, consumer behavior, and sales performance.
• Manage daily data routines, tool refreshes, updates, and scheduling.

Stakeholder Engagement & Capability Building

• Deliver ad-hoc analysis, deep dives, and contextual dashboards across platforms and channels.
• Build and maintain a trusted stakeholder network across Emerging Markets to ensure adoption of insights.
• Advise stakeholders on goal-setting, KPI design, performance monitoring, and optimization.
• Continuously evolve the analytics practice by exploring new tools, models, and partnerships.
• Contribute to the global adidas Digital Analytics community, sharing best practices and keeping teams updated on the latest industry trends and technologies.

Required Skills & Experience

• 3+ years’ experience in Digital Analytics, Data Analytics, Business Intelligence, Demand Forecasting, Data Science, or related fields.
• Proven expertise in digital marketing analytics and eCommerce traffic measurement.
• Strong knowledge of Search Engine Optimization(SEO)/ Search Engine Marketing (SEM), UX, CRM processes, eCommerce platforms, and web behavioral data.
• Advanced skills in:
• Analytics tools: Adobe Analytics, Amplitude, Appsflyer
• Data visualization & BI: Power BI
• Programming/analysis: Python & SQL
• Strong data visualization and presentation skills with ability to simplify complex insights.
• Strategic, holistic thinker with project management experience.
• Proficiency in MS Office (especially Excel).
• Fluent in English (written & spoken).
• Bachelor’s degree in Business, Marketing, Data Science, or related field.