Sr. Director, Marketing Analytics & Consumer Insights

Boston | United States | Marketing & Communications


  • The Sr. Director Marketing Analytics & Consumer Insights leads the marketing organization towards continued evolution, leveraging marketing analytics, consumer insights, and market data to deliver actionable insights that drive more effective marketing strategies and results. The Sr. Director will oversee the existing Consumer Insights team and build out a team of marketing analysts that will measure, inform, and enable Reebok’s marketing and market integrations teams to meet current and future business needs.

Key Accountabilities:

  • Drive the strategy and oversee implementation of multi-year roadmaps to collect and analyze data across marketing, commercial markets, and consumer insights to inform business decisions
  • Analyze a wide variety of marketing campaigns and activations, measuring ROI and consumer responses, to provide actionable insights on how to maximize future results
  • Drive the development of analytical tools, technology, and data acquisition (internal and third party); identify and prioritize investments for analytics, insights, tech and data management
  • Improve and refine KPIs to drive relevancy in performance measures in accordance with industry leading approaches, market and company trends
  • Collaborate and ideate with cross-functional teams to identify strategic questions for the business that can be solved by this team and champion the effectiveness of utilizing data, analytics, and insights to shape business and marketing plans
  • Execute strong Insights stories that are inclusive of several types of data sources including internal behavioral data, qualitative and quantitative studies, and syndicated research to shape full stories of consumer and market driven data
  • Hire, manage, and retain a strong, centralized team and manage the work process and resource allocation within the analytics team to support and projects appropriately
  • Ensure application of quality controls throughout projects and measure business impact
  • Create vendor relationships to enhance capabilities better served through third parties

Knowledge Skills and Abilities:

  • Proven track record leading the development, delivery, and adoption of advanced, actionable analytics products and services
  • Consumer centric; drives decisions based on balancing both consumers’ wants/needs with business financials to identify opportunities to drive brand heat for Reebok
  • Ability to plan and craft quantitative reports that create stories that balance depth of data and high-level key insights to result in actionable recommendations
  • Ability to synthesize qualitative insights from a variety of methods into a coherent, strategic framework that can be applied to business solutions
  • Agility to navigate between operating strategically and tactically to drive execution
  • Excellent team orientation and interpersonal skills with ability to build strong cross functional partnerships and work the matrix to reach project milestones
  • Experience in leading senior cross-functional teams and effectively scope, manage, and execute strategies and projects or initiatives
  • Pro-active self-starter; comfortable working independently and in ambiguous environments
  • Strong presentation, listening, verbal and written communication skills


  1. Bachelor’s Degree required, preferably in an analytically oriented major, such as economics, statistics, mathematics or business; advanced degree preferred
  2. 12+ years of leadership experience with marketing insights and analytics in financial services, retail, or digital marketing industries with at least 5 years of experience in leading a team
  3. Experience with big data platforms and building data/analytics platforms and processes from the ground up
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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.

The Facts

Jobtitle Sr. Director, Marketing Analytics & Consumer Insights
Team Marketing & Communications
Brand Reebok
Location Boston
Country United States
Number 193524
Position Type Full time
Date Apr-05, 2019
Relocation yes

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