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Consumer Direct Sciences - Manager, Membership Analytics

Shanghai, China, China

About the team

This role sits in Consumer Direct Sciences (CDS) team in Nike Greater China. CDS is a growing team responsible for building and deepening a holistic view of Nike’s consumers through data and analytics and applying those insights to inform the development of incredible digital content & experiences for our consumers


About the role

This role is a thought partner and analytics expert who connects with all relevant functions in driving GC membership offense, incl. Membership Program & Benefits Design, Financial Model, Marketing, Merchandising, Operation, Digital Platforms and Stores; provides data-driven, actionable insights to accelerate new member acquisition, increase member activeness and buying, and ultimately keep growing member life-time-value and driving a consumer-centric business growth


Responsibilities: (% indicates share of effort within this role)

Prep ingredients (data) – 20% or below

·        Work with global and local data engineers to ensure relevant datasets captures GC needs, incl. member data, transactional data and engagement data

·        Follow-up with global and local data engineers to complete missing datasets to timely reflect new initiatives in GC

Do the cooking (analysis) – 50%

·        Manage cadenced deliverables business reviews: weekly / monthly membership funnel and business impact across channels and platforms

·        Provide ad-hoc analytics support: holistic recap about wins and misses in specific member activation (e.g. product, event, promotion etc.), based on all levels of analysis across transactional and behavioral analysis, across Nike experiences

·        Identify and prioritize opportunities through tiering / clustering analysis

Serve the dishes (partner with internal users) – 30% or above

·        Communicate findings and hypotheses with key stakeholders

·        Translate data insights to actions and tactics in partnership with key stakeholders

·        Work with key stakeholders to define what success should look like and align measurable goals leveraging existing benchmarks

Education: degree in a quantitative field such as statistics, econometrics, applied math, behavioral sciences, economics, marketing etc.; advanced degree preferred

Experience: minimum 5 years in applied analytics field, integrating and sharing analytics to business partners; examples are (but not limited to) marketing analytics, digital advertising technology or digital commerce


·        Passion for business analytics and working with large amounts of data with demonstrated ability to use data to influence decision making

·        Proficient in SQL is a must; understanding of a statistical package (such as R, MATLAB, SPSS, SAS, Stata, etc.) and web analytics (Omniture) is a plus

·        Strong understanding of advanced analytic techniques and applied statistics e.g. clustering, A/B testing etc. is desired

·        Familiar with data sources, applications and tools in loyalty programs, CRM or targeted digital marketing domains

·        Strong sense of ownership and accountability, proactive, self-motivated

·        Excellent verbal and written communication skills are essential; good people acumen and interpersonal skills

·        Ability to interpret and present advanced analytical methodology and results to non-technical audiences is a plus

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