Download Manager eCommerce and Marketing Analytics

Job Title:
Reports to (Title):
Functional Area:
Manager, eCommerce and Marketing Analytics
Senior Manager, eCommerce And Digital Marketing
Marketing
Job Description
Position Summary:
Reporting to the Senior Manager, eCommerce And Digital Marketing the Manager, eCommerce and
Marketing Analytics will be responsible for leading efforts to apply customer data flows for Marketing benefit
and drive insights from online visitor data; of which will be used to improve online merchandising, user
experience, customer satisfaction, onsite conversion, visitor profiling, and affinity interest modelling.
Responsible for tracking all eCommerce enhancements as part of the yearly plan you will be accountable for
the creation and monitoring of KPIs to keep plans on track by providing insight in order to achieve overall
department goals.
The Manager Analytics will also be responsible for driving overall Marketing campaign profitability and
improvement as well as driving insight from segmentation and customer loyalty program analysis and
reporting. You will ensure the Marketing team is affectively targeting their campaigns as well as provide
insights from post campaign analysis.
Position Responsibilities / Essential Functions:
Drive eCommerce and Marketing Insight (80%)
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Drive Marketing campaign profitability and improvement as well as website optimization from data
driven insights from overseeing A/B testing for campaigns and site design
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Develop web analytics reporting and ensure stakeholders have the information necessary to make
informed strategic and tactical business decisions to deliver an optimized web site experience
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Be the Gatekeeper of the Web Analytics tool providing enhancements which meet business goals, as
well as maintaining and enhancing departmental dashboards within Site Catalyst.
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Partner with Online merchandisers/Category management team to develop and measure
merchandising KPIs to ensure that shared goals of Merchandising and Marketing are being achieved.
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Develop online visitor affinity interest modeling to better understand our target demographic and use
this info for improved Marketing campaigns
Manage ForeSee online satisfaction scoring conducting monthly audits looking at element trends and
open end deep dives engaging the customer excellence team for suggestions as to improve the
online experience.
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Collaborate with Loyalty Program Manager to provide insights from program reporting to improve
category penetration, increase membership and overall program profitability.
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Develop and measure KPIs to track eCommerce enhancements as part of yearly plans and provide
insight for plan adjustments if needed
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In partnership with Digital Merchandising develop action plans resulting from analysis for
merchandising with regards to site content and category hierarchy optimization
People Management and Development (15%)
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Lead team of Marketing and eCommerce Analysts, manage workload and ensure deliverables
are being met
Provide mentorship and development of skills of both Marketing Analyst and eCommerce
Maintain data requirements/quality/reliability (5%)
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Translate business goals and objectives into data requirement flow of information from AS400
systems, dot com platforms in support of Marketing Campaigns and tracking
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Manage the Enterprise warehouse database to ensure data quality and reliability
Quantitative Dimensions:
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Revenue metrics including dot.com revenue, pre-login revenue, and digital marketing promotional
revenue derived from email marketing, paid search SEM, merchandising tactics and other sources
Visits and conversions including average order value (AOV)
Customer satisfaction and online campaign messaging – online CSAT metrics including navigation,
search, design etc., social media interactions
Core Competencies:
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Strong collaborative skills with an ability to partner and influence across various departments
Ability to balance and prioritize multiple projects, provide creative direction and deliver programs
and tactics on time in a fast-paced, deadline-oriented environment
Strong business acumen including analytical, planning, communication and leadership skills
Internal/External Relationships:
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External relationships: Vendors and agency relationships
Internal partnerships: Merchandizing, I.T., Finance, Creative, Segment Marketing, Sales and
counterparts in Corporate Head Office
Education, Certification & Licenses:
University Degree, Diploma, certificate in Marketing, Digital, eCommerce/eBusiness
Experience:
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6-8+ years experience with online marketing, digital communications, including experience
working with web marketing or eCommerce platforms
4+ years experience managing projects within a B2B e-commerce environment
Experienced in managing a team, coaching and mentoring – minimum 2 years
Web Analytics experience is mandatory
Reporting and analysis experience with a range of vehicles and campaign types.
This position requires excellent planning and problem solving capability. A consultative approach
is used to work with business and technical stakeholders.
Experience in being an Administrator to Web Analytics tool such as SiteCatalyst
Administrator level experience with Campaign Management/reporting tools such as ePiphany
Computer/Tools/Equipment/Software Skills:
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Understanding of and experience with digital analytics tools and merchandising platforms such as
Adobe Site Catalyst and Endeca or equivalent, automated email marketing tools/suites, and
understanding of SEM paid search tactics and strategies
Microsoft Excel, Access, SQL Server
Adobe SiteCatalyst report builder
Working Conditions, Physical and Sensory Requirements:
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Interacts with employees and management.
Some travel may be required.
Ability to attend and conduct presentations
Overtime may be required
Additional Information:
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Solid understanding of Grand & Toy’s strategy and business model
Ability to manage and lead a team, coach and mentor new talent
Take responsibility and hold accountability
Excellent communication skills – oral and written
Ability to work under pressure with multiple priorities, within tight deadlines
Positive can-do attitude
Self motivated and driven individual