Description:
Reporting to the Chief Operating Officer, the Senior Manager, Marketing Analytics will be primarily supporting and working with our Donor Services team. They will develop new analysis requirements, maintain dashboards, and analyze marketing and web/mobile performance to drive user engagement and conversion rates. They will perform regular and ad-hoc analysis, and draw and present actionable insights that guide organizational, marketing, product and UX/Design decision making. This role will also support other ad hoc organizational needs in the areas of business intelligence, analytics, research, insights, ML and AI – working alongside the Senior Manager, Advanced Analytics and Data, as well as teams across CanadaHelps.
This role has one direct report.
Key Responsibilities
- Support the success of our Donor services Line of Business via data-driven decision making
- Design, create and automate weekly, monthly and quarterly dashboards and reports as well as meaningful Key Performance Indicators (KPIs), including detailed channel performance reports.
- Analyze web traffic and site behavior for customer and business insights to support decisions and deliver on improved user experience and business growth.
- Work with various teams to set up A/B testing of marketing initiatives and new product features – test, measure and report results of all efforts.
- Help drive revenue growth by measuring, analyzing, and helping to optimize SEO
- Manage all online analytics to report business performance, key changes, customer lifetime value metrics, and performance opportunities back into the Marketing or relevant teams within the organization.
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- Maintain and support web data integrity/validation. Be able to identify gaps in the current data capture strategy and collaboratively implement enhancements.
- Partner internally and externally to ensure best practices in metrics and decision making are being maintained, and act proactively in analyzing user behavior using available data to influence changes on the website.
- Maintain an awareness of competitive information and key industry trends to provide context for website performance.
- Make recommendations on software and data that will further marketing & analytics initiatives
- Oversee the activities of one direct report and support their professional development
Required Skills and Experience
- Bachelor’s degree in Computer Science, Statistics, Math or another quantitative discipline; or College diploma with equivalent experience
- 5+ years of digital analytics expertise using Google Analytics in an eCommerce context including implementing event tracking, custom dimensions/metrics through Google Tag Manager (GTM)
- Experience using Google’s Core Reporting API to extract Google Analytics data (e.g. Google Query Explorer, Google Analytics API for Python or R, etc.)
- 5+ years of A/B testing experience with Google Optimize, or other equivalent tools.
- Proficient with SQL with experience writing complex queries – experience with Transact-SQL (MS SQL Server) is an asset
- Experience using Python, R, or other data analytics languages
- Highly proficient data manipulation skills (extracting, transforming, loading) with the ability to merge web analytic data with additional customer behavioral data
- Advanced Excel skills
- Experience with data visualization/business intelligence platforms such as Tableau, QlikView, Google Data Studio, Power BI, etc. – Tableau & Data Studio experience preferred
- An understanding of key eCommerce metrics such as new and returning customers, customer lifetime value models, customer yield, break-even, etc.
- Passion for the online space and keeping on top of trends, with a solid understanding of interactive channels (search, online media, website/mobile development, etc.) and direct marketing principles
- Self-directed and self-motivated with a demonstrated strength in planning, prioritizing, organizing and project management to meet deadlines
- Excellent verbal and written communication skills.
- Exceptionally strong quantitative, analytical, and problem solving skills with a propensity to take things apart and see how they work.