Director, Web Analytics and Insights
Lowe's Canada
Etobicoke, ON
The Director, Web Analytics and Insights will drive business intelligence & consumer insights across all our digital properties. This person will be responsible for the tracking and web analytics of all Lowe’s Canada’s digital marketing efforts and will be responsible for developing and growing the Digital Analytics practice: analytics strategy approach, consumer-focused online/offline measurement and optimization strategies of both structured and unstructured data. Using strong strategic judgment, deep analytical skills and intellectual curiosity, the Director, Web Analytics and Insights will be responsible for the collection, analysis, and presentation of various web & consumer metrics providing analysis and insights into the broader business. They will also lead the testing strategy to ensure we continue to test new ideas and approaches across the business.

The Director, Web Analytics and Insights will work closely with other department leads: merchandising, marketing, media, product, and technology teams, plus any external partners. They will lead development methods for measuring and analyzing cross-platform digital experiences, from websites to social media to video to mobile to offline; working to create a single view of the customer that integrates all channels and optimizes messaging and customer experience.

Duties & Responsibilities:
  • Provide thought leadership and support to help provide high quality digital data across all Lowe’s Canada assets, content and experiences & ensure it is aligned to business priorities and strategy
  • Partner with cross functional teams to ensure data quality, actionable insights, and accurate testing and results in an Omnichannel context
  • Steer strategic digital marketing improvements based on data to help the business drive results
  • Oversee the management of the consumer insights and analytics leading the development and socialization of database marketing analytics, such as customer profiling, segmentation, statistical modeling, and other techniques to improve customer insights, retention and loyalty.
  • Oversee the development of deliverable templates and delivery process: dashboards, reporting, analysis and recommendations
  • Determine requirements for objectives, methods and protocols needed for testing and optimization
  • Drives the development of long term, short term, and tactical plans aligned with Lowes Digital and business strategy in order to bring the vision into realization
  • Provides open feedback and mentorship to team members to encourage growth and greater responsibility
  • Hires, train and develops the talent necessary to achieve stated objectives providing meaningful development opportunities for individuals in preparation for succession planning
  • Establish appropriate measures of success and develop dashboard reports that measure financial, customer satisfaction and engagement metrics for mobile properties
  • Measure and evaluate digital marketing efforts search keyword optimization, taxonomy and content changes
  • Stay current with issues and trends in online marketing, with an emphasis on measurement, especially for mobile and emerging technologies
  • Provide insights on test and learn activities on content information architecture changes, as well as recommendations on incremental opportunities for enhanced customer experience
### Exigences du poste

  • 7+ year’s work experience using web & consumer analytics tools, developing tagging requirements, analyzing data, and presenting findings
  • Bachelor’s Program in Business, Computer Science, Mathematics or Economics; Master’s in Business Administration a plus
  • Success in conducting “forensic” analysis (to quickly identify and eliminate data-quality issues)
  • Proficiency in developing custom reports, advanced segments, configuring website analytics platforms, and providing interpretation and presentation of findings
  • Aptitude for numerical data with strong quantitative analysis skills, ability to quickly identify and solve problems in a fast-paced environment
  • Have an inquiring mind with a strong desire to learn and to better understand how consumers live their online lives via research and testing.
  • Be self-motivated, organized and able to motivate team members, meet team and individual deadlines, and work with other teams: be a leader and a doer
  • Expert knowledge of Google Analytics and Adobe products
  • Experience with customer data platform, social media measurement and SEO/SEM techniques is a plus
  • Functional experience in performing predictive analytics at a large Scale enterprise
  • Exposure to driving or supporting personalization activities on a large scale ecommerce site
  • Functional experience with business intelligence and reporting tools (Micro-Strategy, Business Objects, Cognos, etc.)
  • Strong business acumen and ability to understand business problems, develop hypothesis, test and learn
  • Working knowledge of SQL, SAS, R, SPSS or other statistical tools
  • Familiarity with various data modeling techniques (linear/logistic regression, ANOVA, MANOVA, ARIMA, Cluster Analysis, etc.)
### Conditions diverses

  • Position reports directly to: Divisional Vice-President, eCommerce
  • Positions that may directly report to the position described: 4
  • Direct Reports: 2
  • Linkage to: Based in Toronto or Boucherville.
Please note that the use of the masculine gender is for the sake of readability.

We thank all applicants for their interest; however, only successful candidates will receive a follow-up.