POSITION PURPOSE:
Responsible for the digital customer acquisition strategy and site optimization through web analytics.
ESSENTIAL FUNCTIONS:
Work with digital agency to execute on online marketing strategy in areas of paid search, affiliate marketing, display advertising and search engine optimization.
Forecast and analyze traffic based upon given budget and channel metrics; manage and optimize digital activities for maximum return.
Provide recommendations to reallocate online marketing spend based upon market conditions and strategic goals.
Identify new traffic opportunities and manage vendor relationships accordingly.
Manage web analytics team to identify and report on Key Performance Indicators including traffic, average order value (AOV), conversion rate, user behavior, browsing paths, and shopping flows.
Synthesize site analytics to uncover actionable insights that can guide continuous improvements in navigation, merchandising, performance, communication.
Develop appropriate automated reporting to support the E-Commerce organization and periodic presentations of data analytics
Develop and manage testing plan incorporating A/B testing tool and usability testing.
Identify site optimizations and enhancements, work with Tech and Web Merchandisers to implement changes.
Provide ad hoc reporting of any digital initiatives and determine return on investment (ROI) effectiveness and recommendations for improvement.
Supervise web analytics team, give direction on activities that align with managements goals, develop and educate team for improved performance and growth.
EDUCATION:
Bachelors Degree
YEARS OF EXPERIENCE:
6-8 Years