Web Analytics Senior Manager, Digital Commerce, EMEA & LATAM

Recruiter
Ralph Lauren
Location
London, United Kingdom
Posted
19 Jul 2022
Closes
15 Sep 2022
Ref
31163
Function
Ecommerce
Company Description
Ralph Lauren Corporation (NYSE:RL) is a global leader in the design, marketing and distribution of premium lifestyle products in five categories: apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren's reputation and distinctive image have been consistently developed across an expanding number of products, brands and international markets. The Company's brand names, which include Ralph Lauren, Ralph Lauren Collection, Ralph Lauren Purple Label, Polo Ralph Lauren, Double RL, Lauren Ralph Lauren, Polo Ralph Lauren Children, Chaps, among others, constitute one of the world's most widely recognized families of consumer brands. At Ralph Lauren, we unite and inspire the communities within our company as well as those in which we serve by amplifying voices and perspectives to create a culture of belonging, ensuring inclusion, and fairness for all. We foster a culture of inclusion through: Talent, Education & Communication, Employee Groups and Celebration.

Position Overview
The Senior Web Analytics Manager will manage EMEA & Latam DTC Digital Commerce Digital/Web Insights and Advanced Analytics with a focus on insights, reporting, and advanced analytics using data to drive business decisions and optimize campaigns and the digital customer journey. The Senior Web Analytics Manager will maximize opportunities available from data and insights using modern analytical tools and techniques whilst also providing a robust reporting suite to the business. S/He will be acutely aware of the budgetary position at all times and will develop a reporting suite that clearly and accurately demonstrate ROI and profitability, from both a customer, campaign, and product perspective. In this role you will manage a digital insights analyst and external partners for all tracking & tagging purposes. The position reports to the Analytics Lead, and works closely with the wider e-Commerce team based out of London to support the team roadmap.

Essential Duties & Responsibilities
In this role you will manage EMEA Digital/Web Insights and Advanced Analytics with a focus on insights, reporting, and advanced analytics using data to drive business decisions and optimize campaigns and the digital customer journey. You will maximize opportunities available from data and insights using modern analytical tools and techniques whilst also providing a robust reporting suite to the business. S/He will be acutely aware of the budgetary position at all times and will develop a reporting suite that clearly and accurately demonstrate ROI and profitability, from both a customer, campaign, and product perspective. You will work with internal and external stakeholders to develop a best in class insight department that is focused on readily available 'reports' along with 'project based' analysis. S/He will need to deliver analytics to target new customer segments, prove ROI and drive the delivery of the analytics projects for Ralph Lauren Digital & Ecommerce EMEA. S/he will lead major deliveries and develop talent and methodologies aligned to the needs, expectations, data and tools available. Supporting digital business stakeholders, you will draw actionable customer insight to provide digital strategic recommendations across Ralph Lauren EMEA. Key focus will include defining KPIs, creating reporting frameworks, tool identification and implementation, and instigating best practice methodologies for Ralph Lauren e-Commerce. You will actively promote marketing and customer analytics within the multichannel sales environment, fully contributing to improving the customer experience and creating a customer centric culture on our websites across the region. You will empower the organization with e-Commerce customer insight and redefine customer performance in line with wider Ralph Lauren strategic goals and objectives. You are a highly analytical, dynamic and attentive individual who is adept at relationship building with internal and external clients, and a strong, decisive team player that builds a climate of service excellence by maximizing the performance of their area and all associated business units. POSITION SCOPE Reporting and Insight
* Provide an advanced, comprehensive & flexible reporting function across key actionable customer segments along various dimensions (e.g., device, product engagement, behavioral, LTV).
* Identify and agree strategic KPIs
* Support in ensuring that all marketing activity is tracked and reported on in a timely manner
* Ensure that all in-house analytical packages are correctly configured to provide robust metrics and insights.
* Drive the departmental reporting output including but not limited to the weekly, monthly, quarterly reviews and annual round-ups.
* Contribute to the wider departmental outputs.
* Deliver innovative insights and actionable outputs.
* Produce tactical analysis in line with expectations utilising modern tools and techniques as needed
* Be forward thinking and identify new opportunities of benefit to Ralph Lauren
* Oversee Competitive intelligence tools & analysis to give business performance context/perspective
* Work with key stakeholders including Finance, Planning and Forecasting as when required. Advanced Analytics & Customer Centricity
* Provide insights that drive actionable outputs relative to the digital customer journey
* Drive the path to conversion process and utilize channel integration and multiple touch point customer journeys to optimize opportunities.
* Achieve a 'customer view' and promote sophisticated data driven personalization initiatives (e.g., predictive analytics and machine learning)
* To respect and be an authority on all levels of the DPA.
* Promote the integration of the customer database with all relevant internal systems, datasets and processes
* Work closely with stakeholders to optimize conversion through a world-class customer experience
* Promote the digital 'voice of the customer' across all Ralph Lauren business units Profitability
*Drive a consistent view on profitability.
*Maintain LTV & Attribution metrics in reporting capabilities at all times with a focus on acquisition and retention metrics Expertise
* Maintain an expert level of knowledge of all analytical and insight related activity and to be aware of industry developments and innovations at all times.
* Contribute to the overall mission of the department.
* Constantly look for new opportunities and regularly make suggestions as to how things can be improved.

Experience, Skills & Knowledge
You are a highly analytical, dynamic and attentive individual who is adept at relationship building with internal and external clients, and a strong, decisive team player that builds a climate of service excellence by maximizing the performance of their area and all associated business units.
* Relevant degree, Masters degree and/ or professional qualification.
* At least 5 years' experience in an analytical focused role
* At least three years' experience of actively using enterprise analytical tools (e.g. Coremetrics, Omniture, Google Analytics etc.)
* At least three years' experience of actively using enterprise customer analytical tools (e.g. SPSS, R, Tableau, etc.)
* At least three years' experience of actively using database tools (e.g. SQL, Klondike)
* Experience of managing a team
* The ability to translate data into actionable insights.
* Experience in a results driven multi-channel environment.
* Experience of working with, and making sense of large data sets, including unstructured data.
* Excellent communication skills, both written and spoken.
* Excellent presentation skills.
* Strong knowledge of digital marketing
* Proven track record for sales generation through data driven marketing. Preferred Qualifications/Primary Job Requirements
* Experience of ecommerce within a Fashion/Retail/Omnichannel environment.
* Exposure to wholesale as a sales channel.
* Expertise with Omniture and Google Analytics considered a distinct advantage.
* Working knowledge of HTML, Java and SQL.
* Experience of using advanced AB and/or MVT tools.
* Experience with Monetate software considered a distinct advantage.

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