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Title:       Manager, Digital Marketing Analytics                                                                                                                                                  

Position Overview:           

The Manager, Digital Marketing Analytics will lead the strategy, execution, and optimization of data-driven insights across our digital advertising programs. This role is critical in shaping how we measure performance, allocate media investments, and optimize campaigns across paid channels including Search (Google Ads), Social (Meta, TikTok), Display (DV360), and Affiliates. You will be a key business partner to Marketing, eCommerce, and Data teams—developing cohesive narratives that inform executive decision-making and campaign-level tactics.

The ideal candidate is both a hands-on technical expert and a strategic thinker with a strong grasp of media measurement, attribution modeling, data architecture, and customer behavior analytics. This role also involves leading a team of analysts and supporting the evolution of our digital analytics capability across platforms, data pipelines, and personalization efforts.

Key Responsibilities:                                                                                                                                                                                         

Digital Performance Analytics & Insights

• Deliver timely, automated performance reporting and dashboards (Tableau, Looker Studio) to track KPIs including ROAS, CAC, CPC, Conversion Rates, etc.

• Conduct in-depth analyses across paid digital channels and segments to identify trends, mine actionable business insights, and recommend optimizations and test-and-learn initiatives.
• Develop and support experimentation roadmaps including A/B testing, GeoLift studies, and cross-channel incrementality frameworks.

Data Architecture & Measurement Strategy

• Lead the tagging and data capture strategy across digital campaigns to ensure accurate and enriched tracking of customer interactions across platforms (web, app).
• Partner with Data Engineering to ensure robust and scalable pipelines to the data warehouse (BigQuery), enabling trustworthy reporting and analytics.
• Own the Data Management Platform (DMP) taxonomy and partner with marketing on segmentation and personalization strategies.

Project Management and Process Improvement

• Manage multiple simultaneous projects with clear prioritization framework. 
• Actively provide insights and recommendations to improve internal processes to more efficiently allocate resources.
• Support development of organizational strategies with focus on team structure, competency requirements, and upskilling frameworks.

Leadership & Collaboration

• Lead and mentor a high-performing team of analysts, translating data into clear business narratives and executive-ready insights.
• Collaborate with cross-functional teams and vendors to align media and measurement strategies.
• Champion a data-informed culture and promote best practices in data visualization, storytelling, and stakeholder communication.

Competencies:                                                                                                                                                                                    

• Develops Talent
• Decision Quality
• Plans and Aligns
• Ensures Accountability
• Instills Trust                                                                                                                                                                          

Skills:                                                                                                                                                                                       

• Strong analytical, influencing and interpersonal skills
• Organizational skills
• Stakeholder management
• Problem solving, critical thinking, solution-focused approach
• Project and resource management
• Business acumen and basic financial understanding
• Strategic planning

Direct Manager/Direct Reports:                                                                                                                                                                                    

• Reports to Sr. Manager, Interconnected and Marketing Analytics
• Analysts report to this role

Travel Requirements:                                                                                                                                                                                         

• Limited                                                                                 

Physical Requirements:                                                                                                                                                                                   

• Extended Sitting
• Repetitive Tasks

Hybrid Work:                                                                                                                                                                                          

• 4 Days in office per week
• Travel to store locations as needed                                                                                                                                                                                                    

Working Conditions:                                                                                                                                                                                           

• Working in an office setting: computer work, camera on virtual meetings

Minimum Education:                                                                                                                                                                                          

• Bachelor's or Master’s degree in a quantitative field (Business, Engineering, Math, etc.).

Minimum Years of Work Experience:                                                                                                                                                    

• 5+ years in digital marketing or media analytics, preferably in a retail or eCommerce setting. 
• Hands-on experience with SQL (BigQuery preferred); familiarity with R or Python is a strong asset.
• Strong understanding of paid digital channels and platforms, including DV360, Meta Ads, and affiliate networks.
• Proven ability to develop interactive dashboards using Tableau or Google Looker Studio.
• Demonstrated experience with A/B testing, targeting/personalization tools, and campaign tagging best practices.

Minimum Leadership Experience:

• 2+ years leading analytics teams with a focus on professional development and strategic impact.

Certifications:                                                                                                                                                                                      

• Certification

Other Requirements/Assets:                                                                                                                                                                                          

• Experience working in omni-channel retail or large enterprise environments.
• Familiarity with GA4, Adobe Analytics, and clickstream behavioral data.
• Exposure to clean room environments (e.g., Google ADH, LiveRamp).
• Experience in marketing automation platforms (e.g., Salesforce, Unica, Eloqua, Marketo, Adobe).
• Knowledge of Canadian privacy regulations (CASL, PIPEDA).
• Experience with or exposure to Retail Media Networks (e.g., Amazon Advertising, Walmart Connect, Roundel) or retail monetization analytics is an asset.