Career Opportunity
Digital Commerce Analytics & Planning Lead
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Company Description
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 e-Commerce Analytics & Planning Lead will manage EMEA & LATAM DTC Digital Commerce Digital/Web Insights & Business planning & forecasting with a focus on Business Intelligence and advanced analytics to drive business decisions and optimize the digital customer journey. In this role, thee Analytics & Planning Lead will utilise their robust analytical & business knowledge to build out a best-in-class team to translate our numbers into forecasts and plan alongside driving actionable insights based on daily demand and webperformance. They will own the e-Commerce data & reporting suite. Be a knowledgeable stakeholder for the RLE Leadership team when it comes to assessing business opportunities.
The position reports directly to the Head of Digital Commerce and a dotted line into the Business Planning Lead.
In this role you will manage a team who oversees the entire Web Analytics team as well as the Digital Commerce Planning team.
Essential Duties & Responsibilities
- Define the Analytics vision, structure and strategy for the Ralph Lauren Digital Commerce team and accountable for the short-mid & long term planning and forecasting of the Digital Commerce business.
- Focus on analysis, hypothesis and insights to optimize overall business performance, digital (marketing) 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.
- You will always be acutely aware of the budgetary position and will develop a plan, insights & reporting suite that clearly and accurately demonstrate ROI and profitability, from both a customer, campaign, and product perspective.
- Reduce the gap with internal and external stakeholders to develop a best-in-class Digital Analytics & Planning department that is focused on product & customer journey analyses and reporting.
- Your team will need to deliver analytics to target new customer segments, prove ROI and drive the delivery of the analytics projects for the Digital Commerce team. 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 define actionable & transparent processes. Managing clear expectations on what stakeholders can expect in support & guidance from the Planning team.
- You and the team are in constant conversation with the business to drive digital strategic recommendations across the Digital Commerce teams. Key focus will be on annual forecast cycle but in this role even more important looking ahead at Long Range Planning.
- You fully understand the overall business strategy and constantly look to validate, support or challenge business decisions.
- You are a highly analytical, dynamic and attentive individual who is adept at relationship & team building, 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.
Experience, Skills & Knowledge
- Maintain an expert level of knowledge of all analytical and insight related activity and to always be aware of industry developments and innovations.
- Define and drive the overall vision, mission & strategy of the department.
- Constantly look for new opportunities and regularly make suggestions as to how things can be improved.
- 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
- Drive the departmental reporting output including but not limited to the weekly, monthly, quarterly reviews and annual roundups.
- Contribute to the wider departmental outputs.
- Deliver innovative insights and actionable outputs.
- Oversee Competitive intelligence tools & analysis to give business performance context/perspective
- Work with key stakeholders including Finance, Planning and Forecasting as when required.
- 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)
- Promote the integration of the customer database with all relevant internal systems, datasets and processes.
- Promote the digital ‘voice of the customer’ across all Ralph Lauren business units
- Drive a consistent view on profitability.
- Always maintain LTV & Attribution metrics in reporting capabilities with a focus on acquisition and retention metrics
- Comprehensive Experience in an analytical and or business planning focused role
- experience of actively using enterprise analytical tools (e.g. Coremetrics, Omniture, Google Analytics etc.)
- experience of actively using enterprise customer analytical tools (e.g. SPSS, R, Tableau, etc.)
- Must be able to effectively partner with the People & Development (HR) team to support the entire employee cycle (from talent acquisition to employee experience to employee relations and payroll etc)
- experience of actively using database tools (e.g. SQL, Klondike)
- Experience of effectively managing a team and partnering with P&D to identify solutions, identify talent and nurture development
- The ability to translate data into actionable insights.
- Experience of working with, and making sense of large data sets, including unstructured data.
- Excellent communication & presentation skills, both written and spoken.
Preferred Qualifications/Primary Job Requirements:
- Experience of analytical within a Fashion/Retail/Omnichannel environment in an e-Commerce department.
- 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 ContentSquare, Monetate software considered a distinct advantage.
