Career Opportunity
Ecommerce Analytics 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 Lead will manage EMEA&Latam DTC Digital Commerce Digital/Web Insights with a focus on Business Intelligence and advanced analytics to drive business decisions and optimize the digital customer journey. The Analytics Lead will evangelize robust analytical knowledge to build out a best-in-class Web Analytics strategy & team.
You will own the e-Commerce data & reporting suite. Be a knowledgeable stakeholder for the RLE Leadership team when it comes to asses business opportunities. Someone who pro-actively identifies trends and impact and can hold both technical & business conversations with multiple senior stakeholders in the business. (e.g Data science, BI, CDP, Business Planning, Consumer Intelligence teams)
In this role you will manage the Sr. Analytics Manager who oversees the entire Web Analytics team. The position reports to the Head of Digital Commerce, 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 define the Analytics vision, structure and strategy for the Ralph Lauren Digital Commerce team. You’ll have a focus on analysis, hypothesis and insights to optimize overall business performance, digital (marketing) campaigns and the digital customer journey.
You 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 Web Analytics 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.
Supporting digital business stakeholders, you will define actionable & transparent processes. Managing clear expectations on what stakeholders can expect in support & guidance from the Web Analytics 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 automation of reporting, defining methodologies of analysis, evangelizing a test before invest mindset based on hypotheses.
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. You will lead major deliveries and develop talent and methodologies aligned to the needs, expectations, data and tools available.
Experience, Skills & Knowledge
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.
* 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.
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
* 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.
* 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)
* 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
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
Essential Experiences:
*Actively using enterprise analytical tools (e.g. Coremetrics, Omniture, Google Analytics etc.)
* Actively using enterprise customer analytical tools (e.g. SPSS, R, Tableau, etc.)
* Database tools (e.g. SQL, Klondike)
* Managing / coaching a team
* Translate data into actionable insights.
* Working with, and making sense of large data sets, including unstructured data.
* Excellent communications & presentation skills, both written and spoken.
* Analytical within a Fashion/Retail/Omnichannel environment in an e-Commerce department.
* Omniture and Google Analytics considered a distinct advantage.
* Working knowledge of HTML, Java and SQL.
* Advanced AB and/or MVT tools.
* ContentSquare, Monetate software considered a distinct advantage.
