Lead Analyst, Growth Analytics

Reporting to the Senior Director of Growth, the Lead Analyst, Growth Analytics will be responsible for delivering new actionable insights across paid media channels. The Lead Analyst, Growth Analytics will extract growth insights through internal data and competitive benchmarking whilst building analysis to contribute to and evaluate new demand generation initiatives. This role will also strongly contribute to current demand generation initiatives resulting in further optimization and improvements. In addition, they will support Growth channel leadership in their deep analysis alongside building tools and platforms to inform successful decision-making. They will bring advanced business acumen to their partnership with their stakeholders and have a robust background in data-driven optimization and problem solving.

RESPONSIBILITIES

Demand Management - 70%

• Provide Growth Team inputs to the quarterly forecasts to reduce variance by working closely with the Financial Planning & Analysis Team.
• Perform competitive benchmarking / reverse engineering to identify opportunities to elevate our advertising efficiency at acquiring new customers.
• Deep dive into key drivers of overall business performance to identify new demand or optimization opportunities in our advertising channels (Search Engine Marketing, Search Engine Optimization, Social, and Affiliate Marketing) as well as in our Growth programs.
• Stay abreast of the latest channel acquisition trends through tight collaboration with the owners and present new company-wide initiatives to the leadership team based on that information.
• Nurture a rigorous focus on Data Driven Channel Management practices across the different Growth pillars.
• Own post-mortems related to quarterly forecasts to identify variance drivers to improve future accuracy.
• Establish a deep understanding of the business, its data, and patterns to become a key thought partner to the Growth Team as well to the other business units.
• Recommend emerging tools and technologies that will improve analytics in the Growth Team.
• Autonomously query data for analysis purposes to inform reports and key projects

Growth Team Support - 30%

• Provide visualization tools (e.g., Tableau dashboards) to the Growth Team that help drive insights and new business opportunities.
• Oversee, delegate and prioritize analytics projects within the Growth Team ensuring that they are delivered on time and are of high quality.
• Drive accountability and mentor channel managers and specialists to help them evolve in their roles and deepen their understanding of tools and platforms.
• Implement improvements to the current tools and platforms in place to make informed decisions either for advertising purposes or for steering our demand generation levers.

• Experience with data visualization tools (e.g., Tableau)
• Strong communication skills and business acumen
• Good communication skills in English & French
• Proficiency Microsoft Excel / Google Sheets and Microsoft PowerPoint / Google Slides
• 7-10 years experience in analytics with a focus on driving business impact
• Experience with web analytics (Google Analytics) an asset
• Proficiency in querying and analyzing large data sets using SQL; Python knowledge is an asset
• Bachelor’s degree in Engineering, Computer Science, Mathematics or a related analytical field

SKILLS

• Highly analytical and detail oriented
• Highly motivated and organized
• Strong ability to collaborate
• Comfortable in navigating ambiguity
• Creative thinker with excellent problem solving abilities
• Ability to thrive in a fast-paced, performance-driven environment
• Strong ability to present, synthesize and influence change