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Sr Analyst, Digital Marketing

Home Depot of Canada Inc.

This is a Contract position in Toronto, ON posted January 19, 2023.

As a member of the Digital Marketing Analytics team, the role of Sr. Analyst, Digital Marketing Analytics is responsible for providing the Digital Marketing team with data-driven insights that guide marketing optimization and investment decisions. Core functions include providing analytic, tactical and strategic support to predict customer behavior and performance of digital marketing initiatives, as well as for creating and measuring specific performance metrics. The ideal candidate has extensive experience manipulating and analyzing large data sets, the ability to view marketing problems and data from financial, behavioral, and optimization perspectives, and possesses excellent interpersonal communication and problem solving skills.

Position Responsibilities

  • Build, manage and enhance the weekly/monthly reporting to analyze and communicate digital marketing performance results, capturing the full spectrum of the digital customer journey from impression to engagement and conversion
  • Continuously enhance reporting to include new data sources & focus on automation of regular reporting
  • Establish and support planning of digital marketing tactics by identifying performance metrics and KPIs, enabling target segments, and delivery of analysis both during and after campaigns
  • Create, maintain and activate media audiences to optimize digital marketing spend
  • Provide ad-hoc analysis and insights to help marketing teams understand growth drivers, and collaborate to ensure ongoing data-driven optimization of initiatives
  • Develop capabilities in using 1st-party data to drive engagement and retargeting throughout the digital marketing funnel
  • Proactively identify new data sets to incorporate into media and analytics platforms for deeper optimization and reporting opportunities, ensuring data consistency and accuracy
  • Provide business case analysis to support new initiatives and activities
  • Regular deep dives into campaigns to understand what works, theorize and test why something is working, then recommend tactics to iterate, scale and optimize

Desired Skills and Experience

  • 2+ years of experience with marketing analytics (e.g. digital tactics, paid digital media channel platforms)
  • 2+ years of experience in extracting large data sets from various relational databases using SQL (AWS, Google BigQuery preferred)
  • Experience in tracking and measuring digital marketing campaigns (e.g. Facebook Ads, Google Ads)
  • Experience with visualization software (e.g. Tableau, Looker)
  • Experience with utilizing behavioral analytics tools such as Adobe Analytics or Google Analytics
  • Experience in analyzing complex data, drawing conclusions, and making recommendations
  • Excellent communication, presentation and data visualization skills
  • Ability to work on multiple projects at once, while routinely reprioritizing key deliverables while managing timelines to meet deadlines in a fast-paced work environment