The Ecommerce Marketing Specialist plays a critical role in conducting the analytics for providing customer and marketing insights into ecommerce channel of the Industrial portfolio. This role will be responsible for identifying revenue growth opportunities by conducting customer and marketing analytic efforts targeted towards the small and medium customer segments that purchase through company’s digital platform (ecommerce/webstore) and marketplaces.
RESPONSIBILITIES & SPECIFIC ACCOUNTABILITIES
The person will be responsible for developing and maintaining customer insights and marketing programs database for customers that purchase through ecommerce channels. These insights will be a guiding factor to inform revenue growth opportunities and marketing spend allocation within the ecommerce / marketplace business segment. This role will be responsible for analyzing customer performance, customer demand, needs and responsiveness to marketing programs to ensure Go-To-Market (GTM) programs are aligned with customer needs, opportunities and business priorities.
Responsibilities:
• Consolidate data across different data sources to create a clean customer database for customer insights and marketing campaign analyses for the ecommerce and webstore channel
• Develop and apply basic statistical models to segment customers within the ecommerce channel based on sales performance, marketing needs.
• Score customers periodically based on refreshed data; upload segments in Salesforce and create targeted marketing lists for Account based marketing focused on the ecommerce/webstore channel
• Use tools such as R, Python, Power BI and Excel to consolidate and synthesize data, present insights in a visual manner
• Identify customer marketing opportunities based on insights generated from customer database to grow share of wallet and acquire new customers within the ecommerce channel
• Liaise with Digital, Marketing automation and Salesforce teams to develop a process and template for analyzing campaign performance across paid digital media and email campaigns
• Develop revised benchmarks for measuring performance against tactical program expectations to capture how the marketing program is performing relative to prior comparable campaigns
• Synthesize and communicate results related to webstore and ecommerce channel performance to marketing and key business stakeholders
• Capture and report digital ecommerce and marketplace trends and insights on key competitors via publicly available information on a quarterly basis
• Liaise with company’s centralized team of data sciences and data analysts, company IT, third party research vendors as needed for meeting analytic needs of the business
KEY POSITION REQUIREMENTS
Education
• Bachelor’s degree required in any discipline with strong record of academic success in databases and analytic coursework such as Applied Mathematics, Management Science, Data Science, Statistics, Econometrics or Engineering; Management Information Systems; (Masters preferred)
Job Experience
• 3+ years of Ecommerce Analytics Experience, Customer/Consumer Insights or Analytics
• Retail / B2B – in ecommerce domain experience preferred
Knowledge and Skills
• Proven record of using analytics to solve business problems by developing an analytical approach, identifying necessary data sources, executing the analysis and tying it to actionable business decisions
• High motivation, good work ethic, maturity and personal initiative with bias for action
• Effective oral and written communication skills
• Strong attention to detail, with a quality-focused mindset
• Experience in statistical modeling and manipulation of large datasets using tools such as R, Python, SQL and Excel
• SalesForce.com, Google Analytics tool stack experience
• Experience using visualization tools such as Power BI is a plus
• Cloud computing knowledge is a plus
Travel
• Up to Once per quarter (20 percent travel)