Digital Marketing Analyst

Temporary - 12 Month Term

Vernon, BC (Potential for Remote)

Role Description

The Digital Marketing Analyst will support the Digital Marketing/eCommerce team with their goal of improving the overall performance of the digital customer experience. The role is responsible for measuring the performance of digital efforts and providing actionable insights to Kal Tire’s leadership and internal stakeholders in Retail, Commercial and Digital Marketing.

Core Responsibilities

Configuration and Monitoring of Google Analytics and Tag Manager

• Develops measurement goals and tagging strategies that align with e-commerce and digital strategy
• Manage projects from implementation of tags to deployment with the development teams
• Monitor deployment of tags and provide data auditing and quality assurance
• Maintain and upgrade properties under Google Analytics tracking via managing filters, integration of other Google products (Adwords, Search Console, WebMaster tools)
• Develop and maintain media and tag taxonomy to support marketing attribution model developments

Reporting and Analysis

• Deliver data-driven insights to improve site conversion rates, loyalty, and customer experience
• Perform cross-channel & behaviour analyses and investigate/evaluate relevant digital KPIs
• Through data and attribution modeling, help teams understand how our customers behave online and in our brick-and-mortar stores.
•  Develop and maintain dashboards, reporting metrics and ad-hoc analysis from multiple data sources: Google Analytics, E-Commerce Platform, Customer Ratings & Reviews, transactional POS data, and SEO tools
• Support cross-channel campaign tracking & reporting (PPC, Display, SEO, Social, Marketing Automation)
• Champion continuous improvement of relevant process and tools to support the analytics and measurements needs for the digital team
• Presentation of relevant findings and insights to leadership and stakeholders

Site Optimization

•Monitor site performance, identifying and resolving friction points to improve conversion rates.

•Define and document feature requirements for site improvements and work collaboratively with UX/UI designers, developers, and marketing teams to implement improvements.

•Oversee A/B Testing campaigns, ensuring personalized recommendations drive higher engagement and conversions.

•Conduct competitive analysis and benchmarking to inform decisions.

Search Engine Optimization and Reporting

• Monitor and maintain SEO platform tool, key dashboards, and work with vendor(s) on actioning recommendations to improve SEO
• Monitor search analytics to enhance product discoverability and improve search relevance.
• Provide insights and support to enhance paid, owned and earned content and SEO strategy.

Work Experience

• Minimum 3 years’ proficiency with Google Analytics, Google Tag Manager implementation, event tracking best practices,
• Experience creating or maintaining dashboards in Power BI and LookerStudio or other data visualization tools
• Experience with A/B testing and heat-mapping user insight tools. Familiarity with SQL.
• Experience with customer segmentation, personalization
• Familiarity with Agile methodologies, sprint planning, backlog management and ADO

Knowledge, Skills and Abilities

• Ability to translate data into insightful information and tell the story behind the numbers
• Detail-oriented and proactive in identifying insights and opportunities for optimization
• Ability to collaborate with developers and UX teams to implement new features
• Strong communication skills with the ability to present insights to stakeholders
• Strong knowledge of digital marketing strategies and channels, website & site conversion KPIs
• Knowledge of conversion rate optimization principles and UX best practices
• Love of continuous learning and a growth mindset

Education

• Bachelor’s degree in marketing, statistics, business analytics, economics, data science, commerce or equivalent combination of education and experience

What We Offer

• Competitive compensation package. The target compensation for this role is $72,250 to $85,310 per year based on experience.
• Positive work culture, opportunities for growth and development, and work-life balance.

Kal Tire uses AI tools to support parts of recruitment, including but not limited to job posting and pre-screening. All interviews and hiring decisions are being made by Kal Tire’s hiring managers and recruiters. 

Kal Tire is committed to fostering a workplace where everyone feels valued, included, and empowered to thrive. We embrace diverse perspectives and welcome applications from all backgrounds and experiences. If your qualifications align with the role, we'll connect with you to guide you through the next steps. Candidates considered for the role must be legally eligible to work for any employer in Canada. A Canadian Criminal Record Check may be required for certain positions as part of the final stages of the hiring process.