PURPOSE OF JOB
This position is responsible for all the marketing analytic programs of the Canadian delivery and retail businesses. This includes developing and managing all customer, marketing vehicle, and program metrics and reports. It also includes summarizing key findings, areas of opportunity and concern, as well as developing recommendations on future strategic direction based on key findings.
PRIMARY DUTIES AND RESPONSIBILITIES
Program and Customer reporting (Core, Plus, CADV)
Develop improved program reporting, detailing key program and customer metrics.
Manage development and execution of reports on an ad-hoc and regularly scheduled basis.
Monitor and summarize status of key business metrics, including areas of opportunity and concern, and communicate to Marketing and Merchandising team stakeholders.
Track metric variance against comparables over time (i.e. previous year, previous period, budget, targets)
Customer reporting and modelling
Establish customer performance metrics to be measured and tracked on ongoing basis, based on business needs.
Develop new reports highlighting customer segment performance, to include detailed purchasing and lifecycle reports by segment, class of acquisition, and vehicle of acquisition.
Ensure execution of reports on a regularly scheduled basis.
Summarize status of key customer metrics, including areas of opportunity and concern, and communicate to team.
Track metric variance against comparable over time.
Prioritized modeling requirements for Staples Delivery based on key business objectives and performance targets.
Manage relationship and work with US modeling team to develop Canadian customer models.
Implement result of customer models in campaign segmentations and circulation.
Campaign and vehicle reporting, optimization and circulation
Develop methodology and reports to measure campaign results across mailing segments for each vehicle (catalogues, tabloids, direct mail, emails, etc.)
Partner with the marketing team to forecast campaign results.
Compare campaign metrics to projected results.
Track quality of accounts acquired by vehicle.
Track and compare successive campaign results over time to develop in-depth body of knowledge to build future campaigns.
Summarize vehicle results and establish circulation recommendations for future mailings.
Partner with Marketing Strategy to re-focus campaign vehicles against opportunities of greatest return.
Refine circulation strategy by segment based on historical effectiveness of past campaigns and customer models developed
Develop detailed segmentation strategy for direct mail campaigns based on business objectives and projected impact, along with Marketing Strategy.
Establish and maintain control groups to improve performance tracking.
Manage administration of scheduled campaign runs against CMIS data warehouse, for catalog and tabloid campaigns, direct mail campaigns, email campaigns and inside sales rep campaigns
Communicate results to team.
Develop standardized website reports outlining key performance metrics
Summarize status of key metrics, including areas of opportunity and concern, and communicate to the team
Manage the data integrity, maintenance & development of CMIS to meet Staples Delivery marketing objectives
Liaise/coordinate with IS to ensure completion of prioritized improvements
Manage and develop team of marketing analysts to meet the businesses marketing analytics requirements
KNOWLEDGE / SKILL REQUIREMENTS
Experience developing, building and managing execution of customer development, marketing vehicle and overall program metrics and reports
Experience evaluating and measuring the effectiveness of marketing campaigns and programs, and developing recommendations
Experience using customer relationship tools and developing customized programs
Experience working with Oracle databases
In-depth knowledge of Google Analytics, Valex, Brio, SQL, MS Access and Excel
PHYSICAL DEMANDS / WORKING CONDITIONS
5-7 years of experience working with customer analytics, with demonstrated track record of success
Post secondary degree/diploma with a focus on business related field
Total reports (direct or indirect): 4
Staples is an equal opportunity employer committed to diversity and inclusion and we encourage applications from all qualified candidates, including those with disabilities. We will accommodate applicants’ needs, upon request, throughout all stages of the recruitment process. Please inform us of the accommodation(s) that you may require. Information received relating to accommodation will be addressed confidentially.
Location(s): CA-ON-Richmond Hill
Staples Canada is committed to the principle of equity in employment. We welcome diversity and encourage applications from all qualified women and men, including persons with disabilities, members of visible minorities & Aboriginal People.