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We are working with Lands' End in their search for a Senior Web Analyst for its direct marketing division based in Dodgeville, WI — just up the road from Madison. Lands’ End is a subsidiary of Sears Holdings and is No. 8 in the Internet Retailer Top 500 Guide. With over 40 years of experience, Lands' End is world renowned for superior customer service and is recognized as an innovator in the apparel industry.

HARRY'S COMMENTS: Pursuant to these searches, I spent 90 minutes on the phone with Michael Holahan, Lands' End's Vice President of Multi-Channel Marketing.  Folks, these are incredibly sharp people, and this is a very growth oriented business with some serious strategic and operational changes afoot.

Frankly, I was surprised.  Since 1963, Lands' End has become a staple of American wardrobes with its basics and seasonal basics. But as the world has changed, so has Land's End.  See what you think:

Everything about Lands' End's new approach to business is tighter and leaner.  More "open," too — with a focus on three-way communications (company-to-customer-to-customer) rather than an old school company-to-customer monologue.  A lot of my clients talk about this stuff, but Land's End seems to be in the process of reinventing itself.

As you can imagine, Land's End's marcom strategies are relying much more on social media, and its Facebook page has 530K members and growing.  But it's what the company is doing with this information that's interesting:  Land's End is actually listening (OMG!!) to its customers, which is creating tighter feedback loops between its customers and product development team, thereby enabling the company to move towards monthly product introductions.

The result?  Its customers feel like they have a stake in the brand, and they are more inclined to tell their friends about it.  This is all stuff you've heard before, but I've had hundreds of project kickoff calls with ecommerce execs, and this is the first one I've had where the attending VP could rattle off example after concrete example of how customer feedback was being injected into the company's culture.  Call me if you'd like the specifics, which for competitive reasons I cannot provide here.

If I don't hear from you, just know this: Land's End's best days are ahead of it.

Please Tweet this job, and you'll be automatically entered into our monthly drawing. Just do it and see what happens: 2010 prizes included $100 Amazon gift certs, Dean & Deluca steaks, and Keurig coffee machines …

Position Description:

The Senior Web Analyst will be responsible for click stream data analysis that generates customer insights with recommendations to management. This position is responsible for gathering, reporting and analyzing web data for various on-line channels and campaigns as well as sifting through customer site usage patterns.

Using web metrics, the Senior Web Analyst will play a key role in drawing informed conclusions, and making recommendations to optimize the site and resulting sales through increased acquisition and conversion of site visitors. Additionally, the Senior Web Analyst will maintain and develop reports on a regular basis.

The Senior Web Analyst will recommend, design, execute and measure various tests on This position will also be a key player in developing specifications for tagging on the website when new functionality or capabilities are added or if there's a need to measure new data elements.

Critical to success will be the ability to communicate effectively, both verbally and in writing, with members of the executive team as well as statisticians, programmers, and internal partners. In this role, the Senior Web Analyst will develop strong internal partnerships with the marketing stakeholders, IT and developers of, a premier apparel website which has repeatedly gained national recognition as a leader in the e-commerce world.

Position Requirements:

Successful candidates will have 5+ years analysis experience with demonstrated ability in the following areas:

  • Bachelors or Masters degree in business, e-business, finance, economics
  • In-depth knowledge of Omniture (or Coremetrics or Web Trends)
  • Previous tagging development experience
  • Solid SQL programming experience and experience working with large databases preferred (Netezza Aginity experience is a plus)
  • Excellent analytical and problem-solving skills
  • Excellent written and verbal communication skills
  • Ability to work independently
  • Experience in direct or retail marketing preferred

Applications for this position are being coordinated by Harry Joiner. To apply, CLICK HERE. Candidates, please be sure to ask Harry for packet #1319 of market research and company / competitive intel that will differentiate you in your candidacy. Due to the competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.

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