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One of the coolest NY analytics jobs around!
We are working with a confidential ecommerce client in their search for an Analytics Manager based in New York City. This is a terrifically cool ecommerce job.
HARRY’S COMMENTS: This client is a 65-person luxury travel company that has been killing it on the B2B side of the business. According to the firm’s CEO, the company has millions of dollars in business on the books, and now it’s developing a new consumer-facing (retail) brand for affluent, luxury travellers.
Their B2B model is easy to grasp: The firm negotiates rock-bottom prices with car rental companies; hotels; activities and attractions; and airlines and combines these offers into unique packages for sale to travel agents (who then mark them up for sale to their retail clients).
But here’s the kicker: To know first-hand which destinations and attractions to include in their packages, my client sends their team out to stay in the hotels; rent and drive the cars; visit the attractions; and so forth. (Nice work if you can get it!) At this point, the client has collected so much intel on these partners that it is launching a site that will curate the luxury travel experience for affluent consumers.
That’s where YOU come in.
In doing my homework for this search, I was surprised to learn that, according to Luxury Travel Advisor, the luxury market for travel is scorching hot and affluent travelers display a distinctive demographic profile. Check out these statistics …
- There are 2.4 million affluent (and up) households in the USA.
- 44% are Boomers between the ages of 49-67 (Average = 56).
- 82% have an annual household income between $250,000 and $500,000.
- 82% are married.
- 65% are employed full time (meaning, they’re not retired).
- 63% have graduate-level educations.
- 41% have children living at home.
The words they used to describe themselves provides an interesting insight into their social values and sense of personal achievement: Intelligent (78%); Honest (71%); Reliable (68%); Financially secure (64%); Happily married (62%); and Loyal (61%). 75% of affluent travelers have a valid passport, and 43% took an international trip in the last 12 months. On average, these folks spent $17,067 on vacations in the past 12 months.
My client is not trying to be another Expedia. The firm seeks to help luxury travelers, many of whom book trips by visiting 5-6 websites to check out prices and destinations before trying to do it themselves. My client is creating a new platform that will make it easy for affluents to research, book, manage, and change (on the fly) life-changing trips — quickly and easily.
And believe it or not (I didn’t at first), there’s only one other company doing this right now — and they’re not nearly big enough to make a dent in this $41 billion market. My client has significant money to spend on marketing and it has a curated list of approved hotels that have been visited by a team with extensive experience in tour operating. Plus, the client has hired a bunch of developers and leaders from the OTA space, Expedia, and Travelocity to make this thing happen.
About the Role:
The Ecommerce Business Analytics Manager will lead the web analytics and marketing analytics strategy for the firm’s travel lines of business. This highly visible and extremely critical role will collaborate with senior level stakeholders to understand their reporting objectives, develop processes and platforms to execute on those objectives, and report to executive management on business results.
- Define and manage web analytics processes, platforms and operations. Evaluate and recommend third party tools, if needed. Work closely with product team on implementation.
- Deliver web performance insight. Work with business stakeholders to identify reporting needs based on site behavior. Generate customized reports based on those requirements. Create reporting dashboards and alert systems.
- Analyze and report on the effectiveness of all marketing campaigns (SEM, email, digital advertising, etc.), including thorough modelling of customer acquisition costs, purchase attribution, and lifetime customer value.
- Perform ad-hoc analysis and reports based on business needs.
- Lead multivariate testing programs. Generate and gather test ideas from business stakeholders. Manage testing roadmap and communicate results to executive management.
- Keep company on the cutting edge of analytics innovation. Be in tune with the latest analytics industry developments, online behavior and trends.
Skills and Qualifications
- Bachelor’s degree or equivalent in mathematics, statistics, or computer science. Master’s a plus.
- Minimum 5 years’ experience managing analytics for ecommerce website.
- Travel industry expertise is strongly preferred.
- Well-versed with digital media concepts/technicalities i.e. website, tagging, user, traffic, conversion funnel, digital campaign data, A/B testing, building segmentations
- Experience in modeling for retail marketing campaign strategies, including SEM
- Expertise in technical implementation of Adobe Analytics
- Expertise in SQL, manipulating large data tables, and creating custom queries
- Ability to think strategically and compile large amounts of information into powerful, easy-to-use dashboards and reports
- Excellent verbal and written communication skills, with ability to convey and package technical findings in simple terms
Applications for this position are being coordinated by Kelley Newsome. To apply, CLICK HERE. Candidates, please be sure to email Kelley for additional information that will differentiate you in your candidacy. Due to the intensely competitive nature of this search, thorough preparation for these interviews with this proprietary material is strongly recommended.