Director, Web Analytics and Strategy

About Kendra Scott:

We are a fun, talented and driven team dedicated to providing our customers with gorgeous products and a WOW. experience. Family, fashion, and philanthropy are at the core of our company and though we move at a very fast pace, we are committed to maintaining a family-oriented work environment and giving back to our community. A passion for great design, dedication to innovation and a strong social media presence are our building blocks for creating a unique and engaging lifestyle brand across all channels, including retail stores, wholesale accounts and e-commerce. Our headquarters are in the heart of Austin, Texas, and we embrace the unique vibe and energy of our hometown as an inspiration for our brand and company culture.

What you'll do:

We are looking for a Director, Web Analytics and Strategy to ideate and enable the strategic direction of our web analytics. The ideal candidate will combine leadership and vision with deep e-commerce analytics domain expertise across both technical and commercial analytics. The candidate will own day-to-day analytics support including web analytics/tag management, data accuracy, vendor consolidation, e-commerce analysis & storytelling, AB testing & measurement, customer net promoter score, forecasting, tool adoption, and enablement. He/she will coach and mentor the broader Ecommerce and Digital teams around the effective utilization of analytics tools to garner actionable insights and will frequently jump in and work alongside the team. This person will drive significant improvements in e-commerce revenue & profitability by deeply interrogating metrics and transforming data to insights. champion and drive insights through cross-functional partnership, trust, collaboration, and creative storytelling.

Success will be measured by the incremental sales growth and financial success of the e-commerce channel as well as the team adoption of analytics / BI tools with a strong collaborative mindset.

Analytics

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• Ensure that the data in Google Analytics is captured correctly addressing any tag management/data layer issues and consolidating vendor partnerships as needed.
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• Perform analysis and revamp the daily & weekly reporting with more actionable insights and empower the team with robust dashboards so that the teams can understand the 360-e-commerce business including customer journey insights.
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• Partner with the E-commerce site merchandising team to generate clear, concise, and credible commercial insights to boost conversion, basket, and sales and suggest a/b tests to reduce friction points in the customer journey, improve the experience and drive incremental dollars.
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• Be a customer experience champion and consolidate all customer feedback from all touchpoints, analyze the patterns, and NPS, get to the root cause and share insights with the team to resolve the issues.
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• Implement strategic direction for AB testing, forecasting, and web analytics. build supporting processes to ensure each area reliably produces high value.
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• Ensure daily operational forecasts are accurate to agreed tolerances partnering with cross-functional partners.
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• Respond to ad-hoc requests for thought leadership, insights, dashboards, and data.
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• Support teams in achieving compliance with cookie privacy laws.
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• Coach and mentor, the broader Ecommerce and Digital teams around the effective utilization of analytics tools to garner actionable insights.
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• Partner with other cross-functional stakeholders to support cross-team sharing of capabilities, subject-matter expertise, and insights. facilitate training and become a trusted subject-matter expert for the team.
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Strategy

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• Monitor, analyze, and report on industry/competitor performance, trends, and other macro trends/events to pinpoint opportunities and assist in explaining the 'why' of e-commerce performance.
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• Support the team around building business cases by doing competitor benchmarking and helping to size the impact of potential opportunities identified through financial modeling value estimation so that the project can be prioritized accordingly.
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• Partner with Site Merchandising lead to define the strategic direction for AB testing based on customer friction points and data-centric opportunities.
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• Partner with the Digital lead to define the OKRs based on customer journey opportunities and monitor the progress and outcomes of key initiatives.
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What you'll need:

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• Bachelor's degree or equivalent experience. Master's degree in Economics, Statistics, Mathematics or MBA highly preferred.
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• Minimum 10 years of direct e-commerce and web analytics experience
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• Hands-on experience with e-commerce analytics tools, specifically Google Analytics or Adobe Analytics. experience with heat mapping and behavioral analytics tools (ContentSquare or similar), digital voice-of-customer NPS tools (Medallia or similar), and SQL is preferred.
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• Experience building financial models to accompany the research.
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• Strong experience with Microsoft Excel and BI tools, such as Qlik, and Microsoft PowerPoint.
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• Ability to transform data into insights through creative storytelling, leveraging both deductive and inductive arguments.
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• Able to build constructive and effective relationships with a broad and diverse group of business partners.
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Personal Characteristics:

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  Leadership

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  Proven leader in the web analytics space with a track record of hands-on experience in analyzing data and success in driving transformative strategies that produce sustainable results.

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  Delight in sharing success with subordinates and peers.

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  A natural collaborator and ability to influence others.

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  Talent for mentoring, developing, recruiting, and inspiring teams.

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  Listen with empathy. be willing to champion ideas and people.

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  Analytical Thinker

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  Utilize data to inform decisions.

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  Focus on KPIs that can be tracked, tested, reported, and used to create actionable decisions to ensure performance.

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  Customer Centric

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  Love of the consumer that drives the desire to create compelling, memorable, and engaging retail experiences online.

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  Value the importance of the customer relationship and the importance of every interaction with the consumer.

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  Organized

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  Operate expeditiously, with prioritization of workload, to yield the highest return on investment. Eliminate rather than create chaos.

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  Comfortable working under deadlines, managing multiple priorities, taking initiative, and paying close attention to detail.

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  Outstanding Communicator

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  Ability to present to large groups while inspiring and motivating action to implement ideas.

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  Comfortable presenting to senior executives.

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  Candid, direct, and honest.

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  Adept at both written and verbal communication.

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