Director, Web Analytics
David's Bridal (Conshohocken, Pennsylvania)
Posted:
June 2, 2008
Address:
1001 Washington Street
Conshohocken, PA 19428
Description:
The Company
David’s Bridal is the US leader in bridal sales, with over 300 stores in the United States and Puerto Rico. The company is the largest retail chain specializing in bridal dresses. On average a store carries 2,600 gowns in sizes from 2-26. The majority of the gowns are available off the rack and at less than $1,000. The company offers its own label as well as designs by Oleg Cassini. David’s Bridal also sells veils and other bridal accessories and apparel for other formal occasions, thus making a one stop shopping experience. The company is the only coast-to-coast chain in the bridal industry.
The company vision is to become the premier provider of bridal wear and special occasion apparel where the name David’s Bridal is top of mind and possesses a reputation as an organization that provides consistent and reliable service and quality products.
The expansion of the stores organization will continue with 15-20 new stores opening annually. The company will continue to enhance their 32% market share.
Reporting Relationships:
The Director of Web Analytics and Decision Support will report directly to the Vice President of davidsbridal.com
The Location:
The Director of Web Analytics and Decision Support will work from the Corporate Office based in Conshohocken, PA.
Position Overview:
The Director of Web Analytics and Decision Support is responsible to implement best of breed web analytics package and develop performance metric report processes for the business. The successful candidate will play a key role in the growth and expansion of our web site that supports our eCommerce and in-store business channels. Through the use of specialized analytics applications, the Director of Web Analytics will merge marketing research with information technology for the collection, reporting and analysis of web site click-stream, merchandising, and behavioral data for the purpose of improving the user experience, increasing conversions, reducing abandons, optimizing marketing and merchandising, and positively impacting eCommerce return on investment. We are looking for someone with the energy, expertise and passion to help our team grow our direct-to-consumer business by measuring the effectiveness of site usability, content and online marketing vehicles. The candidate’s ability to blend high-level strategy development with a hands-on tactical experience will enable the development, recommendation and implementation of web analytics programs designed to meet corporate goals. This includes the measurement of multi-channel marketing efforts, collaboration with internal departments, managing agency relationships and strengthening relationships with our business partners. You will be responsible to develop monitoring to identify website gaps/areas of opportunity and provide key data driven insights to influence strategic e-commerce decisions across the brand.
Principal Duties and Responsibilities:
• Function as the business owner of the Web Analytics tool with respect to improving the efficiency of analytics of site while optimizing usage and performance of tool. Implement best practices, and develop specific action plans for the constant improvement to all areas of the online channel. Manage key metrics to measure website performance and maintain dashboards and general reporting activities.
• Drive data-driven insights on visitor behavior by analyzing website data on traffic patterns, registration patterns, order volume, conversion funnel, navigation behavior, and product selection web sites. Analyze usability and key site traffic funnels to identify how customers navigate, identify process bottlenecks, improve site navigation, increase customer satisfaction, optimize conversions, and reduce transaction abandonment. Analyze merchandising, product placements, creative placements, and up-sell/cross-sell affinities to ensure best merchandise presentations and to increase average order value.
• Proactively identify opportunities and make recommendations to improve web site effectiveness by drilling into click stream data in order to further profitability and growth.
• Create, certify, and interpret web statistics with the objective of identifying trends, supporting business analysis efforts, and providing information to support business decisions for marketing and merchandising campaigns.
• Participate in web site projects as a measurements expert, identifying reporting requirements, monitoring the reporting implementation and evaluating pre and post-launch metrics
• Share research findings and best practices with key stakeholders including customer insights, benchmarking, and industry updates. Stay current on latest internet and analytics development as related to retail industry. Develop and maintain competitive analysis on our competition and best in class retailers.
• Use profile mining and visitor segmentation to identify high value visitors, understand consumer affinities, and assist with behavioral email marketing strategies.
• Support marketing with coordination and setup of marketing campaigns, marketing tests, and tracking all sources of customer acquisition investments across campaigns. Use A/B testing tools to understand page value and promotional effectiveness.
Job Specifications: (Knowledge, skills and abilities normally required for competent performance in the job.)
• The Director of Web Analytics and Decision Support will have a minimum of five years experience working in an online retail environment, preferably in a larger “Bricks and Mortar” retail environment where multi-channel merchandising and marketing are fully embraced. Successful candidates will have extensive marketing research/analytics background with solid understanding of web site best practices, online marketing principles, measurements, and consumer behavior. He/she will have demonstrated the implementation of best practices in all aspects of online marketing and web analytics and will have proven experience working collaboratively with site creators and business owners in a fast paced environment.
• Resourceful problem solver with strong analytical and financial skills including creation of ROI, acquisition cost, and lifetime value analysis. Ability to analyze data and produce actionable, measurable information and strategies
• Proven experience in Market Research, Direct to Consumer Marketing, Web analytics, performance measurement and analysis. Experience with Coremetrics, Omniture, and/or SAS required.
• A strong understanding of Web strategy and design as well as consumer research principles required.
• Ability to clearly communicate with and persuasively present to a wide variety of audiences is required.
• Must be able to perform well in a deadline driven, rapidly changing team environment.
• He/she will also have held leadership positions in other areas of marketing and/or retailing and will have a Bachelor’s Degree and preferably an MBA
Leadership/Strategic Ability
• Ability to develop and communicate a clear vision and engender buy-in at all levels
• Hands-on, charismatic management style that will enable the selected candidate to initiate and roll out programs with the full buy-in and participation of the internet team
• Willingness to accept and be accountable for significant responsibility
• Proven ability to set realistic goals and work with all levels and functions to move the organization toward achievement of stated goals
Personal Style
• S/he will approach teamwork as a collaboration of minds, offering a point of view, being willing to confront and challenge and to be challenged. This individual while a strategist will be willing to roll up his/her sleeves and get the job done. The candidate will be well balanced, evidencing a reflective approach to strategic leadership and a practical, action-oriented management style
David’s Bridal is the US leader in bridal sales, with over 300 stores in the United States and Puerto Rico. The company is the largest retail chain specializing in bridal dresses. On average a store carries 2,600 gowns in sizes from 2-26. The majority of the gowns are available off the rack and at less than $1,000. The company offers its own label as well as designs by Oleg Cassini. David’s Bridal also sells veils and other bridal accessories and apparel for other formal occasions, thus making a one stop shopping experience. The company is the only coast-to-coast chain in the bridal industry.
The company vision is to become the premier provider of bridal wear and special occasion apparel where the name David’s Bridal is top of mind and possesses a reputation as an organization that provides consistent and reliable service and quality products.
The expansion of the stores organization will continue with 15-20 new stores opening annually. The company will continue to enhance their 32% market share.
Reporting Relationships:
The Director of Web Analytics and Decision Support will report directly to the Vice President of davidsbridal.com
The Location:
The Director of Web Analytics and Decision Support will work from the Corporate Office based in Conshohocken, PA.
Position Overview:
The Director of Web Analytics and Decision Support is responsible to implement best of breed web analytics package and develop performance metric report processes for the business. The successful candidate will play a key role in the growth and expansion of our web site that supports our eCommerce and in-store business channels. Through the use of specialized analytics applications, the Director of Web Analytics will merge marketing research with information technology for the collection, reporting and analysis of web site click-stream, merchandising, and behavioral data for the purpose of improving the user experience, increasing conversions, reducing abandons, optimizing marketing and merchandising, and positively impacting eCommerce return on investment. We are looking for someone with the energy, expertise and passion to help our team grow our direct-to-consumer business by measuring the effectiveness of site usability, content and online marketing vehicles. The candidate’s ability to blend high-level strategy development with a hands-on tactical experience will enable the development, recommendation and implementation of web analytics programs designed to meet corporate goals. This includes the measurement of multi-channel marketing efforts, collaboration with internal departments, managing agency relationships and strengthening relationships with our business partners. You will be responsible to develop monitoring to identify website gaps/areas of opportunity and provide key data driven insights to influence strategic e-commerce decisions across the brand.
Principal Duties and Responsibilities:
• Function as the business owner of the Web Analytics tool with respect to improving the efficiency of analytics of site while optimizing usage and performance of tool. Implement best practices, and develop specific action plans for the constant improvement to all areas of the online channel. Manage key metrics to measure website performance and maintain dashboards and general reporting activities.
• Drive data-driven insights on visitor behavior by analyzing website data on traffic patterns, registration patterns, order volume, conversion funnel, navigation behavior, and product selection web sites. Analyze usability and key site traffic funnels to identify how customers navigate, identify process bottlenecks, improve site navigation, increase customer satisfaction, optimize conversions, and reduce transaction abandonment. Analyze merchandising, product placements, creative placements, and up-sell/cross-sell affinities to ensure best merchandise presentations and to increase average order value.
• Proactively identify opportunities and make recommendations to improve web site effectiveness by drilling into click stream data in order to further profitability and growth.
• Create, certify, and interpret web statistics with the objective of identifying trends, supporting business analysis efforts, and providing information to support business decisions for marketing and merchandising campaigns.
• Participate in web site projects as a measurements expert, identifying reporting requirements, monitoring the reporting implementation and evaluating pre and post-launch metrics
• Share research findings and best practices with key stakeholders including customer insights, benchmarking, and industry updates. Stay current on latest internet and analytics development as related to retail industry. Develop and maintain competitive analysis on our competition and best in class retailers.
• Use profile mining and visitor segmentation to identify high value visitors, understand consumer affinities, and assist with behavioral email marketing strategies.
• Support marketing with coordination and setup of marketing campaigns, marketing tests, and tracking all sources of customer acquisition investments across campaigns. Use A/B testing tools to understand page value and promotional effectiveness.
Job Specifications: (Knowledge, skills and abilities normally required for competent performance in the job.)
• The Director of Web Analytics and Decision Support will have a minimum of five years experience working in an online retail environment, preferably in a larger “Bricks and Mortar” retail environment where multi-channel merchandising and marketing are fully embraced. Successful candidates will have extensive marketing research/analytics background with solid understanding of web site best practices, online marketing principles, measurements, and consumer behavior. He/she will have demonstrated the implementation of best practices in all aspects of online marketing and web analytics and will have proven experience working collaboratively with site creators and business owners in a fast paced environment.
• Resourceful problem solver with strong analytical and financial skills including creation of ROI, acquisition cost, and lifetime value analysis. Ability to analyze data and produce actionable, measurable information and strategies
• Proven experience in Market Research, Direct to Consumer Marketing, Web analytics, performance measurement and analysis. Experience with Coremetrics, Omniture, and/or SAS required.
• A strong understanding of Web strategy and design as well as consumer research principles required.
• Ability to clearly communicate with and persuasively present to a wide variety of audiences is required.
• Must be able to perform well in a deadline driven, rapidly changing team environment.
• He/she will also have held leadership positions in other areas of marketing and/or retailing and will have a Bachelor’s Degree and preferably an MBA
Leadership/Strategic Ability
• Ability to develop and communicate a clear vision and engender buy-in at all levels
• Hands-on, charismatic management style that will enable the selected candidate to initiate and roll out programs with the full buy-in and participation of the internet team
• Willingness to accept and be accountable for significant responsibility
• Proven ability to set realistic goals and work with all levels and functions to move the organization toward achievement of stated goals
Personal Style
• S/he will approach teamwork as a collaboration of minds, offering a point of view, being willing to confront and challenge and to be challenged. This individual while a strategist will be willing to roll up his/her sleeves and get the job done. The candidate will be well balanced, evidencing a reflective approach to strategic leadership and a practical, action-oriented management style
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