CRM & E-Commerce Performance Analyst

Overview

Role Overview

Reporting to the Director, Customer Experience, the CRM and eComm Performance Analyst is a business-minded analytics leader who is comfortable operating in ambiguity, influencing cross-functional teams, and translating complex data into clear recommendations. Designs and leads insight methodologies that transform paid media, website analytics, and customer data into practical, actionable insights to support business decision-making.

The role focuses on converting fragmented customer and digital data into a unified, trusted decision framework that helps the team prioritize the right growth levers, optimize the end-to-end customer journey, and drive D2C growth.

As a strategic partner to the CRM and digital teams, the CRM and eComm Performance Analyst provides accurate reporting, meaningful analysis, and subject-matter expertise to guide improvements in campaign performance, acquisition efficiency, customer experience, and customer lifetime value.

Reporting & Insights

• Establish clear measurement and reporting approaches that help teams understand what is working, what is not, and where to focus to drive growth across Digital, eCommerce, and Customer Connection
• Analyze digital campaigns to identify which channels, audiences, and messages drive the strongest results and highest-quality customers.
• Provide reporting on digital performance and customer segments—including traffic quality, funnel metrics, landing-page performance, high-value customer (HVC) profiles, and database health—to support both ongoing digital optimization and retention/re-activation strategies.
• Collaborate with the digital team and customer connection teams to translate findings into clear, actionable insights and challenge assumptions to support business decisions.
• In collaboration with the Analytics team contribute to the development and maintenance of dashboards/reports combining digital campaigns, website and CRM data to monitor performance and trends.

Customer Behavior & Segmentation

• Analyze purchase and website navigation journeys to uncover drop-off points, conversion barriers, and high-performing touchpoints.
• Contribute to segmentation and targeting for lifecycle, loyalty, connected customer, and marketing automation programs by providing relevant data points and trends
• Monitor customer behaviors and subscription cohorts to measure offer effectiveness, conversion tactics, and engagement trends.
• Monitor data acquisition channels (product registrations, program sign-ups, and email opt-ins) and recommend improvements.
• Identify churn risks and opportunities to strengthen retention through customer lifecycle analysis.
• Create a process for data hygiene and cleansing e.g. bridge data gaps or messy CRM entries.

Digital Performance & Website Optimization Support

• Establish performance analysis approaches and evaluation criteria for digital campaigns and on-site behavior, ensuring consistent interpretation of results across teams
• Analyze digital marketing campaign performance across paid search, paid social, display, and other channels to identify optimization opportunities in collaboration with Digital Media team.
• Evaluate traffic sources, campaign types, and device behavior to improve conversion rates, traffic quality, and customer experience.
• Analyze site engagement trends (bounce rate, time on page, funnel completion) and provide insights to Digital & UI/UX teams.
• Support digital performance reviews by consolidating campaign insights with website behavior to identify full-funnel opportunities.
• Familiarity with setting up events within GA4 and maintenance of our setup.
• Perform specific one-off analysis regarding promotions, journeys, and cross-channel initiatives to uncover optimization and growth opportunities.
• A/B test analysis: analyzing results from experimentation tests from various channels (web, CRM, paid media)

Data Quality, Governance & Collaboration

• Collaborate with Data Privacy, Data Governance, IT, and A&I to define data quality expectations, analytical requirements, and guardrails to ensure customer data accuracy, compliance, and reliability across systems.
• Identify and resolve data…