Digital Analyst

Indigo Books & Music; Toronto; On-site; CAD 70,000 - 90,000; Full time

Job summary

A leading company in Canada is seeking an Intermediate Digital Analyst to drive insights and improve customer interactions through data analysis. The role involves analyzing web performance, collaborating with marketing for measurement strategies, and developing dashboards to track key metrics. If you are an expert in GA4 and SQL with a customer-centric approach, this is an excellent opportunity for you.

Benefits

Inclusive workplace

Professional development opportunities

Community involvement

Qualifications

• 3-5 years experience in digital or web analytics roles.
• Expert in GA4 and strong SQL skills.
• Proficiency in visualization platforms like Looker Studio.

Responsibilities

• Analyze web and digital performance data.
• Develop dashboards and reports to track KPIs.
• Perform customer journey analyses to identify trends.

Skills

Digital Analytics

SQL

GA4

Data Visualization

Customer Centricity

Education

Bachelors in Data Science or related field

Tools

Looker Studio

Power BI

Tableau

Job description

Company Description

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• Welove books and all things beautiful
• We are Canada’s Cultural Department Store
• Books are our heart and our souland GreatBooks are JUST the Beginning…

We playby the following rules:

• We exist to add joy to our customers’ lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we’d treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate

Job Description

MISSION

This data-driven Intermediate Digital Analyst will be responsible for analyzing web and digital performance data, helping teams understand user behavior, and driving marketing and product decisions through insights. This role is ideal for someone who’s fluent in web analytics platforms and can bridge the gap between raw data and actionable recommendations.

KEY PERFORMANCE METRICS

• Consumer centric measurement & insights:
  • Who are our best customers?
  • How to we acquire more high value customers?
  • How do we develop current customers into our best customers?
  • How do we retain our best customers?
• Use of data to identify insights and recommendations to drive decisions
• Timely and accurate delivery of reporting and insights on time, within scope, meeting stakeholder requirements

KEY ACCOUNTABILITIES

Functional

• Build and maintain GA4 event tracking, conversions, and user journey mapping.
• Write complex SQL queries to extract and manipulate data from marketing databases or cloud data warehouses (e.g., BigQuery, Snowflake).
• Develop dashboards and reports in tools like Looker Studio, Power BI, or Tableau to track KPIs and campaign performance.
• Perform deep-dive customer journey analyses to identify behavioural trends, user friction points, and opportunities for optimization.
• Partner with marketing to define measurement strategies and tag implementation requirements.
• Conduct attribution and funnel analysis to evaluate digital campaign ROI and content effectiveness.
• Migrate Adobe Dashboards to Google Analytics
• Document tracking logic, data schemas, and ensure quality and consistency across datasets.
• Act as an advocate for the customer by placing them at the forefront of all decision-making and design processes
• Proactively identify and anticipate customer expectations and needs
• Embrace and seek out technology that creates high tech and high touch solutions for Indigo’s customers
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them

People

• Collaborate with others to drive flexible and iterative solutions, quickly and easily
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself
• Help others see the impacts of their efforts and proactively engage other functions to get input
• Encourage others to freely share their point of view and be open to feedback

Cultural

• Model Indigo’s beliefs and convey a positive image in everything you do
• Celebrate diversity of thought and have an open mindset
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
• Embrace, champion and influence change through your team and/or the organization

SCOPE

Reports to: Director, Customer Insights & Analytics

Manager once Removed (MOR): Chief Marketing Officer

KEY RELATIONSHIPS

Internal:

Interface with cross-functional stakeholders such as the Senior Director of eCommerce, the Data Science team, Business Intelligence team

External:

Interface with external vendors and the greater digital community

Qualifications

Work Experience / Education / Certifications

• 3–5 years of experience in digital or web analytics roles
• Expert in GA4, including custom dimensions, event modeling, and explorations.
• Strong proficiency in SQL (window functions, joins, CTEs, aggregations).
• Familiar with tag management systems like Google Tag Manager (GTM).
• Experience with visualization/reporting platforms like Looker Studio, Power BI, or Tableau.
• Solid understanding of web metrics (bounce rate, session duration, conversion rate, etc.).
• Ability to translate complex data into actionable insights for non-technical stakeholders.
• Strong attention to detail and data accuracy.
• Hands-on experience in Google Analytics 4 (GA4) and strong SQL skills

Competencies / Skills / Attributes

• Experience working with BigQuery or GA4 export schemas considered an asset
• Familiarity with marketing analytics, paid media performance, or SEO analytics
• Exposure to JavaScript, HTML, or regular expressions for tag debugging.
• Certification in Google Analytics or Google Tag Manager considered an asset
• Strong critical thinking, analytical and problem-solving skills, and excellent attention to detail
• Excellent interpersonal skills and ability to collaborate/negotiate with various stakeholders
• Outstanding verbal and written skills to be able to communicate effectively to both a technical and business audience at the senior leadership and the working level
• Exceptional organizational and time management skills and a demonstrated ability to prioritize work in a fast-paced environment
• Highly customer centric approach to all initiatives

Additional Information

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo.We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at [e-mail] if you require an accommodation at any time during the recruitment process.

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