Market Research à United States

Location: Markham, Ontario

Job Description

The Vice President Loyalty & Customer Analytics will leverage advanced customer analytics to drive strategic initiatives and business objectives. This role plays a critical part in strengthening our business through increased monthly visitors and basket growth resulting in sales growth and improved customer Lifetime value (LTV). This role will also lead the future development of our loyalty strategy, personalization and targeted communication. This analytical leader should have proven experience in using loyalty program and customer data to improve customer visits, share of wallet and lifetime value.

The successful candidate will bring a highly developed professional approach to the marketing function using consumer insights, developing research, segmenting consumer and customer needs, and identifying key elements for customer acquisition and enhancing the customer experience across the business. Through this role and function, we will increase our share of wallet with existing customers, drive more casual customers to shop with us more, acquire new customers, all while minimizing our lapsed customer base. As a hands-on leader, they will develop the analytics acumen across the team, leveraging advancements in Artificial Intelligence and Machine Learning to drive efficiency and speed in capturing sales opportunities.

This leader will be responsible for fostering a high-performing analytics team, driving actionable insights across departments, and ensuring the company utilizes its data assets effectively to achieve business goals. In this highly collaborative role, success requires effective stakeholder engagement to drive results, ensure alignment, and manage expectations.

Duties Will Include

Customer Engagement and Retention:

• Loyalty Strategies: Develop and implement product loyalty strategies and tactics to increase customer value, shopping activity, and shopper retention, using AI to personalize and optimize customer communication. This includes leading loyalty of the future with a focus on customer engagement across both stores and online.
• Targeted Customer Program Development & Optimization: Responsible for developing customer acquisition and retention strategies and implementing plans to deliver profitable revenue, utilizing proven data science approaches to identify and target high-value customers while also acquiring the right new customers.
• Advanced Statistical Models: Support the implementation of advanced statistical and econometric models for targeted marketing, leveraging AI and machine learning algorithms to enhance accuracy and effectiveness.
• Predictive Analytics: Utilize AI-driven predictive models to forecast customer behavior, optimize margin investments, and select target audiences for marketing campaigns leveraging Life Time Value (LTV) and Customer Acquisition Cost (CAC).
  
  

• Analytical Insights: Interpret, document, and present analytical results to multiple business disciplines, providing conclusions and recommendations based on customer-centric data (e.g., margin investment, customer investment strategies, LTV, CAC) that help inform our go to market strategies.
• Enhanced Reporting: Generate and deliver comprehensive reports and visualizations that communicate complex data insights clearly to both technical and non-technical audiences, ability to story tell the data into actionable insight. Provide customer related insights behind flyer promotions, customer events and other targeted promotional offers or communications.
• Marketing Planning: Inject consumer insights into the marketing plans and planning process used by other departments. This includes building and informing our go to market plan supporting a fully complete customer program across all channels.
• Market Research: Lead the market research and customer research to support customer segmentation, customer experience and market share analysis that informs our customer approach and experience measures.
  
  

• Execution of Analytical Projects: Own the execution and delivery of analytical projects and insights to internal business partners, presenting findings to the leadership team alongside any cross functional leaders and stakeholders.
• Cross Functional Efforts: Work alongside the Enterprise IT team including the Data Governance and Architecture teams to ensure data is available, structured and proactively supports the business needs. This also includes working with the Merchandising, Finance and Operations teams to ensure we have a full-funnel view of our customers.
  
  

• Data Processing: Extract, clean, and transform data from multiple systems to consolidate information, using AI techniques to automate and improve data processing.
• Data Integrity: Ensure data integrity, consistency, and reusability, leveraging AI to monitor and maintain high data quality standards.
• Data Innovation: Continue to support and examine ways to make data gathering and analyzing easier leveraging new tools and innovation in the market to deliver both speed and accuracy.
  
  

• AI/ML Training: As a hands-on leader, develop the analytics acumen across the team, leveraging advancements in AI and machine learning to drive efficiency and speed in capturing sales opportunities.
• Continuous Learning: Foster a culture of continuous learning and innovation within the analytics team, emphasizing AI and machine learning skills.
  
  

• Advanced Degree: Advanced degree in statistics, quantitative economics, behavioral psychology research, or a related field.
• Strategy and Analytics Experience: Experience in retail strategy and analytics or related consulting environment leading teams to achieve organizational results.
• 8+ years of experience in customer/marketing analytics and insight development, database marketing, marketing research or related field with presentations and outcomes shared with senior leaders.
• 8+ years experience with wide variety of Advanced/Statistic Analytics techniques, including but not limited to linear/logistic regression, factor analysis, generalized linear models, tree models, correspondence and cluster analysis, survival analysis, attrition/retention modeling. Practical application of these techniques in a retail/loyalty marketing setting preferred.
• 5+ SQL experience is a desired.
  
  

• Effective Communication: Excellent communication skills to present insights and recommendations through effective storytelling.
• Tailored Messaging: Ability to convey ideas clearly and tailor communication style to both non-technical and technical audiences.
  
  

• Advanced Problem-Solving: Strong problem-solving skills and the ability to work with large datasets.
• Data Structuring: Advanced skills in data structuring, quantitative reasoning, and implications. Support data governance and play an active role in data management and stewardship.
  
  

• Digital and Retail Trends: Up-to-date with digital and retail trends and technologies, essential for understanding customer behavior, optimizing the shopping experience, and driving business profitability through customer behavior analysis.
  
  

• Big Data Systems: Strong knowledge and experience with big data systems, tools, and technologies.
• Artificial Intelligence & Machine Learning: Understanding and application of how to use AI/ML to generate customer insights, drive personalization at scale, and inform decision-making across the organization.
• Data Compliance: Understanding of data regulatory and compliance requirements.
  
  

• Positive Leadership: Demonstrated capability to deliver work and provide positive leadership in a fast-paced, multi-project team-oriented environment. Flexible with ambiguity while operating effectively.
• Team Development: Develop the analytics acumen across the team to drive efficiency and speed in capturing sales opportunities.