Digital Analyst

Johnson Outdoors Inc.

About Us:

Join the Johnson Outdoors family and help us turn ideas into adventure with innovative, market-leading outdoor recreational products. The Company’s unique network model combines the strength and efficiency of a large organization with the creativity and agility of its entrepreneurial beginnings. Founded in 1970 by Samuel C. Johnson, the Company has delivered double-digit compound annual growth over its history, evolving from a single brand into a nearly $490 million global enterprise with around 1,100 employees across 12 countries.

Position Details

Digital Analyst
Southeast Wisconsin
Racine, WI

Delivers value by enabling informed ecommerce and digital marketing campaign decisions through the effective tracking, measurement, analysis, and actionable recommendations of consumer behavior within Johnson Outdoors’ brand websites and traffic-driving channels. Acts as a key member of the Marketing Services Team. Partners with business managers in all four Johnson Outdoors’ business units.

This position is located at our beautiful Headquarters along Lake Michigan in downtown Racine: 555 Main Street, Racine WI.

  • Effectively measures, analyzes, and quantifies ecommerce and digital marketing campaign data from multiple sources to enable informed marketing decisions. 
  • Sets up reporting to track KPIs and diagnostic metrics from brand websites, marketing channel campaigns (search, social, display, email, etc.), site surveys, product reviews, etc. 
  • Works with supervisor to measure and analyze against benchmarks and trends 
  • Shares results and actionable recommendations with key business partners
  • Manages analytic requirements to identify and measure key opportunities to improve end-to-end user funnels and the online shopping experience.
  • Develops scalable, flexible reporting and dashboards, which internal clients are able to utilize.
  • Collaborates with external partners and the Marketing Services team on evaluating site usability and providing actionable recommendations to improve performance.
  • Manages implementation of ecommerce site testing plan including usability, multi-variate testing, etc.
  • Owns site tagging strategy, guidelines, governance, and implementation management; collaborates with IT on cookie consent management.
  • Maintains and optimizes Google Analytics and other marketing technology to help stakeholders understand consumer behavior on brand sites
  • Creates and updates first-party audiences in relevant media platforms for digital media agency to utilize
  • Monitors projects to meet analytics deadlines and data quality standards.
  • Acts as a team player in partnering within Marketing Services and other departments and demonstrate the ability to influence without direct reporting accountability.
  • Performs other duties as assigned.


  • Bachelor’s degree in marketing, marketing analytics, data science, or equivalent.


  • Typically requires a minimum of two years of experience in digital and/or eCommerce analytics. 
  • Strong analytical, quantitative, problem-solving, and critical thinking skills.
  • Possesses a solid understanding of web site performance drivers and the ability to use data to drive conversion.
  • Experience synthesizing response data and making sound, actionable recommendations.
  • Strong working knowledge of online marketing channels such as SEO, paid search, email, social and display.
  • Extensive knowledge of Microsoft Excel and the ability to synthesize and analyze large sets of data to yield actionable findings. Working knowledge of HTML and CSS.
  • Expert-level experience in Google Analytics, Google Data Studio, Google Tag Manager, and Microsoft Office Suite required, especially Excel.
  • Highly organized, detail-oriented and able to prioritize effectively.
  • Excellent interpersonal and written and verbal communication skills and ability to interact with all levels of business professionals.
  • Passion for outdoor adventure is a plus!

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