Digital Analyst

Johnson Outdoors has 4 key outdoor recreational segments; Fishing, Camping, Watercraft Recreation, and Diving. This role specifically supports the Fishing business, with leading brands Cannon, Minn Kota, and Humminbird. Performs digital marketing, and collaborates with other internal teams to execute the digital ecosystem strategy which supports organizational objectives. Acts as an advocate and resource for interactive communications throughout the organization to enhance the digital footprint.

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

About the Role:

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.

What you will be doing:

- 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.

- Instrumental role in conversion to Google Analytics 4.

- 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.

Education & Experience Requirements:

- Bachelor degree in marketing, business analytics, mathematics, data science, or equivalent.

- Typically requires a minimum of 2 years of experience in digital and/or eCommerce analytics.

Knowledge & Background Requirements:

- 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.

- Expert-level experience in Google Analytics, Google Data Studio or Tableau/PowerBI, Google Tag Manager, and Microsoft Office Suite required.

- Extensive knowledge of Microsoft Excel and the ability to synthesize and analyze large sets of data to yield actionable findings.

- 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!