Sr. Analyst, Direct to Consumer Ecommerce

Location: Hershey, PA

Payband: 1A

Reports to: Manager, Strategy, Insights and Analytics

Department: The Hershey Experience

Summary of Role:

The Direct to Consumer Ecommerce analyst will be analytical powerhouse, providing on-going analytics and strategy support to the D2C ecommerce business. This role will focus on harnessing real-time and historic performance data along with external category and marketplace trends to frame key choices for the business, facilitate cross-functional teams focusing on the most important issues and opportunities that can drive business performance, identifying new growth and efficiency levers in partnership with the D2C core team and supporting the business in meeting or exceeding D2C strategic and financial goals

Role Responsibilities:

Strategy

• Anchored to foundational D2C strategy and 3-year financial plan, proactively support D2C core team in framing, defining and evaluating key strategic choices for the business, with a sharp focus on growth accelerators
• Continuously monitor external landscape of D2C players, operators and partners to glean signals around industry developments, best practices and channel trends, distilling actionable takeaways and options for the consideration of the operational team
• In collaboration with Finance, support D2C core team as needed in monthly, quarterly, annual cadence of strategic and financial planning

Insights

• On an ongoing basis, collaborate with D2C core team to ascertain highest priority use cases - combination of high commercial impact and high feasibility based on available data - and maintain an up-to-date catalogue of use cases to deploy against, to drive the business
• Generate actionable insights for the core team, leveraging intuitive data visualization and storytelling techniques to ensure deep understanding of rationale and buy-in for recommendations
• Leverage multiple sources - quantitative and qualitative, internal and external, first party data and ad-hoc data sources - to triangulate and increase confidence level around insights generated

Analytics

• Develop and maintain intuitive D2C KPI dashboard in partnership with cross-functional team across finance, supply chain, IS, and D2C core team to facilitate focus on most consequential business levers in real-time
• Lead weekly business reviews with cross functional teams to assess business performance
• Actively monitor and anlayze D2C KPIs (e.g., traffic, conversion, average order values), comparing actual results with plans and external benchmarks to identify areas for disproportionate focus
• Manage end to end KPIs with Hershey Web Analtyics platform including Google Analytics, Salesforce Commerce Cloud, Adobe Analytics
• Create and analyze online media and email marketing dashboard to monitor daily performance
• Partner with DTC and finance to measure KPIs including ASP and margin against plan goals
• Contribute to the development of product portfolio, promotional strategies and pricing plans to drive business growth and support financial and strategic goals
• Proactively mine D2C data and analyze assortment performance, marketing campaigns and other growth levers to identify opportunities to drive greater efficiencies and effectiveness
• Leverage predictive and prescriptive analytics methods against targeted use cases to proactively drive business performance ahead of key events/ shifts in the operating landscape

Desired knowledge, skills, and abilities:

• Strong quantitative skills - ability to develop analytical methodologies and assumptions, use data software to conduct the analyses, and synthesize findings
• Strong working knowledge of Google Analytics within a DTC ecommerce business and Power BI Dashboard Reporting
• Strong knowledge of Ecommerce analytics, ideally with Salesforce Commerce Cloud, Salesforce Marketing Cloud platforms
• Strong business acumen - ability to understand how various parts of the business interact, and can identify and approach problems from a customer perspective turning insights into actions
• Ability to learn and act quickly, make decisions and draw conclusions in the face of ambiguity
• Intellectually curious, high energy, with a strong work ethic and a desire to work in a fast-paced, high stakes team environment

Minimum Education and Experience Requirements:

• Education -
  
  
  
  • Bachelor's degree from top-tier institution with a strong academic record in Finance, Business, or STEM field
  
  
  
  
• Experience -
  
  
  
  • 5+ years of work experience in analytical, consulting, technology, startup, or strategy roles
  • Experience with large data sets and analysis using SQL/GBQ/excel strongly preferred
  
  
  
  

#LI-TL1

#LI-Hybrid