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Gucci Digital Business Performance& Analytics Senior Manager

国 : 日本 日本

都道府県 : 東京都

都市 : 東京都

カテゴリー : マーケティング

雇用形態 : 正社員

就業形態 : フルタイム

職歴 : 2年から5年

会社概要

ファッション業界を牽引し、革新的で、進歩的であるグッチは、ファッションに対する現代的なアプローチを再考します。クリエイティブ・ディレクター アレッサンドロ・ミケーレの新たなビジョンのもと、21世紀のラグジュアリーを再定義し、世界で最も魅力的なファッションブランドの一つとしての地位を確立しています。折衷的、コンテンポラリー、ロマンティック──グッチ製品は、イタリアのクラフツマンシップを体現し、最高の品質と徹底したディテールへのこだわりを追及しています。



グッチはケリンググループの中核をなすブランドです。ケリンググループはアパレルとアクセサリーのカテゴリーにおけるグローバルリーダーで、ラグジュアリー及びスポーツ&ライフスタイルブランドを展開しています。

職務内容

Role mission
The Digital Analytics Sr, Manager will support the achievement of business goals and market development of the Gucci Japan digital business, by developing a 360° view on main business levers and fostering a data driven strategy to support ecommerce high growth.

In close collaboration partnering with Global Business Performance team on a range of topics, he/she will drive Gucci.com behavioral analytics to the next level. The Business Performance & Analytics Manager will partner cross functionally with a variety of departments, both within Gucci Japan and Kering as well as key partners in Italy Headquarters, such as Merchandising, Marketing and Communications, Digital Operations, Retail, Digital Product Development, Client Services and Client Engagement teams. Responsibilities include leveraging insights to uncover opportunities for improvement across our digital business; bringing together analytics, marketing, product, client and operations areas to enhance overall digital performance and reach strategic objectives fueling ecommerce growth.

- This role will also play a key role in delivery of new initiatives to improve web marketing, improve KPI’s, with a focus on measuring effectiveness of growth projects (Omnichannel, iPad in store, Live Chat innovations, new partners, payments etc), ensuring successful implementation..

Key accountabilities
1. Digital Analytics & Business Performance Reporting
- Prepare Reportings regular & ad-hoc analysis of online site to Management and Digital team, focusing on behavior, acquisition, user experience, conversion to deliver insights and drive decision.

- Reportings include all Digital Web KPIs (Online Traffic, Conversion, Transactions, Average price, Demand Revenue, NetDown ratio, Ship revenue etc.) and Key .com entry points (Navigation, Top Homepage, Category listing pages, Key Landing pages, Product Detail Pages, Check out funnel KPIs by device, etc) to analyze trends.

- Communicate in cross-functional and regional-global reviews weekly, monthly forecasts, risks & opportunities, and any updates to key projects, initiatives or efforts with relevant parties.

- Ability to distill analysis into concise recommendations and present to management audiences up to an executive level in Powerpoint presentations in English. Presenting Insights in compelling ways which inspires others to take action.

- Lead the data analysis and insight development strategies to provide a better Client journey on Gucci.com.

- Utilize business and analytical expertise to independently and proactively perform analysis and scout business opportunities.

- Drill down on eCommerce and Omnichannel KPIs, layering this with additional insights on Product and Clients side, to determine underlying factors that are influencing business performance at regional level.

- Use Analytics / Web Analytics (Google Analytics, Contentsquare, internal tools&dashboards etc.) to report about various KPIs (beyond Traffic Marketing KPIs), identify online business drivers and opportunities to exploit market developments.

- Ensure active participation on company provided tools & platforms and provide feedback for improvements.

- Monitor Online Marketing practices in the Luxury / Fashion eCommerce industry as well as best-in-class eCommerce retailers and recommend innovative iniatives to position Gucci.com as a luxury online pioneer. Benchmark KPIs against industry. Run competitors deep dives as necessary.

- Assess new market opportunity potential to support the expansion and growth of Gucci.com.

2. Partner with Global Digital team
- Be the point of contact to Global Digital Business Performance team on Digital web metrics and insights, and to Global Media team on SEM, SEO and related budget & performance impacting directly ecommerce revenue.

- Develop projects& activities supporting directly ecommerce revenue, in close collaboration with WW Digital Product Development and Business Performance teams (examples: Insite Search, Abandon Cart etc.) as well as overall digital omnichannel performance.

- Develop and maintain positive relationships with internal departments and external vendors.

- Prepare ad hoc analysis of selected topics with Finance to support decision making, budgeting & business cases.

3. Develop Digital Business Forecast (Traffic, Conversion, Demand revenue etc. KPIs)
- Develop a yearly/monthly/weekly .com Online Traffic Forecast and KPIs projections based on online marketing assumptions by Digital Marketing channel, to achieve Japan ecommerce business revenue goals.

- For all Marketing Digital Channels, track KPIs of Actuals against Forecast daily, weekly, monthly.

- Monitor marketing channels performance towards traffic and revenue targets, maximizing all opportunities to drive innovation and efficiency across acquisition, re-engagement and retention segments.

- Review timely all Marketing Channels performance to reallocate between Marketing Channels as necessary, in partnership with the Brand Engagement team in Japan & in Headquarters. Come up with action plans to meet digital sales goals. Be able to present data & recommendations clearly to executive management in Powerpoint presentations in English.

- Develop in 360 Online Marketing plans by Newness activation, by Category or key local pillar, to support Japan local Merchandising and Brand strategy as well as eCommerce initiatives. Revise as necessary to always stay on top of company initiatives.

- Shares information constructively with a mission to educate and advocate for the digital business across the organization.

4. Optimize the performance of Paid Search SEM for eCommerce Gucci.com
- Work closely with the local Japan Search Agency, communicating Traffic, Demand revenue, Budgets and ROI objectives yearly/monthly/weekly.

- Daily,weekly, monthly reportings with agency to review and optimize performance of SEM & PLA Google Shopping campaigns.

- Optimize keywords, ad copy, test landing page timely to support key merchandising/marketing/eCommerce strategy.

- Communicate proactively to plan campaigns for new collections, seasonal campaigns as well as various ecommerce or omnichannel initiatives.

- Identify opportunities to improve search relevancy, experience and ROI.

- Negotiate with SEM vendor costs & contract as necessary.

5. Develop and optimize other Digital Marketing channels
- SEO: With the support of Global Media agency, prioritize SEO enhancements to the site based on level of effort and impact to revenue. Work with Global Digital Tech team as necessary on the improvements. Assess optimization between organic free search and paid search.

- Social Marketing: Assess optimization between Paid Social and Paid Search with Brand Engagement team. Develop a comprehensive strategy to create buzz and drive qualified visitors to gucci.com through Social targeted strategy leveraging various Products lines and 360 Campaigns (Instagram, Facebook, Twitter. LINE Official Account / LINE Business Connect / LINE Shopping).

- Affiliates/Feeds: Work closely with Japan local agency to identify new partners opportunities.

- Display Ads: Parterning with Brand Engagement team, propose AB test plans for Advertising Banners to drive awareness and product sales. Review Creatives, messaging, target audience.

- eMails: Partnering with Brand Engagement team and Customer Engagement team in Japan and in Italy Headquarters, create test plans for email campaigns designed to drive products sales. Plan A/B testing on creative templates, messaging, product presentation, timing, and contact database.Strategize to develop Email signups database.

- CRM & Clienteling: In coordination with Client Services & Customer Engagement teams locally & globally, analyze customer trends via CRM tool (products, clients behavior, registration, spend etc.) and develop Salesforce Marketing automated communications, LINE and Email plans to increase Engagement and Repeat purchases.

- New online marketing channels : identify emerging marketing channels scanning the digital Japanese marketing landscape (Live commerce, Metaverse, etc.), always in line with Gucci brand image. Prepare for deployment with relevant teams IT, Creative, Marketing, Merchandising etc. in order to maximize sales.

- Identify innovative omnichannel campaigns to drive Traffic to gucci.com and plan across Gucci departments to drive projects to completion.

Role mission
The Digital Analytics Sr, Manager will support the achievement of business goals and market development of the Gucci Japan digital business, by developing a 360° view on main business levers and fostering a data driven strategy to support ecommerce high growth.
In close collaboration partnering with Global Business Performance team on a range of topics, he/she will drive Gucci.com behavioral analytics to the next level. The Business Performance & Analytics Manager will partner cross functionally with a variety of departments, both within Gucci Japan and Kering as well as key partners in Italy Headquarters, such as Merchandising, Marketing and Communications, Digital Operations, Retail, Digital Product Development, Client Services and Client Engagement teams. Responsibilities include leveraging insights to uncover opportunities for improvement across our digital business; bringing together analytics, marketing, product, client and operations areas to enhance overall digital performance and reach strategic objectives fueling ecommerce growth.
- This role will also play a key role in delivery of new initiatives to improve web marketing, improve KPI’s, with a focus on measuring effectiveness of growth projects (Omnichannel, iPad in store, Live Chat innovations, new partners, payments etc), ensuring successful implementation..
Key accountabilities
1. Digital Analytics & Business Performance Reporting
- Prepare Reportings regular & ad-hoc analysis of online site to Management and Digital team, focusing on behavior, acquisition, user experience, conversion to deliver insights and drive decision.
- Reportings include all Digital Web KPIs (Online Traffic, Conversion, Transactions, Average price, Demand Revenue, NetDown ratio, Ship revenue etc.) and Key .com entry points (Navigation, Top Homepage, Category listing pages, Key Landing pages, Product Detail Pages, Check out funnel KPIs by device, etc) to analyze trends.
- Communicate in cross-functional and regional-global reviews weekly, monthly forecasts, risks & opportunities, and any updates to key projects, initiatives or efforts with relevant parties.
- Ability to distill analysis into concise recommendations and present to management audiences up to an executive level in Powerpoint presentations in English. Presenting Insights in compelling ways which inspires others to take action.
- Lead the data analysis and insight development strategies to provide a better Client journey on Gucci.com.
- Utilize business and analytical expertise to independently and proactively perform analysis and scout business opportunities.
- Drill down on eCommerce and Omnichannel KPIs, layering this with additional insights on Product and Clients side, to determine underlying factors that are influencing business performance at regional level.
- Use Analytics / Web Analytics (Google Analytics, Contentsquare, internal tools&dashboards etc.) to report about various KPIs (beyond Traffic Marketing KPIs), identify online business drivers and opportunities to exploit market developments.
- Ensure active participation on company provided tools & platforms and provide feedback for improvements.
- Monitor Online Marketing practices in the Luxury / Fashion eCommerce industry as well as best-in-class eCommerce retailers and recommend innovative iniatives to position Gucci.com as a luxury online pioneer. Benchmark KPIs against industry. Run competitors deep dives as necessary.
- Assess new market opportunity potential to support the expansion and growth of Gucci.com.
2. Partner with Global Digital team
- Be the point of contact to Global Digital Business Performance team on Digital web metrics and insights, and to Global Media team on SEM, SEO and related budget & performance impacting directly ecommerce revenue.
- Develop projects& activities supporting directly ecommerce revenue, in close collaboration with WW Digital Product Development and Business Performance teams (examples: Insite Search, Abandon Cart etc.) as well as overall digital omnichannel performance.
- Develop and maintain positive relationships with internal departments and external vendors.
- Prepare ad hoc analysis of selected topics with Finance to support decision making, budgeting & business cases.
3. Develop Digital Business Forecast (Traffic, Conversion, Demand revenue etc. KPIs)
- Develop a yearly/monthly/weekly .com Online Traffic Forecast and KPIs projections based on online marketing assumptions by Digital Marketing channel, to achieve Japan ecommerce business revenue goals.
- For all Marketing Digital Channels, track KPIs of Actuals against Forecast daily, weekly, monthly.
- Monitor marketing channels performance towards traffic and revenue targets, maximizing all opportunities to drive innovation and efficiency across acquisition, re-engagement and retention segments.
- Review timely all Marketing Channels performance to reallocate between Marketing Channels as necessary, in partnership with the Brand Engagement team in Japan & in Headquarters. Come up with action plans to meet digital sales goals. Be able to present data & recommendations clearly to executive management in Powerpoint presentations in English.
- Develop in 360 Online Marketing plans by Newness activation, by Category or key local pillar, to support Japan local Merchandising and Brand strategy as well as eCommerce initiatives. Revise as necessary to always stay on top of company initiatives.
- Shares information constructively with a mission to educate and advocate for the digital business across the organization.
4. Optimize the performance of Paid Search SEM for eCommerce Gucci.com
- Work closely with the local Japan Search Agency, communicating Traffic, Demand revenue, Budgets and ROI objectives yearly/monthly/weekly.
- Daily,weekly, monthly reportings with agency to review and optimize performance of SEM & PLA Google Shopping campaigns.
- Optimize keywords, ad copy, test landing page timely to support key merchandising/marketing/eCommerce strategy.
- Communicate proactively to plan campaigns for new collections, seasonal campaigns as well as various ecommerce or omnichannel initiatives.
- Identify opportunities to improve search relevancy, experience and ROI.
- Negotiate with SEM vendor costs & contract as necessary.
5. Develop and optimize other Digital Marketing channels
- SEO: With the support of Global Media agency, prioritize SEO enhancements to the site based on level of effort and impact to revenue. Work with Global Digital Tech team as necessary on the improvements. Assess optimization between organic free search and paid search.
- Social Marketing: Assess optimization between Paid Social and Paid Search with Brand Engagement team. Develop a comprehensive strategy to create buzz and drive qualified visitors to gucci.com through Social targeted strategy leveraging various Products lines and 360 Campaigns (Instagram, Facebook, Twitter. LINE Official Account / LINE Business Connect / LINE Shopping).
- Affiliates/Feeds: Work closely with Japan local agency to identify new partners opportunities.
- Display Ads: Parterning with Brand Engagement team, propose AB test plans for Advertising Banners to drive awareness and product sales. Review Creatives, messaging, target audience.
- eMails: Partnering with Brand Engagement team and Customer Engagement team in Japan and in Italy Headquarters, create test plans for email campaigns designed to drive products sales. Plan A/B testing on creative templates, messaging, product presentation, timing, and contact database.Strategize to develop Email signups database.
- CRM & Clienteling: In coordination with Client Services & Customer Engagement teams locally & globally, analyze customer trends via CRM tool (products, clients behavior, registration, spend etc.) and develop Salesforce Marketing automated communications, LINE and Email plans to increase Engagement and Repeat purchases.
- New online marketing channels : identify emerging marketing channels scanning the digital Japanese marketing landscape (Live commerce, Metaverse, etc.), always in line with Gucci brand image. Prepare for deployment with relevant teams IT, Creative, Marketing, Merchandising etc. in order to maximize sales.
- Identify innovative omnichannel campaigns to drive Traffic to gucci.com and plan across Gucci departments to drive projects to completion.
 

応募資格

Requirements - Key behavioral competencies - basics
Qualifications
• At least 5 years experience in eCommerce Performance marketing or Digital ANALYTICS, or an online traffic QUANTITATIVE role, with a deep understanding of web analytics, customer journeys and proven ability to transform customer needs into quality experiences.
• Proven ability to perform in-depth quantitative & qualitative analysis, synthesize results, build strategies and make recommendations to support the business.
• Creative thinker with demonstrated success driving innovation from vision to execution and delivering tangible business results.
• Japanese native and English fluency a must (both written and spoken).
• Bachelor’s degree preferably in business, statistics, economics, mathematics, marketing analytics, computer science, or engineering.
• Deep expertise and proficiency in Google Analytics 360 a must.
• Strong analytical skills with ability to build operational KPIs reports to monitor and interpret the performance data for eCommerce business.
• Expertise in Data manipulation, data visualization, implementation of data tracking, tests design, analyze and process qualitative / quantitative data.
• Knowledge of web performance tools, such as ContentSquare
• Knowledge of Data Visualization tools such as DataStudio and/or Tableau.
• Knowledge of Customer Analytics, CRM, Marketing automation systems (Salesforce) and CRM predictive modeling & analytics.
• Knowledge of Google Big Query / Google Cloud Platform / ability to query SQL is a nice-to-have.
• Knowledge of digital Usability UX improvements levers.
• Experience in Digital Retail industry a plus, high-volume high-turnover environment.
• Luxury Fashion affinity a plus.
• Omnichannel solutions knowledge in a Retail environment a plus..

Required Skills
• Strong Analytical skills .and Problem-solving skills. Strong business acumen to create competitive advantages.
• Customer-centric attitude. In-depth knowledge of the desires, needs and expectations of luxury clients.
• Strong team player, acting decisively to deliver customer satisfaction and sales results.
• Proven ability to work in a dynamic, challenging, high-volume environment, highly pressured roles and situations.
• Ability to be flexible, agile, influential across multiple business functions, in a matrix environment Global / Regional to meet business needs.
• Positive, enthusiastic, with an ongoing commitment to achieving high quality results.
• Self-starter, able to take initiatives with a can-do attitude.
• Able to balance multiple priorities and meet deadlines.
• High attention to detail and a strong, professional work ethic.
• Strong written and verbal communication skills.
• Proficiency in Powerpoint/Excel/MS Teams/Outlook/Word, in using technology and learning about updated technologies.
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