Marketing Analyst at UrbanStems

UrbanStems is revolutionizing floral gifting with chic, New York-designed arrangements crafted from exclusive, premium stems sourced globally, delivered exactly as seen online with fast, stress-free delivery nationwide. Recognized as one of Inc. 500's fastest-growing companies and partnering with celebrities, creators, and iconic brands like Vogue, Laneige, Sol de Janeiro, Starbucks Reserve, Netflix and more to deliver joy nationwide.

Responsibilities 

• Track, report, and analyze the performance of marketing activities, helping drive forecast, ad-hoc analytic requests, and development/automation of regular reports 
• Provide actionable overall market and customer insights to address key strategic questions the team has.
• You’ll need to be comfortable analyzing A/B and Multi-variate tests
• Synthesizing what you learn and clearly communicating that to the organization will be one of your most important tasks
• Collecting and synthesizing data across various platforms (e.g. Shopify, Bloomreach, Loop Subscriptions, Northbeam, etc.) 

Essential Qualities to be Successful:

• Data-driven Curiosity
1. Driven by an innate desire to dive into data, investigate trends, and uncover the root causes behind marketing outcomes to inform strategic decisions.
2. Naturally inclined to ask questions beyond the initial request and challenge assumptions and internal narratives that may exist within the business.
3. Continuously seeking to uncover meaningful correlations and causations within complex datasets, transforming raw data into actionable insights.

• Communication Skills
1. Ability to present insights into a digestible format
2. Ability to push back on assumption-based narratives with data-backed analysis
3. Detail-oriented when creating reports to avoid misleading conclusions or incorrect recommendations that could negatively impact strategy

• Problem-solving Approach
1. Ability to identify data gaps and recommend solutions to better track and analyze marketing effectiveness and customer behavior.
2. Work to anticipate potential challenges or areas of improvement by asking insightful, data-driven questions that reveal hidden opportunities to enhance marketing effectiveness.
3. Proactively takes initiative to uncover new insights, presenting actionable recommendations to the marketing team before they even realize the need for further analysis or exploration.

Examples of questions you should have 3-5 years of experience experience addressing:

• Opt-In Rate and Conversion by Source
• Current week delivery sell-through rate’s impact to conversion rate on SKUs
• Alternatively said, how soon does a SKU need to be available for delivery from the day of purchase before there is a significant drop off to CVR? 1,2,3,5 days?
• CVR incremental lift measurement from 0-25% off — is the juice worth the squeeze on 20% vs 25% off?
• LTV:CAC on acquisition by paid campaigns, affiliate publishers, price buckets
• At what month after 1st purchase can we not lose a non-sub customer (especially if data suggests they’re in a segment most likely to give the best LTV) and are worth spending money on to “reactivate”?
• 15% of new customers hear about us through paid social, but only 2-3% convert directly from an ad. What are the most common, and separately what are the best customer journeys, the other 12-13% take if they don’t convert immediately? What channels should we prioritize for acquisition? 
• Set up a structure for tagging and measurement of organic social content that allow us to easily filter into what content drives the highest clicks, rev, clicks to bio, engagement, and work with the organic social team use that info for add’l test, learn and scale initiatives in organic social 
• Update manual tracking Google sheets used for the growth team
• Leverage Northbeam, GA4, and marketing platform data to help build forecasts and assist in analyzing projections and budgets.
• Support data analysis related to segmentation of our Email + SMS customer bases, identifying segments of customers and driving testing efforts to identify optimal communication channels, frequencies, and content
• Identify patterns and triggers leading to customer churn and help create predictive models to proactively address churn risks
• Regularly calculate the LTV and CAC across different channels and provide insights to optimize marketing spend and improve profitability