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Digital Marketing Analyst

Job Number: J0321-0155
Job Type: Régulier
City, Province, Country: Vaughan, Ontario, Canada
Job Category: Communication & Marketing
Number of Positions: 1

A leader in the heating, ventilation, air conditioning, and refrigeration sectors for over 67 years, The Master Group is the largest independent HVAC-R distributor in Canada. The company employs close to 950 dynamic and devoted individuals who serve the industry at over 44 branches and 4 distribution centers spanning from coast to coast. To learn more, visit or follow us on LinkedIn at:

Reporting to the Digital Marketing Manager, the incumbent will be responsible to conduct and analyze traffic through Google Analytics.

Principal tasks:

• Analyze web traffic, media traffic, email traffic, social traffic and site behavior using Google Analytics and other sources for customer and business insights to support business decisions and deliver on business growth
• Audit eCommerce Site for content integrity, completeness, optimization and measure e Commerce customer KPIs on an ongoing basis
• Optimize product listings for Share of Shelf and Rankings using expertise of keyword research, SEO from inception with objective to drive conversion and sales sell-through
• Integrate disparate data sources and translate anecdotal or qualitative data from campaigns into a cohesive picture before brainstorming actionable next steps to grow conversions
• Ability to understand business problems and independently design the right analytical framework to solve them
• Design, create and automate daily, weekly, and monthly dashboards and reports on Key Performance Indicators (KPI’s) at all levels, including executive summaries and detailed channel performance reports
• Maintain and support Google Analytics data integrity/validation. Coordinate tagging, goals, and tracking parameter implementations. Be able to identify gaps in the current data capture strategy and collaboratively implement enhancements by communicating requirements to web site developers
• Partner internally and externally to ensure best practices in metrics and decision making are being maintained. Stay current on trends and best practices in digital analytics, e-commerce and media
• Proactively analyze customer behavior using available data to influence changes on the website
• Manage relationships with cross-functional business partners by understanding their needs and translating them into technical requirements that will ultimately produce distilled analysis to drive business decisions with a high likelihood of moving the needle
• Influence prioritization of site enhancements and A/B test designs
• Provide funnel analysis across segments and entry points to optimize the shopping experience
• Lead qualitative research including surveys, user testing, and focus groups


• 2-4 years of web analytics experience
• Bachelor’s degree in Marketing, Advertising, Economics, Mathematics, Statistics, Computer Science or other related field
• Experience pulling, aggregating, and manipulating data from a variety of sources to synthesize into clear analysis
• Mastery of Google Analytics 360 including creation of custom reports, segments, and events required. Google Analytics certification preferred but not necessary
• Demonstrated success in presenting analysis and recommendations to influence decisions and drive business results
• Ability to validate analyses, reports, and underlying data, and collaborate with business stakeholders to inform decision making
• Experience interpreting A/B or multivariate test results
• Experience using SQL, and Google Tag Manager
• Experience with AdWords, Bing Ads, Facebook Ads, and Hotjar reporting
• High proficiency in advanced Excel skills (VLOOKUP, Pivot Tables, SUMif statements, etc.)
• Reporting Visualization experience with Google Data Studio
• Extremely comfortable working with numbers. A strong analytical thinker who can efficiently and effectively use data to optimize and improve campaign performance
• High level of initiative, ability to drive performance and exceed goals independently as well as part of a team
• An inquisitive nature. You should be excited to check the data on all campaigns each day and curious to find out the causes and effects of performance
• Ability to find the story within the data: not just the “what,” but the “why”
• Excellent team player with a proven ability to succeed on a high-performance team
• A master problem solver obsessed with finding ways to “make things better” and a never satisfied lust for learning

Work conditions:

  • Group insurance from day 1 (medical, dental, short and long term disability insurance)
  • Contribution to a group RRSP upon hiring
  • Employee assistance program (service of psychologists, lawyers, notaries and parental assistance)
  • Access to telemedicine with health professionals by chat or secure video session from day 1
  • Contribution to membership in a fitness center
  • Reimbursement of membership or renewal of a professional order
  • Free coffee