Chief Analyst Growth, tests, SEO

Position Title: Chief Analyst Growth, tests, SEO

Job Requisition ID: 49943

Career Group (ADSP): Administration

Division: Qc - Stratégie Num. / Commerce en ligne (80069071)

Department: Marketing and e-Commerce

Work Location: ON - 5559 DUNDAS STREET W

Province: Ontario

The typical salary range for this position is $69 800.00 - $104 800.00 annually. The base salary offered will be determined based on the candidate’s job-related knowledge, skills, education, experience, and internal equity considerations.

This is a posting for an existing, temporary full-time position until January 2028

SUMMARY:

Reporting to the Director, Digital Analytics & Performance, the Chief, Analyst Growth, Tests and SEO is responsible for measuring and analyzing the performance of digital journeys, organic growth levers and optimization initiatives to improve the customer experience and the discoverability of digital platforms, including traditional search engines and emerging generative AI environments.

The incumbent develops an in-depth understanding of user behaviour across the entire digital journey, including organic entry points, content discoverability in search engines and generative environments, as well as the factors influencing qualified acquisition, and provides business, product and optimization teams with the insights needed for decision-making.

Using behavioural, transactional and digital performance data, the incumbent identifies improvement opportunities, measures the impact of implemented initiatives and helps foster a data-driven decision-making culture.

The incumbent supervises the analysts under their responsibility and contributes to the development of analytical practices, dashboards and tools used to manage digital experience performance.

SPECIFIC RESPONSIBILITIES:

Digital Performance Analysis
- Develop and maintain key performance indicators for digital journeys.
- Monitor conversion funnel performance across digital platforms.
- Analyze user behaviour to identify growth opportunities and friction points.
- Measure the adoption and use of digital features.
- Produce analyses that explain the factors influencing acquisition, engagement, conversion and retention.

Customer Journey Analytics
- Develop an in-depth understanding of customer behaviour across digital journeys.
- Use data to support the identification of pain points, abandonment and obstacles affecting the user experience.
- Quantify the potential impact of identified improvement opportunities.
- Develop data-driven recommendations to support the evolution of digital experiences.
- Work closely with user experience, product and conversion teams.

Experimentation Analysis
- Define the measurement approaches required to evaluate optimization initiatives.
- Support CRO teams in designing and evaluating experiments.
- Design measurement plans for A/B tests, pilots and other experimentation initiatives.
- Analyze results and validate their statistical significance.
- Document and communicate learnings from experiments.

SEO, GEO, Discoverability and Digital Acquisition Performance
- Monitor the organic performance of digital platforms, including traffic, rankings, impressions, click-through rate and contribution to conversions.
- Analyze SEO data to identify trends, technical issues, content opportunities and levers for improving organic search performance and discoverability in generative AI environments.
- Evaluate the SEO and GEO performance of pages, categories, content and key journeys to guide optimization priorities.
- Collaborate with Marketing, Product, Content, UX and Technology teams to support the application of SEO best practices across digital initiatives.
- Develop analyses to inform decisions related to discoverability, content structure, entry journeys, content performance and visibility in AI-generated responses.
- Provide Marketing, Product and journey leads with the insights needed to support growth in qualified organic traffic.

Analytics Governance and Measurement Standards
- Design and maintain digital performance dashboards and measurement standards.
- Ensure KPI consistency across teams.
- Develop tools for the continuous monitoring of customer journeys and conversion.
- Integrate key SEO indicators into dashboards to support regular monitoring of discoverability and organic performance.
- Advance digital analytics practices and capabilities.

Analytics Leadership
- Coach and develop the analysts under their responsibility.
- Ensure the quality, consistency and reliability of analyses produced by the team.
- Develop best practices in performance analysis, financial modelling and data visualization.
- Contribute to the evolution of the organization’s analytical tools, processes and methods.
- Act as an expert and advisor to business partners on commercial performance measurement.

QUALIFICATIONS:
- Bachelor’s degree in analytics, statistics, digital marketing, eCommerce or a related field.
- A minimum of 7 to 10 years of experience in digital analytics, conversion optimization or business intelligence.
- Extensive experience with web analytics tools (GA4, Adobe Analytics or equivalent).
- Proficiency with dashboarding tools such as Power BI, Looker or Data Studio.
- Experience measuring and analyzing tests and experiments.
- SEO experience, including organic performance analysis, content discoverability, the evolution toward GEO, and measurement of the impact on acquisition and conversion.
- Knowledge of SEO and organic performance measurement tools such as Google Search Console, Semrush, Ahrefs, Screaming Frog or equivalent.
- Experience managing or coordinating analytics teams.
- Excellent ability to interpret complex data and communicate business recommendations.
- Bilingual in French and English.

The responsibilities and relationships assigned to this role may change as is necessary to achieve Metro's business objectives.

Disclosure on Use of Artifical Intelligence in Recruitment: At METRO, we are commited to transparency and fairness in our hiring practices. In compliance with Ontario's Employment Standards Act (Bill 149), we disclose that METRO and certain third-party job boards we use incorporate artificial intelligence (AI) technology to assist in screening, assessing, or selecting applicants for positions. The use of AI helps us efficiently review the large volume of applications we receive, ensuring that every candidate's profile is considered promptly and consistently. This technology supports our goal of providing an equitable and streamlined recruitment experience for all applicants. While AI tools support our recruitment procedures, all decisions throughout the process are made exclusively by METRO's Talent Acquisition team or METRO employees. At no stage does AI determine recruitment outcomes.

METRO is committed to providing an inclusive work environment that reflects the communities we serve. The company values, respects and relies on the diversity of backgrounds, experiences, and points of view because it allows us to innovate, make better decisions and better understand our customers. We will consider qualified applications from all walks of life to build the best team.

We encourage you to let us know if your current condition requires accommodation in the recruitment process so that we can accommodate you.

Please note that we will only contact those whose applications are selected.

We respectfully request that agencies do not contact us or send us unsolicited applications.