Nature & Scope → Your Role at Roots You'll play a key analytical role behind Roots' digital business — turning ecommerce data into the insights that drive strategy, sharpen investment decisions, and support growth online. You're not just tracking what happened; you're helping the business understand why, and what to do next. Sitting at the intersection of Ecommerce, Marketing, and Analytics, you'll own the reporting rhythms, build the forecasts, and surface the opportunities that keep Roots' digital channel moving forward. This is a high-visibility role for someone who is commercially sharp, deeply curious, and passionate about connecting data to real business outcomes. Key Responsibilities → How You’ll Make an Impact Act as a key analytics partner for the Ecommerce and digital leadership team — proactively identifying trends, flagging risks, and providing insights to support decision-making. Deliver the ecommerce performance reporting rhythm — including weekly trading dashboards, channel health reporting, and monthly and quarterly recaps — to support leadership visibility into the digital business. Define, track, and evolve the KPI framework for ecommerce — including traffic, conversion, AOV, channel mix, and customer acquisition metrics — and translate performance into clear commercial narratives. Develop and maintain ecommerce forecasts to support planning cycles and investment discussions, including weekly, monthly, and seasonal demand forecasts by channel, category, and key business driver. Own the hindsighting process for ecommerce — conducting structured post-period reviews that compare actuals to plan, identify what drove variance, and translate learnings into sharper forecasts and better commercial decisions going forward. Analyze the full digital funnel — from traffic source through to purchase — identifying drop-off points, conversion opportunities, and UX issues that can be acted on by the Ecom and product teams. Partner with Paid Media, CRM, and Brand Marketing to evaluate campaign and channel effectiveness, connecting marketing spend to revenue outcomes and helping teams optimize where investment is deployed. Monitor and interpret customer behaviour on-site — including search performance, product page engagement, wishlist trends, and mobile vs. desktop patterns — to surface assortment and experience insights. Support the A/B testing and experimentation program — helping teams design tests, measure results rigorously, and build a culture of evidence-based iteration. Answer the hard business questions through ad-hoc analysis — whether it's diagnosing a conversion drop, sizing a new market opportunity, or understanding the true ROI of a promotional event. Build and maintain Power BI dashboards that give the Ecom and Marketing teams self-serve visibility into their most important KPIs — without needing to pull a report themselves. Leverage AI and analytics tools to improve the speed, accuracy, and depth of insight generation — and bring a forward-looking perspective on where automation and machine learning can strengthen our ecommerce analytics capability. Qualifications & Experience → The Skills You Bring Required 6+ years of experience in ecommerce analytics, digital analytics, or a closely related field, ideally within retail or a consumer brand environment. Deep understanding of ecommerce performance drivers — traffic, conversion, AOV, channel mix, customer acquisition, and retention — and proven ability to connect metrics to commercial outcomes. Strong experience with BI tools (Power BI preferred) building dashboards and reports that stakeholders use consistently. Proficiency with web analytics platforms (GA4 preferred) and the ability to interpret customer journey data across the full digital funnel. Experience building and maintaining ecommerce forecasts and sales planning models, including seasonal and weekly demand forecasting. Comfort with hindsighting and post-period analysis — able to close the loop between plan and actuals and turn variance analysis into forward-looking recommendations. Strong written and verbal communication skills, with demonstrated experience presenting to commercial and executive audiences. Ability to synthesize complex data into clear, decision-ready narratives for non-technical stakeholders. Nice to Have SQL or Python experience for self-serve data exploration and more complex analyses. Familiarity with paid media platforms (Meta, Google, TikTok) and experience evaluating their performance holistically — beyond platform-reported metrics. Experience with Snowflake or similar cloud data platforms. Background in omnichannel retail — understanding how digital behaviour connects to in-store and loyalty outcomes. You Are A storyteller first — you know that a great insight is only as valuable as how well it's communicated. Proactive and commercially minded, always connecting data back to business outcomes and growth opportunities. Naturally curious and relentlessly diagnostic — you're never satisfied with "what happened" and always dig into the "why" to uncover the insight behind the number. Organized and delivery-focused, able to manage a reporting cadence, a forecast cycle, and ad-hoc requests at the same time without dropping the ball. Comfortable with ambiguity and skilled at prioritizing the questions that matter most in a fast-moving retail environment.