Marketing Business Analyst

3 weeks ago

Hillsborough, United States Carrot-Top Industries, Inc. Full time

Company Description

At Carrot-Top Industries, we are a 44-year-old company specializing in American flags and patriotic products, transitioning from a catalog-focused business to a digitally driven eCommerce model. We are seeking a Marketing Analyst to support this transformation through data analysis and reporting.


Role Description

The Marketing Analyst generates reports and translates data into actionable insights, working as a data champion across departments. The role includes working with an analytics vendor to provide data insights and models, and planning and implementing reporting strategies across data platforms. The Analyst conducts full lifecycle customer and product analyses, supporting marketing, merchandising, and broader business strategies.


This position requires strong documentation skills to ensure that all reporting instructions and procedures are well-documented. The Analyst will also monitor data quality and implement improvements where necessary. Typical reports include customer segmentation for marketing campaigns, statistical analysis of test data, sales data and product pricing analysis.


Essential Functions

Data & Reporting

  • Data analysis and development of reporting methods using MS Power BI, Oracle NetSuite, SQL, Access, Excel, and Web analytics.
  • Use statistical methods, predictive analytics or machine learning techniques to analyze data and generate
  • seful business models or reports across the business.
  • Employ data visualization with excellent written and oral communication skills to effectively convey complex data-related concepts to a variety of technical and non-technical audiences.
  • Create and monitor KPIs related to customer retention, acquisition, and lifetime value to drive data-driven decisions, help the marketing team pivot strategies as needed. 

Customer & Product Insights

  • Evaluate customers’ online and offline behavior and provide insights, draw conclusions, create models and make recommendations for acquisition, retention, and personalization.
  • Perform predictive modeling, price optimization, conjoint analysis, and segmentation to inform strategic direction.
  • Analyze product sales data, identifying trends and optimizing assortments, pricing, and bundling strategies.
  • Develop and test pricing strategies, analyzing market data, competitor pricing, and consumer behavior to help us stay ahead in the marketplace using tools like Prisync or SEMrush.

Marketing Campaign Analysis

  • Analyze and recommend enhancements to cross-channel attribution models to provide insight into how marketing dollars are allocated
  • Collaborate with marketing team and data partners to identify, build and analyze customer contact data segments for print, email, telemarketing, and digital marketing, and identify opportunities to improve ROI and ROAS
  • Perform analysis on traffic, conversion rates, pricing, campaign performance, and other relevant data to identify upside opportunities and to diagnose drivers of revenue, volume, and strength and/or weakness of outreach efforts.
  • Manage customer contact strategy to determine house and prospect files to mail or catalog.
  • Set up and analyze A/B tests for marketing campaigns, landing pages, and pricing models, offering insights into consumer behavior and driving informed decisions.

Technology Optimization & Data Management

  • Oversee integrations between data systems like NetSuite, Celigo, GA4, Kalvio, Google Analytics and other platforms, ensuring that internal teams and data partners have a cohesive view of performance metrics. 
  • Manage the customer database to ensure data quality, duplicate detection, and areas for improvement.
  • Incorporate methods for maintaining data integrity and quality checks to avoid inaccuracies in analysis and reporting.


Education and Experience

  • Bachelor's Degree in Mathematics or Statistics
  • 5+ years of total data analyst experience required
  • 2+ years of Data analysis in a marketing role required
  • 1+ years of merchandizing preferred


Preferred Knowledge and skills

Database tools: (NetSuite Oracle, SQL, Access, Google Analytics, Python, R) Looker Studio, Google Analytics, Google Ads. Power BI


Required Working Knowledge and skills 

• 5+ years’ experience with SQL, OBDC, Python, R

• Microsoft products (Excel, Access, Teams, PowerPoint, Power BI)

• Good understanding of SIC’s, NAICS, etc.

• Skills in working with lists for direct mail, email, and interfacing with our ERP Netsuite. 

• NetSuite experience preferred but not necessary (saved searches, Reports, analytics)

• Ability to handle large amounts of data and make sense of trends

• High-quality standards and strong attention to detail and documentation 

• Maintain strong process orientation and documentation skills.

• Excellent organizational skills, ability to prioritize, multi-task, and meet deadlines 

• Excellent verbal and written communication skills 

• Be Self-motivated and positive approach to your work; self-manage your workload/tasks

• Equally important is to work in a team and cross-functionally for a better business intelligence environment.

• Attendance and punctuality are mandatory 

• Flexibility to work additional hours to meet deadlines (flexible working hours beyond 90 days with manager approval)

• Ability to problem solve and maintain accuracy


NOTE: This role is only open to US-based candidates located in the 48 continuous states. Out-of-country or sponsorship candidates needing HB-1 visas will not be considered.

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