DTC (Direct-to-Consumer) Website Analyst

Description

The DTC Web Analyst at Conair LLC plays a critical role in driving the performance, measurement, and optimization for the direct-to-consumer business. This role ensures data integrity, delivers comprehensive reporting, and transforms complex datasets into actionable business insights.

About the role

Conair is a leading international designer, manufacturer, and marketer of branded personal care and small kitchen appliances, cookware, hairbrushes and accessories, cosmetic bags, and travel accessories. The DTC Web Analyst supports the performance and optimization of the direct-to-consumer business.

Responsibilities

• Develop, automate, and maintain dashboards tracking core DTC KPIs including revenue, conversion rate, AOV, traffic, retention, and funnel performance.
• Deliver daily, weekly, monthly, YoY, and executive level reporting to support business reviews and decision-making.
• Build projections and forecasts using historical data to support goal tracking and long-term planning.
• Ensure data accuracy, consistency, and integrity across all reporting outputs.
• Identify trends, anomalies, and opportunities across site behavior, product performance, and marketing channels.
• Conduct segmentation by customer, product category, channel, and on-site behavior to uncover growth opportunities.
• Analyze conversion paths, drop-off points, and customer journeys to improve UX and reduce friction.
• Translate insights into clear, actionable recommendations for DTC, Brand, and Marketing partners.
• Analyze performance across paid media, social, SEO, email, and onsite merchandising efforts.
• Monitor campaign and product-level performance to inform optimization of spend, content, and targeting.
• Support testing initiatives (A/B tests, UX tests, content tests) and measure incremental impact.
• Partner with marketing teams to connect media performance to on-site behavior and conversion outcomes.
• Support troubleshooting analytics tracking issues and collaboration with IT / development teams on implementation and QA.
• Leverage qualitative tools (heatmaps, session recordings, engagement metrics) to complement quantitative analysis.
• Stay current on analytics tools, ecommerce trends, and emerging measurement technologies.

Qualifications

• Bachelor’s degree in Analytics, Business, Marketing, Economics, or a related field.
• 2+ years of experience in ecommerce, digital analytics, or DTC focused roles.
• Experience with web analytics platforms (e.g., Google Analytics, PowerBI).
• Advanced Excel skills; experience with dashboards and data visualization tools.
• Strong analytical thinking with the ability to communicate insights clearly to non-technical stakeholders.

Preferred

• Experience supporting a DTC ecommerce business or high volume ecommerce environment.
• Familiarity with ecommerce platforms and MarTech stacks (e.g., Salesforce Commerce Cloud, Heap, media platforms).
• Experience with UX analysis tools (heatmaps, session replays, experimentation platforms).

Environmental Factors

Working conditions are normal for an office environment. Must be able to sit for extended periods of time. Must be able to use a computer keyboard and view a monitor for extended periods of time. This role requires Stamford, CT office on-site presence Monday through Thursday, with the flexibility to work remotely from anywhere on Fridays.

What we offer

• Comprehensive Medical/Dental/Vision plans
• Generous Paid Time Off Programs
• Life & Disability Insurance
• FSA/HSA/Dependent Care FSA
• Paid Parental Leave
• 401k and company match
• EAP & Employee Wellness Programs
• Volunteer Days
• Free breakfast and lunch in the Stamford office