Web Performance Specialist - Vancouver, Canada - Rocky Mountainer

Description

Purpose

The Web Performance Specialist reports to the Manager, Digital Experience.

This position is responsible for ensuring Rocky Mountaineer's web experiences are performing optimally to create an exceptional experience for our guests and trade partners, while delivering on our business objectives. The person will develop a scalable, robust A/B testing / conversion rate optimization framework for Rocky Mountaineer and lead our web optimization efforts to drive online revenue and improve conversion rate with brand perception in mind. This position will collaborate and leverage the expertise of other members of the Marketing team and other business units to identify and prioritize new opportunities to further evolve our web experiences. The person will also be responsible for driving improvements to our processes and systems that support our websites to maximize service uptime and speed-to-market of our product launches. This position will oversee our partner agencies to ensure our web development sprints are prioritized to align with business goals and resolve any challenges / roadblocks that might impede our deployments.

Key Areas of Accountability

Website and Content Management:

• Support in managing website content based on stakeholder objectives, performance, and user & customer experience research.

• Support in creating and updating package itinerary information based on product changes, performance, best practices, and research.

• Support in opening and updating tickets for website development based on analytics, sales team and direct guest feedback and customer research.

• Work directly with development and IT teams to answer questions, decide next steps and troubleshoot issues.

• Participate in the organization & planning of usability testing for new applications & features.

• Support with preparing reports on website performance, including pagespeed, usability, traffic, and conversion with recommended next steps.

Conversion Rate Optimization:

• Leverage data of our web platforms via Google Analytics and other analytics tools to identify opportunities to optimize conversion funnels

• Lead cross-functional discussions and brainstorms to generate ideas and strategies for maximizing our conversion goals

• Develop a scalable and robust framework and roadmap for continuous A/B testing / conversion rate optimization

• Design and execute controlled experiments (A/B tests, multivariate tests, surveying, heat map analysis) that adhere to best practices

• Prioritize and maintain a testing calendar to make best use of available traffic and testing resources and avoid any conflicts between tests

• Document test results and communicate insights and recommendations to all levels of the company clearly and concisely

• Oversee our development agency partners to ensure that the accuracy and robustness of our web data tracking supports our analytics and optimization efforts

Systems and Process Improvement:

• Take proactive measures based on recommendations from our development agency partners to ensure website and supporting systems are operating efficiently

• Identify and action opportunities to improve our Kaptio systems to streamline processes such as product launches, content management, etc.

Trade Engagement:

• Work closely with Partnership Marketing, Outside Sales and User Experience Designer to enhance the Agent Portal experience and increase trade partner engagement

• Work with the Manager, Digital Experience to develop a roadmap and strategy for our trade platforms to drive long-term objectives

Qualifications

Education, Certification, Licenses

• Post-secondary education in human-computer interaction, computer science or related area of study

• Certification in user experience or user design (desired)

Experience

• Minimum 4 years online marketing experience

• At least 2 years of experience analyzing data, preparing reports and recommendations

• Experienced in designing, implementing, and evaluating A/B test experiments

• Experienced in evaluating creative and recommending improvements to improve results

• Experience conducting usability testing (desired)

• Experience working within a CMS (Content Management System), Drupal experience; an asset

• Experience with design programs, such as Illustrator and Photoshop; an asset

• Should be familiar with Agile Development Process

Skills

• Expert analytical and quantitative problem-solving skills, including conducting research, analyzing data, developing hypotheses, and synthesizing recommendations

• Expert knowledge of Google Analytics and Google Tag Manager

• Advanced knowledge of A/B testing tools such as Hotjar, Crazy Egg, Optimizely, or Google Optimize.

• Advance knowledge of Excel or similar tools to help transform and manipulate data to report on it in a meaningful way (desired)

• Knowledge and use of UX design patterns (desired)

• Excellent written communication skills

Attributes

• Ability to work with people from different disciplines and backgrounds who have varying degrees of technical knowledge

• Ability to communicate and present test results, insights, and recommendations to all levels of the company clearly and concisely

• Ability to think globally and creatively to quickly develop solutions to challenges

• Ability to work collaboratively in a fast paced and ever-changing environment

• Ability to work well under pressure with multiple projects and timelines while being detailed-oriented

• Ability to influence stakeholders at various levels

• Strong work ethics with the ability to work independently and in a team environment

• Data driven mindset when making decisions

• A thirst for knowledge and desire to keep up with the latest digital trends to sharpen your digital skills

Compensation

• The base salary offered for this role is $62,000 - $75,000 per annum and can vary based on job-related expertise, qualifications, experience and internal equity.

• Eligible for Rocky Mountaineer's Bonus Program

Eligible Benefits

Rocky Mountaineer supports our team members' health and wellness by providing a comprehensive medical plan with 100% employer paid premiums, some of which includes:

• Medical, Dental, Vision, Life Insurance

• Short term disability, long term disability, and Accidental Death & Dismemberment policy

• Travel emergency assistance

• Vacation time, sick time, and company holiday pay

• Up to 5% RRSP and/or TSFA match

• Two complimentary annual train tickets after first year of employment

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