Digital marketing analyst - Marketing, communications and public affairs, Toronto

CPA Canada is seeking to add a key position to our Marketing, Communications and Public Affairs department.

CPA Canada is the national organization representing the Chartered Professional Accountant (CPA) profession in Canada.

The Opportunity

CPA Canada is embarking on an exciting transition to position the organization as an influential thought leader in the Canadian business community and a leading Canadian professional organization with a first class digital-first operation—one that will create value for current and future Chartered Professional Accountants, as well as make CPA Canada a trusted source for both large and small Canadian businesses.

Reporting to the Principal Digital, the Digital Marketing Analyst will have a critical focus on actively measuring the overarching performance of CPA Canada’s digital marketing and communication efforts. They will collaborate across the digital, marketing, content, and corporate communications teams to successfully garner a holistic view on digital marketing and communication activities and deliver strategic analysis of the results and recommendations.

The Digital Marketing Analyst will help lead improvement of the organization’s use of and understanding of data to make data-driven marketing and business decisions. They will help design and build online reporting tools and reports, working with the IT and data teams in the automation of reporting. They will provide deeper analysis identifying opportunities and insights which go beyond the standard reports.

The Digital Marketing Analyst will provide direction and guidance to the MC&PA teams in collecting, analyzing, interpreting, and presenting data in a meaningful manner that helps them assess the effectiveness of their marketing and communications campaigns. The analyst will aid in identifying optimization opportunities to improve performance of active campaigns.

The analyst is expected to have both a comprehensive and granular view on campaign and tactic executions and experience working with various digital attribution models.

The responsibilities of the role include but are not limited to:

  • Collect, analyze and interpret user behaviour using marketing and other business data sets to gain quantitative insights that will enhance decision making in the organization.
  • Work with internal stakeholders, external agencies and suppliers to collect and store relevant data sets. Perform consistent and reliable data collection, data cleaning, data enrichment, data integration and attribution.
  • Perform analysis using statistical techniques on large data sets and formulate analytics-enabled solutions to support improved effectiveness of digital marketing and communications activities. Then report on the analysis and results to senior management and other internal stakeholders.
  • Work in collaboration with IT to help automate routine presentations and reports.
  • Lead and support projects of varying sizes and complexities, including automating reports and dashboards, testing (AB, multivariate and segmentation methodologies), developing profiling/scoring models, and producing quarterly performance presentations to senior leadership.
  • Establish efficient/automated means to analyze and test large volumes of data for patterns, trends, outliers and anomalies.
  • Design and build automated reporting tools and reports that the digital, marketing, content, and corporate communications teams will use for their reporting and data-driven decision making.
  • Collaborate with internal teams and external agencies to provide insight and analysis on performance of active campaigns across social, search, display, and other digital tactics.
  • Support in the creation of post campaign performance analysis using summary statistics and diagnostic contribution analysis across segments and variables using statistical techniques and models.
  • Provide guidance and support in the creation of post campaign reports/presentations that are engaging, client-friendly, insightful, incorporating best practices in data visualization and story-telling, on an ad hoc/monthly/quarterly/yearly basis. 

The Candidate

The ideal candidate will have the following qualifications and skills:

  • Undergraduate degree in statistics, mathematics, computer science, business analytics, or related quantitative disciplines
  • 3+ years’ experience of full-stack analytics that ranges across data wrangling, data blending, data enrichment, statistical analysis, descriptive and diagnostic analytics methodologies, sophisticated data visualizations, insights generation, and client presentations
  • Strong ability to derive insights from data and experience in qualitative, quantitative, data
  • A thorough knowledge of data metric sets utilized across digital activities
  • At least 1 year working experience on SQL Server, or other structured relational database platforms; and intermediate level of SQL skills
  • Strong data visualization skills that adheres to industry established best practices, and presentation skills to simplify and package complex ideas into intuitive, decision driving client presentations.
  • Experience with Tableau, Cognos, the Google Suite of products, Sitecore, Search Webmaster Consoles and/or Adobe Site Catalyst or other similar platforms
  • Thorough understanding of data modelling and relational databases
  • Experience working with digital channels that include email, web, experiential, social or other channels that specifically involved consumer level targeted experiences.
  • Experience working with Sitecore Analytics and Coveo Search a plus
  • Experience with developing descriptive or predictive models for the purpose of consumer profiling and consumer scoring.
  • Experience with tag management platforms (DTM, GTM, Tealium IQ, Ensighten).
  • Experience working with advanced analytics/machine learning platforms such as SAS, SPSS, Alteryx, Azure ML, AWS ML; and/or SSRS and SSAS.
  • Experience working with third party data sources (and data formats such as XML, JSON), collection of reliable open source data sets in the US/Canada markets.
  • Sound understanding of HTML5/CSS/Javascript, conversion pixels, web beacons, and web crawlers.
  • Experience with analytics driven cross-selling, up-selling methodologies for technology products with long product life times, and/or consumer packaged goods with short product life times.
  • Experience working with scripting languages such as Python, VBA, or batch scripts to set up automations and integrations.

Other Matters

This position is based in Toronto.

CPA Canada offers a unique flexible and balanced working environment that allows individuals to maximize professional and personal development. We are committed to cultivating an inclusive, accessible environment, where each employee feels respected, valued and supported. Qualified individuals who wish to know more may contact, on a confidential basis: Claire Chester, Manager, Human Resources at CPA Canada at 416-204-3407 or If you require a disability related accommodation to participate in our recruitment process, please email us your contact information and we will be happy to work with you to meet your needs.