CRM & E-Commerce Performance Analyst

Company Overview

Brother is a leading provider of home and office equipment, sewing and crafting products, and industrial solutions. With a legacy spanning over 115 years, our brand is renowned for producing award-winning printers, sewing machines, P-touch labelers, and more. Brother Canada was established in 1960, marking over 65 years of operations. Brother Canada is headquartered in Dollard-des-Ormeaux, Quebec and is a wholly owned subsidiary of Brother International Corporation (BIC), based in the United States. BIC is in itself a subsidiary of Brother Industries Limited (BIL), which was founded in 1908 in Nagoya, Japan and operates in more than 30 countries worldwide.

Why Work at Brother?

At Brother Canada, we’re more than a team; we’re a community guided by our culture drivers of Accountability, Authenticity, Excellence, and Boldness. We foster collaboration, growth, and work-life balance through flexible hours, hybrid work options, wellness subsidies, learning and development, recognition programs, and employee discounts. With roots in Montreal since 1960, we embrace continuous improvement and a culture of “Challenging Spirit,” offering stability while delivering a superior customer experience.

Role Overview

Reporting to the Director, Customer Experience, the CRM and eComm Performance Analyst is a business-minded analytics leader who is comfortable operating in ambiguity, influencing cross-functional teams, and translating complex data into clear recommendations. Designs and leads insight methodologies that transform paid media, website analytics, and customer data into practical, actionable insights to support business decision-making.

The role focuses on converting fragmented customer and digital data into a unified, trusted decision framework that helps the team prioritize the right growth levers, optimize the end-to-end customer journey, and drive D2C growth.

As a strategic partner to the CRM and digital teams, the CRM and eComm Performance Analyst provides accurate reporting, meaningful analysis, and subject-matter expertise to guide improvements in campaign performance, acquisition efficiency, customer experience, and customer lifetime value.

Duties & Responsibilities

Reporting & Insights

• * Establish clear measurement and reporting approaches that help teams understand what is working, what is not, and where to focus to drive growth across Digital, eCommerce, and Customer Connection
• Analyze digital campaigns to identify which channels, audiences, and messages drive the strongest results and highest-quality customers.
• Provide reporting on digital performance and customer segments—including traffic quality, funnel metrics, landing-page performance, high-value customer (HVC) profiles, and database health—to support both ongoing digital optimization and retention/re-activation strategies.
• Collaborate with the digital team and customer connection teams to translate findings into clear, actionable insights and challenge assumptions to support business decisions.
• In collaboration with the Analytics team contribute to the development and maintenance of dashboards/reports combining digital campaigns, website and CRM data to monitor performance and trends.

Customer Behavior & Segmentation

• * Analyze purchase and website navigation journeys to uncover drop-off points, conversion barriers, and high-performing touchpoints.
• Contribute to segmentation and targeting for lifecycle, loyalty, connected customer, and marketing automation programs by providing relevant data points and trends
• Monitor customer behaviors and subscription cohorts to measure offer effectiveness, conversion tactics, and engagement trends.
• Monitor data acquisition channels (product registrations, program sign-ups, and email opt-ins) and recommend improvements.
• Identify churn risks and opportunities to strengthen retention through customer lifecycle analysis.
• Create a process for data hygiene and cleansing e.g. bridge data gaps or messy CRM entries.

Digital Performance & Website Optimization Support

• * Establish performance analysis approaches and evaluation criteria for digital campaigns and on-site behavior, ensuring consistent interpretation of results across teams
• Analyze digital marketing campaign performance across paid search, paid social, display, and other channels to identify optimization opportunities in collaboration with Digital Media team.
• Evaluate traffic sources, campaign types, and device behavior to improve conversion rates, traffic quality, and customer experience.
• Analyze site engagement trends (bounce rate, time on page, funnel completion) and provide insights to Digital & UI/UX teams.
• Support digital performance reviews by consolidating campaign insights with website behavior to identify full-funnel opportunities.
• Familiarity with setting up events within GA4 and maintenance of our setup.
• Perform specific one-off analysis regarding promotions, journeys, and cross-channel initiatives to uncover optimization and growth opportunities.
• A/B test analysis: analyzing results from experimentation tests from various channels (web, CRM, paid media)

Data Quality, Governance & Collaboration

• * Collaborate with Data Privacy, Data Governance, IT, and A&I to define data quality expectations, analytical requirements, and guardrails to ensure customer data accuracy, compliance, and reliability across systems.
• Identify and resolve data integrity issues to ensure trustworthy reporting.
• Build strong partnerships with Customer Connection and Digital teams to understand needs, clarify requirements, and ensure insights drive business outcomes.

Experience & Qualifications

Education & Experience

• * Bachelor’s degree in Business, Marketing, Data Analytics, Economics, or a related field.
• 4-6 years of experience in digital analytics, customer insights, CRM analytics, or marketing performance roles.
• Experience working with web analytics, paid media reporting, CRM databases, or lifecycle programs.

Technical Skills

• * Proficiency in queries, analytics and dashboard tools (e.g., SQL, Looker Studio, Tableau, Power BI, GA4, Supermetrics).
• Experience working with CRM and lifecycle management tools (e.g., Salesforce Marketing Cloud, MCI).
• Knowledge around digital tracking, strong understanding of marketing KPIs (CTR, CPA, ROAS, conversion rates, segmentation metrics).
• Understanding of sales attribution concepts and methods, including Marketing Mix Modeling (MMM) and weighted/multi-touch attribution approaches.
• Familiarity with customer segmentation methods such as RFM, HVC attributes, IoT behavioral data, and lifecycle analysis (LTV).
• A/B Testing experience

Core Competencies

• * Ability to translate complex data into simple, actionable insights for non-technical stakeholders.
• Strong communication skills in French and English.
• Proficiency in both written and spoken English is essential for effective correspondence with clients, suppliers, business partners and colleagues beyond the province of Quebec.
• Highly organized, detail-oriented, and able to balance recurring reporting with project-based analysis.
• Collaborative mindset, comfortable working across CX, Digital, CRM, IT, and A&I.
• Adaptable, proactive, and able to work in fast-paced, time-sensitive environments.

Our Benefits

We believe benefits should empower you to thrive at work and beyond. Our health and wellness benefits go beyond the basics, with medical, dental, vision, mental health support, financial advisors, and fitness programs to keep your mind and body in top shape. We’re big believers in recharging your batteries, with flexible vacation, personal days, summer hours, and a company-wide holiday shutdown so you can enjoy real downtime. Our retirement plan helps your savings grow faster with matching contributions and extra perks like a TFSA and mortgage benefits. And because growth fuels success, we invest in you with development programs, from LinkedIn Learning and Brother curated learnings to tuition reimbursement and personalized development plans. But it’s not all work, we love to celebrate! From BBQs to gala nights and our STAR recognition program, your wins get noticed and rewarded. At Brother Canada, we are truly At Your Side, supporting your success every step of the way.

Our Mission, Vision & Culture

Our mission is to live our “at your side” promise to simplify and enrich the lives of our customers, employees, and communities. We aim to be where people and technology meet, providing products and solutions that enhance how people live, work, and create. We look to our strategic culture drivers - accountability, authenticity, boldness, and excellence - to enable us to consistently deliver on our vision, mission, and shared values. These drivers help us shape a culture that empowers the business to succeed.

About Where We Work

Brother Canada’s head office and distribution centre in Montreal’s West Island is at the heart of our operations, housing teams in Marketing, Sales, Customer Experience, HR, IT, Finance, Supply Chain, and more. Our sales office in Mississauga, Ontario, and distribution centre in Richmond, British Columbia, support our coast-to-coast operations. We collaborate across Canada and Brother Americas - always At Your Side.

Equal Opportunity Employer (EOE) Statement

At Brother Canada, we strive to provide an environment where everyone feels valued by respecting individual differences and welcoming diverse life and work styles. We are an equal opportunity employer and do not discriminate or make employment decisions on the basis of race, colour, religion, sex, disability, or any other protected characteristic.