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Director of Analytics & Data Strategy

Metroland Media Group Ltd.

17 Aug 2017
Job Code:
  • Marketing / Advertising / PR
Metroland Media Group Ltd.
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Job Details

Metroland Media | Working At Metroland |One Yonge

One Yonge

One Yonge

Job Title:  
Director of Analytics & Data Strategy
Job Category:  
Job Type:  
Full Time
Number of Positions:  
Job Location(s) 
Posted Date 

More information about this job:




Where do you find your local community news? How do you stay connected to new and old businesses in your community? Metroland Media is a communication company built on a strong history of provID: ing the news to Ontario’s door steps for over 100 years. In this ever growing industry we have continued to evolve, allowing us to become the industry leaders. Flyers, magazines, trade shows, digital advertising and distribution is a snapshot of our companies breadth. If you are looking for a dynamic company built on a strong history within your community, look no further.

Or something more specific to your location





The Director of Analytics & Data Strategy is responsible for the direction, coordination and implementation of Metroland’s data strategy, with particular focus on digital analytics to drive business growth. This role is responsible for understanding the data needs of our business stakeholders and leading a core team to design and implement a data tool set to extract insight, trend and predictive analytics to support business strategy and inform business decisions.





Data Strategy:

  • Develop and lead the execution of a data strategy and an analytics “engine” to both guID: e and support Metroland’s overall business strategy as Canada’s leading community focused media and marketing solutions organization
  • Create and execute a strategy for data capture/collection, ensuring that Metroland is capturing the right data for audience insights. Evangelize the usage of audience insights throughout all levels of the organization
  • Partner with business leaders to develop strategies for the use of data/insight to inform key business initiatives and to drive revenue and profit growth for those initiatives



Data Driven Decisions:

  • Combine audience insights with deep analysis of Metroland’s digital content, to develop a clear understanding of what influences our audience to engage with and share articles
  • Act as a consultant for sales teams in crafting data-driven stories to support client proposals that demonstrate the power of Metroland’s products
  • Generate hypotheses for A/B testing of Metroland’s websites, mobile apps, emails, landing pages, and ad creative to optimize conversion and engagement rates. Work with analysts to execute tests and interpret results


Data Talent:

  • Lead and mentor the Analytics team within Metroland Digital, focused on creating business driving data tools and supporting a data driven culture across the organization
  • Set strategic objectives and priorities for Analytics team members that align with overall corporate strategy
  • Oversee business analytics, web analytics, data science, data warehousing, SEO/SEM, and email/database marketing
  • Participate as a key member of Metroland’s Digital Leadership team to help drive our digital strategy and support its execution

Data Architecture and Tools:

  • Develop and execute a Business Intelligence strategy, blending data from multiple sources into easily accessed, automated dashboard reports for key stakeholders (sales, marketing, operations, business leads, executives, analysts)
  • In collaboration with the Manager of Data Technology & Integration, develop a strategy for Metroland’s data warehouse, leveraging its capabilities as a strategic asset for the company.
  • Act as the internal expert for web analytics applications (Omniture and Google Analytics), and evangelize use of web analytics insights throughout the organization
  • Lead Metroland’s email/database marketing strategy and execution, in collaboration with the Email Marketing Manager and business leads



The Competencies:

  • Proven Team Builder – experience building and leading high-performing teams
  • Strong Communicator – with the ability to turn complex analytical concepts into insights and ultimately into business stories that can drive results
  • Effective Collaborator – to achieve shared goals through cooperation, sharing knowledge, joint problem solving and celebrating success
  • Tenacious and Results Driven –setting high goals for oneself and others. Accomplish goals by effectively working through challenges
  • Business meets Analytics meets Technology – A blend of both business/strategy and technical/analytics experience and abilities



The Skills:

  • Expert level Excel skills
  • Expertise in quantitative and qualitative analysis
  • Experience in statistical analysis (regression, correlation, statistical significance, etc)
  • Experience with data visualization tools and business intelligence platforms (eg: Tableau, Cognos, Microstrategy, etc)
  • Experience with big data technologies such as Hive, Impala, Apache Spark, and/or neo4j is an asset
  • Experience with ETL processes and technologies such as Talend is an asset
  • Experience in email marketing, CRM, marketing automation and personalization
  • Experience forming strategy and executing paID: and organic search programs
  • Expert level knowledge of web analytics platform implementation and use (Google Analytics and Omniture)



  • Work with and have the opportunity to help transform wID: ely respected brands that have been serving Canadians for over 100 years
  • Leverage a rapID: ly growing data warehouse with 20+ TB of data collected from across the organization
  • Lots of “low hanging fruit” to harvest, giving you the opportunity to have a real impact on the future direction of Metroland
  • Have the opportunity to evaluate, implement, and use cutting edge big data technologies
  • Lead a data-driven, algorithm-based email program for 3 million email subscribers across Canada





Metroland is committed to accessibility in employment and to ensuring equal access to employment opportunities for candID: ates, including persons with disabilities. In compliance with AODA, Metroland will endeavour to provID: e accommodation to persons with disabilities in the recruitment process upon request. If you are selected for an interview and you require accommodation due to a disability during the recruitment process, please notify the hiring manager upon scheduling your interview.


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