Senior Site Performance & Data Optimization Analyst

Requisition  Whirlpool Corporation Whirlpool Corporation (NYSE: WHR) is a leading home appliance company, in constant pursuit of improving life  the only major U.S.

-based manufacturer of kitchen and laundry appliances, the company is driving meaningful innovation to meet the evolving needs of consumers through its iconic brand portfolio, including Whirlpool, Kitchen Aid, Jenn Air, Maytag, Amana, Brastemp, Consul, and In Sink Erator . In 2024, the company reported approximately $17 billion in annual sales - close to 90% of which were in the Americas - 44,000 employees, and 40 manufacturing and technology research centers.

Additional information about the company can be found at

The Digital Marketing team develops marketing, merchandising and creative strategies and affiliated programs to promote the organization's products and services through the Internet or other digital channels to increase exposure to and business from the target audience and analyzes their effectiveness. Develops and maintains website graphic designs and layout to support the organization's image, identity and brands. May be responsible for social media marketing and online community management.

As the Site Performance & Data Optimization Sr. Analyst, your responsibility will be two-fold: first, you will lead website visitor journey optimization to ensure a seamless, high-converting user experience driven by data analysis. Second, you will own the performance optimization of the SEA track, maximizing the ROI of our search ad investments. As part of the Kitchen Aid Data Team, you will also support several core projects, such as maintaining digital data reporting, improving traffic tracking, and optimizing visitor identification.

• User journey analysis: using Contentsquare and GA4 analytics tools, perform journey analysis and website content performance evaluations to identify main exit reasons and friction points.
• Website optimisation: based on journey analysis and impact quantification, create a quarterly roadmap of optimizations that will either need A/B test or can lead to a direct deployment. Define the KPIs for each optimization suggestion.
• Collaboration and stakeholder management: collaborate with different stakeholders to ensure your optimisation plan is tested or/and deployed. Your main counterparts will be the Global CRO team for A/B test planning, and the EMEA Content and E-commerce team for website content change deployment.
• Impact measurement : implement a tracking system to measure the change impact, based on the relevant KPI
• Way of working : define the framework that will enable the optimal collaboration with other stakeholders and speed in results (meeting occurrence, documentation, reports...)

• Weekly reviews: follow-up the operational execution of Google Ads campaigns by our partner agency and track results to ensure our target ROI is met. Lead optimisations and tests and new ads campaigns.
• Collaborate with the e-commerce team to keep budget on track & provide feedback on performance

Being part of the Kitchen Aid Data team, you will also support on the key Data projects :

• Dashboard & reporting reviews: review the core website data dashboards on a weekly basis to make sure they are all up and running, and highlights unusual metric changes to the data tech team & business team
• Traffic tracking optimisation: make sure all paid, CRM and social traffic is tracked properly, with consistent UTM guidelines implemented
• User identification: implement strategies to increase website user identification
• New data projects : the data track is in transformation with the implementation of a new architecture, with many opportunities arising to onboard on new projects

Tech:

• Google Analytics 4 (Expert)
• Looker Studio (Expert)
• Contentsquare (Expert)
• Google Ads (Intermediate)
• Big Query (Intermediate)
• SQL (Intermediate)
• Google Work Suite (Expert)

Other :

• Proficiency in English is a must. Proficiency in French and or…