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eCommerce Search Analyst (SEO)

DATE:  Nov 11, 2020
CITY:  Columbus
BRAND:  Designer Brands
REQ #:  109633
LOCATION NAME:  Home Office, Columbus

Brand: Designer Brands
Req #: 109633 
Location Name: Home Office, Columbus 
Department: Digital


Job Title: eCommerce Search Analyst 


General Summary:  The Digital eCommerce Search Analyst  will be responsible for delivering highly relevant & personalized on-site search and product recommendation results for customers at every touchpoint of their journey. The Analyst will support & partner with the Sr. Digital On-Site Search & Personalization Analyst for’s SEO strategy, personalization roadmap & will focus on driving demand & conversion through the management of strategies, merchandising, analysis, A/B testing & actions.


Reports to: Senior Manager, Online Merchandising, Personalization & Future Initiatives


Essential Duties and Responsibilities:
On-Site Search, Personalization & SEO:
o    Develop & analyze digital on-site search merchandising strategies & tactics that align to overall ecommerce initiatives to maximize conversion and sales for specific categories on
o    Identify merchandising opportunities to increase conversion, demand, click thru rate, bounce rate and optimize the overall customer experience 
o    Oversee, manage & analyze type ahead search terms, on-site search re-directs and thesaurus entries to drive demand, conversion & the most optimal customer experience 
o    Owner of the monthly site search audit & decision maker on actions (i.e.: identify merchandising opportunities, optimizing results of top searches, high bounce rates, low click-thru rates, low conversion)
o    Lead in site BCOE & testing for new search & personalization functionality/enhancements
o    Partner with the Sr. On-Site Search & Personalization Analyst on personalization roadmap & product recommendations
o    Partner with UX designers, Digital Optimization Analyst & customer experience team to create A/B testing strategies & manage/test site enhancements to improve how the customers are interacting with the site
o    Serve as the champion of natural search across the DSW organization, including monitoring industry trends and search engine algorithms and maximizing performance from strategy through execution, in partnership with media agency
o    Develop and report-out on SEO performance on an ongoing basis, including partnering with agency & analytics teams to monitor, track, and report on search KPIs, overall performance, and trends
o    Work cross-functionally on all aspects of SEO, including research, strategy and implementation
o    Develop SEO best practices and strategy for and external marketing channels
o    Work with cross functional partners to implement and measure SEO strategies 
o    Frequently test and monitor performance to identify site issues; Collaborate with IT partners to resolve defects
o    Ensure alignment between marketing and SEO strategies
o    Educate DSW partners on the importance of SEO, best practices and how it fits into a larger marketing and customer acquisition strategy
o    Conduct ongoing keyword research to apply a customer-first lens to marketing and merchandising strategies and product content
o    Partner with 3rd party vendor to implement personalization strategies to drive improvements of browsing/shopping experience based on gender, purchase affinity, and geolocation
o    Execute & give input on advanced merchandising rules to cross-sell, up-sell and encourage new product discovery
o    Analyze & optimize the personalization rules to drive a relevant customer experience & report out on performance to cross-functional partners & leaders
o    Continuously enhance the experience by executing A/B tests and communicating test performance to key stakeholders

Reporting & Analysis:
o    Responsible for analyzing all-encompassing search reporting; weekly in-depth analysis of top on-site search terms, null searches, brands & silhouettes & KPIs (conversion, click thru rate, bounce rate) to ensure relevant product is returned, identify opportunities/actions
o    Present business insights & actions to digital team, leadership & cross functional partners on a weekly, monthly & quarterly basis
o    In depth analysis of buying areas & present insights/findings, opportunity & actions during monthly digital & buying meetings
o    Utilize digital reporting to understand .com business trends, identify opportunities & make recommendations to Sr Analyst & cross functional partners based on how customers are shopping
o    Partner with Analytics team to develop new digital reporting to improve reporting efficiencies


Required Skills and Competencies: 
•    Analytical & proficient in the utilization of site analysis tools (i.e.- Adobe Anablytics, Google Analytics, or similar tools)
•    Understanding of search concepts: automatic phrasing, facets, stop words, sorting, relevance ranking, similar search, spell correction, and auto-suggest
•    Strong prioritization skills & proven ability to successfully handle multiple tasks
•    Strong analytical, oral & written communication skills 
•    Proven capability of developing, executing strategic plans & communicating to key stakeholders, cross functional partners & leadership
•    Demonstrated ability to think strategically and creatively in order to solve problems
•    Ability to work under pressure in a fast-paced environment and within a collaborative team environment
•    Passion for the eCommerce business and a desire to contribute to the growth and evolution of DSW 
•    Uses business knowledge, critical thinking, and sound judgment in the solution of problems or the pursuit of business opportunities.
•    Must be a self-starter with the ability to work autonomously and efficiently, with strong attention to detail

SETTING GOALS – Plans and organizes work efficiently with DSW’s mission as a compass.  Generates new ideas, supports change.  Continuously seeks new knowledge and uses new information effectively.  

WORKING WITH OTHERS – Listens to others and values opinions, promotes a team atmosphere by demonstrating humility and respect, appreciates the importance of diversity.  Builds effective relationships, relates well to others, delivers and responds to feedback in a constructive manner.  Is dedicated to working with business partners to exceed the expectations of the customer (internal and external).

GETTING RESULTS – Takes initiative, is personally accountable for work performance; targets and achieves results.  Simplifies and processes complex problems, understands underlying issues and addresses root causes, analyzes quantitative information and presents it in an effective way, seeks input from others and makes timely decisions.

Minimum Qualifications
•    2+ years of merchandising or digital experience 
•    Experience with the ATG platform, Experience Manager, or equivlant ecommerce platforms
•    Experience in Adobe Analytics a plus
•    PC proficient in MS office suite – including MS Word, Excel, PowerPoint, and Outlook

•    Bachelor's Degree 




You must apply through our internal portal: 
click here

Why Choose A Career with Designer Brands?

Empowering associates and building strong teams poised to disrupt the retail and footwear landscape through positive change is at the core of who we are at Designer Brands.

  • Invested in helping our associates learn, develop, achieve and grow into strong leaders
  • Shared commitment to creating a culture fueled by engagement, excitement, optimism and fun
  • Dedicated to giving back and community involvement 

About Designer Brands:

Designer Brands Inc. is one of North America’s largest designers, producers and retailers of footwear and accessories. 

  • Designer Brands Inc. operates a portfolio of retail concepts in nearly 1,000 locations under the DSW Designer Shoe Warehouse, The Shoe Company, and Shoe Warehouse brands and operates leased locations in the U.S through its Affiliated Business Group. 
  • Designer Brands designs and produces footwear and accessories through Camuto Group, a leading manufacturer selling in more than 5,400 doors worldwide. 












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