Senior Digital On-Site Search & Personalization Analyst

Website DSW

General Summary:  The Senior Digital On-Site Search & Personalization 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 Sr. Analyst will serve as the strategy lead for’s personalization tool & will focus on driving demand & conversion through the management of strategies, merchandising, analysis, A/B testing & actions.

Reports toSenior Manager, Online Merchandising, Personalization & Future Initiatives 

Essential Duties and Responsibilities:

  • On-Site Search & Personalization:
    • Business lead & decision maker on personalization roadmap & upcoming site enhancements (i.e.: visual search & personalized search pages)
    • Assist Associate analyst, if needed, on on-site search merchandising strategy development to increase conversion, demand, click thru rate, bounce rate and optimize the overall customer experience
    • Lead 3rd party vendor communication on the implementation of personalization strategies to drive improvements in the of browsing/shopping experience based on gender, purchase affinity, and geolocation
    • Oversee the strategy on advanced merchandising rules to cross-sell, up-sell and encourage new product discovery
    • Analyze & optimize the personalization rules to drive a relevant customer experience & report out on performance to cross-functional partners & leaders
    • Continuously enhance the experience by creating & directing A/B tests and communicating test performance to key stakeholders
    • Supervise the management of re-directs, thesaurus entries, type ahead search terms to ensure top silhouettes, brands, and collections are displayed
    • Assist Associate Analyst, when needed, in site BCOE & testing for new search & personalization functionality/enhancements
    • Key stakeholder in gaining alignment with product owner & personalization CRM team to create seamless customer journey & experience
    • Partner with UX designers & customer experience team to create compelling & engaging experiences to enhance the usability of the customers interacting with the site
    • Partner with the Digital Optimization Analyst to create new A/B tests & act as the business lead in the ideation of testing strategies
    • Develop and define recommendations for site enhancements to improve the customer experience through content presentation, navigation and merchandising features by partnering with the Customer Experience Team
  • Reporting & Analysis:
    • Pro-actively provides in depth analysis of on-search & product recommendation performance, customer interactions, and shopping behaviors through analysis from multiple data systems
    • Responsible for guiding the Associate Analyst on 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
    • Present business insights for personalization to senior leadership on a weekly basis
    • Utilize digital reporting to understand .com business trends, identify opportunities & make recommendations to leadership & cross functional partners based on how customers are shopping
    • Provide complex digital data in a digestible way for cross-functional partners & senior leadership
    • Partner with Analytics team to develop new digital reporting


Required Skills and Competencies:

  • Highly analytical & proficient in the utilization of site analysis tools (i.e.- Adobe Anablytics, Google Analytics, or similar tools)
  • Strong 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


  • 3-5 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

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