Groupe Dynamite Inc. Sr. Analyst, Performance Marketing & Measurement

Overview

Groupe Dynamite Inc. (GDI) is a Montréal-based, public company of integrated omni-channel brands, designing and distributing accessible, trend-forward fashion for women since 1975.

Our mission of "Empowering YOU to be YOU, one outfit at a time" is brought to life through the GARAGE and DYNAMITE banners and represents the consumer-centric core of GDI's long-standing success as a leading retailer in North America.

Today, GDI operates nearly 300 stores across Canada and the United States, as well as shoppable brand experiences at Garageclothing.com and Dynamiteclothing.com.

Job Summary:

Reporting to the Manager, E-commerce Analytics and Experimentation, you will be the analytical engine behind our performance marketing, tracking and measurement function to enable smarter decision-making across digital marketing channels, such as paid search, social, and affiliates, by developing advanced analytics tools that optimize weekly operations and strategic projects.

You will be responsible for implementing best practices in advanced analytics for performance marketing, budget allocation frameworks, attribution and incrementality measurement. In this role, you will partner closely with the Paid Media, Affiliates, CRM, and Google Analytics (GA4) teams across both brands (GARAGE and DYNAMITE).

Responsibilities

Advertising Efficiency :

• Evaluate paid media performance and identify optimization opportunities to improve customer acquisition efficiency and return on ad spend;
• Propose granular ad spend by developing and enhancing advertising tools and models;
• Lead conversion attribution and multi-touch analysis to assess the effectiveness of traffic channels and inform marketing investment strategies;
• Support the measurement of high-impact brand activations through experimental and observational methodologies;
• Own and evolve our Marketing Mix Modelling frameworkꟷbuild, maintain, and improve econometric models that quantify the contribution of each channel to revenue, customer acquisition, and brand equity;
• Design and run incrementality tests (Geo holdouts, matched markets, conversion lift) to validate channel contribution and complement MMM with causal evidence;
• Build and evolve performance frameworks that help cross-functional teams make data-informed investment decisions.

Tracking, tagging & measurement infrastructure

• Own the measurement architecture for both web and app. Define and manage business requirements for event tracking, tagging, and data collection using GA4 and Google Tag Manager;
• Translate business requirements into precise tracking specifications, collaborating closely with analytics engineers and developers to ensure accurate, scalable implementation from spec through to validation;
• Own UTM taxonomy governance and enforce naming convention standards across all paid media, affiliate, and CRM campaignsꟷworking directly with channels leads to audit, clean, and maintain UTM hygiene so traffic sources are consistently and accurately classified;
• Define and optimize channel grouping logic in GA4 and raw BigQuery to map raw session and event data into meaningful marketing categories, ensuring consistency between GA4 reporting, raw data exports, and downstream models.

Strategic Insights & Channel Optimization:

• Perform deep-dive analyses of traffic sources, user cohorts, and on-site behaviour to identify growth opportunities across paid, organic, affiliate, and CRM channels;
• Deliver insights and strategic recommendations on brand campaign performance and marketing mix effectiveness in clear, stakeholder-friendly formats;
• Provide guidance on best practices in data aggregation, testing, measurement, and data science methodologies, fostering a collaborative and insight-driven team culture;
• Develop and maintain multi-touch attribution (MTA) and last-click reconciliation across paid search, social, affiliates, email, and organicꟷmaintaining a consistent, agreed source of truth across channel teams;
• Develop granular ad spend recommendations through performance models that account for channel interaction effects, audience overlap, and diminishing returns;
• Support the measurement of brand activations and upper-funnel campaigns through experimental design and observational methodologies;
• Build performance frameworks and self-serve dashboards that empower paid media, CRM, affiliates, and merchandising teams to make data-informed investment decisions and marketing insights independently.

Qualifications

• Degree in a quantitative analysis field, such as Engineering, Machine Learning, Data Science, Mathematics, and Computer Science, with an advanced degree being a plus;
• 5 to 7 years of experience in performance marketing analytics, measurement engineering, or data science function with a clear track record of driving measurable business impact;
• Strong command of causal inference and experimental design: incrementality testing, geo holdouts, synthetic control, A/B testing, and Bayesian approaches to measurement;
• Solid statistical foundation: regression, time-series analysis, cohort analysis, clustering, hypothesis testing, and statistical power;
• Experience in E-commerce and/or digital marketing or in using data from digital advertising platforms, such as GA4, search, social media, and affiliates;
• Understanding of cookieless measurement approaches: first-party data strategy, consent mode, modelled conversions, and privacy-preserving attribution techniques;
• Advanced SQL and deep hands-on experience with BigQuery and Snowflake;
• Proficiency in Python or R for statistical modelling and automation. Familiarity with MMM libraries such as PyMC, LightweightMMM, Robyn, or statsmodels;
• Knowledge of modern visualization tools, such as Sigma, Power BI, Adobe Analytics, Tableau, Funnel, and Marketing Cloud Intelligence (or equivalent);
• Proven ability to work cross-functionally and influence decision-making through data storytelling.

At GDI, you will be part of a growing organization that understands the importance of investing in people and offers you:

• A comprehensive compensation package that includes performance-driven bonuses;
• A group retirement savings program with employer matching;
• Flexible group insurance with personalized coverage that meets your needs;
• An employee discount at Garage and Dynamite;
• Exclusive private sample sales;
• A flexible vacation policy;
• And more!

GDI has been repeatedly voted one of Montréal's Top Employers and one of Canada's Top Employers for Young People.

Our promise...
No day will be like the last-we aim to be better today than we were yesterday. We are committed to employment equity.

Candidates that are retained will be called for an interview.

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