“Senior Director, eCommerceAnalytics”

(San Francisco, CA)

Company Overview

Founded in France in 1970 and acquired in 1997 by Paris-based LVMH Moët Hennessy LouisVuitton, the world's leading luxury products group, Sephora has more than 1,700 stores within 30 countries.Since 1998, Sephora has been transforming beauty in North America. Known for its uniqueretail concept—open-sell store design, expert sales consultants and emphasis on the client experience—Sephora is home to over 150 classic, cult and emerging brands, and over 13,000products across various categories including skincare, color, fragrance, bath and body, smilecareand haircare. Sephora Americas operates more than 310 stores in North America, and more than 380 Sephora inside JCPenney stores in the U.S. Sephora’s first Canadian store opened in 2004 in Toronto, and in October 2012, Sephora.ca was launched. In 2010, Sephora landed in Latin America via Brazilian beauty retailer Sacks.com. Sephora opened two retail stores in Mexico in 2011 and one retail location in Brazil in 2012.

Today, Sephora generates roughly $2.5 billion in sales across the U.S., Canada and online. The company is growing at an aggressive pace in North America, with 30 standalone Sephora stores having opened last year and 60 Sephora inside JCPenney store openings planned for 2014. With sales of $270 million, the fragrance category represents 10.6% of the business with significant potential to grow. In addition to same- and new store growth, opportunities include optimizing space allocation within Sephora’s stores, building win/win creative partnerships with vendors and continued focus on innovative ways of engaging with the consumer that has always been the hallmark of Sephora’s success.

In addition to its retail locations, Sephora operates the world’s top beauty website, Sephora.com, and is often recognized for its digital presence across many platforms including Pinterest, BeautyTalk, its mobile site and Apps. This past year, Sephora was awarded the Digital Innovator of the Year Award by Women’s Wear Daily and also recognized as the only retailer with a Digital IQ Genius ranking by L2 Think Tank. Today, Sephora has over 5 million Facebook fans, 1 million Twitter followers, and 600,000 Apple Passbook registrations. The company recently launched a partnership with Apple that will provide exclusive content for its clients via their website and mobileapplications.

Sephora’s leading competitive edge is based upon a multi-channel “customer intimacy”strategy, focused on constantly entertaining and supporting customers with exclusive product offerings, innovative promotions and distinctive selling environments. The company has based its success on an innovative approach, independent advice and a non-intrusive atmosphere. It is important to note that Sephora is a modern retailer, yet with the formation of its Kendo business unit is also increasingly a brand owner and builder as well.

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Sephora~ “Sr. Director, eCommerceAnalytics”Page 1 of 5

Position Summary

The “Senior Director,eCommerce Analytics” is responsible for creating and disseminating strategic insights to improve business results based on thorough analysis of end-to-end web and customer data.These actionable insights will be used to inform multiple and critical decisions across direct Marketing, sephora.com, Merchandising and Finance in order to drive superior customer understanding, guide product innovation efforts, and improved forecasting and decision making while generating incremental and profitable online revenue.

The Director will lead and manage the web Analytics team (responsible for all digital reporting, analysis and multi-variate testing) and the strategic business analysis team (responsible for sales forecasting, new opportunity assessment and competitive intelligence).This Director will be a visible leader in sephora.com, report to the VP of Analytics, work closely with the SVP of Sephora Direct, and have tremendous impact and influence throughout the organization.

Scope of Responsibilities

  • Digital Analytics Leadership– Collaborate closely with Marketing, Merchandising and Finance colleagues to improve forecasting efforts, better evaluate Marketing programs and assess new business opportunities.Provide recommendations on important consumer and industry trendsand competitive activitieswhich could impact online strategy and business decisions. Develop a keen understanding of all sources of customer data and partner with IT to optimize how data is effectively utilized across the organization. Develop automated reports and ad hoc requests that monitor consumer behaviors and provide a benchmark for actionable insights.
  • Online Customer Experience – As a key cross-functional team member, leverage analytics, testing protocols and insights to assist in the delivery of an exceptional and preferred customer experience (UI/UX, wireframes, design), new application launches and site enhancements. As the resident measurements expert, identify reporting requirements and evaluate post-launch reporting.Develop metrics dashboards and provide a keen understanding of page tagging and how data is captured within web analytics tools.
  • Metrics Reporting/Modeling– Develop financial scenarios/models to improve business decision making and a rigorous “test and learn” protocol to better understand how consumers respond to various stimuli.Work effectively with cross-functional business partners by providing timely and relevant insights derived from data to facilitate improved enterprise wide decision making.
  • Develop and Manage Budget – Gain alignment to, and effectively manage key portions of the annual Analytics operating budget, ensuring appropriate funds are allocated against priority initiatives.Manage all vendor and external consultant projects and delivery.

Performance & Success Measures

  • Engagement and Conversion Rates
  • Lifetime Customer Value (LCV)
  • Quality, timely delivery on critical information initiatives and projects
  • Continuously improving customer online experience
  • Successfully turning insights into actionable, and relevant initiatives
  • 360-degree feedback from internal teammates

Reporting Relationship

This “Senior Director, eCommerce Analytics” will report to Ms. Alisa Mosler, VP,Analytics at Sephora.Ms. Mosler has a deep Market Research, Behavioral Analytics and consumer segmentation frameworks skillset, and a proven track record of success of “connecting the dots” between insights and actionable business strategies.Prior to joining Sephora in 2011, she was Vice President, Online Customer Analytics and Insights for Wells Fargo Bank.She has also served as a Strategy and Business Consultant for Fixed Rate Properties, as well as a Manager for Standard & Poors and a Senior Associate at Environ.She also spent time as a lecturer at UC Berkeley teaching Engineering, Mathematics and Statistical Analysis to both graduate and undergraduate students.Ms. Mosler earned a Bachelor of Science in Mathematics as well as a Bachelor of Science in Chemical Engineering from the Massachusetts Institute of Technology, as well as a PhD in Chemical Engineering from Stanford University.She lives in San Francisco, CA.

Staff/Resources

This Director will manage a growing internal team of five+:

  • Directors
  • Senior Managers
  • Managers
  • Analysts
  • External vendors/agencies

Critical Operating Relationships

  • SVP, Sephora Direct
  • Website, Merchandising, eCommerce team
  • Product and Design team
  • Marketing team
  • Call Center, Customer Service team
  • Engineering, IT team
  • Operations team
  • Finance team
  • External Partners (suppliers, agencies, consultants)

Compensation Package

  • Competitive Base Salary
  • Incentive Bonus
  • Vacation
  • 401K, Health Care, Dental Care
  • Relocation (to the Bay Area, as needed)

Candidate Profile

Experience Base

  • Web & Marketing Analytics – (must have) Deep experience with client and web analytics. Expertise in web analytics tools such as Coremetics, Omniture, Discover and Test &Target.Able to perform complex analyses to generate relevant and actionable data driven insights to inform business and product strategy.Robust data mining, forecasting, and statistical analytics tools, such as SAS (preferred) and SQL skill-sets. Must possess exceptional problem solving and analysis skills combined with the ability to synthesize and effectively communicate findings to all levels throughout the organization
  • eCommerce & Digital Marketing Support – (must have) Experience contributing to Interactive Marketing plans with an understanding of the current online customer acquisition channels and agencies/suppliers. Must be familiar with a variety of tools, including E-Mail, Display Advertising, Affiliate, SEO/SEM, site side search, checkout, Facebook commerce, Social Media and monitoring, and Mobile. Must have a keen sense of tactical execution in this space coupled with a keen sense of urgency.
  • Leadership Expertise–(must have) Experience working with multi-functional teams; ability to prioritize and lead teams to execution; clear understanding of budgets and P&L statement.Ableto quickly pivot when necessary and present complex findings to various levels of the organization.Strong inter-personal skills, executive maturity and EQ.
  • Consumer Industry Experience–(nice to have) Previous experience with catalog and direct mail strategies, as well as with categories where customer service is critical (Hospitality, QSR, Retail, Airlines, etc.) are a plus.

Skill-Set

  • Strong Strategic Acumen
  • Proven Operating skills
  • Outstanding Organizational and Positioning Skills
  • Effective Collaboration and Influencing Skills
  • Organized and attention-to-detail approach
  • Innovative
  • Translates core business strategies into actionable initiatives
  • Listening skills
  • Highly resourceful
  • Ability to express ideas clearly both verbally and in writing
  • Commercial mentality

Personality Profile

  • Self-directed/motivated
  • Flexible and adaptable
  • Results orientation and personal accountability
  • Sense of urgency
  • Enthusiastic
  • Strong work ethic
  • Self-aware with strong EQ
  • Intellectually curious
  • Ego in-check

Search Contact

David Wiser

Principal Partner – Cincinnati, OH Office

513.919.4000 (M)

File: Position Specification/Sephora/SephoraSr Dir Analytics Spec (12 11 13-F-DW)

© 2013 Wiser Partners, LLC