Senior Product Analyst

The Senior Data Analyst – Product will provide advanced analytical support to the product team, leveraging data to optimize product development, improve user experiences, and drive business outcomes. You will manage product data, conduct deep-dive analysis into user behaviour, and help shape product decisions through insights on product performance, customer satisfaction, and feature usage. This role will directly influence product strategies, feature prioritization, and customer retention efforts by turning data into actionable insights. In line with Hootsuite's distributed workforce strategy, our flexible work arrangement allows for remote work or a hybrid model. This role is open to applicants located in Toronto, Vancouver or remote throughout Canada where we comply with our legal hiring entities. In this role, you will report to the Manager, Analytics - Product.

WHAT YOU'LL DO:

• Lead Product Analytics Initiatives: Manage key cross-functional product analytics projects, tracking feature adoption, user engagement, and product performance. Utilize advanced statistical methods and data visualization tools (e.g., Power BI) to provide actionable insights that help refine product features and overall product strategy.
• Product Performance and KPI Analysis: Analyze product KPIs such as user retention, activation rates, churn, and lifetime value. Use predictive analytics and data modeling techniques to recommend improvements in product features and user experience to drive higher engagement and satisfaction.
• Collaborate on Product Attribution and Impact Analysis: Work with the product team to develop and refine models that measure the impact of product features on key outcomes, such as user retention, conversion, and revenue growth. Use multi-touch attribution models to measure how different product interactions affect overall product success.
• Customer Segmentation and Personalization for Product Experience: Leverage product usage data to segment users based on behavior, demographics, and product usage patterns. Use these insights to develop personalized experiences, targeted feature rollouts, and recommendations that increase product engagement and customer satisfaction.
• A/B Testing and Experimentation: Lead A/B testing and controlled experiments to assess the impact of new product features, UI changes, and other user experience improvements. Apply statistical analysis to evaluate test results and provide actionable recommendations to refine and optimize product offerings.
• Forecasting and Trend Analysis: Utilize statistical models and machine learning algorithms to forecast product trends, user behaviour, and feature adoption. Provide forward-looking insights that help the product team prioritize features and plan future product roadmaps effectively.
• Mentor Data Analysts within the team through hands-on coaching and training to elevate their skills and impact.

WHAT YOU'LL NEED:

• Senior level relevant experience within a fast-paced business environment, with specialized experience in product data and analytics.
• Advanced Analytics & Statistical Methods: Ability to apply advanced statistical analysis, regression models, and predictive analytics to product data.
• Data Visualization & Reporting: Strong ability to use visualization tools to translate complex product data into clear, actionable insights.
• Customer Behaviour Analysis: Experience analyzing user data to understand how customers engage with the product, identifying pain points and areas for improvement.
• Segmentation & Personalization: Ability to create customer segments based on product usage data and use insights to develop personalized product experiences.
• Product Performance Analysis & Optimization: Deep knowledge of how to track, evaluate, and optimize product performance based on key product metrics such as engagement, retention, and feature usage.
• SQL: Expertise in writing complex SQL queries to extract and manipulate marketing data from relational databases.
• Python/R: Proficiency in Python or R for statistical analysis, data manipulation, and automation of reporting.
• Experience working with product analytics tools like Mixpanel, Amplitude, or Heap for tracking user interactions and product feature usage.
• Commitment to Results: consistently achieves results, demonstrating high performance, and challenging self and others to deliver results.
• Open Communication: clearly conveys thoughts, both written and verbally, listening attentively and asking questions for clarification and understanding.
• Problem Solving: uses an organized and logical approach to find solutions to complex problems. Looks beyond the obvious to understand the root cause of problems.
• Creativity and Innovation: seeks new and better ways of doing things, generates original and imaginative ideas, products, or solutions.

WHO YOU ARE:

• Solution seeker. You're focused on tackling new challenges, solving problems, and moving the business forward—and you don't wait to be asked.
• Lifelong learner. You have a growth mindset – you're here to learn, experiment, seek, apply, and provide feedback, share what works with your team, and move on from what doesn't.
• Resilient adapter. In the face of change and challenges, you bring a thoughtful, calm approach, and a focus on finding the new opportunity.
• Intentional collaborator. You build positive working relationships across the business, bringing people together to foster new opportunities and to facilitate the efficient flow of information.
• Critical challenger. You have the trust in your team to ask difficult questions in order to get to the best end result.
• Active communicator. You listen actively and communicate ideas and information clearly, inclusively, and proactively.
• Integrated thinker. You look beyond your role and responsibilities to understand how your team's work drives broader organizational goals.
• Accountable owner. You take pride in the work you're responsible for with a mindset of ultimate accountability and reliability for the outcomes.
• Bar-raiser. You step up to help your team grow and succeed, even when that means going beyond what might be expected.

In all we do, our six guiding principles light the way:

Step Up: Dare to go beyond the expected to achieve greatness. #StepUp

One Team: Make Hootsuite a place we soar together by respecting each other's individuality, building trust, and showing up for the team. #OneTeam #FreeToBeMe

Customer Obsessed: Focus relentlessly on helping our customers succeed. #CustomerObsessed

Go Fast, Be Agile: Widen our competitive advantage by committing to speed and simplicity over perfection and complexity. #GoFastBeAgile

Play to Win: Commit to building an incredible, profitable company for our customers, our employees, and our stakeholders. #PlayToWin #NoExcuses

Neighbours & Allies: Give back to our communities and be an ally. #SocialForGood #Allies

Accommodations will be provided as requested by candidates taking part in all aspects of the selection process.

Canada Pay Range For This Role: $82,300 CAD - $115,300 CAD