“Senior Director, eCommerce Analytics”
(San Francisco, CA)
Company Overview
Founded in France in 1970 and acquired in 1997 by Paris-based LVMH Moët Hennessy Louis
Vuitton, 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 unique retail 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 13,000 products across various categories including skincare, color,
fragrance, bath and body, smilecare and 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 mobile applications.
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.
For further information, please visit www.sephora.com.
© 2013 Wiser Partners, LLC
Sephora ~ “Sr. Director, eCommerce Analytics”
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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
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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
© 2013 Wiser Partners, LLC
Sephora ~ “Sr. Director, eCommerce Analytics”
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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+:
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Directors
Senior Managers
Managers
Analysts
External vendors/agencies
Critical Operating Relationships
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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
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Competitive Base Salary
Incentive Bonus
Vacation
401K, Health Care, Dental Care
Relocation (to the Bay Area, as needed)
© 2013 Wiser Partners, LLC
Sephora ~ “Sr. Director, eCommerce Analytics”
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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. Able to 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
© 2013 Wiser Partners, LLC
Sephora ~ “Sr. Director, eCommerce Analytics”
Search Contact
David Wiser
Principal Partner – Cincinnati, OH Office
david@wiserpartners.com
513.919.4000 (M)
File: Position Specification/Sephora/Sephora Sr Dir Analytics Spec (12 11 13-F-DW)
© 2013 Wiser Partners, LLC
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