Analyst Content Perf & Optimization

About the Role

Key Responsibilities

• Track and analyze key e-commerce performance metrics including conversion rate, AOV, basket size, upsell/cross-sell effectiveness, and referral traffic sources across customer segments, geographies, loyalty tiers, and device types.
• Build and maintain dashboards that monitor engagement, traffic sources, content funnel metrics, and merchandising ROI.
• Deliver pre- and post-launch performance analysis for content changes, promotions, SEO, and merchandising updates.
• Own tagging requirements and partner with analytics, media, and engineering teams to implement and QA pixels, tagging logic, and tracking scripts for accurate content performance and attribution.
• Conduct user behavior analysis using GA4, FullStory, and other analytics tools to uncover engagement bottlenecks, drop-off points, and optimization opportunities.
• Translate raw data into insights and narratives that guide UX design, content priorities, and test roadmaps.
• Support A/B and multivariate testing efforts by designing measurement frameworks and defining success metrics for content-specific hypotheses.
• Develop scalable content tagging logic and help document metadata structures for use across CMS and analytics tools.
• Regularly benchmark performance against key competitors and track how merchandising and content strategies compare.
• Stay up to date on industry trends in content measurement, attribution, and testing — and evaluate new tools that can provide deeper visibility into JetBlue.com and mobile app experiences.
• Explore the role of AI in content performance optimization and help pilot AI-based measurement or forecasting tools.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Merchandising, or a related field; OR demonstrated capability with a High School Diploma/GED and at least four (4) years of relevant work experience.
• One (1) year in digital analytics, e-commerce performance, or content optimization roles.
• Experience with web analytics platforms including GA4, and proficiency with Tableau/Looker, SQL, and Excel/Sheets.
• Ability to define and track e-commerce performance metrics such as conversion rate, AOV, basket size, bounce rate, referral traffic, and engagement.
• Experience conducting behavioral analysis with tools like FullStory or similar.
• Strong understanding of tagging and pixel management (GTM, UTM parameters, event tracking, QA processes).
• Working knowledge of data attribution models, content funnel stages, and their application to web content and e-commerce performance.
• Excellent communication skills to translate complex data into clear insights for various audiences.
• Attention to detail and high standards for data accuracy and storytelling.
• Experience with segmentation analysis across customer types, regions, devices, and loyalty statuses.
• Ability to work independently, take initiative, and work well in a team.
• Effective written, verbal, and presentation skills.
• Availability for occasional overnight travel (10%) and flexible hours.
• Must pass a pre-employment drug test and be legally eligible to work in the US.

Nice to Have

• Three (3) years in a content or web performance analytics role supporting e-commerce, UX, or growth teams.
• Experience with personalization and dynamic content testing environments.
• Familiarity with CRO and how content changes affect experimentation.
• Exposure to SEO and content metadata analytics and their influence on organic visibility and engagement.
• Experience piloting or integrating AI-based analytics, forecasting, or behavioral clustering tools.
• Familiarity with CMS tagging structures, metadata governance, or product content frameworks.

Qualifications

• Bachelor's degree in relevant fields or equivalent experience with at least four (4) years of relevant work experience.
• Minimum of one (1) year in digital analytics or content optimization roles.

Benefits & Perks

• Base pay range between $64,350.00 and $89,600.00 per year.
• Access to healthcare benefits, a 401(k) plan and company match, crewmember stock purchase plan.
• Short-term and long-term disability coverage, basic life insurance.
• Free space available travel on JetBlue.
• Additional benefits as part of JetBlue's total compensation package.