Current Directions Aromatics Inc. (NDA) is a leading wholesale supplier of essential oils, natural raw materials, and specialty packaging. We source directly from ethical producers in all six continents, enabling us to offer the largest selection of pure essential oils at accessible prices. Established in 1998, NDA was created with the goal of making a significant contribution to the Essential Oils market. We have expanded our product line to include cosmetic bases developed in-house, as well as fragrances and botanical extracts. We are a leading supplier of defining ingredients to the North American health and beauty industries. At the core of our business is a belief in putting the needs of our customers first and working together to ensure we achieve this goal. NDA is looking for people that want to bring best practices to an established business and help us as we transform and grow. NDA is an inclusive and diverse work environment. We welcome applicants from backgrounds that vary by race, gender, sexual orientation, gender identity or expression, lifestyle, age, educational background, national origin, religion or physical ability. If you have a disability or special need that requires accommodation during the recruitment process, please let us know. JOB SUMMARY: New Directions Aromatics seeks a dynamic Business Analyst, Ecommerce to drive insights and digital growth strategies for our Consumer and Small/Medium Business (SMB) ecommerce divisions. This role will lead the analysis and optimization of product and category performance, create actionable business intelligence across both B2B and B2C channels, and shape initiatives in segmentation, loyalty, paid media, email marketing, and all relevant analytics. The analyst will collaborate closely with marketing, IT, Agencies and finance teams to unlock actionable business opportunities and support organizational goals. KEY RESPONSIBILITIES: Data Insights & Reporting · Analyze ecommerce performance metrics for B2B and B2C businesses, providing clear, actionable reports on sales, conversion, retention, customer acquisition costs, and cohort trends. · Design and deliver performance dashboards tracking key growth KPIs, A/B test outcomes, campaign effectiveness, and loyalty program ROI. · Surface trends and business opportunities by segmenting data across consumer and SMB segments, products, and categories. · Manage eCommerce and marketing reporting for key stakeholders · Partner with IT to define and maintain an integrated ecommerce data model (GA4, ecommerce, CRM, loyalty, Noibu), ensuring clean, reliable data for reporting and personalization. Growth Opportunity Identification · Utilize advanced analytics to identify new revenue streams, cross-sell/upsell opportunities, and personalization tactics for consumer and SMB audiences. · Lead market, competitor, and customer behavior analysis to guide strategic planning and optimize digital channel investments. · Translate customer behavior, search, AI Formulation Assistant interactions, and AFI product performance into structured insights and recommendations for product, content, and formulation roadmaps. Segment Analysis & Personalization · Build and maintain customer segmentation models—including advanced RFM (Recency, Frequency, Monetary) segmentation in partnership with the finance team—to drive targeted marketing and product offers.



· Support the Inside Sales team pipeline for SMB · Collaborate with marketing and finance to refine segmentation for paid media, email, and loyalty initiatives, enabling greater relevance and engagement. · Operationalize customer segments by defining and maintaining targeting rules for onsite personalization, email, loyalty, and paid media audiences. Loyalty & Retention Program Analytics · Measure and optimize loyalty program participation, performance, and impact on repeat purchase rates for both B2B and B2C segments. · Recommend and execute A/B tests to refine loyalty offers, incentives, and messaging. · Provide insights to inform tier design, benefits, and communications for loyalty and membership programs. A/B Testing & Optimization · Design, implement, and analyze A/B tests across ecommerce and marketing channels (site content, UX, funnels, emails, media, landing pages) to enhance user experience and conversion. · Build and manage a structured experimentation roadmap across site and marketing touchpoints, prioritizing tests based on potential revenue and CX impact. · Leverage tools such as analytics and Noibu to quantify the impact of technical issues and UX changes, and to prioritize fixes and enhancements. · Share clear intelligence around test outcomes and roll out successful strategies organization-wide. Product & Category Analysis · Conduct in-depth analysis of product and category performance across ecommerce channels, identifying top and underperformers based on sales, margin, conversion, and customer engagement. · Monitor and report on category trends, demand shifts, inventory health, and customer preferences to support assortment planning, promotional calendar, and pricing strategies. · Partner with merchandising and marketing teams to recommend improvements for product positioning, cross-sell/upsell bundles, seasonal campaigns, and new product launches. · Track competitive product/category benchmarks and communicate relevant insights for strategic decision-making. · Deliver regular and ad hoc category and product analytics reports to guide leadership and cross-functional project teams. · Build and maintain product and category-level forecasts, scenario models, and demand projections to support inventory planning, promotional planning, and growth initiatives. · Manage the competitive pricing tool (pricesync) for key categories, maintain up-to-date competitive price intelligence, and translate findings into clear recommendations for pricing, promo strategy, and positioning. Paid Media & Email Campaign Analytics · Evaluate paid digital campaigns and email marketing performance, delivering insights to maximize ROAS, conversion, and engagement. · Oversee campaign attribution, channel performance segmentation, and identify optimization opportunities. · Partner with the finance team to measure and report on media ROI, informing budget allocation and investment decisions.



Finance Collaboration & Action Planning · Work closely with the finance team on analytics projects such as RFM segmentation, media ROI, and forecasting. · Co-create marketing team action plans that translate data-driven insights (including category and product performance) into prioritized initiatives. · Integrate financial data into marketing reporting for holistic business decision-making. · Assist the annual revenue budgeting process by analyzing historical performance, ecommerce KPIs, and seasonality patterns to support accurate forecasts and targets. · Support FP&A with ad-hoc/on-demand analysis for leadership, often under tight timelines. Collaboration & Continuous Improvement · Work cross-functionally with ecommerce managers, digital marketing, merchandising, finance, and IT. · Foster a data-driven culture, sharing business intelligence on products, categories, and marketing results to improve team decision-making and encourage experimentation. · Document KPI definitions, segmentation logic, and dashboard usage guidelines, and train cross-functional teams to interpret and act on insights. · Help the Enterprise/ Sales team with reporting as necessary QUALIFICATIONS · Bachelor’s degree in Business, Marketing, Analytics, Data Science, Finance, or related field · 2+ years' experience in ecommerce analytics, business analysis, or financial analytics within ecommerce, B2B/B2C · Strong proficiency in web analytics tools (GA4, Adobe Analytics), CRM, loyalty/email platforms, and partnering with finance functions · Hands-on expertise in category/product analytics, dashboard creation, A/B testing, campaign analytics, and paid/owned media optimization · Advanced Excel and/or BI tool skills (PowerBI, etc.) PREFERRED SKILLS · Background in D2C and B2B ecommerce, category management, · Experience with email, digital media, loyalty program optimization and product/category lifecycle analysis · Ability to present financial and marketing analysis clearly to technical and non-technical audiences SUCCESS METRICS · Increased new customer acquisition and improved retention rates by leveraging data insights to inform ecommerce strategy. · Improved category and product performance, repeat purchase rates, and loyalty program ROI · Increased data-driven engagement and conversion across customer segments and categories · Enhanced paid media and email campaign performance through ROI and category/product analysis · Actionable marketing strategies developed in partnership with finance and merchandising · Regular delivery of high-impact business insights to cross-functional stakeholders New Directions Aromatics Inc. (NDA) is an equal opportunity employer committed to diversity and inclusion and we encourage applications from all qualified candidates. NDA provides employment with accommodation during the recruitment process. Should you require any accommodation, please indicate this on your application and we will work with you to meet your accessibility needs. Salary: The salary range for this role is $65,000 to $75,000. The successful candidate will be offered a salary commensurate with relevant experience within this salary range. Vacancy Status: This posting is a new position. Artificial intelligence (AI) is not currently used to screen, assess, or select applicants at any stage of the hiring process.

📌 Business Analyst, Marketing And Ecommerce - $65,000 - $75,000 A Year (Mississauga)
🏢 New Directions Aromatics
📍 Mississauga