Analyst Content Perf & Optimization

Position Summary :

The Analyst Content Performance and Optimization plays a vital role in measuring, analyzing, and optimizing the performance of JetBlue's e-commerce content and merchandising experiences. This includes tracking a wide range of e-commerce KPIs such as conversion rate, traffic optimization, upsell and cross-sell performance, referral traffic sources, average order value (AOV), and basket size. This role is central to helping the team identify what content works, what needs improvement, and how users interact with JetBlue.com and app content.

The Analyst reports to the Manager E-Commerce Marketing and is responsible for dashboards, content reporting, behavioral analysis, and testing insights. They collaborate closely with Product, Digital, Loyalty, CRO, and Analytics to translate data into insights that improve content and UX strategy. The ideal candidate brings an analytical mindset, strong curiosity about user behavior, and a passion for performance storytelling. They thrive in a fast-paced, collaborative environment and embody the JetBlue values of Safety, Caring, Integrity, Passion, and Fun.

Essential 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
• Other duties as assigned

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