Department: Digital, Ecommerce, Analytics
Reports To: VP of Ecommerce, Chief Digital Officer, or SVP of Marketing & Customer Experience
Position Summary
The Director of Digital Analytics is responsible for leading the strategy, development, and execution of analytics initiatives that drive growth across ecommerce, digital marketing, customer experience, and omnichannel retail performance. This leader transforms complex customer and business data into actionable insights that improve conversion, engagement, retention, merchandising performance, and profitability.
The ideal candidate combines deep analytical expertise with strong business acumen and retail industry experience. They will lead a team of analysts and collaborate cross-functionally with Ecommerce, Marketing, Merchandising, IT, Finance, and Store Operations teams to optimize digital performance and support strategic decision-making.
Key Responsibilities
- Develop and execute the company’s digital analytics roadmap aligned with business goals and growth initiatives.
- Establish KPI frameworks for ecommerce, digital marketing, customer acquisition, retention, loyalty, and omnichannel performance.
- Lead measurement strategies across websites, mobile apps, marketplaces, and emerging digital channels.
- Drive a culture of data-driven decision-making across the organization.
Ecommerce & Customer Insights
- Analyze customer behavior, traffic patterns, conversion funnels, and purchase journeys to identify opportunities for growth.
- Deliver actionable insights related to:
- Conversion rate optimization (CRO)
- Retention and loyalty
- Product discovery and search
- Partner with UX/UI and Ecommerce teams to optimize customer experience and site performance.
Marketing Analytics
- Measure and optimize performance across paid media, SEO, email, affiliate, social, and CRM channels.
- Oversee attribution modeling and marketing mix analysis.
- Evaluate ROAS, CAC, incremental lift, and channel efficiency.
- Support testing strategies including A/B and multivariate testing.
- Build executive dashboards and reporting frameworks to monitor digital business performance.
- Translate complex analytics into clear business recommendations for senior leadership.
- Ensure consistency and governance across reporting tools, KPIs, and data definitions.
- Lead forecasting and trend analysis for traffic, conversion, sales, and customer metrics.
Data & Technology Leadership
- Oversee implementation and optimization of analytics platforms and tracking architecture.
- Partner with IT, Engineering, and Data teams to improve data integrity, accessibility, and scalability.
- Manage tools such as:
- Google Analytics 4
- CDPs and customer data platforms
- Ensure compliance with privacy regulations and data governance standards.
- Recruit, develop, and mentor high-performing analytics talent.
- Establish clear priorities, performance expectations, and professional development plans.
- Foster collaboration across analytics, marketing, ecommerce, and technology teams.
Qualifications
Required
- Bachelor’s degree in Analytics, Statistics, Business, Marketing, Economics, Computer Science, or related field.
- 8–12+ years of experience in digital analytics, ecommerce analytics, or business intelligence.
- 4–6+ years of leadership experience managing analytics teams.
- Strong experience within retail, ecommerce, direct-to-consumer, or omnichannel environments.
- Expertise with digital analytics platforms and BI tools.
- Advanced analytical and problem-solving skills.
- Experience working with large datasets and data visualization tools.
- Strong communication and executive presentation skills.
Preferred
- Master’s degree or MBA preferred.
- Experience with customer segmentation, predictive analytics, or machine learning applications.
- Familiarity with retail merchandising analytics and inventory/customer demand forecasting.
- Experience supporting omnichannel retail organizations with both store and ecommerce operations.
Key Performance Indicators (KPIs)
- Ecommerce conversion rate
- Revenue growth
- Customer acquisition cost (CAC)
- Return on ad spend (ROAS)
- Retention and repeat purchase rates
- Digital traffic and engagement
- Forecast accuracy
- Dashboard adoption and reporting efficiency
- Strategic thinker with strong business acumen
- Customer-centric mindset
- Data storytelling and executive influence
- Collaborative cross-functional leadership
- Change management and organizational agility
- Results-oriented with strong prioritization skills