Lead eCommerce Analyst

Role Overview

• Define and lead Direct to Consumer (DTC) eCommerce data strategy, aligning digital analytics with growth, customer acquisition, and revenue objectives.
• Drive profitable growth by linking marketing spend, merchandising decisions, and customer behavior to Lifetime Value (LTV), margin and retention.
• Establish advanced marketing frameworks, Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA) incrementality to optimize marketplace performance.
• Shape customer lifecycle strategy through cohort analysis, segmentation, and personalization across acquisition, conversion and retention.
• Develop forecasting and predictive models to support demand planning, inventory strategy and revenue growth.
• Partner with leadership to influence pricing, promotional strategy, and digital investment decisions.
• Identify and implement new tools and technologies to enhance digital analytics and personalization capabilities.
• Oversee end-to-end DTC funnel performance, including homepage, category pages, Product Detail Pages (PDPs), cart, and checkout optimization.
• Manage digital experimentation strategy, including A/B and multivariant testing, to improve conversion rate and Average Order Value (AOV).
• Oversee acquisition performance across paid media, Search Engine Optimization (SEO), email, SMS, and affiliate channels.
• Ensure robust data collection, tagging, and governance across analytics platforms and tools.
• Develop and maintain executive dashboards with consistent key performance indicators (KPIs) across channels and campaigns.
• Drive cross-functional alignment across marketing, merchandising, operations, and technology teams to execute data-driven initiatives.
• Support and maintain a positive safety culture by following all safety policies and procedures and actively contributing to a safe working environment.
• Other duties as assigned.

Requirements

• Bachelor's degree required
• Experience in lieu of degree may be considered
• Minimum of eight years of experience in web analytics, specializing in strategy development and implementation is required
• Advanced skills in the use of various web analytics tools, including Google Analytics 360, GA4, Adobe Analytics, and HotJar, required
• Highly advanced skills in managing profiles, integrating third-party tags and creating tagging strategy required
• Experience with Tealium Tag Manager preferred
• Extensive skills in creating and delivering regular and ad-hoc reports and dashboards using tools like Microsoft Excel, Looker Studio, and Power BI required
• Experience with analyzing the customer journey and evaluating product performance required
• Experience in A/B testing, optimization, and collaborating with UX/UI teams for data-driven design changes required.

Benefits

• medical
• dental
• vision
• basic life
• voluntary life
• long-term and short-term disability
• employee assistance program
• flexible spending accounts
• health savings account
• 401(k) retirement plan
• accrued paid time off based on seniority
• volunteer time off
• parental leave
• bereavement leave
• company holidays
• years of service awards
• Variable Incentive Program
• This position is eligible for the Profit Sharing Program.