Director, Digital Analytics – Experimentation

This is a fully remote position, open to applicants in Alabama, +36 more states.

📋 Description

• Extract and validate data from web analytics, order, media, and financial sources.

• Maintain documented KPI definitions to serve as a single source of truth.

• Analyze performance changes by traffic source, product, and funnel step.

• Assess subscription economics, including customer lifetime value and annual iFIT subscription attach rate.

• Map the customer journey from initial visit through purchase and subscription.

• Oversee daily, weekly, and monthly performance reporting and dashboards.

• Prepare summaries suitable for executives that compare against plans and prior year performance.

• Develop and manage the complete DTC P&L forecast, covering traffic, conversion, subscription attach, revenue, margin, marketing spend, and media mix.

• Reconcile forecasts with actuals and finance, clarify variances, refresh outlooks, and model various scenarios.

• Execute the testing program from hypothesis and design through QA, readout, and decision-making.

• Prioritize tests based on potential conversion improvement and report results using appropriate statistical techniques.

• Monitor cumulative revenue and conversion impact from completed tests.

• Enhance the personalization program by assessing performance and identifying expansion opportunities.

• Collaborate with marketing, digital product, site merchandising, and finance teams.

• Manage and mentor one direct report.

• Drive measurable top-line and bottom-line growth through conversion, subscription attach, and customer lifetime value.

• Establish a prioritized customer journey and a roadmap for CRO improvements with measurable conversion lifts.

• Ensure KPI definitions are documented, reported figures align with finance, and forecasts closely match actual outcomes.

⛳️ Requirements

• Over 8 years of experience in analytics, including a minimum of 5 years in eCommerce, DTC, or subscription businesses.

• Experience in people management.

• Proficient in SQL and AI tools, with the capability to validate outputs.

• Demonstrated experience in managing a statistically rigorous experimentation program.

• Strong instincts in CRO for identifying conversion drivers and obstacles.

• Experience in building P&L or revenue forecasts and reconciling them with finance or ERP actuals.

• Proven track record of accurate, reconciled figures and well-defined QA practices.

• Ability to articulate numbers, sources, and caveats to executives.

• Practical experience with session analytics and multi-touch attribution tools like FullStory and Rockerbox.

🏝️ Benefits

• Comprehensive health benefits package.

• Opportunities for professional development and career advancement.

• Flexible work arrangements to promote work-life balance.