Manager, eCommerce Digital Analytics Full Time NEW

The Manager of Digital Analytics is a key member of The North Face Americas eCommerce team, responsible for leading performance reporting, full-funnel analysis, and digital insights for our North America online business. This role owns the digital analytics roadmap and leads a team of two analysts. The Manager partners cross-functionally to interpret performance trends and influence strategies that drive KPI improvement. We’re looking for a data-driven storyteller with strong technical skills, a deep understanding of the digital funnel, and the ability to lead both people and performance in a fast-paced environment. This is a hybrid role, reporting into our Denver, Colorado HQ 3 days/week.

What you will do:

• Lead digital performance reporting for TNF Americas—lead the development, automation, and evolution of dashboards and KPI tracking tools across the full consumer funnel.
• Oversee insights and storytelling across daily, weekly, quarterly and seasonal reviews.
• Assist in authoring business requirements for any new reporting capabilities that need to be developed.
• Lead Monday Readouts—deliver a clear POV on business performance: what happened, why, and what action is needed next.
• Analyze end-to-end funnel performance, identifying improvement opportunities across consumer acquisition and retention, traffic, conversion, and average order value, while collaborating with cross-functional teams (Marketing, Content, Merchandising) to action against insights.
• Evaluate product, site paths, and campaign performance to uncover growth opportunities, reduce drop-offs, and optimize engagement, conversion, and personalization strategies.
• Assess funnel performance by page, category, and entry point, providing actionable recommendations to improve conversion rates and reduce bounce or abandonment.
• Lead the build and maintenance of KPI targets tied to financial goals—by channel and customer type.
• Own digital forecast accuracy—track and improve forecast-to-actual performance through collaboration with Planning and Marketing.
• Build forward-looking forecasting tools—connect seasonal assortment and customer acquisition plans to KPI expectations and long-range performance planning.
• Guide SEO strategy and execution—report on organic performance and support the implementation of optimization strategies.
• Recommend and integrate new tools or data sources (e.g. SimilarWeb, EDITED) to extend the team’s analytics toolkit.
• Manage and develop a high-performing team—prioritize workstreams and elevate overall analytics capability.

How you will do it:

• Be the digital analytics subject matter expert—own/influence GA, Power BI, and VF platforms.
• Lead full-funnel performance reporting—from acquisition and engagement to conversion and revenue.
• Design scalable, accurate, and actionable reporting solutions in partnership with VF Analytics, Digital Technology, and business stakeholders.
• Translate data into clear, actionable recommendations that improve KPIs across traffic, conversion, margin, frequency and retention.
• Build a prioritized digital analytics roadmap—starting with gap analysis and evolving capabilities over time.
• Drive a culture of data-driven decision making, socializing insights and championing best practices.
• Balance strategic thinking with hands-on execution—acting as a true player-coach.

What success looks like:

• KPI improvement across core digital performance metrics—traffic, conversion, average order value, and margin
• Improved digital forecast accuracy and predictable performance against plan
• High adoption of reporting tools that enable quick, data-informed decision-making
• Strong team engagement and development
• Trusted partnerships with Planning, Marketing, Content, and Merchandising
• Clear and confident POV on business health and next-step actions

Skills for Success

Years of Related Professional Experience: 5+ years in digital analytics, forecasting, performance marketing analytics, or similar roles.

• Advanced Excel and Power BI skills
• Deep experience with digital analytics platforms (GA)
• Strong understanding of digital KPIs: traffic, conversion, RPV, bounce, ROAS, cart abandonment, etc.
• Experience owning and improving forecast accuracy
• Full-funnel analysis expertise, from acquisition through post-purchase behavior
• Experience using external benchmarking tools (e.g. SimilarWeb and EDITED)
• Strong communication skills with the ability to translate data into stories and strategy
• Ability to work independently and manage multiple priorities.
• Proven leadership experience and ability to prioritize work across a team