Sr. Director, Global Digital Analytics, Testing & Personalization — Philadelphia, PA

About the Role

bRQSgEv5rPN9b kXuZH is seeking a strategic, commercially minded analytics leader to help shape the next stage of our global direct-to-consumer growth. This role reports directly to the CMO and shapes how bRQSgEv5rPN9b kXuZH, Terrain, and the EU connect, engage, and scale our customer base.

As a member of the marketing leadership team, you will oversee a talented multi-disciplinary analytics team spanning digital, marketing, customer, a/b testing and personalization who have developed an integrated data and reporting system that has enabled cross-functional teams to in real-time connect their strategies to business results.

The Sr. Director, Global Digital Analytics, Testing & Personalization will lead a holistic assessment of DTC performance, connecting marketing investment, customer behavior, digital experience, and category performance to identify opportunities for sustainable, profitable growth. This leader will deepen our Paid and Retention analytics while ensuring we understand the full DTC business across paid, organic, and owned channels.

This role will turn insights into decisions and measurable action. The successful candidate will bring a clear point of view on what is driving performance, where we should invest, and how testing and personalization can improve the customer experience and business results.

Partnering across Marketing, Ecommerce, Customer Insights, Merchandising, Finance, and Technology, this leader will build a global analytics, experimentation, and personalization agenda that balances immediate business needs with longer-term growth opportunities.

Key Responsibilities

Lead a holistic view of DTC performance and growth

• Connect channel, category, customer, and site performance to explain business results, distinguish underlying trends from short-term fluctuations, and recommend action.

• Identify growth opportunities across the customer journey, including acquisition, discovery, consideration, conversion, and repeat purchase.

• Lead executive performance reviews with clear conclusions, business implications, and prioritized recommendations.

• Partner with Sr. Director, Customer Insights to connect digital behavior with customer motivations, lifecycle trends, and long-term value.

Strengthen Paid and Retention analytics

• Serve as a strategic partner to Paid and Retention leadership, providing deeper diagnosis of performance and actionable recommendations for investment, audience, creative, and channel strategy.

• Assess marketing effectiveness using complementary approaches, including multi-touch attribution, incrementality testing, and marketing mix modeling.

• Evaluate marginal returns and customer quality to inform investment allocation across channels, categories, and markets.

• Support the team in the delivery of timely performance monitoring and diagnostic processes that help teams identify issues, understand causes, and act quickly.

• Provide objective assessment of marketing results, clearly communicating measurement limitations and challenging assumptions when the evidence warrants it.

Advance site testing, personalization strategy and measurement

• Establish clear ownership and measurement for personalization initiatives, distinguishing incremental business impact from engagement improvements alone.

• Partner with Technology and data teams to ensure platforms, data quality, and measurement capabilities support the roadmap.

• Ensure personalization practices align with customer consent, privacy requirements, and brand standards.

Build a high-performing global function

• Lead, coach, and develop a team that combines analytical rigor, commercial judgment, curiosity, and strong communication.

• Create a transparent prioritization process that serves the full DTC business while protecting capacity for deeper analysis and forward-looking work.

• Establish consistent measurement definitions and analytical standards across regions, allowing for local market differences.

• Partner closely with North American and European teams to share learning and translate successful approaches across markets.

• Work with data and technology partners to strengthen data reliability, reporting efficiency, and access to trusted insights.

• Maintain an independent analytical perspective and build confidence through clear, evidence-based recommendations.

Qualifications

• 15-20 years progressive experience in digital analytics, ecommerce, marketing measurement within retail organizations.

• Experience working in a fast paced, highly collaborative, and data-rich environment

• Demonstrated ability to translate complex analysis into decisions that improve revenue, customer growth, conversion, retention, or profitability.

• Deep understanding of Paid and Retention marketing, alongside a broad perspective on organic channels, digital merchandising, and the ecommerce customer experience.

• Strong expertise in experimentation, causal measurement, and evaluating marketing effectiveness.

• Experience developing or advancing personalization programs with measurable business results.

• Strong technical fluency in digital analytics platforms, SQL, visualization tools, and customer data; ability to evaluate analytical methods and challenge findings.

• Experience partnering with data engineering, technology, and business teams to improve measurement capabilities.

• Ability to influence senior leaders, navigate competing priorities, and communicate a clear recommendation when the evidence is incomplete.

• Experience operating across international markets; retail or consumer brand experience preferred.

• A collaborative leadership style with the confidence to challenge assumptions and the judgment to connect analytical findings to business realities.

What Success Looks Like

• Leadership has a clear, shared understanding of DTC performance and the actions most likely to improve it.

• Pace of analytical deliverables aligns with business where data and insights are provided at a cadence that informs strategies and tactical optimizations

• Paid and Retention teams receive stronger analytical partnership that improves investment decisions and accelerates response to performance changes.

• Growth opportunities are identified across the full DTC journey and translated into prioritized action.

• Testing produces reliable learning that informs decisions and scales successful approaches.

• Personalization delivers measurable incremental value for customers and the business.

• The analytics team is a trusted strategic partner across functions and regions.