Director, DTC Insights & Analytics

Job Summary

The Director of DTC Insights & Analytics leads the strategy and execution of analytics andexperimentation across KEENs Ecommerce Retail and Marketplace channels. Blending long-rangevision with hands-on execution this leader builds and scales a center of excellence that embedsanalytics into activation planning and decision-making at all levels delivering a modern KPI frameworkadvanced forecast models and empowering tools that elevate data fluency across teams. The Directorowns the end-to-end experimentation and personalization program driving measurable gains inconversion consumer experience and lifetime value through disciplined testing and as a strategic partner to the VP of Ecommerce the Director translates complex cross-channelconsumer behaviors and performance data into forward-looking insights that shape the financial plansinvestment decisions and growth strategy enabling teams to meet and exceed acceleration targets.

Essential Functions

Description

Build and Lead the Commercial Isights & Analytics COE

• Establish the vision multi-year roadmap operating model delivery governance and quality standards for the COE driving commercialimpact and stakeholder trust.
• Define and operationalize analytics success metrics such as insight adoption forecast accuracy process cycle-time reduction andperformance lift.
• Develop a high-performing BI/analytics team setting strategic direction elevating technical capability and fostering talent growthand accountability.
• Serve as a strategic advisor to commercial leadership translating complex analyses into compelling actionable narratives that are effectively interpreted and applied.
• Stay current on industry trends AI/ML and emerging analytics practices proactively evolving the function to maintain competitive advantage.

Develop Data Infrastructure & Tooling

• Design and scale a unified data architecture across platformsmarketplaces and channels partnering with Global Technology todeliver clean datasets and lineage best practices.
• Implement data governance and responsible data stewardship in partnership with Legal Security and Technology ensuring ethicalsecure and compliant data practices.
• Own the semantic layer and instrumentation strategy standardizing KPI definitions event schemas and taxonomies to enable high-quality insights and a holistic consumer view.
• Evaluate and scale enablement tools and SAAS solutions including web analytics experience intelligence experimentation automationproduct information and competitive benchmarking.
• Manage vendor relationships to optimize platform performance cost efficiency utilization and continuous innovation.

Enable DTC Teams Through Data Democratization

• Champion a data-driven test-and-learn culture across DTC and marketplace teams promoting curiosity embedding insights intodecision-making and elevating analytical skills and data literacy.
• Lead the development of intuitive self-service dashboards tailored to diverse audiences increasing transparency into performance-driversand aligning teams on highest-impact opportunities.
• Automate reporting and streamline analysis workflows across functions creating efficiencies and capacity for deeper strategicactions.
• Introduce advanced and predictive modeling for sell-through inventory health CLV and commerce economics such aspromotions shipping returns and payments.

Support Strategic Planning & Reporting

• Serve as a strategic thought partner to commercial leadership synthesizing initiative performance cross-channel dynamicsconsumer behavior and financial trends into forward-lookinginsights risks and opportunities that shape growth strategy.
• Integrate analytics into annual and long-range planning aligning investment decisions roadmaps and resource allocation withmeasurable business outcomes.
• Lead weekly monthly and quarterly business reviews in partnership with Planning Marketing and Experience teams strengtheningforecasting budget allocation and real-time performanceoptimization.

Build and Scale Program of Web Optimization Testing and Personalization

• Lead holistic experimentation and optimization strategy across acquisition onsite experience and lifecycle engagement partneringclosely with functional leads to improve conversion AOV retentionand LTV.
• Own end-to-end A/B and multivariate testing ensuring strong measurement plans statistical validity and clear readouts withactionable next steps.
• Design and operationalize frameworks for intake/grooming stakeholder engagement prioritization/backlog management andtagging/tracking.
• Translate quantitative and qualitative insights (analytics heatmaps session replay VOC) into high-quality test hypotheses continuouslyrefining the optimization roadmap based on performance trendslearning velocity and alignment with digital initiatives.
• Enable strategic journey orchestration by standardizing segment definitions lifecycle signals and behavioral triggers across channel-specific personalization tools.

Please note this job description is not designed to contain a comprehensive listing of activities duties orresponsibilities that are required of the employee for this job. Duties responsibilities and activities maychange at any time with or without cause.

Qualifications

• Bachelors Degree in Business eCommerce Analytics Data Science Statistics or related field required.
• Masters Degree in Business Administration (MBA) or Data Science (MS) preferred.
• Minimum eight (8) years experience in analytics business intelligence or commercial insights required preferably within a footwear apparel manufacturer or in the outdoor industry.

Any equivalent combination of experience and education which clearly indicates the ability to perform theessential functions of the position may substitute on a year for year basis.

Knowledge Skills and Abilities

• Expert-level analytical skills related to the development of reporting dashboard creation data validation and data modeling
• Deep understanding of fundamental eCommerce business objectives digital marketing conversion funnel web optimization tactics and key performance indicators
• Experience with Power BI modeling data sources and building dashboards required
• Strong understanding of data management and extraction; experience with MS SQL server Google BigQuery Google Analytics (or Adobe Analytics) Redshift and Amazon Vendor Centralreporting preferred
• Ability to navigate the complexities of various data sources with a keen ability to explore validate cleanse and blend data to provide a clearer picture of digital businesses and draw meaningfulinsights
• Thrives in a fast-paced and changing environment listens and learns from stakeholders and leads team to strategically address complex issues and opportunities
• Excellent attention to detail and strong organizational and prioritization skills to manage multiple competing deliverables
• Proficient in all MS Office functions with advanced knowledge of Excel use of complex formulas pivot tables and data formatting
• Strong communications skills both verbal and written

Travel Required: No occasional/optional travel to industry conferences etc.

Base Salary:$188000-$198000

This range represents the low and high ends of this positions anticipated base salary range. The actual base salary will depend on numerous factors such as experience knowledge skills and location. Our base salary is just one component of our competitive total rewards strategy which includes numerous benefits and perks as well as specific health and welfare benefits.

Why Work at KEEN:Driven by a passion for life outside KEEN is a values-led independently owned brand from Portland Oregon thats on a mission to create original and versatile products improve lives and inspire outside adventure. Founded in 2003 KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back reducing impact and activating communities and individuals to protectthe places where we work and play KEEN puts its values in motion and takes action to leave the world a better place.

Fuerst Group KEEN and Chrome are equal opportunity employers. We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race color religion sex national origin age sexual orientation gender identity gender expression veteran status or disability.