Vice President, Digital Analytics & Direct-to-Consumer

The Vice President of Digital Analytics and Direct‑to‑Consumer leads digital measurement, experimentation, and analytics across acquisition, engagement, conversion, and retention. This role partners with senior leaders across Marketing, Operations, Finance, and Technology to translate digital performance data into decisions and scalable business value.

The VP implements predictive, personalization, and automation capabilities within digital analytics use cases while ensuring strong measurement standards, responsible analytics practices, and broad adoption across teams. This role proactively surfaces new ideas, opportunities, and innovative applications of data and analytics to optimize digital experiences, accelerate direct‑to‑client growth, improve acquisition and retention, and drive measurable business outcomes across channels.

• Lead enterprise digital analytics and measurement across acquisition, engagement, conversion, and retention. Define and maintain clear measurement frameworks that improve visibility, accountability, and decision‑making. Translate digital performance data into actionable insights that inform marketing, product, and channel investment decisions.
• Build and scale an enterprise experimentation capability, including A/B testing, multivariate testing, and incrementality. Partner with marketing, digital, and product teams to embed test‑and‑learn practices into planning and execution. Use experimentation and performance insights to optimize customer experiences and guide investment trade‑offs.
• Lead and develop a high‑performing digital analytics organization spanning analytics, experimentation, BI, and Mar Tech. Establish operating rhythms, standards, and scalable ways of working across a complex enterprise. Collaborate with senior leaders to drive aligned outcomes and analytics adoption.
• Partner closely with advanced analytics and emerging technology leadership to implement and operationalize advanced analytics capabilities within digital analytics use cases. Enable adoption of predictive, personalization, and automation capabilities across digital channels. Ensure analytics models, tools, and insights are applied responsibly, effectively, and at scale.
• Partner with data and technology teams to ensure digital analytics is supported by clean, trusted, and timely data. Guide the evolution of digital analytics tools, Mar Tech, and BI platforms to meet business needs. Promote self‑service analytics and reporting that empower teams to act with confidence.

• 12+ years of progressive experience in digital analytics, marketing analytics, product analytics, or enterprise analytics within complex organizations.
• Proven experience leading enterprise‑scale digital analytics and measurement functions, including performance measurement, experimentation, attribution, and optimization.
• Demonstrated success building, leading, and scaling multi‑disciplinary analytics teams, spanning analytics, experimentation, BI, and Mar Tech.
• Strong experience partnering with peer VPs and senior leaders to drive aligned, data‑informed decisions and business outcomes.
• Executive‑presence communication skills, with the ability to translate complex digital performance data into clear, actionable insights that influence prioritization and investment.
• Deep working knowledge of digital analytics and measurement ecosystems, including Adobe or Google analytics platforms, tag management, CDPs, BI, and Mar Tech tools.
• Experience establishing measurement standards, operating rhythms, and scalable ways of working that improve accountability and analytics adoption.
• Demonstrated commitment to data quality, governance, privacy, and responsible analytics practices in enterprise or regulated environments.
• Bachelor’s degree or equivalent practical experience.

• MBA or advanced degree in analytics, economics, statistics, or related field.
• Experience working in regulated industries or highly matrixed, enterprise environments.
• Familiarity with cloud data and analytics platforms (e.g., Snowflake, AWS) and their role in enabling digital analytics and self‑service reporting.
• Experie…