Timberland: Digital Analyst; Americas

Digital Analyst (Timberland Americas)

• Lead digital performance reporting: develop, automate, and evolve 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 new reporting capabilities.
• Lead Monday Readouts – deliver clear POV on business performance: what happened, why, and next actions.
• Analyze end-to-end funnel performance and identify improvement opportunities across acquisition, retention, traffic, conversion, and average order value.
• Evaluate product, site paths, and campaign performance to find 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.
• Build and maintain 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 that connect seasonal assortment and customer acquisition plans to KPI expectations and long‑range performance planning.
• Establish baseline reporting and monitor loyalty program effectiveness.
• Report on the efficacy of personalization and optimization efforts in partnership with Operations.
• Grow Voice of Consumer programs to collect insightful data, surfacing and reacting to trends to improve CX.
• Guide SEO strategy and execution: report on organic performance and support optimization strategies.
• Recommend and integrate new tools or data sources to extend the analytics toolkit.

• 3‑5 years of experience in digital analytics with proven achievements.
• Expertise in GA, Power BI, and VF platforms.
• Strong technical and data storytelling skills.
• Experience leading full‑funnel performance reporting from acquisition to conversion and revenue.
• Ability to design scalable, accurate, actionable reporting solutions in partnership with stakeholders.
• Translate data into clear recommendations that improve KPIs across traffic, conversion, margin, frequency, and retention.
• Build and drive a prioritized digital analytics roadmap.
• Strong analytical mindset, balanced with hands‑on execution.
• Excellent communication and collaboration skills with cross‑functional teams.

• KPI improvement across core digital performance metrics (traffic, conversion, average order value, margin).
• Improved digital forecast accuracy and predictable performance against plan.
• High adoption of reporting tools enabling 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.

VF is an equal employment opportunity employer of minorities, females, protected veterans, and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.

VF is committed to meeting the diverse needs of people with disabilities in a timely manner that is consistent with the principles of independence, dignity, integration, and equality of opportunity. VF is committed to digital accessibility, and to conforming to the Web Content Accessibility Guidelines (WCAG) 2.1, Level AA and complying with the ADA and AODA Standards for Accessible Design, and other applicable regulations.

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