Sr. Director, Digital Optimization & Planning

Overview

Great brands reflect culture. The best ones help shape it. At Foot Locker, we’re rooted in sport, powered by style, and driven by the communities that move both. From Foot Locker and Kids Foot Locker to Champs Sports, WSS, and atmos, our brands sit at the intersection of sport, style, and self‑expression. As part of the DICK’S Sporting Goods family, you’re backed by the resources, reach, and career opportunities of a world‑class sports company.

That unleashes Foot Locker to keep pushing forward with the agility and edge that define the brand. We’re looking for great people who want to influence culture and the generation that is shaping what’s next. Whether you’re building strategy, shaping innovations, or creating unforgettable customer moments, you’ll contribute to decisions and experiences that define our brands’ impact in the communities we serve.

Come change the game with us. Apply today!

Hybrid (3 days in NYC office)

At this time, Foot Locker will not sponsor a new applicant for employment authorization, or offer any immigration related support for this position (i.e. H1B, F‑1 OPT, F‑1 STEM OPT, F‑1 CPT, J‑1, TN, or another type of work authorization).

At Foot Locker Inc., our mission to inspire and empower youth culture guides how we build innovative, high‑performing digital experiences. The Sr. Director, Digital Optimization & Planning plays a critical leadership role in delivering on our Growth Strategy by transforming how we test, measure, and optimize the digital ecosystem. In this position, you will lead three core capabilities—Experimentation & Testing, Digital Analytics, and Commercial Planning—ensuring that our digital decisions are grounded in insights, executed with operational rigor, and translated into measurable business impact.

PRIMARY RESPONSIBILITIES AND

ACTIVITIES:

• Lead the end‑to‑end optimization strategy across experimentation, analytics, and commercial planning to improve conversion and drive profitable growth.
• Refine the operating model, governance, and roadmap for digital testing and performance optimization.
• Partner closely with E‑commerce, Merchandising, Marketing, Media, Finance, and Technology to align optimization initiatives with enterprise business priorities.
• Represent Digital Optimization in executive business reviews, sharing insights and actions that influence strategy and investment decisions.

Manage a team of 10+ associates with ownership across the following areas:

Experimentation & Testing

• Define and oversee the A/B and multivariate testing roadmap for site experience, promotions, merchandising, personalization, checkout, and landing pages.
• Govern test design, platform execution, statistical methodology, and results interpretation.
• Champion a test‑and‑learn culture across digital teams in partnership with EXV testing pods.

Digital Analytics

• Lead the digital analytics strategy, including KPI frameworks, funnel analysis, dashboards, tagging strategy, and behavioral insights.
• Lead in building standardized reporting that scales across banners and empowers self‑service capability for business teams.
• Partner with cross‑functional teams to ensure analytics foundations—tagging, instrumentation, and data pipelines—are accurate and well‑maintained.

Commercial Planning

• Lead the team driving the digital commercial calendar, ensuring cross‑functional alignment with Merchandising, Marketing, Media, Creative, and Operations.
• Lead seasonal planning, promotions, product launches, and digital activation processes across banners.
• Own the digital perspective on monthly/daily demand and sales forecasting process.
• Streamline workflows for cross‑functional activation to ensure consistent and timely execution of commercial plans.

POSITION REQUIREMENTS:

• Bachelor’s degree in business, analytics, marketing, economics, statistics, or related field required.
• Minimum 10 years of experience in digital optimization, experimentation, analytics, or e‑commerce; retail experience required.
• Demonstrated leadership of multi‑disciplinary digital teams with multiple management layers.
• Expertise in A/B and multivariate testing methodologies, digital analytics platforms, and…