Data & Insights Analyst, eCommerce

• We are seeking a data-driven, commercially minded Web Analyst to drive performance across our direct-to-consumer e-commerce experience. This role will be responsible for translating user behavior data into actionable insights that improve conversion rate, average order value, customer retention, and overall digital performance.
• The ideal candidate combines strong analytical skills with deep understanding of the e-commerce funnel, consumer behavior, and digital merchandising. You will partner closely with Marketing, Product, UX, Engineering, and Merchandising to optimize the end-to-end customer journey.
• This role reports into the VP eCommerce and supports all business functions within the eCommerce department.

Daily Performance Tracking & Site Health Monitoring

• →Own daily monitoring of website performance across traffic, conversion, revenue, AOV, and funnel progression.
• →Deliver a concise daily performance recap highlighting wins, risks, anomalies, and emerging trends.
• →Identify and escalate sudden drops in conversion, checkout issues, tracking discrepancies, or site friction in real time.
• →Partner with Marketing and Merchandising to assess daily campaign, promotion, and product performance.
• →Proactively surface opportunities tied to inventory levels, pricing changes, and promotional cadence.
• →Maintain clear visibility into site health, including error rates, load time impact on conversion, and checkout abandonment trends.

Performance & Funnel Analysis

• →Monitor and analyze website performance across the full customer journey (traffic → engagement → conversion → retention).
• →Identify drop-offs in the UX funnel and recommend actionable improvements.
• →Track and report on KPIs including conversion rate, AOV, revenue per visitor, bounce rate, cart abandonment, LTV, and CAC.
• →Build dashboards and automated reporting to provide clear visibility into site health and performance trends.
• →Experimentation & Optimization
• →Design, implement, and analyze A/B and multivariate tests to improve UX, merchandising, and conversion.
• →Partner with UX and Product teams to develop hypotheses rooted in data and customer insights.
• →Quantify the revenue impact of testing and optimization initiatives.
• →Customer Behavior & Insights
• →Analyze clickstream data, session recordings, heatmaps, and behavioral cohorts to understand customer journeys.
• →Segment audiences by behavior, lifecycle stage, and acquisition channel.
• →Identify friction points and recommend improvements to checkout, PDPs, navigation, and search.

Marketing & Attribution Analytics

• →Evaluate traffic sources and channel performance (paid media, SEO, email, affiliates, etc.).
• →Support attribution modeling and campaign performance analysis.
• →Partner with Growth/Marketing teams to optimize spend and improve ROAS.

Data Governance & Tracking

• →Ensure accurate tracking implementation across analytics platforms.
• →Work with Engineering to maintain clean data layers and event tagging frameworks.
• →Validate data integrity across platforms (GA4, CDP, BI tools, etc.).

• 6-8+ years of experience in web analytics, preferably in a DTC or consumer products environment.
• Strong proficiency in:
• GA4 (or similar analytics platforms)
• SQL (required)
• Excel / Google Sheets
• BI tools (Looker, Tableau, Power BI, etc.)
• Experience with A/B testing tools (Optimizely, VWO, AB Tasty, etc.).
• Strong business acumen and ability to connect insights to revenue impact.
• Excellent communication skills — able to translate data into clear, compelling narratives.
• Experience with CDPs (Segment, mParticle, etc.).
• Exposure to attribution modeling and marketing mix modeling.
• Knowledge of CRO best practices and UX principles.
• Experience in subscription or repeat-purchase business models.
• Strong prioritization skills and ability to balance quick wins with foundational improvements
• Comfortable working in a fast-paced, multi-brand or high-growth environment
• Data-driven mindset with the ability to communicate insights clearly to both technical and non-technical stakeholders
• A proactive, organized operator who can independently drive initiatives from ideation through launch and reporting