The North Face: Manager, eCommerce Digital Analytics

The North Face

  • Denver, CO
  • Permanent
  • Full-time
  • 9 days ago
At The North Face we dare to lead the world forward through Exploration. We were born to Explore, Disrupt and to Lead. We were born to Love Wild Places and to Spark Curiosity. We believe that exploration is a mindset - both on the mountain and off the mountain - and it infuses everything we do. As a community of explorers, we stay curious about new ideas, places, and people.So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of adventure-loving people, The North Face just may be the place for you.To learn more about our values and our culture, visit or .Manager Digital AnalyticsThe Manager of Digital Analytics is a key member of The North Face Americas eCommerce team, responsible for leading performance reporting, full-funnel analysis, and digital insights for our North America online business. This role owns the digital analytics roadmap and leads a team of two analysts. The Manager partners cross-functionally to interpret performance trends and influence strategies that drive KPI improvement. We’re looking for a data-driven storyteller with strong technical skills, a deep understanding of the digital funnel, and the ability to lead both people and performance in a fast-paced environment. This is a hybrid role, reporting into our Denver, Colorado HQ 3 days/week.What you will do:
  • Lead digital performance reporting for TNF Americas—lead the development, automation, and evolution of 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 any new reporting capabilities that need to be developed.
  • Lead Monday Readouts—deliver a clear POV on business performance: what happened, why, and what action is needed next.
Analyze end-to-end funnel performance, identifying improvement opportunities across consumer acquisition and retention, traffic, conversion, and average order value, while collaborating with cross-functional teams (Marketing, Content, Merchandising) to action against insights. * Evaluate product, site paths, and campaign performance to uncover 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.
  • Lead the build and maintenance of 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—connect seasonal assortment and customer acquisition plans to KPI expectations and long-range performance planning.
  • Guide SEO strategy and execution—report on organic performance and support the implementation of optimization strategies.
  • Recommend and integrate new tools or data sources (e.g. SimilarWeb, EDITED) to extend the team’s analytics toolkit.
  • Manage and develop a high-performing team—prioritize workstreams and elevate overall analytics capability.
How you will do it:
  • Be the digital analytics subject matter expert—own/influence GA, Power BI, and VF platforms.
  • Lead full-funnel performance reporting—from acquisition and engagement to conversion and revenue.
  • Design scalable, accurate, and actionable reporting solutions in partnership with VF Analytics, Digital Technology, and business stakeholders.
  • Translate data into clear, actionable recommendations that improve KPIs across traffic, conversion, margin, frequency and retention.
  • Build a prioritized digital analytics roadmap—starting with gap analysis and evolving capabilities over time.
  • Drive a culture of data-driven decision making, socializing insights and championing best practices.
  • Balance strategic thinking with hands-on execution—acting as a true player-coach.
What success looks like:
  • KPI improvement across core digital performance metrics—traffic, conversion, average order value, and margin
  • Improved digital forecast accuracy and predictable performance against plan
  • High adoption of reporting tools that enable 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
Skills for SuccessYears of Related Professional Experience: 5+ years in digital analytics, forecasting, performance marketing analytics, or similar roles.
  • Advanced Excel and Power BI skills
  • Deep experience with digital analytics platforms (GA)
  • Strong understanding of digital KPIs: traffic, conversion, RPV, bounce, ROAS, cart abandonment, etc.
  • Experience owning and improving forecast accuracy
  • Full-funnel analysis expertise, from acquisition through post-purchase behavior
  • Experience using external benchmarking tools (e.g. SimilarWeb and EDITED)
  • Strong communication skills with the ability to translate data into stories and strategy
  • Ability to work independently and manage multiple priorities.
  • Proven leadership experience and ability to prioritize work across a team
Now WE have a question for YOU.Are you in?Hiring Range: $112,320.00 USD - $140,400.00 USD annuallyIncentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you are unable to submit your application because of incompatible assistive technology or a disability, please contact us at . VF will reasonably accommodate qualified individuals with disabilities to the extent required by applicable law.Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.

The North Face