Director, DTC Insights & Analytics

Job Summary

The Director of DTC Insights & Analytics leads the strategy and execution of analytics and experimentation across KEEN’s Ecommerce, Retail, and Marketplace channels. Blending long-range vision with hands-on execution, this leader builds and scales a center of excellence that embeds analytics into activation planning and decision-making at all levels, delivering a modern KPI framework, advanced forecast models, and empowering tools that elevate data fluency across teams. The Director owns the end-to-end experimentation and personalization program, driving measurable gains in conversion, consumer experience, and lifetime value through disciplined testing and optimization. Serving as a strategic partner to the VP of Ecommerce, the Director translates complex cross-channel consumer behaviors and performance data into forward-looking insights that shape the financial plans, investment decisions, and growth strategy, enabling teams to meet and exceed acceleration targets.

Essential Functions

Description

Build and Lead the Commercial Isights & Analytics COE

• Establish the vision, multi-year roadmap, operating model, delivery governance, and quality standards for the COE, driving commercial impact and stakeholder trust.
• Define and operationalize analytics success metrics such as insight adoption, forecast accuracy, process cycle-time reduction, and performance lift.
• Develop a high-performing BI/analytics team, setting strategic direction, elevating technical capability, and fostering talent growth and accountability.
• Serve as a strategic advisor to commercial leadership, translating complex analyses into compelling, actionable narratives that are effectively interpreted and applied.
• Stay current on industry trends, AI/ML, and emerging analytics practices, proactively evolving the function to maintain competitive advantage.

Develop Data Infrastructure & Tooling

• Design and scale a unified data architecture across platforms, marketplaces, and channels, partnering with Global Technology to deliver clean datasets and lineage best practices.
• Implement data governance and responsible data stewardship in partnership with Legal, Security, and Technology, ensuring ethical, secure, and compliant data practices.
• Own the semantic layer and instrumentation strategy, standardizing KPI definitions, event schemas, and taxonomies to enable high-quality insights and a holistic consumer view.
• Evaluate and scale enablement tools and SAAS solutions, including web analytics, experience intelligence, experimentation, automation, product information, and competitive benchmarking.
• Manage vendor relationships to optimize platform performance, cost efficiency, utilization, and continuous innovation.

Enable DTC Teams Through Data Democratization

• Champion a data-driven, test-and-learn culture across DTC and marketplace teams, promoting curiosity, embedding insights into decision-making, and elevating analytical skills and data literacy.
• Lead the development of intuitive, self-service dashboards tailored to diverse audiences, increasing transparency into performance-drivers and aligning teams on highest-impact opportunities.
• Automate reporting and streamline analysis workflows across functions, creating efficiencies and capacity for deeper strategic actions.
• Introduce advanced and predictive modeling for sell-through, inventory health, CLV, and commerce economics such as promotions, shipping, returns, and payments.

Support Strategic Planning & Reporting

• Serve as a strategic thought partner to commercial leadership, synthesizing initiative performance, cross-channel dynamics, consumer behavior, and financial trends into forward-looking insights, risks, and opportunities that shape growth strategy.
• Integrate analytics into annual and long-range planning, aligning investment decisions, roadmaps, and resource allocation with measurable business outcomes.
• Lead weekly, monthly, and quarterly business reviews in partnership with Planning, Marketing, and Experience teams, strengthening forecasting, budget allocation, and real-time performance optimization.

Build and Scale Program of Web Optimization, Testing, and Personalization

• Lead holistic experimentation and optimization strategy across acquisition, onsite experience, and lifecycle engagement, partnering closely with functional leads to improve conversion, AOV, retention, and LTV.
• Own end-to-end A/B and multivariate testing, ensuring strong measurement plans, statistical validity, and clear readouts with actionable next steps.
• Design and operationalize frameworks for intake/grooming, stakeholder engagement, prioritization/backlog management, and tagging/tracking.
• Translate quantitative and qualitative insights (analytics, heatmaps, session replay, VOC) into high-quality test hypotheses, continuously refining the optimization roadmap based on performance trends, learning velocity, and alignment with digital initiatives.
• Enable strategic journey orchestration by standardizing segment definitions, lifecycle signals, and behavioral triggers across channel-specific personalization tools.

Please note this job description is not designed to contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties responsibilities and activities may change at any time with or without cause.

Qualifications

• Bachelor's Degree in Business, eCommerce, Analytics, Data Science, Statistics, or related field required.
• Master's Degree in Business Administration (MBA) or Data Science (MS) preferred.
• Minimum eight (8) years experience in analytics, business intelligence, or commercial insights required, preferably within a footwear, apparel manufacturer, or in the outdoor industry.

Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.

Knowledge, Skills, and Abilities

• Expert-level analytical skills related to the development of reporting, dashboard creation, data validation, and data modeling
• Deep understanding of fundamental eCommerce business objectives, digital marketing, conversion funnel, web optimization tactics and key performance indicators
• Experience with Power BI, modeling data sources and building dashboards required
• Strong understanding of data management and extraction; experience with MS SQL server, Google BigQuery, Google Analytics (or Adobe Analytics), Redshift and Amazon Vendor Central reporting preferred
• Ability to navigate the complexities of various data sources with a keen ability to explore, validate, cleanse, and blend data to provide a clearer picture of digital businesses and draw meaningful insights
• Thrives in a fast-paced and changing environment, listens and learns from stakeholders, and leads team to strategically address complex issues and opportunities
• Excellent attention to detail and strong organizational and prioritization skills to manage multiple competing deliverables
• Proficient in all MS Office functions with advanced knowledge of Excel, use of complex formulas, pivot tables, and data formatting
• Strong communications skills, both verbal and written

Travel Required: No, occasional/optional travel to industry conferences, etc.

Base Salary: $188,000-$198,000

This range represents the low and high ends of this position's anticipated base salary range. The actual base salary will depend on numerous factors such as experience, knowledge, skills, and location. Our base salary is just one component of our competitive total rewards strategy, which includes numerous benefits and perks as well as specific health and welfare benefits.

Why Work at KEEN:  Driven by a passion for life outside, KEEN is a values-led, independently owned brand from Portland, Oregon, that’s on a mission to create original and versatile products, improve lives, and inspire outside adventure. Founded in 2003, KEEN launched a revolution in the footwear industry with the introduction of the Newport adventure sandal and has donated more than $18 million to non-profit organizations and causes around the world to promote responsible outdoor recreation, including conservation efforts to protect open spaces. KEEN strives to show the world through its products and its actions that a business for good can actually be good for business. By giving back, reducing impact, and activating communities and individuals to protect the places where we work and play, KEEN puts its values in motion and takes action to leave the world a better place.  

Fuerst Group, KEEN, and Chrome are equal opportunity employers.  We value an inclusive and diverse community. Qualified candidates of all backgrounds are encouraged to apply and will be considered without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity, gender expression, veteran status, or disability.