The Associate Vice President of Channel Analytics is the enterprise leader for global performance insights across digital and store channels. This role establishes the measurement strategy and analytics capabilities needed to understand how customers discover, browse, shop and convert across channels, brands, markets and regions.
The AVP translates channel, customer and behavioral data into clear recommendations that improve acquisition, engagement, conversion, retention, revenue and profitability. The role partners with Marketing, Digital Product, Stores, Customer Analytics, Merchandising, Finance, Technology, Operations and senior leadership to create consistent performance measures, scalable reporting and actionable insights.
Global Channel Analytics Strategy and Leadership
• Define and lead the global channel analytics vision, roadmap and operating model in support of enterprise growth priorities.
• Establish a consistent measurement framework across digital marketing, websites, apps, social commerce, loyalty, stores and emerging channels.
• Create an integrated view of channel and customer performance across brands, markets and regions.
• Advise senior leaders on performance trends, customer behavior, growth opportunities and investment choices.
• Build, lead and develop a high-performing team of analytics leaders, managers, and analysts.
• Promote a culture in which insights are timely, accessible and used to drive decisions.
Channel Performance and Customer Insights
• Lead performance measurement for digital and store channels, including traffic, browsing behavior, engagement, conversion, sales and customer outcomes.
• Define KPIs, scorecards and executive dashboards that connect channel activity to business impact.
• Identify opportunities to improve customer acquisition, engagement, conversion, retention, revenue and profitability.
• Evaluate channel interactions and customer journeys to understand how touchpoints influence conversion and long-term value.
• Analyze customer and browser behavior across regions, brands and segments to identify actionable growth opportunities.
• Partner with business leaders to assess performance, prioritize opportunities and measure the impact of investments.
Marketing Measurement and Optimization
• Lead measurement of paid, owned and earned marketing performance, including attribution, incrementality and return on investment.
• Partner with Marketing, CRM and Customer Analytics to strengthen audience, segmentation and lifecycle measurement.
• Provide insights that improve media allocation, audience strategy, channel mix and customer engagement.
• Connect marketing activity with downstream browsing, conversion, customer and financial outcomes.
Advanced Analytics and Data Strategy
• Partner with Customer Analytics, Data Science and Finance on forecasting, predictive analytics and advanced modeling that inform channel strategy.
• Advance the use of artificial intelligence and machine learning to improve insight generation, forecasting and optimization.
• Identify emerging customer and channel trends through advanced analytical methods.
• Partner with Technology and Data teams to build scalable, reliable and reusable analytics capabilities.
Data Governance and Technology Enablement
• Define analytics requirements for digital tagging, instrumentation and data capture.
• Ensure consistent KPI definitions, data standards, reporting methods and governance across channels and regions.
• Partner with Technology and Data teams to improve data quality, accessibility, reliability and scalability.
• Evaluate analytics, measurement and visualization tools based on enterprise needs and business value.
Executive Reporting and Strategic Partnership
• Deliver concise executive performance reviews that explain results, key drivers, risks and recommended actions.
• Provide recommendations on channel investments, omnichannel growth and performance optimization.
• Support annual planning, forecasting and long-range strategy with customer- and channel-level analysis.
• Translate complex data into clear business narratives for executive and board-level audiences, as needed.
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Required Qualifications
Bachelor's degree in Business, Economics, Statistics, Marketing, Data Analytics, Computer Science or a related field.
15+ years of progressive experience in digital analytics, business intelligence, customer insights, marketing measurement or channel performance.
10+ years of experience leading and developing analytics teams.
Experience leading analytics in a global retail, consumer, eCommerce or omnichannel organization.
Deep understanding of digital and store performance, customer behavior, conversion, marketing effectiveness and commercial operations.
Demonstrated ability to build analytics strategies and roadmaps that produce measurable business impact.
Proven ability to influence senior leaders and translate complex analysis into clear recommendations.
Preferred Qualifications
Master's degree or MBA in Analytics, Data Science, Statistics, Economics, Business or a related field.
Experience supporting global, multi-brand or multi-region businesses.
Expertise in customer journey analytics, attribution, incrementality and omnichannel measurement.
Experience implementing AI-enabled analytics, predictive models and scalable reporting capabilities.
Strong knowledge of retail, eCommerce, store operations and consumer behavior.
