Analyst Digital Personalization

The Analyst Digital Personalization is a key member of The North Face Americas eCommerce team, responsible for the identification, analysis, and measurement of opportunities to improve The North Face’s digital customer experience. Reporting to the Digital Personalization Manager, this role will focus on analyzing customer behavior, supporting optimization initiatives, and ensuring strong measurement and reporting across the experimentation program.

You will play a critical role in driving optimization efforts that deliver real revenue impact and help grow the TNF eCommerce business

How You Will Make a Difference 

What you will do:

• Analyze end-to-end digital customer journeys to identify friction points, drop-offs, and conversion opportunities across the funnel (landing 12 PDP 12 cart 12 checkout)

• Monitor and report on key performance trends, delivering clear insights into what is happening, why, and where to act

• Support the development of a prioritized optimization roadmap by translating data into structured opportunities and hypotheses

• Partner with the experimentation agency to analyze test results, ensuring insights are clearly translated into business recommendations

• Evaluate site performance across key customer segments (e.g., new vs. returning, loyalty vs. guest, CDP-defined audiences) to identify differentiated opportunities

• Build and maintain dashboards and reporting tools that track journey performance, test outcomes, and segment-level insights

• Support cross-functional teams (Product, Merchandising, Marketing) with data-backed recommendations to improve customer experience and business performance

How you will do it: 

• Leverage analytics and behavioral tools (GA4, Quantum Metrics, Consumer Data Platforms (Blueconic) etc.) to develop a deep understanding of customer behavior and journey performance

• Apply a structured approach to analysis12connecting data 12 insight 12 opportunity 12 recommended action

Partner closely with:

• Digital Personalization Manager 12 align on priorities and hypotheses

• Marketing teams 12 ensure insights are grounded in and contribute to audience strategy

• Experimentation agency 12 ensure consistent measurement and clear interpretation of results

• Incorporate segment-level analysis into all work, ensuring recommendations consider how different audiences interact with the site

• Maintain strong data quality and consistency by ensuring accurate tracking, KPI definitions, and reporting standards

• Communicate insights clearly and concisely, tailoring outputs to a range of stakeholders

What success looks like: 

• Clear visibility into customer journey performance and key friction points across the site

• Consistent delivery of actionable insights that influence optimization and consumer messaging decisions

• High-quality, trusted reporting that enables fast, data-driven decision-making

• Strong understanding of how different customer segments behave and respond to experience changes

• Effective support of the optimization program12ensuring initiatives are measured accurately and insights are captured consistently

• Positive feedback from cross-functional partners on clarity, quality, and usefulness of insights

Free To Be, Inclusion & Diversity 

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to buildingandmaintaining aworkplacethat celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success:

• 3-5 years in digital analytics, eCommerce, marketing analytics, or related fields

• Educational Position Requirements:Bachelor19s degreeinbusiness, statistics,analytics,mathematicsor equivalentprofessional experienceina digital analytics role.

What we expect you already know: 

• Strong foundation in digital analytics tools (e.g., GA4, Quantum Metrics, Consumer Data Platform, Databricks)

• Understanding of eCommerce KPIs and funnel metrics (conversion rate, AOV, bounce, cart abandonment, etc.)

• Experience analyzing customer behavior, journeys, and performance trends

• Ability to translate data into clear insights and structured outputs

• Proficiency in Excel (or similar tools) and experience working with dashboards or reporting tools

• Familiarity with A/B testing, experimentation, or optimization programs

• Basic understanding of customer segmentation concepts (e.g., lifecycle stages, cohorts, audience targeting)

What we will teach you:

• VF19s systems, tools, and reporting infrastructure

• The North Face seasonal strategy and go-to-market calendar

• Internal operating rhythms and cross-functional workflows

• VF Guiding Principles:Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

What19s in itForYou

We19re in thebusiness of unleashing human potential, driven by the ideas, energy and commitment of our people. That19s why we offer comprehensive benefits that encouragemental,physical and financial well-being for all VF associates. When it comes to benefits, we19re the total package. Go toMyVFBenefits.com and click on 2Looking to Join VF?2to learn more.

Hiring Range:

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, orcommissionpotential. 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 year19s 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.