Director – Athlete Activation Data & Analytics

Responsibilities

• Define and operationalize metrics for customer activation across channels
• Extend measurement across the full lifecycle, including retention, loyalty, and reactivation
• Identify friction points in the activation and lifecycle funnels and provide data‑driven recommendations to improve conversion and engagement
• Partner with CRM and loyalty teams to measure and optimize campaigns across email, SMS, push, and owned channels
• Develop reporting and insights on customer lifetime value (CLV), retention, churn, and loyalty program performance
• Lead the development of advanced customer segmentation frameworks based on behavioral, transactional, and demographic data
• Build and oversee propensity models to drive targeted activation and engagement strategies
• Partner with data engineering and identity teams to develop a unified customer view using first‑party data

Requirements

• 10+ years of experience in analytics, data science, or a related field
• At least 5+ years directly leading teams
• Bachelor's Degree in Statistics, Computer Science, Business Analytics, Economics, Math, Political Science, Finance, Engineering, Liberal Arts
• Strong experience working with CRM systems, loyalty programs, and first‑party identity data
• Proven track record of measuring and optimizing customer activation, lifecycle marketing, and retention strategies
• Hands‑on experience with customer segmentation and propensity modeling techniques
• Demonstrated success in experimentation design, causal inference, and attribution modeling such as A/B testing
• Advanced proficiency in SQL and experience with analytics tools (e.g., Python/R, BI platforms like Tableau/Looker)
• Required experience with Adobe Customer Journey Analytics (CJA) and Adobe Customer Data Platform (CDP)