Responsibilities

• Build and lead the analytics roadmap for Loyalty and Lifecycle Marketing, prioritizing initiatives based on business impact, customer value, feasibility, and strategic objectives.
• Serve as the primary analytics voice representing loyalty and lifecycle marketing analytics, shaping decisions with objective insights and clear recommendations.
• Support the execution of omnichannel customer journeys across email, SMS, push notifications, direct mail, and emerging channels through customer data and insights.
• Partner with CDP, Analytics, and Technology teams to leverage customer data for analysis, audience insights, measurement, and personalization opportunities.
• Analyze member acquisition, engagement, retention, and lifetime value trends to identify opportunities for incremental growth.
• Develop forecasts, business cases, and opportunity sizing analyses to support investment decisions and prioritize growth initiatives.
• Evaluate audience strategies and customer segments to determine effectiveness and inform targeting approaches across lifecycle channels.
• Own measurement and performance management across Loyalty and Lifecycle Marketing, including KPI frameworks, dashboards, recurring reporting, executive readouts, and business reviews.
• Monitor performance trends across loyalty and lifecycle channels, delivering actionable insights into what is happening, why it is happening, and where to act.
• Establish and maintain KPIs, metric definitions, and measurement standards to ensure consistent reporting across teams and platforms.

Requirements

• 4+ years in digital analytics, Loyalty analytics, Lifecycle marketing analytics, consumer data platforms, marketing analytics, or related fields
• Educational Position Requirements: Bachelor’s degree in business, statistics, analytics, mathematics or equivalent professional experience in a digital analytics role.
• Strong foundation in digital analytics tools (e.g., GA4, Tableau, Power BI, Quantum Metrics, Databricks)
• Strong foundation working with a Consumer Data Platform (e.g. Blueconic)
• Understanding of Loyalty and Lifecycle Marketing KPIs and metrics (Cost per acquisition, CLV, opens, unique clicks, CTR, CVR, etc.)
• Understanding of how loyalty program economy works (points, rewards, point liability, breakage, etc.)
• Experience analyzing customer behavior, journeys, and performance trends
• Ability to translate data into clear insights and structured outputs
• Highly proficient in Excel (or similar tools) and experience working with dashboards or reporting tools
• Basic understanding of customer segmentation concepts (e.g., lifecycle stages, cohort analysis, audience targeting)

Benefits

• We offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates.