The Ecommerce Analytics Manager serves as the connective tissue between our Global Ecommerce and Demand Planning organizations. This role will own performance analytics on both Amazon and Direct to Consumer channels, translating complex data into clear, actionable insights that drive revenue growth and operational efficiency.
This individual will be responsible for what is truly driving business performance with a particular focus on conversion funnel optimization, attribution modeling, and demand signal clarity. This role is critical in informing strategic decisions across marketing, merchandising, forecasting, and inventory planning.
Primary Functional Responsibilities
Performance Analytics & Business Insights
- Own the design, maintenance, and weekly delivery of the Global Ecom Dashboard, a consolidated view of revenue, conversion, traffic, AOV, LTV and channel-level contribution across DTC and Amazon
- Identify root causes of performance fluctuations (traffic, conversion, pricing, availability, content, etc.) and proactively surface risks and opportunities
- Translate data into actionable insights and recommendations for Ecommerce, Marketing, and Leadership teams
- Build and maintain channel P&L reporting in partnership with Finance, providing margin visibility by channel, region and product family
- Establish a consistent reporting cadence aligned to business rhythms and executive review cycles
Conversion Funnel & Customer Journey Analysis
- Own site conversion analysis across the DTC channel, mapping the full funnel from traffic acquisition through checkout
- Identify friction points across the customer journey and partner with UX, merchandising, and growth marketing teams to improve conversion
- Partner with Ecom Manager on testing analysis (A/B, multivariate) and quantify impact on conversion and revenue
- Develop and maintain funnel benchmarks by device, traffic source, product family and promotional period
- Build a cohort-level analysis of customer acquisition and retention performance, informing decisions made by Acquisition and Retention teams
Attribution & Marketing Effectiveness
- Partner with acquisition and retention teams to evaluate channel performance and attribution models
- Develop a clear understanding of incremental vs. blended impact across paid media, CRM, and retail media (Amazon Ads)
- Help evolve attribution methodologies to better inform budget allocation and ROI optimization
Amazon & Marketplace Analytics
- Build and maintain Amazon's performance reporting across vendor metrics, including glance views, conversion rate, buy box %, NTB customer rate, and contribution margin
- Identify SKU-level and product family-level performance patterns across channels, flagging cannibalization risks and halo opportunities
Cross Functional Collaboration
- Act as the primary analytics partner to Demand Planning, providing digital sell-through signals and real-time velocity data to support inventory planning
- Bridge gaps between forecast assumptions and actual performance by providing real-time insights on trends and drivers
- Support forecasting accuracy improvements through better visibility into traffic, conversion, and promotional impact
Required Experience & Skills
- 5–7+ years of experience in ecommerce analytics, digital analytics, or a related field
- Strong experience across both DTC ecommerce and Amazon (Vendor/Seller Central) preferred
- Deep understanding of conversion funnel metrics, attribution modeling, and performance marketing analytics
- Proven ability to synthesize complex datasets into clear business insights and recommendations
- Experience partnering cross-functionally with marketing, merchandising, and demand planning teams
- Advanced proficiency in analytics tools (e.g., Excel, SQL, Power BI)
- Familiarity with platforms such as Google Analytics (GA4), Amazon Vendor/Seller Central, and retail media dashboards
- Strong business acumen with a bias toward action and impact
