[Remote] Director - Athlete Activation Data & Analytics

Note: The job is a remote job and is open to candidates in USA. DICK'S Sporting Goods is dedicated to positively impacting lives through sports and is seeking a Director of Athlete Activation Data & Analytics. This role is responsible for managing strategies across portfolios to deliver impactful analytics and insights, guiding teams to drive customer engagement and loyalty through data-driven decision-making.ResponsibilitiesDefine and operationalize metrics for customer activation across channels (e.g., sign-up, onboarding completion, first purchase/action, early engagement milestones)Extend measurement across the full lifecycle, including retention, loyalty, and reactivationIdentify friction points in the activation and lifecycle funnels and provide data-driven recommendations to improve conversion and engagementPartner with CRM and loyalty teams to measure and optimize campaigns across email, SMS, push, and owned channelsEvaluate the effectiveness of loyalty programs, rewards structures, and engagement strategiesDevelop reporting and insights on customer lifetime value (CLV), retention, churn, and loyalty program performanceInform personalization and journey orchestration strategies through data-driven insightsLead the development of advanced customer segmentation frameworks based on behavioral, transactional, and demographic dataBuild and oversee propensity models (e.g., likelihood to convert, churn, upgrade, respond) to drive targeted activation and engagement strategiesEnable activation teams with actionable audience segments and model outputs for campaign executionContinuously refine models and segments to improve accuracy, scalability, and business impactPartner with data engineering and identity teams to develop a unified customer view using first-party data (CRM, web/app behavior, transactional data, loyalty data, etc.)Ensure data quality, consistency, and governance across identity resolution systemsTranslate identity data into usable segments and signals for activation, personalization, and loyalty initiativesBuild scalable dashboards and reporting frameworks to monitor activation, CRM, and loyalty KPIsEstablish standardized definitions and methodologies for lifecycle and activation metrics across the organizationDeliver clear, actionable insights to executive stakeholdersProvides executive summaries of core KPIs and relevant longitudinal trends to unearth ‘the why’ behind results and patternsLead A/B and multivariate testing strategies across activation, CRM, and loyalty initiativesDevelop incrementality testing approaches to assess true lift from marketing, CRM, and product interventions. Lead communication and application of learnings with Finance and partner teamsDrive a culture of test-and-learn within marketing, CRM, and product teamsAct as key Analytics steward in the implementation, adoption, and optimization of Adobe Customer Journey Analytics (CJA) and Adobe Content AnalyticsEstablish best practices for data modeling, governance, and taxonomy within Adobe CJA and CDPEnable self-service analytics and audience activation through scalable use of Adobe and AI toolsPartner with engineering and product teams to enable intelligence at scale through seamless data ingestion, identity stitching, and through development of standardized decision logic and machine consumable knowledge graphsCollaborate with Marketing, CRM, Loyalty, Product, Business, and Engineering to align on customer activation and engagement goalsAct as a strategic advisor on data-driven decision-making related to customer growth and retentionAct as strategic advisor through data led discovery, experimentation, predictive analytics and business case developmentCommunicate complex analytical concepts in a clear and compelling way to non-technical stakeholdersBuild, mentor, and scale a team of analysts through identification and coaching of strengths, opportunities and how to collaborate to maximize value as a teamFoster a culture of curiosity, rigor, and accountabilitySet priorities and ensure high-quality, timely delivery of insightsSkills10+ years of experience in analytics, data science, or a related field, with at least 5+ years directly leading teamsBachelor's Degree in Statistics, Computer Science, Business Analytics, Economics, Math, Political Sci, Finance, Engineering, Liberal ArtsStrong experience working with CRM systems, loyalty programs, and first-party identity dataProven track record of measuring and optimizing customer activation, lifecycle marketing, and retention strategies, inclusive of customer lifetime valueHands-on experience with customer segmentation and propensity modeling techniquesDemonstrated success in experimentation design, causal inference, and attribution modeling such as A/B testing, Diff-in-Diff, and synthetic controlsAdvanced 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), including implementation, data modeling, and activation use casesExcellent communication skills with the ability to influence senior stakeholdersExperience in a high-growth, data-driven organization (e.g., SaaS, e-commerce, retail, or digital platforms)Familiarity with marketing automation and CRM tools (e.g., Salesforce, Braze, Adobe Experience Cloud)Familiarity with knowledge graphs and scaling decision logicExperience developing or deploying machine learning models in production environmentsExperience working with identity graphs, clean rooms, or advanced personalization systemsBenefitsIncentiveEquityBenefitsDICK'S Sporting Goods complies with all state paid leave requirementsWe also offer a generous suite of benefitsSatisfactory background check which may include ID verificationCompany OverviewDick's Sporting Goods is an authentic full-line sporting goods retailer offering a broad assortment of brand name sporting goods equipment It is a sub-organization of Foot Locker. It was founded in 1948, and is headquartered in Coraopolis, Pennsylvania, USA, with a workforce of 10001+ employees. Its website is http://www.dickssportinggoods.com.