[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.

Responsibilities

• Define 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 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
• Evaluate the effectiveness of loyalty programs, rewards structures, and engagement strategies
• Develop reporting and insights on customer lifetime value (CLV), retention, churn, and loyalty program performance
• Inform personalization and journey orchestration strategies through data-driven insights
• Lead the development of advanced customer segmentation frameworks based on behavioral, transactional, and demographic data
• Build and oversee propensity models (e.g., likelihood to convert, churn, upgrade, respond) to drive targeted activation and engagement strategies
• Enable activation teams with actionable audience segments and model outputs for campaign execution
• Continuously refine models and segments to improve accuracy, scalability, and business impact
• Partner 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 systems
• Translate identity data into usable segments and signals for activation, personalization, and loyalty initiatives
• Build scalable dashboards and reporting frameworks to monitor activation, CRM, and loyalty KPIs
• Establish standardized definitions and methodologies for lifecycle and activation metrics across the organization
• Deliver clear, actionable insights to executive stakeholders
• Provides executive summaries of core KPIs and relevant longitudinal trends to unearth ‘the why’ behind results and patterns
• Lead A/B and multivariate testing strategies across activation, CRM, and loyalty initiatives
• Develop incrementality testing approaches to assess true lift from marketing, CRM, and product interventions. Lead communication and application of learnings with Finance and partner teams
• Drive a culture of test-and-learn within marketing, CRM, and product teams
• Act as key Analytics steward in the implementation, adoption, and optimization of Adobe Customer Journey Analytics (CJA) and Adobe Content Analytics
• Establish best practices for data modeling, governance, and taxonomy within Adobe CJA and CDP
• Enable self-service analytics and audience activation through scalable use of Adobe and AI tools
• Partner 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 graphs
• Collaborate with Marketing, CRM, Loyalty, Product, Business, and Engineering to align on customer activation and engagement goals
• Act as a strategic advisor on data-driven decision-making related to customer growth and retention
• Act as strategic advisor through data led discovery, experimentation, predictive analytics and business case development
• Communicate complex analytical concepts in a clear and compelling way to non-technical stakeholders
• Build, mentor, and scale a team of analysts through identification and coaching of strengths, opportunities and how to collaborate to maximize value as a team
• Foster a culture of curiosity, rigor, and accountability
• Set priorities and ensure high-quality, timely delivery of insights

Skills

• 10+ years of experience in analytics, data science, or a related field, with at least 5+ years directly leading teams
• Bachelor's Degree in Statistics, Computer Science, Business Analytics, Economics, Math, Political Sci, 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, inclusive of customer lifetime value
• 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, Diff-in-Diff, and synthetic controls
• 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), including implementation, data modeling, and activation use cases
• Excellent communication skills with the ability to influence senior stakeholders
• Experience 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 logic
• Experience developing or deploying machine learning models in production environments
• Experience working with identity graphs, clean rooms, or advanced personalization systems

Benefits

• Incentive
• Equity
• Benefits
• DICK'S Sporting Goods complies with all state paid leave requirements
• We also offer a generous suite of benefits
• Satisfactory background check which may include ID verification

Company Overview