The North Face: Analyst, Loyalty and CRM - Americas

VF Corporation•Denver, CO

8d•$70,848 - $88,560•Onsite

About The Position

The Analyst of Loyalty & CRM is a key member of The North Face Americas Loyalty & Lifecycle team, responsible for the strategy, measurement, and optimization of analytics across XPLR Pass and Lifecycle Marketing channels, including Email, SMS, and Push. Reporting to the Sr. Manager, Loyalty & Lifecycle Marketing, this role analyzes customer behavior across loyalty and lifecycle marketing, identifies growth opportunities, and leads measurement and reporting across the program and marketing channels. Working cross-functionally across Loyalty & CRM, Marketing, Ecommerce, Retail, Finance, and Data & Analytics, this role helps improve how performance is measured, insights are communicated, and customer growth opportunities are prioritized. You will play a critical role in driving optimization efforts that deliver real revenue impact across the business and improve member acquisition, engagement and retention.

Requirements

Leverage analytics, behavioral, and customer data platforms (e.g., GA4, Quantum Metric, Consumer Data Platform- BlueConic, Salesforce Marketing Cloud) to develop a deep understanding of customer behavior and performance
Experience using SQL to query, analyze, and validate customer and marketing data.
Apply a structured approach to analysis—connecting data → insight → opportunity → recommended action
Incorporate segment-level analysis into all work, ensuring recommendations consider how different audiences interact with our marketing channels or loyalty program
Maintain strong data quality and consistency by ensuring accurate tracking, KPI definitions, and reporting standards
4+ years in digital analytics, Loyalty analytics, Lifecycle marketing analytics, consumer data platforms, marketing analytics, or related fields
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)
Experience with forecasting, opportunity sizing, statistical analysis, and measurement methodologies.

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.
Lead experimentation strategy, including test design, governance, incrementality, uplift measurement, attribution, and performance evaluation.
Quantify incremental revenue impact from lifecycle marketing and loyalty initiatives through testing, attribution, and advanced measurement methodologies.
Analyze customer behavior across retail, eCommerce, loyalty, and marketing touch points to deliver a unified view of customer engagement and value.
Collaborate cross-functionally across the eCommerce team, VF data & analytics team, and marketing teams.
Partner with Analytics, Data Engineering, and Technology teams to validate data quality, troubleshoot issues, and ensure accurate reporting.
Adhere to a high standard for analytical quality, experimentation rigor, stakeholder engagement, and insight communication.
Improve analytics efficiency and quality through automation, modern tools, and AI-enabled capabilities.