The North Face: Analyst Digital Personalization - Americas

The North Face was built on a love for the outdoors and the desire to enable all types of exploration, for all people, from their backyards to the Himalayas. Over the last 50 years we've lived by our “true north,” the belief that exploration has the power to change us, to challenge us and to help us see the world from new perspectives. To help ignite a global movement of outdoor exploration, love for the natural world and an unwavering commitment to protect it, we welcome and encourage new participants to the outdoors. We extend our reach through support of non-profit organizations, establishing programs that connect participants with close-to-home recreation opportunities, and creating a connection with young leaders, inspiring them to explore and conserve.

As we enter our sixth decade, we pledge to:

• Empower exploration and the thrill of the unknown for as many people as possible.
• Protect the places where we live, play, and operate.
• Evolve the way we make our products by improving our environmental performance and social responsibility in the supply chain.

The Analyst Digital Personalization is a key member of The North Face Americas eCommerce team, responsible for the identification, analysis, and measurement of opportunities to improve The North Face’s digital customer experience. Reporting to the Digital Personalization Manager, this role will focus on analyzing customer behavior, supporting optimization initiatives, and ensuring strong measurement and reporting across the experimentation program.

You will play a critical role in driving optimization efforts that deliver real revenue impact and help grow the TNF eCommerce business

How You Will Make a Difference

What you will do:

• Analyze end-to-end digital customer journeys to identify friction points, drop-offs, and conversion opportunities across the funnel (landing → PDP → cart → checkout)
• Monitor and report on key performance trends, delivering clear insights into what is happening, why, and where to act
• Support the development of a prioritized optimization roadmap by translating data into structured opportunities and hypotheses
• Partner with the experimentation agency to analyze test results, ensuring insights are clearly translated into business recommendations
• Evaluate site performance across key customer segments (e.g., new vs. returning, loyalty vs. guest, CDP-defined audiences) to identify differentiated opportunities
• Build and maintain dashboards and reporting tools that track journey performance, test outcomes, and segment-level insights
• Support cross-functional teams (Product, Merchandising, Marketing) with data-backed recommendations to improve customer experience and business performance

• Leverage analytics and behavioral tools (GA4, Quantum Metrics, Consumer Data Platforms (Blueconic) etc.) to develop a deep understanding of customer behavior and journey performance
• Apply a structured approach to analysis—connecting data → insight → opportunity → recommended action

• Digital Personalization Manager → align on priorities and hypotheses
• Marketing teams → ensure insights are grounded in and contribute to audience strategy
• Experimentation agency → ensure consistent measurement and clear interpretation of results
• Incorporate segment-level analysis into all work, ensuring recommendations consider how different audiences interact with the site
• Maintain strong data quality and consistency by ensuring accurate tracking, KPI definitions, and reporting standards
• Communicate insights clearly and concisely, tailoring outputs to a range of stakeholders

• Clear visibility into customer journey performance and key friction points across the site
• Consistent delivery of actionable insights that influence optimization and consumer messaging decisions
• High-quality, trusted reporting that enables fast, data-driven decision-making
• Strong understanding of how different customer segments behave and respond to experience changes
• Effective support of the optimization program—ensuring initiatives are measured accurately and insights are captured consistently
• Positive feedback from cross-functional partners on clarity, quality, and usefulness of insights

As a purpose-led, performance driven company, we strive to foster a culture of belonging based on respect, connection, openness and authenticity. We are committed to building and maintaining a workplace that celebrates the diversity of our associates, allowing them to bring their authentic selves to work every day.

Skills for Success:

• 3-5 years in digital analytics, eCommerce, 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, Quantum Metrics, Consumer Data Platform, Databricks)
• Understanding of eCommerce KPIs and funnel metrics (conversion rate, AOV, bounce, cart abandonment, etc.)
• Experience analyzing customer behavior, journeys, and performance trends
• Ability to translate data into clear insights and structured outputs
• Proficiency in Excel (or similar tools) and experience working with dashboards or reporting tools
• Familiarity with A/B testing, experimentation, or optimization programs
• Basic understanding of customer segmentation concepts (e.g., lifecycle stages, cohorts, audience targeting)

• VF’s systems, tools, and reporting infrastructure
• The North Face seasonal strategy and go-to-market calendar
• Internal operating rhythms and cross-functional workflows
• VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Preserve.

We’re in the business of unleashing human potential, driven by the ideas, energy and commitment of our people. That’s why we offer comprehensive benefits that encourage mental, physical and financial well-being for all VF associates. When it comes to benefits, we’re the total package. Go to MyVFBenefits.com and click on “Looking to Join VF?” to learn more.

Our Parent Company, VF Corporation

VF is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish through our family of iconic outdoor, active and workwear brands. At the heart of our journey lies our company-wide purpose: We power movements of sustainable and active lifestyles for the betterment of people and our planet. This is our purpose. It’s the reason we come to work every day. It’s a commitment shared by our global associates across all brands. Our purpose unites us and leads us to pursue our goals, together. This is our calling. Learn more at vfc.com

We just have one question. Are you in?

Hiring Range:

$90,720.00 USD - $113,400.00 USD annually

Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.

Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.

Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at [email protected]. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law.

Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.