Director - Athlete Activation Data & Analytics

DICK'S Sporting Goods, Inc.

Job Overview

Location

Remote - US

Job Type

Full-time

Full Job Description

📋 Description

• Own enterprise-wide data & analytics strategies for athlete activation, driving acquisition, onboarding, engagement, loyalty, and long-term customer value through identity-resolved first-party data.
• Define and operationalize metrics for customer activation across channels including sign-up, onboarding completion, first purchase, and early engagement milestones.
• Extend measurement frameworks across the full customer lifecycle—retention, reactivation, churn, and loyalty—to identify friction points and recommend data-driven improvements.
• Partner with CRM and loyalty teams to measure and optimize campaigns across email, SMS, push, and owned channels, evaluating effectiveness of rewards structures and engagement strategies.
• Develop and maintain reporting on customer lifetime value (CLV), retention rates, and loyalty program performance to inform personalization and journey orchestration.
• Lead the development of advanced customer segmentation frameworks using behavioral, transactional, and demographic data to enable targeted activation campaigns.
• Build and oversee propensity models (e.g., likelihood to convert, churn, upgrade) to drive predictive, data-led engagement strategies and continuously refine model accuracy and scalability.
• Collaborate with data engineering and identity teams to establish a unified customer view using CRM, web/app behavior, transactional, and loyalty data, ensuring data quality and governance.
• Translate identity resolution outputs into actionable audience segments and signals for activation, personalization, and loyalty initiatives.
• Design and implement scalable dashboards and standardized reporting frameworks to monitor activation, CRM, and loyalty KPIs across the organization.
• Deliver executive summaries of core KPIs and longitudinal trends, uncovering root causes behind performance patterns and translating insights into strategic actions.
• Lead A/B and multivariate testing strategies across activation, CRM, and loyalty initiatives, and design incrementality tests to assess true lift from marketing and product interventions.
• Act as the primary analytics steward for Adobe Customer Journey Analytics (CJA) and Adobe Customer Data Platform (CDP), overseeing implementation, data modeling, taxonomy, and activation use cases.
• Enable self-service analytics and audience activation through scalable use of Adobe tools and AI-driven capabilities.
• Partner with engineering and product teams to support seamless data ingestion, identity stitching, and development of standardized decision logic and machine-consumable knowledge graphs.
• Collaborate cross-functionally with Marketing, CRM, Loyalty, Product, Business, and Engineering to align on customer growth and retention goals.
• Serve as a strategic advisor on data-led discovery, experimentation, predictive analytics, and business case development to non-technical stakeholders.
• Communicate complex analytical concepts clearly and compellingly to executive leadership and cross-functional teams.
• Build, mentor, and scale a team of analytics managers and analysts, establishing team norms, best practices, and career development pathways.
• Foster a culture of curiosity, rigor, and accountability within the analytics team, ensuring high-quality, timely delivery of insights and maintaining a strong succession plan.

🎯 Requirements

• 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 Science, Finance, Engineering, or Liberal Arts
• Proven experience with CRM systems, loyalty programs, and first-party identity data
• Hands-on experience with customer segmentation and propensity modeling techniques
• Demonstrated success in experimentation design, causal inference, and attribution modeling (e.g., A/B testing, Diff-in-Diff, synthetic controls)
• Advanced proficiency in SQL and experience with analytics tools (Python/R, 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 ability to influence senior stakeholders

🏖️ Benefits

• Competitive total rewards package including incentive and equity components
• Generous suite of benefits including paid leave, health, and wellness programs
• Opportunity to work remotely across the United States
• Access to career development and succession planning resources

Skills & Technologies

Python

Remote

Degree Required

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DICK'S Sporting Goods, Inc.

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About DICK'S Sporting Goods, Inc.

DICK'S Sporting Goods, Inc. is a leading U.S. omni-channel retailer of sporting goods, athletic apparel, footwear, and outdoor equipment. Founded in 1948 and headquartered in Coraopolis, Pennsylvania, the company operates more than 700 stores under the DICK'S Sporting Goods, Golf Galaxy, Field & Stream, and Public Lands banners, alongside e-commerce sites. It serves athletes and outdoor enthusiasts by offering products for team sports, fitness, hunting, camping, and golf, supported by in-store services such as equipment fitting and repair.

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