Lead eCommerce Analyst

Otter Products is recruiting for a Lead eCommerce Analyst to join our eCommerce team! This position can be based at our Fort Collins, CO headquarters, working a hybrid schedule, or fully remote in the U.S.

As the Lead eCommerce Analyst, you will spearhead analytics strategy and planning, tool management, highly complex data analysis, market and trend analysis, prediction, and forecasting, reporting and visualization, customer journey analysis, product performance analysis, A/B testing and optimization, tag management, and team leadership. This role is pivotal in driving data-driven insights to optimize our e-commerce performance and enhance the overall online experience.

Success in this role requires advanced knowledge of sales and marketing best practices including eCommerce forecasting initiatives and sensitivity analysis, specialized skills is the use of web analytics tools such as Google Analytics (GA4) and tag management systems (e.g., Tealium), and specialized depth and breadth understanding of predictive modeling and forecasting techniques with an advanced ability to analyze data and translate insights into actionable recommendations.

• Define and lead Direct to Consumer (DTC) eCommerce data strategy, aligning digital analytics with growth, customer acquisition, and revenue objectives.
• Drive profitable growth by linking marketing spend, merchandising decisions, and customer behavior to Lifetime Value (LTV), margin and retention.
• Establish advanced marketing frameworks, Marketing Mix Modeling (MMM), Multi-Touch Attribution (MTA) incrementality to optimize marketplace performance.
• Shape customer lifecycle strategy through cohort analysis, segmentation, and personalization across acquisition, conversion and retention.
• Develop forecasting and predictive models to support demand planning, inventory strategy and revenue growth.
• Partner with leadership to influence pricing, promotional strategy, and digital investment decisions.
• Identify and implement new tools and technologies to enhance digital analytics and personalization capabilities.
• Oversee end-to-end DTC funnel performance, including homepage, category pages, Product Detail Pages (PDPs), cart, and checkout optimization.
• Manage digital experimentation strategy, including A/B and multivariant testing, to improve conversion rate and Average Order Value (AOV).
• Oversee acquisition performance across paid media, Search Engine Optimization (SEO), email, SMS, and affiliate channels.
• Ensure robust data collection, tagging, and governance across analytics platforms and tools.
• Develop and maintain executive dashboards with consistent key performance indicators (KPIs) across channels and campaigns.
• Drive cross-functional alignment across marketing, merchandising, operations, and technology teams to execute data-driven initiatives.
• Support and maintain a positive safety culture by following all safety policies and procedures and actively contributing to a safe working environment.
• Other duties as assigned

• Bachelor's degree required. Experience in lieu of degree may be considered.
• Minimum of eight years of experience in web analytics, specializing in strategy development and implementation is required.
• Advanced skills in the use of various web analytics tools, including Google Analytics 360, GA4, Adobe Analytics, and HotJar, required.
• Highly advanced skills in managing profiles, integrating third-party tags and creating tagging strategy required.
• Experience with Tealium Tag Manager preferred.
• Extensive skills in creating and delivering regular and ad-hoc reports and dashboards using tools like Microsoft Excel, Looker Studio, and Power BI required.
• Experience with analyzing the customer journey and evaluating product performance required.
• Experience in A/B testing, optimization, and collaborating with UX/UI teams for data-driven design changes required.