**Role Context** The Digital Analytics Lead (DAL) acts as a bridge between business teams and technical teams, ensuring web analytics, e-commerce data and 3rd party data are leveraged to drive insights and decisions. This role involves gathering requirements, analysing, and integrating data, developing prototypes, maintaining our Web analytics platform and KPI. It requires both technical expertise and a deep understanding of business needs, combined with the ability to deliver operational support. The position requires hands-on capabilities of directly working with data and actively contributing to automating business processes. The DAL must go beyond coordination tasks and be able independently to handle data manipulation and initial solution design. **Key Responsibilities** 1. Requirement Gathering and Analysis + Collaborate with business users to understand their challenges and needs. + Provide advice on existing solutions and identify opportunities for improvement or innovation. + Prepare a comprehensive business requirements document, clearly outlining business objectives and functional needs. 2.Web Analytics Platform Management + Manage the implementation, configuration, and maintenance of the Google Analytics platform (including GA4). + Ensure comprehensive tagging and data collection through Google Tag Manage. + Work with the Global Team to propose KPI that are aligned with the regions. + Perform regular audits and troubleshooting to ensure data accuracy and consistency. 3. Prototyping and Results Delivery + Design and develop prototypes, including data preparation or intermediate analyses, to validate business use cases before full-scale implementation. + Ensure the clarity and relevance of KPIs and analyses presented to stakeholders. + Train users on the different solutions to maximize their adoption. 4. Functional Specifications and collaboration with Technical Teams + Translate business requirements into detailed functional specifications for technical team. + Work closely with technical team to ensure the implemented solutions meet business expectations. 5. E-commerce and External data Integration + Work with e-commerce teams to integrate Ecom data in our data lake for analytics and reporting purposes. + Collaborate with internal teams and external vendors to incorporate third-party data like marketing data, market share analysis, consumer feedbacks. 6. Business Process Automation + Identify manual data handling processes performed by users and propose automation solutions. + Collaborate with users to optimize workflows and ensure smooth adoption of the delivered solutions. **Required Skills** Functional Skills + Business Understanding: Ability to interact with non-technical stakeholders to understand their challenges and goals. + Web Analytics: Proficient in Google Analytics (including GA4) and web performance metrics. + Requirement Documentation: Ability to structure and document business needs clearly and comprehensively for technical teams. + Communication and Training: Skilled in guiding users and presenting proposed solutions effectively. + Critical Thinking: Capability to ask the right questions to clarify needs and identify tailored solutions, challenge the benefits of the requirements. + Data Integration: Experience integrating e-commerce data from OMS systems and third-party marketing data sources. + Automation Expertise: Experience in analysing and redesigning business processes to automate them with data solutions. Technical Skills + Tag Management: Expertise in Google Tag Manager for implementing and managing tags. + Third-Party Data: Familiarity with external marketing data platforms (e.g., Funnel, consumer feedback solutions). + Business Intelligence : Experience in creating dashboards using tools Looker, Tableau , Power BI + Data Analysis: Skilled in Excel, SQL, and other data tools for data validation and manipulation + Prototyping: Ability to rapidly develop proof of concept using solution like Tableau Prep, Power BI. R-20250723-0043 VF Diversity Vision Statement VF is committed to creating an inclusive environment that welcomes and values the differences among all of our associates, customers, suppliers and the communities in which we live and conduct business. The continued success and growth of VF is enhanced through initiatives that promote diversity throughout VF around the world.VF is an equal employment opportunity/ affirmative action employer of minorities, females, protected veterans and the disabled. VF is committed to providing equal opportunities in employment, and treating our VF associates and VF applicants without discrimination on the basis of their race, color, gender, age, national origin, religion, sexual orientation, gender identity or expression, marital status, citizenship, disability, protected veteran status, HIV/AIDS status, or any other legally protected factor.