Analyst, Loyalty & CRM - Americas

The North Face: Analyst, Loyalty & CRM - Americas

locations

USCA > USA > Colorado > Denver HQ - VFC

time type

Full time

posted on

Posted Yesterday

job requisition id

R-20261001-0011

Join The North Face Family

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 North Face: Analyst, Loyalty & CRM - Americas

How You Will Make a Difference

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.

What you will do:

Loyalty & CRM Analytics Strategy & Execution:

• 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.

Lifecycle Measurement & Experimentation

• 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.
• Operating Model
• 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.

How you will do it:

• 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

What success looks like:

• Clear visibility into loyalty and lifecycle marketing performance, with actionable recommendations that drive continuous improvement.
• Present findings and data-informed recommendations to stakeholders at all levels, including senior leadership, translating complex analysis into clear business decisions.
• Consistent delivery of insights that influence business decisions and optimization efforts.
• High-quality, trusted reporting that enables fast, data-driven decision-making
• Positive feedback from cross-functional partners on clarity, quality, and usefulness of insights

Free to Be, Inclusion & Diversity

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

4+ years in digital analytics, Loyalty analytics, Lifecycle marketing analytics, consumer data platforms, 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.

What we expect you already know:

• 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.

• Location requirement: Denver, Colorado

What we will teach you:

• VF’s systems, tools, and reporting infrastructure

• The North Face seasonal strategy and go-to-market calendar

• All about our XPLR Pass loyalty program and lifecycle marketing strategy

• Internal operating rhythms and cross-functional workflows

• VF Guiding Principles: Live with Integrity, Act Courageously, Be Curious, Act with Empathy, and Persevere.

• What’s In It for You

• 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, a