Head of Web Analytics

In short
Shape the digital measurement strategy that powers our Direct-to-Consumer (DTC) growth.

As the Head of Web Analytics, you'll lead a diverse team responsible for defining, capturing, and interpreting the data behind every digital interaction, across marketing channels, web, app, and emerging digital touchpoints. Turning insights into action that optimizes customer experience, conversion, and engagement.

You'll collaborate with Product, UX, Engineering, Marketing, and CRM teams to ensure our analytics foundation not only enables precise measurement today, but also evolves to meet the next generation of commerce - agentic, conversational, and AI-driven.

Your mission
Strategy & Leadership

• Define and execute a holistic digital analytics vision that connects web, app, and omnichannel experiences into a single customer journey view.
• Lead, mentor, and empower a high-performing team of analysts and implementation specialists focused on digital performance, experimentation, and experience optimization.
• Guide the evolution from channel-specific reporting to customer-centric, journey-based analytics, enabling end-to-end visibility from discovery to conversion and retention, including online–offline and marketplace journeys.
• Serve as a trusted partner to Product and Experience teams, influencing strategic priorities through data-driven insight.
• Build frameworks that anticipate and measure emerging behaviors such as conversational commerce, AI-driven personalization, and autonomous shopping assistants.

Cross-Channel Measurement & Data Quality

• Develop and maintain unified data models linking Marketing, Web, App, and CRM identifiers to enable seamless tracking and attribution.
• Oversee governance and implementation of analytics tools (e.g., GA4, Amplitude, Adjust, Segment), ensuring consistent taxonomy and event standards across platforms.
• Partner with Data Engineering to ensure reliability, scalability, and accessibility of digital data across the MarTech ecosystem.
• Foster a culture of measurement excellence, ensuring every digital touchpoint is measurable, comparable, and actionable.

Experimentation & Optimization

• Ensure experimentation and personalization initiatives across web and app are supported by statistically rigorous test design, measurement, and analysis.
• Build and maintain a unified experimentation framework and roadmap that enables consistent tracking across product releases, feature rollouts, and marketing initiatives.
• Embed a collaborative test-and-learn culture that drives continuous improvement in digital experience and conversion.
• Explore AI-powered experimentation methods (e.g., adaptive learning models, automated test generation) to accelerate discovery and optimization.

Future-Proofing & Innovation

• Anticipate the evolution of digital behavior, from agentic commerce to conversational interfaces (chat, voice, and embedded assistants).
• Define the measurement frameworks and KPIs that help the business understand and optimize new modes of interaction (e.g., chatbots, digital concierges, AI-driven recommendations).
• Partner with Data Science and Product Innovation to pilot analytics integrations for next-generation shopping experiences.
• Guide the analytics roadmap to ensure readiness for a privacy-first, cookie-less, and AI-assisted ecosystem.

Insights & Communication

• Translate complex digital data into clear, actionable insights for leadership and cross-functional teams.
• Build accessible, self-service dashboards that empower others to make informed, data-driven decisions.
• Provide deep-dive analyses into friction points, funnel performance, and engagement patterns to guide prioritization.
• Collaborate with CRM, Marketing, and Retail teams to connect digital performance to customer lifetime value and overall business impact.

Your story

• 8+ years of experience in digital analytics, web/app measurement, or experimentation - ideally in eCommerce or digital retail.
• Proven experience leading analytics teams with diverse technical and strategic profiles.
• Expertise in cross-platform analytics, attribution modeling, and journey analysis.
• Hands-on experience with GA4, Tag Manager, Amplitude, Adjust, and data visualization tools such as Looker or Tableau.
• Strong understanding of data layers, event schemas, and tagging architecture.
• Curiosity and adaptability for emerging areas like conversational commerce, AI-based personalization, and privacy-centric analytics.
• Excellent communication and storytelling skills, able to bridge technical detail with strategic clarity.
• Commitment to working inclusively and collaboratively in a global, cross-functional environment.

Preferred Tools & Skills

• GA4, Google Tag Manager, Amplitude, Adjust, Clarisights
• Segment, BigQuery, dbt, Looker
• Amplitude Experiment or similar
• Familiarity with LLM-powered analytics and conversational interfaces (e.g., ChatGPT, Perplexity, Voice AI)
• SQL, Python/R (a plus)

What We Offer
On is a place that is centered around growth and progress. We offer an environment designed to give people the tools to develop holistically – to stay active, to learn, explore and innovate. Our distinctive approach combines a supportive, team-oriented atmosphere, with access to personal self-care for both physical and mental well-being, so each person is led by purpose.

On is an Equal Opportunity Employer. We are committed to creating a work environment that is fair and inclusive, where all decisions related to recruitment, advancement, and retention are free of discrimination.