Lead Analyst DTC E-Commerce Business & Marketing

About the position

The Lead Analyst DTC E-Commerce Business & Marketing is to dive into the data and help make sense of it with meaningful measures and understandable analysis. We need you to help us understand how the various acquisition and persuasion tactics we use have performed, use that data to forecast future performance, and highlight gaps in our plan. Your insight and reporting will be central in guiding PUMA's sales strategy and channel investments. Your guidance will help others to do the same.

Responsibilities

• Lead in-depth analyses to evaluate the effectiveness of promotional tactics, performance marketing strategies, and overall business performance.
• Identify and investigate gaps in plans, emerging channel trends, and new growth opportunities within the dotcom business.
• Deliver longer-horizon analytical projects that uncover insights on customer acquisition, retention, and marketing incrementality.
• Partner on the development and evolution of forecasting models across the business.
• Manage forecasting assets for warehouse and call center operations, ensuring alignment with current and future needs.
• Support the eCommerce budgeting process in collaboration with cross-functional partners as needed.
• Build and maintain advanced reporting using SQL, Power BI/DAX, BigQuery, and other data tools.
• Partner with data engineers and solution architects to continually develop our unified data model.
• Oversee reporting best practices & governance, including the implementation of new reporting features and ongoing data quality monitoring.
• Communicate findings in a clear and compelling way, delivering business-ready insights tailored to both senior leaders and operational teams.
• Act as a thought partner by developing a deep understanding of performance marketing KPIs and using data to guide decision-making.
• Set analytical best practices and foster a culture of learning, curiosity, and data-driven decision-making across the team.

Requirements

• 8+ Years experience in a Business and/or Marketing Analytics function
• SQL Query skills to mine GCP/BigQuery DBs for use in custom reporting
• Expert in Google Analytics and deep knowledge of Marketing performance reporting
• Experience with Enterprise reporting solutions such as Looker Studio, and Power BI
• Familiarity with tracking and creating technical requirements for collecting data, and implementing tracking in a Tag Manager
• Able to derive meaning from data and present clearly to the business at various levels
• Expertise in Data Visualization and presentation
• Mastery of Google Functions for use in Looker Studio report building
• Ability with predictive and statistical models for use in business forecasting