Senior Director, Experience Analytics & Optimization

Job Description

The Senior Director, Experience Analytics & Optimization will report to the VP, Experience Analytics & Optimization and support clients in optimizing digital properties such as websites and mobile apps through data-driven insights and experience measurement.

This role balances analytical thinking with strategic execution, focusing on understanding user behaviors, identifying conversion opportunities, and optimizing digital experiences to improve performance. The Senior Director will contribute both as an individual practitioner and team leader, collaborating cross-functionally across web analytics and conversion rate optimization programs.

This is an ideal role for someone hands-on with analytics tools like Adobe or Google Analytics, familiar with tag management and CRO techniques, and eager to play a critical role in advancing data-driven decision-making for Horizon Commerce clients. You will guide the team in strategic implementation of web analytics measurement that tracks consumer behavior and develop strategies for optimizing digital experiences based on this data. You should possess a strong grasp of web tracking and data tools—such as analytics platforms, SQL, and BI tools—alongside a solid understanding of front-end web technologies like HTML, CSS, and JavaScript to effectively guide the team on implementing CRO tests.

You will also play a key role in new business support including creating proposals for new and existing clients, contributing to thought leadership, and participating in pitch presentations. The Senior Director will also have a critical role in helping shape our capabilities and setting strategic direction for team growth.

What You’ll Do

Experience Analytics & Optimization

• Lead the delivery of in-depth analysis of user behavior across websites and digital experiences to identify opportunities for conversion improvement
• Develop and maintain measurement frameworks and define KPIs that align with client business goals and create a baseline for experience optimization
• Provide actionable insights on user journeys, funnel performance, feature usage, and pain points
• Collaborate closely with CX, media, and creative teams to create holistic improvement plans based on data
• Develop architecture designs that advise clients on how to integrate and transform data to build actionable dashboards using data collected from their web analytics, marketing, and internal tools
• Deliver regular reporting, dashboards, and presentations that communicate insights clearly and persuasively. Advise clients with strategic recommendations based on insights from data
• Ensure analytics implementations are correctly tracking across digital platforms using tools like Adobe Launch or GTM
• Identify tracking gaps and assist in setting up or optimizing tag management solutions
• Support integration of experience data with additional sources (e.g., CRM, media) to derive deeper insights
• Leverage tools like heatmaps, session recordings, and clickstream analysis to enhance CRO understanding

• Work with Experience Optimization team to build and execute CRO testing roadmaps based on data insights
• Analyze A/B and multivariate test results to show impact to core business goals and guide iterative improvements in conversion
• Support hypothesis creation, test prioritization, and success measurement
• Help define audience segmentation strategies to inform personalized content and user flows
• Partner with UX, creative, and dev teams to align analytical insights with user experience changes

Service & Business Oversight

• Monitors customer satisfaction with delivery across program lifecycle
• Supports work with project-appropriate customer relationships and ensures successful program delivery
• Builds processes, standards, resourcing requirements, and other service line operations to scale the work
• Identifies and helps recruit for staffing needs
• Identifies, mitigates, and escalates program operational risks
• Supports resource / risk management, emerging delivery issues, and delivery intervention plans as necessary, with assistance from Project Management and other teams
• Leverages continuous process improvement to drive quality and efficiency into program delivery
• Helps optimize financial performance including department budget and staff utilization

Team Collaboration & Enablement

• People leadership and people development, including direct management, training, and retention and engagement activities
• Growth of the current team’s skillsets via 1-1 mentorship, feedback, and recommended learning opportunities (including those funded through our profess