Director, Digital Analytics & Experimentation

iFIT’s vision is to create the world's most holistic health and fitness platform, integrating all elements of health - physical fitness, mental health, nutrition and active recovery - into a seamless interactive experience. We develop proprietary software that learns and adjusts to the habits of each person as it delivers immersive content that guides them on their own individual fitness journey. We're hiring a Director, Digital Analytics & Experimentation to own the numbers behind our direct-to-consumer business on nordictrack.com. This is a global role spanning analytics, reporting, forecasting and experimentation, with subscription growth and the customer journey at the center. Leaders across the company make spending, pricing and merchandising decisions on your numbers. Why join iFIT and NordicTrack Connected fitness is a growing category at the center of health and wellness, and iFIT and NordicTrack are right in it. We sell more than equipment: the iFIT membership keeps customers training, so every conversion, test and forecast is a lifetime-value decision, not a one-time sale. As our Director, you'll be the person leadership turns to for what's working, what's next and what it's worth, with a direct line to the executives making the calls. You'll shape the nordictrack.com experience, grow customer lifetime value, and help us move to a new AI-driven personalization platform. What you'll do The role splits roughly evenly across three areas, and you own the integrity of all three. Analytics and data • Pull and validate data from web analytics, order, media and finance sources, and keep documented KPI definitions as one source of truth. • Diagnose performance changes by traffic source, product and funnel step, and make recommendations supported by quantified evidence. • Track, analyze and report on our subscription economics, including customer lifetime value (LTV) and the annual iFIT subscription attach rate, and show what moves them. • Map the customer journey from first visit through purchase and subscription, find what drives conversion and what blocks it, and tell us where to optimize first. Reporting and forecasting • Own the daily, weekly and monthly performance reporting and the dashboards behind it, including LTV and subscription attach. • Prepare executive-ready summaries of results versus plan and prior year, with the drivers behind each variance. • Build and maintain the full P&L forecast for the DTC business, from traffic, conversion and subscription attach through revenue, margin and marketing spend, including media mix. • Reconcile forecasts to actuals and finance, explain every variance, refresh the outlook regularly, and model scenarios (promotions, media shifts, pricing) with the assumptions written down. Experimentation and CRO • Run the testing program end to end, from hypothesis and design to QA, readout and decision, and prioritize tests by their potential to lift conversion. • Report test results with the correct statistical method, and state clearly what a result can and cannot support. • Track the cumulative revenue and conversion impact of shipped tests. • Help improve our personalization program by measuring what works, where it falls short and where to expand it. You will partner closely with marketing, digital product, site merchandising and finance, and manage and develop one direct report. What you bring • 8+ years in analytics, at least 5 in ecommerce, DTC or subscription businesses, with people management experience. • Proficient in SQL and AI tools, and able to validate everything they produce. • Proven experience running a statistically rigorous experimentation program, with strong CRO instincts for what drives conversion and what blocks it. • Experience building P&L o