Director, Strategy Analytics

Fanatics Commerce is the global leader in licensed sports merchandise, operating a vertically integrated platform that designs, manufactures, and delivers officially licensed apparel, jerseys, headwear, and collectibles for major leagues, teams, and events worldwide. With more than 900 e-commerce sites and a global omnichannel presence across digital, in-venue, and retail, Fanatics Commerce reaches fans in over 180 countries and powers official fan experiences for many of the world's most iconic sports properties.

About the role

We are seeking a data-driven leader with deep experience in eCommerce marketing analytics and a scrappy, get-it-done attitude to join the Strategy & Analytics team. This role partners closely with the Digital Marketing team to optimize digital marketing investments, improve campaign efficiency, and shape customer acquisition strategy — with significant exposure to senior leadership and a mandate to distill complex marketing data into clear, actionable insights. The Director, Business Strategy & Analytics delivers business and fan impact through BOLD leadership and execution excellence, leveraging data, automation, and AI-enabled insights.

Responsibilities

• Cross-Functional Leadership
  • Serve as a strategic analytics partner to Digital Marketing channel managers and business stakeholders, translating analytical findings into commercially relevant recommendations that influence channel strategy and budget allocation.
  • Collaborate with data science, engineering, and business intelligence teams to ensure analytics infrastructure, models, and tools are built to scale and meet evolving business needs.
  • Effectively communicate complex analysis to non-technical stakeholders and senior leadership, building confidence and alignment around data-driven decision-making.
• People Leadership
  • Set a high analytical bar for the Strategy & Analytics team, fostering a culture of intellectual curiosity, rigor, and continuous improvement.
  • Mentor and develop team members by modeling deep-dive analytical thinking and equipping them with frameworks to uncover insights that drive meaningful business impact.
• Fan & Customer Impact
  • Translate complex digital marketing data across Paid Search, Paid Social, Display, and Affiliate channels into clear, actionable insights that directly improve the fan acquisition experience and customer journey.
  • Develop and maintain data visualizations and dashboards that enable the organization to continuously monitor performance and identify opportunities to improve both profitability and user experience.
  • Partner with digital marketing channel managers to identify growth opportunities and cost savings that enhance how fans discover and engage with Fanatics Commerce's eCommerce platform.
  • Apply cross-channel impact analysis — including cannibalization, partial channel attribution, and marketing mix modeling — to ensure fans are reached through the most effective and efficient channels.
• Innovation & Problem Solving
  • Dig two to three layers below the surface of marketing data to uncover non-obvious insights that drive smarter investment decisions and unlock new growth levers.
  • Partner with data science to build, optimize, and productionalize bidding models that improve the efficiency and performance of digital marketing spend.
  • Hypothesize opportunities within complex data sets, design and execute test plans, analyze results, and synthesize findings into concrete recommendations for senior leadership.
  • Drive the adoption of advanced statistical methods and analytic tools to continuously evolve the team's analytical capabilities and rigor.
• Ownership & Execution
  • Take full ownership of the end-to-end analytics lifecycle — from data exploration and hypothesis generation through test design, analysis, and actionable recommendation — and drive each initiative to a conclusion.
  • Gain and maintain a deep understanding of the factors driving digital marketing sales, cost, ROI, and marginal returns across all channels.
  • Lead the development of scalable data visualization and reporting infrastructure that empowers the broader organization to make faster, more informed decisions.
  • Assist with channel-level sales and spend forecast and budget, bridging back actual performance to forecast and identifying opportunities while operating with a proactive, get-it-done mindset across complex, ambiguous environments.
• AI & Digital Capability
  • Apply AI and technology to improve efficiency, quality, and outcomes.
  • Use data and digital tools to inform decisions and enhance performance.
  • Demonstrate curiosity and adaptability in adopting new technologies and ways of working.
  • Contribute to a culture of innovation and continuous improvement.

Requirements

• 8+ years of experience in eCommerce, with a focus on digital marketing analytics and a demonstrated track record of career growth and measurable business influence.
• Deep expertise across digital marketing channels and attribution fundamentals, including last-click, LTV, pixel-based measurement, and DTC eCommerce funnel progression.
• Proficiency in SQL is required; hands-on experience working with large, complex data sets to generate insights and support decision-making at scale.
• Strong analytical, technical, and problem-solving skills with exceptional attention to detail and the ability to independently drive projects to completion.
• Understanding of statistical concepts and methods; advanced statistics and working knowledge of at least one analytic or statistical software package (e.g., R) strongly preferred.
• Proven ability to communicate complex analytical findings clearly and persuasively to non-technical stakeholders and senior leadership.
• Experience leading cross-functional initiatives and partnering with teams across marketing, data science, and engineering to deliver complex, high-impact projects.

Schedule

Hybrid: This role currently requires in-office presence 3 days per week at the Company's office located in San Mateo, CA.

About Us

Fanatics is building a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform.

Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally — as well as its flagship site, www.fanatics.com.