The Lead Digital Analyst manages the daily work activities for the Digital Analytics team. Works with the team to set and achieve team goals. Applies expertise across multiple specializations within the job area including Adobe Analytics and reporting function. Responsible for collecting and analyzing data to measure the impact of digital marketing vehicles and onsite features and services to drive online conversion and strategic business decisions. Sets direction for ingesting, cleaning, mining and transforming data to support Analytics and other business initiatives. Builds and validates metrics, monitor data quality, analyze various forms of data (e.g. raw data, base data, 3rd party data, metrics), provide reports and interpret results. Understands the retail business and develop recommended business strategies based on the results. Provides the eCommerce team insights based on reports, suggests A/B testing to be performed, efficacy of tests and enhancements to the site.