Sr. Director, Digital Product & Experience

We are seeking an experienced and visionary Senior Director, Digital Product & Experience, to lead our digital product strategy and execution of our end-to-end ecommerce ecosystem—spanning the initial shopping discovery, site experience, UI/UX design, and the critical post-purchase returns process. This role is critical to driving our direct-to-consumer (DTC) growth by delivering exceptional ecommerce experiences that delight customers and drive business results. 

You will own the end-to-end digital product roadmap, championing customer-centric innovation while balancing technical feasibility and commercial objectives. As a senior leader, you will build and mentor a high-performing product team, collaborate cross-functionally with marketing, ecommerce, engineering, site merchandising & experience, customer service and operations, and serve as a key voice in shaping our digital future. 

What you'll get to do: 

Strategic Leadership 

• Define and execute the multi-year digital product vision and roadmap aligned with overall business strategy and revenue goals 
• Lead the DTC Ecommerce product strategy, identifying opportunities to increase conversion, average order value, and customer lifetime value 
• Partner with Technology & Ecommerce leadership to prioritize initiatives, allocate resources, and communicate progress against key milestones 
• Stay ahead of industry trends, competitive landscape, and emerging trends to maintain market leadership 

Product Management & Execution 

• Own the full product lifecycle for web commerce platforms, from discovery and ideation through launch and optimization 
• Drive site experience improvements across the entire customer journey including search, browse, product detail pages, checkout, returns and post-purchase 
• Establish and refine product management processes, ensuring rigorous prioritization frameworks, clear requirements documentation, & effective planning 
• Champion a data-driven culture, leveraging analytics, A/B testing, and customer research to inform decisions and measure success 

User Experience & Design 

• Lead UX/UI teams to deliver intuitive, accessible, and visually compelling digital experiences 
• Advocate for the customer in all product decisions, ensuring usability and delight are never compromised for speed 
• Oversee user research initiatives to deeply understand customer needs, pain points, and behaviors 

Leadership, Team Development & Collaboration 

• Build, lead, and inspire a team of product managers and associated roles, fostering a culture of ownership, innovation, and continuous improvement 
• Mentor and develop team members, providing clear career paths and growth opportunities 
• Collaborate effectively with engineering, ecommerce, marketing, site merchandising & experience, supply chain, operations, and customer service teams to deliver integrated solutions 

Operational Excellence 

• Manage vendor and platform relationships, including ecommerce platforms, personalization tools, and third-party providers 
• Ensure site reliability, performance, and scalability in partnership with engineering teams 
• Own key performance indicators (KPIs) and reporting, providing regular updates to leadership on product health and initiative outcomes 

Strategic Thinking  

• Ability to translate business objectives into actionable product strategies 
• Long-term vision balanced with pragmatic near-term execution 
• Strong commercial acumen 

Customer Obsession 

• Deep empathy for the end consumer  
• Commitment to user-centered design principles and passion for creating seamless, delightful digital experiences 

Leadership & Influence 

• Proven ability to inspire and motivate cross-functional teams 
• Executive presence and confidence presenting to senior leadership 
• Skilled at navigating ambiguity and driving alignment across diverse stakeholders 

Technical Fluency 

• Strong understanding of modern Ecommerce technology stacks, APIs, and integrations 
• Ability to engage credibly with engineering teams on architecture and feasibility 
• Knowledge of analytics platforms (Google Analytics, Adobe Analytics, Mixpanel, Amplitude etc.), personalization tools, and CMS systems 

Analytical Rigor 

• Experience in defining & tracking KPIs including CVR, AOV, bounce rate, and NPS 
• Proficiency in experimentation frameworks and statistical significance 
• Ability to synthesize complex data into clear, actionable insights 

Agile & Iterative Mindset 

• Deep experience with Agile/Scrum methodologies.  
• Comfort with rapid iteration, failing fast, and continuous improvement with strong organizational and prioritization skills. 

Communication & Collaboration 

• Exceptional written and verbal communication. Ability to distill complex concepts for diverse audiences 
• Collaborative approach with a track record of building strong partnerships