Director, DTC Growth – Web Experience

This is a fully remote position, open to applicants in United States, +1 more country.

📋 Description

• Formulate and execute Life360's worldwide eCommerce strategy across digital and eCommerce channels, effectively managing revenue, MAU, and LTV objectives.

• Develop and advocate for the end-to-end DTC experience roadmap, ensuring all prioritization decisions are based on consumer insights, behavioral data, session research, usability findings, and clearly defined business impacts.

• Oversee the global experimentation program by establishing A/B testing standards, traffic distribution, holdout governance, and win-rate reporting, while maintaining an active test backlog across all web interfaces and conversion pathways.

• Design and implement the personalization strategy, outlining audience use cases, segment-to-experience governance, and frameworks for measuring improvements in CVR and engagement across different user segments.

• Evaluate website performance and digital sales metrics to pinpoint conversion drop-off points, friction, and abandonment throughout the customer journey, and collaborate with Digital Product to devise solutions that address these gaps.

• Collaborate with Demand Planning and Analytics to produce detailed business performance reports, including revenue impact forecasts and actionable insights aimed at closing performance gaps and informing future roadmap initiatives.

• Specify technology needs for the web stack, advocate for platform investments and vendor partnerships, and act as the primary DTC representative in Engineering sprint planning.

• Work alongside Merchandising, SEO, Product, and Marketing to synchronize the global site roadmap, ensuring that site merchandising, membership pathways, and campaign landing experiences align with commercial priorities and GTM strategies.

• Develop commercial plans with effective segmentation strategies across digital channels; actively identify emerging opportunities, innovative ideas, and customer and product trend perspectives to share with leadership and cross-functional teams.

• Promote operational excellence with an omnichannel growth mindset, sharing best practices with Amazon and Retail.com partners to ensure consistent performance across all major markets.

⛳️ Requirements

• Over 8 years of experience in eCommerce within a fast-paced consumer brand, including a minimum of 3 years in a senior leadership position responsible for revenue targets, ideally in a hardware and subscription business.

• Proven expertise in managing a high-velocity experimentation program (A/B, multivariate) at scale, with direct accountability for CVR enhancements and measurable revenue results.

• Strong analytical skills – proficient in data analysis, capable of building financial models, and adept at translating performance metrics into clear strategic suggestions for executive audiences.

• Extensive experience managing the complete customer journey on a DTC web property, covering funnel optimization, personalization, post-click landing experiences, and web subscription conversion.

• Proven ability to foster cross-functional alignment among Product, Engineering, UX/UI, Analytics, and Marketing teams without direct authority over them.

• Familiarity with web experimentation platforms (Statsig or equivalent), CMS systems (Contentful or similar), and analytics tools (GA4, Amplitude, or similar); ability to define essential requirements and collaborate effectively with Product and Engineering teams.

• A GTM-focused mindset – capable of understanding how brand, product, and marketing priorities relate to commercial outcomes and bridging that gap in roadmap decisions.

• Experience in global eCommerce, including considerations for regional localization across North America, EMEA, LATAM, and APAC.

• Hands-on leader: able to exemplify accountability by swiftly transitioning from strategy to execution, ensuring accountability for outcomes rather than merely outputs.

• Excellent communicator with the capacity to distill complex data and consumer behavior into coherent narratives for senior leadership.

• Bachelor’s degree or equivalent.

🏝️ Benefits

• Competitive pay and benefits.

• Comprehensive medical, dental, vision, life, and disability insurance plans (100% covered for US employees). Supplemental medical and dental plans are available for Canadian employees.

• 401(k) plan with company matching in the US and RRSP with DPSP plan for Canadian employees.

• Employee Assistance Program (EAP) focused on mental wellness.

• Flexible PTO and 12 company-wide days off throughout the year.

• Winter and Summer Weeklong Synchronized Company Shutdowns.

• Learning & Development programs.

• Equipment, tools, and reimbursement support for an efficient remote work setup.

• Complimentary Life360 Platinum Membership for your preferred circle.

• Free Tile Products.