Director, DTC Growth and Web Experience

About the role

This position leads the global strategy for Life360's direct-to-consumer sales and online presence. You will focus on enhancing the customer's online journey to drive business expansion and foster long-term customer loyalty.

Key facts

What you'll do

Develop and execute the worldwide eCommerce strategy, balancing revenue, monthly active users, and lifetime value objectives.

Create and manage the end-to-end direct-to-consumer web experience roadmap, informed by customer research, data analysis, and projected business impact.

Oversee the global testing program, establishing standards for A/B and multivariate tests, traffic management, and performance reporting.

Implement a personalization strategy to tailor experiences for different user groups, aiming to boost conversion rates and engagement.

Analyze website performance and sales data to pinpoint areas of customer drop-off and friction, collaborating with product teams to implement improvements.

Produce comprehensive business performance reports, including revenue forecasts and actionable recommendations.

Define technical requirements for the web platform, advocate for necessary investments, and represent the DTC perspective in engineering planning.

Collaborate with merchandising, SEO, product, and marketing teams to align the website roadmap with business goals and go-to-market plans.

Develop commercial plans with targeted segmentation across digital channels and identify new growth opportunities.

Promote operational efficiency and share best practices with retail partners for consistent performance across markets.

Requirements

A minimum of 8 years of experience in eCommerce for a fast-paced consumer company, with at least 3 years in a senior leadership role responsible for revenue targets. Experience in a hardware plus subscription business is preferred.

A proven history of managing a high-volume testing program (A/B, multivariate) that has demonstrably improved conversion rates and generated measurable revenue.

Strong analytical skills, with the ability to build financial models and translate performance data into strategic recommendations for executives.

Extensive experience managing the complete customer journey on a direct-to-consumer website, including funnel optimization, personalization, post-click experiences, and subscription conversion.

Demonstrated success in aligning cross-functional teams, including Product, Engineering, UX/UI, Analytics, and Marketing, without direct authority.

Experience with web experimentation tools (e.g., Statsig), content management systems (e.g., Contentful), and analytics platforms (e.g., GA4, Amplitude).

A clear understanding of how brand, product, and marketing initiatives translate into commercial results.

Experience with global eCommerce operations, including adapting strategies for North America, EMEA, LATAM, and APAC markets.

A hands-on approach to leadership, capable of moving from strategy to execution and holding teams accountable for results.

Excellent communication skills, with the ability to present complex data and customer insights clearly to senior leadership.

Bachelor's degree or equivalent experience.

Nice to have

Experience in a hardware + subscription business.

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

Skills & tools

Web experimentation platforms (e.g., Statsig)

CMS systems (e.g., Contentful)

Analytics tooling (e.g., GA4, Amplitude)

Practical notes

Salary range for US-based candidates: $156,000 - $231,000 USD.

Salary range for Canada-based candidates: $180,000 - $214,000 CAD.

Compensation includes base pay, equity, and a comprehensive benefits package.

Benefits include medical, dental, vision, financial, and other benefits.

US employees receive 100% paid medical, dental, and vision insurance.

401(k) with company match in the US; RRSP with DPSP in Canada.

Flexible Paid Time Off (PTO) and 12 company-wide holidays.

Two week-long company shutdowns annually (summer and winter).

Support for remote work environment, including equipment and reimbursement.

Free Life360 Platinum Membership and free Tile products.