Director, DTC Growth and Web Experience

Life360

7d•$156,000 - $231,000•Remote

About The Position

Life360 is seeking a Director, DTC Growth and Web Experience to implement the global eCommerce strategy and drive the next phase of growth for its Direct-to-Consumer (DTC) business. This role focuses on accelerating growth by optimizing the customer journey, enhancing customer experience, and delivering commercial outcomes. The Director will be responsible for the global DTC site roadmap, end-to-end conversion strategy, and programs for experimentation and personalization to drive measurable revenue impact. The ideal candidate will set new standards, execute flawlessly, and operate with urgency to build a high-performing web experience that drives sell-through and Lifetime Value (LTV). This is a hands-on leadership role requiring close collaboration with Product, Engineering, Marketing, Sales, and Analytics teams to drive key strategic initiatives. The role involves setting strategy and actively participating in its execution.

Requirements

8+ years of experience in eCommerce at a fast-paced consumer brand, with at least 3 years in a senior leadership role owning revenue targets. Ideally within a hardware + subscription business.
Proven track record running a high-velocity experimentation program (A/B, multivariate) at scale, with direct ownership of CVR improvement and measurable revenue outcomes.
Strong analytical foundation – comfortable in data, can build a financial model, and translate performance metrics into clear strategic recommendations for executive audiences.
Deep experience owning the end-to-end customer journey on a DTC web property, including funnel optimization, personalization, post-click landing experience, and web subscription conversion.
Demonstrated ability to drive cross-functional alignment across Product, Engineering, UX/UI, Analytics, and Marketing without direct authority over those teams.
Experience with web experimentation platforms (Statsig, or equivalent), CMS systems (Contentful, or similar), and analytics tooling (GA4, Amplitude, or similar); ability to define key requirements and partner effectively with Product and Engineering.
A GTM orientation – understanding how brand, product, and marketing priorities connect to commercial outcomes and bridging that gap in roadmap decisions.
Experience with global eCommerce, including regional localization considerations for markets across North America, EMEA, LATAM and APAC.
Hands-on operator: leads by example, can move quickly from strategy to execution, and holds self and team accountable to outcomes, not just outputs.
Strong communicator with the ability to synthesize complex data and consumer behavior into clear narratives for senior leadership.
Bachelor’s degree or equivalent.

Responsibilities

Develop and implement Life360's global eCommerce strategy across eCommerce and digital channels, balancing revenue, MAU, and LTV goals.
Build and champion the DTC experience roadmap end-to-end, prioritizing based on consumer insights, behavioral data, session research, usability findings, and modeled business impact.
Lead the global experimentation program, defining A/B testing standards, traffic allocation, holdout governance, and win-rate reporting, and maintain a live test backlog across all web surfaces and conversion flows.
Build and execute the personalization strategy, defining audience use cases, segment-to-experience governance, and lift measurement frameworks to improve CVR and engagement across user segments.
Analyze website performance and digital sales metrics to identify conversion drop-off, friction, and abandonment across the customer journey, and drive solutions in partnership with Digital Product.
Partner with Demand Planning and Analytics to deliver rigorous business performance reporting, including revenue impact projections and actionable recommendations.
Define technology requirements for the web stack, champion platform investments and vendor relationships, and serve as the primary DTC voice in Engineering sprint planning.
Partner with Merchandising, SEO, Product, and Marketing to align the global site roadmap, including site merchandising, membership flows, and campaign landing experiences, with commercial priorities and GTM strategy.
Build commercial plans with appropriate segmentation strategies across digital channels; proactively surface emerging opportunities, new ideas, and customer and product trend POVs to leadership and cross-functional partners.
Drive operational excellence with an omnichannel growth mindset, sharing best practices with Amazon and Retail.com partners to enable consistent performance across all key markets.

Benefits

Competitive pay and benefits.
Medical, dental, vision, life and disability insurance plans (100% paid for US employees). We offer supplemental plans for medical and dental for Canadian employees.
401(k) plan with company matching program in the US and RRSP with DPSP plan for Canadian employees.
Employee Assistance Program (EAP) for 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 a productive remote environment.
Free Life360 Platinum Membership for your preferred circle.
Free Tile Products