Senior Director, eCommerce and DTC
About The Position
Life360 is looking for a Senior Director, eCommerce & Direct-to-Consumer (DTC) to lead and scale our global efforts across owned and third-party commerce channels. Reporting to our VP of Journey Marketing, this leader will own the end-to-end strategy, execution, and performance of our eCommerce and DTC ecosystem, with a strong emphasis on driving growth for our devices businesses (Tile trackers and Pet GPS trackers). This is a highly cross-functional, high-impact role that blends strategic vision with operational excellence. In deep collaboration with our Growth, Devices, Product Marketing, and Product teams—your team will have accountability for how customers discover, understand, and ultimately directly purchase our products across the modern commerce landscape. The US-based salary range for this position is $175,000 to $275,000. We take into consideration an individual's background and experience in determining final salary - therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.
Requirements
- 12+ years of experience in eCommerce, DTC, digital commerce, or growth leadership roles, ideally within consumer hardware, consumer tech, or subscription-adjacent businesses.
- Proven experience owning and scaling DTC and marketplace (especially Amazon) revenue at meaningful scale.
- Deep expertise in merchandising, CRO, SEO/AEO, and performance marketing fundamentals.
- Be a clear, persuasive communicator who can align executives, influence cross-functional partners, and motivate teams around shared goals.
- Establish strong operating rhythms, and a culture of accountability and experimentation.
- Hands-on experience with social commerce and strong curiosity (or direct experience) with agentic and AI-driven commerce models.
- Strong cross-functional leadership skills, with a track record of partnering effectively to achieve shared goals.
- Exceptional people leader and communicator—able to set vision, simplify complexity, and drive alignment across diverse stakeholders.
Responsibilities
- Own the eCommerce & DTC Strategy
- Define and lead Life360’s global eCommerce and DTC strategy, including vision, roadmap, and execution across owned channels and marketplaces.
- Drive revenue growth, margin optimization, and customer lifetime value for Tile and Pet GPS products.
- Build scalable systems and operating models to support continued expansion and innovation in digital commerce.
- Lead Merchandising & Conversion Excellence
- Own digital merchandising strategy across all commerce surfaces, ensuring compelling product storytelling, pricing, promotions, and bundling.
- Lead conversion rate optimization (CRO) efforts across the funnel using experimentation, data, and customer insights.
- Partner with Product Marketing to land clear, differentiated brand and product narratives that land our key messages and drive understanding and purchasing.
- Drive Modern Discovery & Commerce Innovation
- Own SEO and AEO (Answer Engine Optimization) strategy to maximize discovery across traditional search, AI-driven answers, and emerging platforms.
- Lead agentic commerce initiatives and experimentation with new buying experiences driven by AI and automation.
- Build and scale social commerce strategies, including platforms like TikTok Shop and future social selling channels.
- Own eTail & Marketplace Performance
- Lead third-party marketplace strategy with a primary focus on Amazon marketing and eTail execution, including media, merchandising, content, and operational excellence.
- Optimize channel mix, marketing efficiency, and performance measurement across all eTail partners.
Benefits
- Competitive pay and benefits
- Medical, dental, vision, life and disability insurance plans (100% paid for employees)
- 401(k) plan with company matching program
- Mental Wellness Program & Employee Assistance Program (EAP) for mental well-being
- Flexible PTO, 13 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
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What This Job Offers
Job Type
Full-time
Career Level
Director
Education Level
No Education Listed
