The North Face: Senior Manager, Digital Content and Experience Design

The North Face • Denver, CO

21h

About The Position

The Senior Manager, Digital Content & Experience Design is a key member of The North Face Americas eCommerce team, responsible for defining and delivering a premium, consumer-first site and app experience rooted in data and performance. This role ensures brand storytelling and marketing campaigns translate into measurable, high-impact digital journeys. This leader owns experience design and on-site storytelling, defining consumer journeys, layout intent, and interaction models using data and behavioral insights. The role partners closely with Integrated Marketing (campaign creative), Brand Creative (visual systems), and Digital Technology (development) to ensure experiences are intuitive, scalable, and performance-driven.

Requirements

• Strong expertise in experience design (UX), including the ability to execute page-level and journey designs within an existing design system—without owning the creation of the system or front-end development.
• Advanced proficiency in Figma, including designing page layouts and experiences within an established design system using reusable components and patterns.
• Expertise in consumer journey design across web and app, including brand storytelling pages, campaigns, category flows, and PDP experiences.
• Proven ability to improve engagement KPIs such as bounce rate, engagement rate, scroll depth, pages per session, and time on site.
• Experience working with CMS and DAM platforms (e.g., CoreMedia, Orange Logic, or comparable systems).
• Familiarity with analytics and behavioral tools (e.g., Google Analytics, Quantum Metric) and translating insights into experience improvements.
• Understanding of personalization, testing, and experimentation tools (e.g., Optimizely, BlueConic).
• Clear understanding of the distinction between experience design (journeys, flows, layout intent), brand design (visual systems, art direction), and development (front-end implementation).
• Strong cross-functional collaboration skills with Marketing, Brand Creative, Merchandising, and Technology.
• Strong communication skills—able to articulate experience intent, design rationale, and performance outcomes clearly.
• Proven people leadership experience—balancing creative direction with accountability for results.
• Comfort operating in a fast-paced, matrixed environment while managing multiple priorities.
• 7+ years of experience (digital experience design, UX, content strategy, eCommerce site experience)

Responsibilities

• Own the eCommerce experience vision and roadmap for TNF.com and the TNF App, grounded in consumer behavior, performance data, and conversion best practices.
• Lead the eCommerce GTM experience process— ensuring experience requirements, consumer journeys, and storytelling frameworks are clearly mapped for Integrated Marketing
• Translate GTM priorities into experience intent—defining how consumers move through campaigns, brand stories, and product journeys based on performance insights.
• Design end-to-end consumer journeys in Figma—creating system-compliant layouts, flows, and experience prototypes using established design components to express UX intent.
• Oversee eCommerce content and storytelling—from homepage to PDP—using data to define where and how assets are deployed to maximize engagement and conversion.
• Lead and develop a balanced team of experience designers and content strategists, setting a clear quality bar and holding teams accountable to performance outcomes.
• Own and actively manage site engagement performance—bounce rate, engagement rate (CTR), scroll depth, pages per session, and time on site.
• Partner closely with Analytics, Personalization, Site Merchandising, and Digital Technology to identify experience opportunities and test hypotheses that drive measurable impact.
• Identify gaps or opportunities in the existing design system based on consumer needs and performance insights, and partner with internal UI/UX teams to brief and inform the creation of new components when required.
• Act as the consumer experience expert for TNF.com and the TNF App—using engagement and behavioral data to advocate for experience improvements.
• Balance strategic leadership with hands-on experience design, personally creating journey frameworks and Figma prototypes to guide teams.
• Connect storytelling and experience design to performance outcomes, balancing creativity and analytics to drive measurable gains in engagement and conversion.
• Maintain the eCommerce GTM calendar—ensuring experience readiness, milestone alignment, and on-time delivery for all seasonal launches and campaigns.
• Foster deep collaboration across Integrated Marketing, Brand Creative, DTC & Site Merchandising, and Technology, ensuring clarity of ownership and seamless handoffs.
• Apply a test-and-learn mindset, validating experience hypotheses through scroll depth analysis, click tracking, A/B testing, and qualitative feedback.
• Lead with clarity and intent—ensuring experience design artifacts clearly communicate the “why” and “how” behind consumer journeys.

Benefits

• This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential.
• VF Corporation benefits

What This Job Offers

• Job Type: Full-time
• Career Level: Mid Level
• Education Level: No Education Listed