Sr. Director, Digital Experience

KEEN Footwear•Portland, OR

About The Position

The Sr. Director, Digital Experience owns the strategy, performance, and brand expression of our owned digital channels across North America, with global influence for our regional partners. This leader understands that brand elevation and commercial outcomes are not competing priorities, but growth imperatives, and has the vision, subject matter expertise, and organizational leadership to drive impact. Reporting to the VP of Ecommerce, this role leads a team of 8-10 spanning web merchandising, content, and digital production to drive profitable demand and consumer growth. Blending long-range vision with commercial urgency, this leader builds the digital experience center of excellence that sets the standard for how we connect with consumers across every digital touchpoint.

Requirements

Bachelor's Degree in Business, eCommerce, Marketing, Merchandising, or related field required.
Minimum ten (10) years of progressive experience in ecommerce required. Preferably within the footwear, apparel manufacturer, or outdoor industry.
Minimum of four (4) years in a role with direct ownership of digital experience and web merchandising in a DTC environment.
Any equivalent combination of experience and education which clearly indicates the ability to perform the essential functions of the position may substitute on a year for year basis.
Deep expertise across digital merchandising, online assortment planning, pricing strategy, onsite search, CRO, content strategy, and digital marketplace management; Amazon experience preferred.
Proven track record growing revenue and improving margin through premium, non-promotional digital strategies across owned site and marketplace channels.
Demonstrated success leading cross-functional digital teams through change and strategic evolution .
Extensive experience leading onsite A/B/n testing and personalization/segmentation.
Ability to independently access, analyze, and synthesize data into insights to drive experience strategies and decision making.
Operates with urgency, makes sound decisions in ambiguity, and drives accountability for results across the team.
Strong verbal and written communication skills with documented success communicating across working teams, key stakeholders, and executives.
Fluency with Shopify, Searchspring (or other web merchandising tool), GA or Adobe Analytics, and Power BI required.
Proficient in Microsoft Office (Excel, Word, PowerPoint, Outlook).

Nice To Haves

Master's Degree in Business Administration preferred.
Amazon experience preferred.

Responsibilities

Build and Lead the Digital Experience COE
Own the vision, multi-year roadmap, operating model, and governance frameworks for the Digital Experience function across owned site, offsite commerce, and marketplace channels.
Serve as a key contributor to financial modeling and demand planning, providing site performance insights and KPI growth targets that support the broader commercial plan.
Champion the philosophy that a premium, consumer-first experience is the primary long-term growth lever, aligning brand, commercial, and technology stakeholders to that vision.
Leverage consumer insights, competitive benchmarking, and a deep understanding of industry trends and emerging capabilities to identify opportunities and lead experience innovation.
Develop a high-performing and outcome-oriented team, elevating functional strategies and internal ways of working to consistently achieve near-term performance while advancing long-term objectives.
Develop a Premium Online Assortment
Own the digital assortment strategy, including seasonal planning, story curation, digital exclusives and SMU development, in close collaboration with product, brand, and sales teams.
Lead pricing and markdown strategy, driving margin improvement and brand elevation through assortment discipline while surgically managing sell-through and inventory levels.
Collaborate with product teams to test new product concepts and translate engagement and performance insights into long-range strategies that inform the broader commercial ecosystem.
Develop the curation framework across evolving commercial channels, including social commerce, agentic commerce, and recommerce.
Deliver an Engaging Discovery Journey
Own the end-to-end consumer experience across digital channels, setting the standard for engagement, conversion, and brand impact at every touchpoint.
Lead the digital content strategy, including compelling campaign and product storytelling, informative editorial, and confidence-building UGC/social proof.
Own the search, navigation, and filtering strategy, ensuring the wayfinding experience is intuitive, relevant, and built around how our consumers shop.
Improve satisfaction and reduce return rates through seamless fit tools, guided selling, and content that helps consumers select styles that best match their needs and interests.
Lead the site optimization strategy, partnering with DTC Insights & Analytics to build a strong test-and-learn culture with year-round A/B/n testing and personalization.
Collaborate with SEO/AEO/GEO and product data teams to ensure the brand shows up competitively across search and agentic platforms.
Enable Global DTC Businesses
Define the collaboration model for commercial launches, creating a culture where global moment coordination, asset readiness, product data integrity, and campaign learnings are shared non-negotiables across HQ and regional teams.
Drive digital production excellence, ensuring product launches, campaign builds, and browse experiences are delivered on-time at highest quality across all channels.
Champion the Digital Experience function's technology needs, representing the team in platform roadmap and planning discussions with Global Technology and Ecommerce leadership.