Director, DTC Growth & Web Experience

About the Job

The way families find, evaluate, and buy our products is changing fast. Users no longer follow a tidy funnel. They follow the fastest path to trust, moving across search results, AI answer surfaces, app stores, and our owned web properties before making a decision.

As the Director, DTC Growth & Web Experience you will be responsible for implementing the global eCommerce strategy to unlock the next phase of growth for Life360’s DTC business. You will apply a business lens to accelerate growth, optimizing the customer journey to enhance the customer experience and deliver commercial outcomes. This is a senior team leadership role responsible for the global DTC site roadmap, end-to-end conversion strategy, and the experimentation and personalization programs that drive measurable revenue impact.

The ideal team member will set new standards, execute flawlessly, and operate with urgency to build a high-performing web experience that drives sell-through and LTV . This role requires close collaboration with Product, Engineering, Marketing, Sales and Analytics to drive key strategic initiatives that enable our goals and objectives. This is a hands-on leadership role: you'll set the strategy and roll up your sleeves to execute it.

What You’ll Do

• Develop and implement Life360's global eCommerce strategy across eCommerce and digital channels, effectively balancing revenue, MAU , and LTV goals.
• Build and champion the DTC experience roadmap end-to-end, grounding every prioritization decision in consumer insights, behavioral data, session research, usability findings, and clearly 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 that 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, then drive solutions to close the gaps in partnership with Digital Product.
• Partner with Demand Planning and Analytics to deliver rigorous business performance reporting, including revenue impact projections and actionable recommendations tied to closing performance gaps and future roadmap initiatives.
• 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 out 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.

What We’re Looking For

• 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 – you're 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 – you understand how brand, product, and marketing priorities connect to commercial outcomes and can bridge 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: you lead by example, can move quickly from strategy to execution, and hold yourself and your 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.