Director, DTC Growth – Web Experience

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🔥 0 minutes ago

🇺🇸 United States – Remote

💵 $156k - $231k / year

⏰ Full Time

🔴 Lead

📈 Growth Marketing

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Life360

WebsiteLinkedInAll Job Openings

201 - 500 employees

Founded 2008

👥 B2C

📡 Telecommunications

💰 Post-IPO Equity on 2022-11

B2C • Safety • Telecommunications

Life360 is a leading family safety app that offers a comprehensive suite of services for location and digital safety. With Life360, users can effortlessly share their location, track their phones, and manage driving safety measures, including crash detection and 24/7 roadside assistance. The app includes features for digital safety, such as identity theft protection and SOS alerts, ensuring protection and prevention for each family member. Life360's plans, which include free, Gold, and Platinum options, are designed to accommodate various needs, offering peace of mind with advanced safety and coordination tools. The app is trusted by millions of users and is highly rated on app stores for its efficiency and reliability in connecting family members and ensuring their safety.

📋 Description

• 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.

🎯 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 – 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.

🏖️ 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