Senior Director of Digital Product

Birdy Grey is hiring a Sr. Director, Digital Product to lead the digital product experience across Product Management, Product Design, Site Merchandising, and Web & Platform Operations. This is a player-coach role, deliberately. You'll set direction across the function and develop the people around you, and you'll also remain a senior individual-contributor Product Manager on some of our highest-priority initiatives: framing problems, writing requirements, working through tradeoffs with Design and Engineering, analyzing results, and getting products over the finish line. If you want to lead exclusively through other people, this isn't the right role. If you want the scope of a function head and still want to ship, it is.

SCOPE OF RESPONSIBILITIES

Lead the digital product function. Set direction across Product Management, Product Design, Site Merchandising, and Web & Platform Operations, with Product Management at the center, while staying close enough to the work to step in directly.

Own the product roadmap. Own the Digital Product vision, strategy, roadmap, and backlog. Turn customer, behavioral, and business insights into clear priorities, align stakeholders when priorities compete, and partner closely with Design and Engineering on what gets built and when.

Ship as a senior IC. Personally lead key product initiatives from discovery through launch: defining the problem, conducting customer and market research, writing well-scoped requirements, defining functionality and success metrics, working through technical and design tradeoffs, facilitating the right working ceremonies, and communicating progress and results to executive leadership.

Raise the bar on Product Design & UX. Set the standard for the end-to-end customer experience across UX, interaction design, and visual execution. Build stronger UX research practices, ensure customer insight is incorporated early, and help establish and evolve a scalable, component-based design system in Figma that makes Design and Engineering faster.

Run experimentation & analytics. Own the experimentation program with a strong bias toward conversion and customer experience improvement. Develop clear hypotheses, prioritize the testing roadmap, ensure results lead to decisions, and interrogate product reporting and KPIs yourself when something doesn't make sense.

Own site merchandising. Own how customers discover and navigate the assortment across search, navigation, collections, landing pages, PLPs, PDPs, and recommendations. Partner with Merchandising to turn assortment and category priorities into a compelling digital shopping experience.

Own web & platform operations. Own how the ecommerce experience is operated day to day, including CMS management, product activation and deactivation, campaign and promotional launches, site updates, QA, and release readiness. Partner with Engineering on site performance, platform health, integrations, and technical tradeoffs, and manage key SaaS and technology partners across the ecommerce ecosystem.

Put AI to work where it earns its place. Identify where AI can materially improve the customer experience or how the Digital Product team operates, from discovery and personalization to faster research, prototyping, analysis, and operational workflows. The goal isn't AI everywhere, it's a genuinely better experience or a meaningfully faster team.

Drive cross-functional delivery. Lead complex work across Engineering, Marketing, Merchandising, Creative, Operations, CX, and Analytics. Create clarity around ownership, requirements, timelines, handoffs, and measurement so launches arrive as complete customer experiences rather than isolated features.

Build and develop the team. Coach and develop Product and Design talent while improving the operating systems that help the function scale: roadmap visibility, backlog management, requirements, project tracking, launch processes, stakeholder communication, and product demos.

EXPERIENCE / REQUIREMENTS

8+ years of Product Management experience in ecommerce, consumer technology, or another fast-moving digital business, including experience leading and developing teams

A strong track record personally leading customer-facing digital products from discovery and requirements through launch and measurement

Strong product judgment and the ability to turn customer, behavioral, market, and business data into clear priorities

Strong analytics and experimentation skills, including experience with conversion optimization

Deep experience partnering with Product Design and Engineering and leading complex cross-functional initiatives

Strong commercial instincts and an understanding of the major drivers of ecommerce performance

Familiarity with modern ecommerce platforms, CMS tools, analytics, testing platforms, SaaS products, and integrations

Strong written communication and stakeholder management, including experience communicating with executive audiences

A genuine willingness to stay close to the work and personally own meaningful product initiatives

Equally comfortable in a customer interview, a spreadsheet, a design review, an analytics tool, and an ecommerce admin. You've spent enough time in digital commerce to know which best practices are real and which are cargo cult

You think commercially, write clearly, and can make complex tradeoffs legible. You hold opinions loosely and would rather pressure-test an idea with customers, data, or an experiment than win the argument in the room

You can zoom out to build a multi-year roadmap and zoom all the way back in to write a requirement, review a prototype, question a metric, or help get a launch across the line

Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across the product organization

You have an entrepreneurial spirit. You thrive in a dynamic, fast-paced, fluid environment, are comfortable with ambiguity, and take initiative to lead projects

NICE TO HAVES

Apparel, fashion, bridal, or another considered-purchase category

Direct experience leading Product Design, Site Merchandising, or Web Operations alongside Product Management

Experience with UX research and component-based design systems

Experience operating within Shopify Plus or another complex ecommerce platform

Experience with search, personalization, recommendations, conversational experiences, or other AI-enabled product capabilities

Technical depth that allows you to engage credibly with engineers on platform, architecture, and integration tradeoffs