Director, Experience Engineering (Front End, Content, Mobile)

At VF, we strive to foster a culture of belonging based on respect, connection, openness, and authenticity.

What will you do?

A day in the life of the Director of Experience Engineering at VF looks a little like this. The Director of Experience Engineering is a senior technology leader responsible for the strategy, architecture, and delivery of all consumer‑facing digital experiences across VF’s multi‑brand portfolio. This role owns the frontend engineering stack spanning brand e‑commerce platforms, native and hybrid mobile applications, headless content management systems, and emerging AI‑powered commerce surfaces. You will lead a high‑performing cross‑functional engineering organization that builds content‑rich, brand‑differentiated digital experiences at scale across all three of VF’s operating regions.

Strategic Mandate

• Define and execute a multi‑brand frontend engineering vision that delivers differentiated, high‑performance digital experiences for all VF brands across web, mobile, social commerce, and AI‑powered answer engines (e.g., Agentic Checkout on Google AI, ChatGPT Shopping, Perplexity).
• Architect and evolve a composable, headless commerce frontend leveraging modern frameworks (Vue/React/Next.js, React Native) and MACH architecture principles (Microservices, API‑first, Cloud‑native, Headless) that enables rapid brand‑specific customization on a shared platform foundation.
• Drive the adoption of structured content, semantic markup, and product knowledge graphs that make VF’s brand and product content discoverable, rank‑able, and consumable by both traditional search engines and AI answer engines – a critical imperative as consumer discovery patterns shift.
• Pioneer rich, interactive product storytelling experiences—including virtual try‑ons for footwear, shoppable adventure content for The North Face, AI‑generated editorial for Vans’ cultural campaigns—that elevate each brand’s unique identity and drive conversion.
• Embed AI and Gen AI capabilities across the frontend and content engineering lifecycle, including AI‑assisted development (Copilot, Claude), automated testing, and intelligent content generation.
• Partner with VF’s Data teams to integrate real‑time personalization, recommendation engines, visual search, conversational commerce, into all consumer‑facing surfaces – tailored to each brand.
• Lead the development of AI‑native content pipelines that automate product description generation, image optimization, alt‑text creation, social copy, and multi‑language localization at scale.
• Evaluate, pilot, and scale emerging AI technologies (LLMs, multi‑modal models, agentic AI workflows) to create competitive advantage in the consumer experience.
• Build and maintain a frontend platform and multi‑brand component design system that enables teams to launch, iterate, and customize experiences rapidly while preserving brand distinctiveness.
• Establish a content‑as‑a‑platform strategy with centralized CMS, reusable modules, and brand‑specific templating that supports rapid content creation across e‑commerce, social (TikTok Shop, Instagram, Pinterest), email, and emerging channels.
• Ensure digital experiences are localized, performant, and culturally resonant across VF’s regions and drive operational efficiency through shared services, reusable libraries, and platform automation that reduce duplication without compromising the creative flexibility each brand requires.

Key Responsibilities

• Engineering Leadership & Team Development: Lead, mentor, and grow a globally distributed team of 50+ engineers across frontend web, mobile, and content engineering disciplines. Recruit and retain top‑tier engineering talent with deep expertise in modern frontend architectures, mobile development, and headless CMS platforms. Foster a culture of engineering excellence through quality standards, architecture reviews, technical mentorship, career development, and continuous learning programs aligned with VF’s values. Champion diversity, equity, and inclusion within the engineering organization, building teams that mirror the global diversity of VF’s consumers.
• Technical Strategy & Architecture: Own the frontend and content technology roadmap, aligning platform investments with VF’s brand strategies and emerging technology trends. Drive architectural decisions around performance optimization, accessibility, internationalization, and security compliance. Lead the evolution of legacy frontends to modern, composable architectures with clear separation of concerns, robust API contracts, and CI/CD automation across VF’s brand and application portfolio. Establish and enforce engineering standards for structured data, schema.org markup, Open Graph, and content APIs that maximize discoverability on search, social, and answer engine platforms.
• Product & Cross‑Functional Collaboration: Partner closely with Product Management, UX Design, Brand Marketing, Merchandising, and Data teams to align technology delivery with consumer experience and commercial objectives. Collaborate with VF’s commerce engineering, infrastructure, and DevOps teams to ensure seamless integration, reliability, and scalability of the full commerce stack across all brands and regions. Work with Digital Marketing and SEO/AEO teams to optimize content delivery, page speed, and structured data for organic and paid performance.
• Delivery & Operational Excellence: Drive agile engineering practices at scale, including sprint planning, release management, feature flagging, A/B testing, and progressive rollout strategies across VF’s brands and regions. Establish SLAs, observability, and performance monitoring for all frontend and mobile surfaces – owning incident response and rapid resolution for consumer‑facing platform issues. Manage engineering budgets, vendor relationships (CDN, CMS, Mobile), and build‑vs‑buy decisions for the frontend technology ecosystem, optimizing for VF’s cost transformation goals.

What do you need to succeed?

• 12+ years of progressive software engineering experience, with at least 5 years in senior engineering leadership roles (Director or above) managing large, globally distributed teams.
• Track record of driving engineering culture change, particularly around AI adoption and developer experience improvements.
• Hands‑on experience with LLM integration, prompt engineering, RAG architectures, and AI agent frameworks in production systems.
• Deep technical expertise in modern frontend technologies: Vue, React, Next.js, Node.js, GraphQL, headless CMS platforms (Coremedia, Contentful, or equivalent).
• Proven experience building and scaling native mobile applications (iOS/Android) using React Native.
• Strong track record of delivering high‑performance, content‑rich e‑commerce experiences at scale within multi‑brand, multi‑region, or marketplace environments.
• Demonstrated experience integrating AI/ML capabilities into consumer‑facing products, including personalization, recommendation systems, conversational AI, or generative content workflows.
• Expertise in composable/MACH architecture patterns, API‑first development, micro‑frontend strategies, and headless commerce platforms (Shopify Hydrogen, Salesforce Commerce Cloud).
• Experience with structured content strategy, SEO technical optimization, and emerging answer engine / AI search platform requirements.
• Strong understanding of web performance optimization, accessibility standards, and cross‑browser/cross‑device testing methodologies.
• Excellent communication and executive presence, with the ability to influence C‑suite and brand president‑level stakeholders and translate technology strategy into business outcomes.
• Familiarity with social commerce platforms (TikTok Shop, Instagram Checkout, Pinterest Shopping) and their technical integration requirements.
• Experience with design systems at scale (e.g., Storybook, Figma‑to‑code pipelines, token‑based theming across multiple brands).
• Understanding of global e‑commerce logistics, localization, and compliance requirements across VF’s key markets.
• Bachelor’s degree in Computer Science, Engineering, or a related field. Master’s degree preferred.

Hiring Range: $190,080.00 USD – $237,600.00 USD annually. Incentive potential may include an annual incentive plan, sales incentive, or commission potential.

Benefits at VF Corporation: A comprehensive benefits overview is available on MyVFbenefits.com and will be provided during the hiring process.

At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at peopleservices@vfc.com. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law. Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.