Director, Engineering; Front End, Content, Mobile

VF CORPORATION

Director, Frontend, Content & Mobile App Engineering

Founded in 1899 and headquartered in Denver, Colorado,
VF Corporation is one of the world’s largest apparel, footwear, and accessories companies. VF’s portfolio of iconic outdoor, active, and lifestyle brands includes The North Face, Vans, Timberland, Altra, Smartwool, Icebreaker, Kipling, Napapijri, Eastpak, and Jan Sport
. VF markets its products across the Americas, EMEA, and Asia-Pacific through wholesale partnerships, branded retail stores, and a growing direct‑to‑consumer e‑commerce ecosystem.

VF is in the midst of a significant transformation, focused on returning the company to sustainable and profitable growth through brand elevation, accelerated digital capability and cost optimization. This role sits at the heart of that transformation—leading the engineering teams that build every digital touchpoint where consumers discover, experience, and purchase VF’s brands.

The Director of Frontend, Content & Mobile 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 answer‑engine and social 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. You will champion an AI‑first engineering culture, embedding generative AI, machine learning, and intelligent automation into how VF builds, tests, personalizes, and optimizes its digital storefronts and content pipelines—from The North Face’s performance‑driven product storytelling to Vans’ culturally connected youth experiences to Timberland’s heritage‑rooted brand presence.

This is a transformational leadership role for someone who is deeply passionate about the convergence of commerce, content, and technology—and who sees AI not just as a tool but as a foundational capability that will reshape how consumers discover, experience, and purchase outdoor, active, and lifestyle products globally.

• 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 etc. – 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, 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…