Director, Engineering; Front End, Content, Mobile

Director of Experience Engineering

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 front‑end 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.

• Define and execute a multi‑brand front‑end engineering vision that delivers differentiated, high‑performance digital experiences for all VF brands across web, mobile, social commerce, and AI‑powered answer engines.
• Architect and evolve a composable, headless commerce front‑end 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.
• 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 front‑end 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 front‑end 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, 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.

• Lead, mentor, and grow a globally distributed team of 50+ engineers across front‑end web, mobile, and content engineering disciplines; recruit and retain top‑tier talent with deep expertise in modern front‑end 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 and build teams that mirror the global diversity of VF’s consumers.

• Own…