Director, Engineering; Front End, Content, Mobile

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

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.

• 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 (Tik Tok 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.

• 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…