Director, Digital Product

The Director, Digital Product leads the strategy and execution of Build-A-Bear’s direct-to-consumer digital experiences with a mobile-first approach. This role owns the digital product roadmap across US and UK markets, as well as select global sites, in service of commercial growth and conversion optimization. The Director partners cross-functionally to deliver high-performing, seamless experiences across brand sites.

• Define and communicate a clear digital product strategy aligned with company goals
• Own the digital roadmap, informed by guest needs, data, and business priorities
• Champion a data-driven approach to prioritization, tradeoffs, and decision-making
• Partner closely with Tech team and leads to deliver commercially impactful solutions
• Lead delivery of product features and enhancements, ensuring speed, quality, and impact
• Drive adoption, performance, and continuous iteration using customer insights and analytics
• Monitor competitive landscape and emerging technologies to maintain a leading digital experience
• Establish a structured product management operating model that brings clarity, visibility, and accountability to priorities, progress, risks, dependencies, and delivery

• 8+ years of relevant experience or equivalent experience gained in high-scale, high-complexity environments
• Expert in digital product strategy and road mapping
• Expert in conversion rate optimization and experimentation
• Expert in translating business needs to technical partners
• Skilled in Agile/Scrum Product Development
• Skilled in analytics and funnel performance (Salesforce, GA4)

• MBA or equivalent
• Demonstrated experience partnering closely with technology and engineering leaders
• Proven ability to translate product vision into a clear, prioritized roadmap for retention and growth
• Led product discovery and design in partnership with engineering and CX
• Experience defining KPIs, leveraging dashboards, and communicating performance insights
• Demonstrated leadership in complex, matrixed organization

• Acts with urgency and sound judgment, balancing empathy with decisive action
• Takes initiative, closes loops, and removes blockers to ensure commitments are met
• Rallies cross-functional teams around clear priorities and shared accountability
• Adapts pace and approach based on business context and stakeholder needs
• Builds trust quickly, enabling faster alignment and execution
• Translates ideas into action, moving quickly from concept to impact
• Typical office environment with climate control and sufficient lighting, ergonomic desk/chairs
• Corporate office is in St. Louis, MO.
• This role must be based in St. Louis, MO. Candidates outside the area are welcome to apply; relocation assistance may be considered for qualified candidates.

Your performance will be measured by your ability to achieve annual department objectives and corporate goals which include but are not limited to the following.

• DTC Commercial Impact:
  Contribution to US and UK eCommerce revenue targets through measurable improvement in product-driven funnel metrics (conversion, AOV, engagement)
• Roadmap Strategy & Prioritization:
  Quality, clarity, and business alignment of the digital product roadmap
• Delivery Excellence:
  On-time execution of high-impact initiatives with strong decision-making under ambiguity
• Leadership & Cross-Functional Influence:
  Strength of partnership and organizational trust

Equal Opportunity Employer
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