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

At VF, we strive to foster a culture of belonging based on respect, connection, openness, and authenticity.  So, before we get to the job details, take a minute to learn a little more about us – our values and our culture - visit VF Careers or www.vfc.com.  

What will you do? 

A day in the life of the Director 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 ecommerce 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.

Let’s break down that day-in-the-life a bit more. 

STRATEGIC MANDATE

Next-Generation Commerce & Content Experiences Across VF’s Brand Portfolio

•           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.

AI-First Engineering Culture

•           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 emerging AI technologies (LLMs, multi-modal models, agentic AI workflows) to create competitive advantage in the consumer experience.

Multi-Brand Platform Scalability & Regional Reach

•           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 ecommerce, social (TikTok Shop, Instagram, Pinterest), email, and emerging channels.

•           Ensure digital experiences are localized, performant, and culturally reso