Director, DTC Growth and Web Experience

About this role

About Life360

Life360’s mission is to keep people close to the ones they love. Our category-leading mobile app,Tile tracking devices, and Pet GPS tracker empower members to protect the people, pets, and things they care about most with a range of services, including location sharing, safe driver reports, and crash detection with emergency dispatch. Life360 serves approximately 97.8 million monthly active users (MAU), as of March 31, 2026, across more than 180 countries.

Life360 delivers peace of mind and enhances everyday family life with seamless coordination for all the moments that matter, big and small. By continuing to innovate and deliver for our customers, we have become a household name and the must-have mobile-based membership for families (and those friends who are basically family).

Life360 has more than 500 (and growing!) remote-first employees. For more information, please visit life360.com .

Life360 is a Remote First company, which means a remote work environment will be the primary experience for all employees. All positions, unless otherwise specified, can be performed remotely (within the US and Canada) regardless of any specified location above.

We are AI Native

We are building an AI native company where AI is an integral part of how we build and operate. AI tool usage during interviews varies by role. You may be asked to demonstrate proficiency with AI tools, discuss how you leverage AI, or complete interview exercises without AI assistance. Your Recruiter will provide clear guidance as you move through the interview process.

Undisclosed use of AI not previously discussed with or approved by your Recruiter may impact your candidacy.

About The Team

As you'd expect from a company obsessed with keeping families connected, the eCommerce team moves fast and takes the member experience seriously – because a clunky flow is its own kind of broken promise. Sitting inside Journey Marketing, were a mix of merchandisers, marketers, data folks, and designers who all care about the same thing: turning every member touchpoint — from first website or app visit — into long-term loyalty and lasting relationships. From the online store to in-app purchases to wherever commerce shows up next, this team builds the experience that turns interest into purchase. If you like owning outcomes, thinking in systems, and turning "maybe" into "yes" at scale, you'll fit right in.

About the Job

The way families find, evaluate, and buy our products is changing fast. Users no longer follow a tidy funnel. They follow the fastest path to trust, moving across search results, AI answer surfaces, app stores, and our owned web properties before making a decision.

As the Director, DTC Growth & Web Experience you will be responsible for implementing the global eCommerce strategy to unlock the next phase of growth for Life360’s DTC business. You will apply a business lens to accelerate growth, optimizing the customer journey to enhance the customer experience and deliver commercial outcomes. This is a senior team leadership role responsible for the global DTC site roadmap, end-to-end conversion strategy, and the experimentation and personalization programs that drive measurable revenue impact.

The ideal team member will set new standards, execute flawlessly, and operate with urgency to build a high-performing web experience that drives sell-through and LTV. This role requires close collaboration with Product, Engineering, Marketing, Sales and Analytics to drive key strategic initiatives that enable our goals and objectives. This is a hands-on leadership role: you'll set the strategy and roll up your sleeves to execute it.

For candidates based in the US, the salary range for this position is $156,000 to $231,000 USD. For candidates based out of Canada, the salary range for this position is $180,000 to $214,000 CAD. We take into consideration an individual's background and experience in determining final salary - therefore, base pay offered may vary considerably depending on geographic location, job-related knowledge, skills, and experience. The compensation package includes a wide range of medical, dental, vision, financial, and other benefits, as well as equity.

What You’ll Do

• Develop and implement Life360's global eCommerce strategy across eCommerce and digital channels, effectively balancing revenue, MAU, and LTV goals.

• Build and champion the DTC experience roadmap end-to-end, grounding every prioritization decision in consumer insights, behavioral data, session research, usability findings, and clearly modeled business impact.

• Lead the global experimentation program – defining A/B testing standards, traffic allocation, holdout governance, and win-rate reporting – and maintain a live test backlog across all web surfaces and conversion flows.

• Build and execute the personalization strategy, defining audience use cases, segment-to-experience governance, and lift measurement frameworks that improve CVR and engagement across user segments.

• Analyze website performance and digital sales metrics to identify conversion drop-off, friction, and abandonment across the customer journey, then drive solutions to close the gaps in partnership with Digital Product.

• Partner with Demand Planning and Analytics to deliver rigorous business performance reporting, including revenue impact projections and actionable recommendations tied to closing performance gaps and future roadmap initiatives.

• Define technology requirements for the web stack, champion platform investments and vendor relationships, and serve as the primary DTC voice in Engineering sprint planning.

• Partner with Merchandising, SEO, Product, and Marketing to align the global site roadmap, including site merchandising, membership flows, and campaign landing experiences, with commercial priorities and GTM strategy.

• Build out commercial plans with appropriate segmentation strategies across digital channels; proactively surface emer

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