VP of Digital Product

Job description

THE COMPANY: BIRDY GREY

Birdy Grey is a direct-to-consumer brand whose mission is to celebrate friendships during one of the most important milestones in a person’s life: their wedding.

Founded in 2017 by best friends Grace Lee (Founder & Chief Creative Officer) and Monica Ashauer (Co-Founder & Chief Strategy Officer), Birdy Grey offers affordable bridesmaid dresses starting at just $89, groomsmen suits starting at $199, plus fun gifts and accessories for everyone in the wedding party. Since day one, we've dressed over 2 million bridesmaids and we're proud to be a trusted resource for brides and grooms on their most cherished day.

THE OPPORTUNITY: VP of Digital Product

REPORTS TO: CEO

LOCATION: US - Remote

Headquartered in Los Angeles, CA with an office in New York, NY, Birdy Grey supports remote work for eligible roles. We ask that all employees travel to either office once a quarter. This role is not eligible for visa sponsorship. #LI-Hybrid

Our digital experience is where our customers discover us, decide, and buy, and it is increasingly a source of competitive advantage. Those customers arrive at very different points in their journey: a bride planning a year out, a bridesmaid buying a dress this week, a groom outfitting his party, a guest who needs something to wear. One store has to serve all of them well. Digital Product is central to our company strategy, and we are seeking a senior leader who wakes up every day thinking about that experience. Reporting to the CEO, the VP of Digital Product owns the Digital Product organization across Product Management, Product Design, Site Merchandising, and Web Operations, and is accountable for the commercial performance of the store. This is a player-coach role from day one. You will set the strategy and lead the team, and you will also personally own the roadmap for our core shopping experience: framing problems, writing requirements, working tradeoffs with Design and Engineering, reading the results, and partnering with Engineering Management to run the delivery process. As the team matures, the role may move up and out of the day-to-day but it does not start there.

SCOPE OF RESPONSIBILITIES

Strategy & Roadmap

• Own the digital product vision, strategy, and roadmap, balancing near-term commercial opportunities with the larger customer and platform investments that compound over time

• Build a single scorecard for the store that shows how our levers trade off against one another on the same real estate

• Accountable, with Marketing and Merchandising, for conversion, revenue, and lead generation through the digital experience

Product Management (hands-on)

• Personally lead the core shopping experience roadmap: discovery, requirements, prioritization, scoping and estimation with Engineering, launch, and measurement

• Supervise the lead generation and product design roadmaps and keep them aligned with the core

• Align stakeholders when priorities compete, and communicate progress and results to executive leadership

Product Design

• Set the standard for the end-to-end customer experience across UX, interaction design, and visual execution

• Bring customer research into the process early and move from concept to prototype to validated solution

• Evolve a scalable, component-based design system in Figma that makes both Design and Engineering faster

Experimentation & Analytics

• Own the A/B testing program: a clear testing roadmap, a hypothesis and scorecard for every test, timely readouts, and rapid iteration

• Own product reporting and KPIs, and do the analytical work yourself when a result doesn't make sense

Site Merchandising & Web Operations

• Own how customers discover and navigate the assortment across search, navigation, collections, landing pages, listing and detail pages, and recommendations, in partnership with Merchandising

• Own the day-to-day operation of the store: product activation, content management, campaigns and promotions, site launches, QA, and release readiness, automating wherever possible

Personalization & AI

• Build personalized customer journeys in partnership with Creative and Marketing

• Integrate AI thoughtfully, where it makes the experience better or the team faster, in partnership with Engineering

Team

• Lead complex initiatives across Engineering, Marketing, Merchandising, Creative, Operations, CX, and Analytics so launches arrive as complete customer experiences

• Build, coach, and develop the Product and Design team and the operating system behind it: roadmap visibility, requirements, tracking, and launch process

WHAT SUCCESS LOOKS LIKE AT 12 MONTHS

• Site conversion and discoverability have measurably improved

• One scorecard shows how our levers trade off against one another on the same surface, and we use it to make decisions

• The A/B testing program runs on a clear roadmap with scorecards, readouts, and rapid iteration

• Personalized journeys are live, built with Creative and Marketing

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Prepare for the interview

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