Director of Engineering Consumer Intelligence & Engagement

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YOUR MISSION:

As Director of Engineering - Consumer Intelligence & Engagement, you'll be a product-aligned technology leader with direct accountability for engineering delivery across the capabilities that define how consumers discover, engage with, and respond to our brand. You'll own the full product technology lifecycle, from architecture decisions and roadmap execution to engineering standards and platform health.

Your organisation is the layer of intelligence and engagement that brings our core commerce capabilities to life: shaping what consumers see, how content reaches them, how products are discovered, and how campaigns convert. AI is a key enabler here - you'll apply it to sharpen personalisation, accelerate content workflows, improve product discovery, and build smarter campaign targeting - but strong software engineering depth across these product domains remains the primary craft.

As PUMA continues to scale its DTC Engineering organization, our leaders are expected to be visible culture builders. These roles are office-based and require regular in-person collaboration to accelerate decision-making, strengthen team cohesion, foster innovation, and build a world-class engineering capability from the ground up.

Key Responsibilities & Scope of Ownership:

• Personalisation - consumer segmentation, behavioural targeting, AI-driven product recommendations, and next-best-action experiences.
• Consumer Communication - email, push notifications, SMS, and in-app messaging delivery, personalisation, and orchestration.
• Promotions & Campaigns – personalised promotions, offer management, campaign targeting, scheduling, and performance instrumentation.
• Discovery & Conversion Optimisation – search and discovery platforms, consumer engagement, experimentation, and conversion optimisation capabilities.

Technology Vision & Product Roadmap Delivery

• Own the technology strategy and engineering roadmap across all Consumer Intelligence & Engagement capabilities, in close partnership with the product organisation.
• Drive end-to-end delivery accountability: architecture decisions, engineering execution, quality assurance, release management, and production health across the full capability portfolio.

Personalisation, Product Discovery & Conversion Optimisation

• Lead the engineering design and delivery of personalisation capabilities such as consumer segmentation logic, affinity modelling integrations, and real-time recommendation surfaces on PDP, PLP, homepage, and campaign pages.
• Build the technical foundation for A/B testing, multivariate experimentation, and feature flagging across personalisation and discovery surfaces, enabling rigorous data-driven optimisation.
• Define and own the data contract between consumer event infrastructure and personalisation/ranking systems, including schema standards, latency requirements, and completeness in partnership with data engineering and analytics.

Promotions, Campaigns & Consumer Communications

• Lead the engineering of promotions and campaign management - rules engine configuration and extension within SFCC, offer scheduling, eligibility logic, and storefront rendering of promotional content.
• Own the technical architecture for consumer communication systems - integration with messaging platforms (email, push, SMS), personalisation of communication content, and event-triggered automation.
• Apply AI to campaign and promotions engineering: intelligent audience segmentation, send-time optimisation, and AI-assisted copy generation for targeted consumer communications.

Architecture, Standards & Governance

• Define and govern the software architecture for all capability domains, ensuring solutions are scalable, composable, and well-integrated with the shared commerce technology platform.
• Partner closely with the Consumer Experience Engineering organisation to align on shared components, design system usage, and front-end standards.

Team Leadership & Stakeholder Engagement

• Lead, mentor, and grow a team of senior engineers and manage delivery partners.
• Foster a product engineering culture - engineers who take ownership of outcomes, not just outputs, and who engage deeply with consumer and business problems.
• Build strong working relationships with Product, UX, Marketing, Merchandising, and Data teams to ensure engineering is a genuine business partner across all capability areas.

YOUR TALENT:

Key Requirements:

• 15+ years of engineering experience, with at least 5 years in senior engineering leadership with direct product delivery accountability.
• Proven track record delivering consumer engagement, personalisation, product discovery, promotions, campaigns and consumer communication capabilities in a DTC (Direct-to-Consumer) or retail environment.
• Familiarity with Salesforce Commerce Cloud (SFCC) or equivalent - commerce APIs, catalogue management, promotions framework, and extension patterns will be a plus.
• Experience integrating AI capabilities into consumer-facing products such as recommendations, search relevance, content generation and personalisation.
• Experience delivering recommendation and personalisation capabilities at scale with low latency service layer - model integration, evaluation, optimisation and operationalisation.
• Experience designing and scaling experimentation platforms, A/B testing frameworks, feature flagging and data-driven optimisation.
• Track record of building and governing engineering standards across multi-team product organisations.
• Experience in fashion, sports, or lifestyle retail DTC organisations.
• Background with search & merchandising platforms.
• Familiarity with marketing automation and communications platforms.
• Working knowledge of AI/LLM APIs (OpenAI, Anthropic, or open-source models) applied to content enrichment or commerce use cases.
• Demonstrated adoption of AI-assisted engineering practices across the software development lifecycle to improve engineering productivity, software quality and efficiency.

Leadership Expectations:

At PUMA, Directors are expected to operate as enterprise leaders who shape strategy, build capability, and create an environment where teams can deliver exceptional outcomes at speed and scale. Successful leaders combine commercial acumen, technical excellence, and people leadership while embodying the mindset and behaviours that define PUMA's culture.

Strategic Thinking & Vision

• Translate ambitious business goals into clear, executable technology strategies and roadmaps.
• Demonstrate the courage to challenge conventional thinking and advocate for innovative solutions that create long-term value.
• Operate effectively in ambiguity, providing clarity, direction, and confidence for teams and stakeholders.
• Balance immediate business priorities with long-term scalability, sustainability, and consumer impact.

Ownership & Accountability

• Take end-to-end ownership of outcomes, driving execution with determination and a strong focus on results
• Set high standards for quality, reliability, and operational excellence while fostering a culture of accountability.
• Navigate setbacks and changing priorities with resilience, maintaining momentum through complexity and uncertainty.
• Make difficult decisions when required and stand behind them with conviction and integrity.

People & Team Leadership

• Build, develop, and retain diverse, high-performing teams capable of delivering at scale.
• Foster an environment of trust, inclusion, collaboration, and mutual respect where individuals can thrive.
• Create opportunities for learning, growth, and continuous development while empowering teams with autonomy and accountability.
• Celebrate successes, recognise contributions, and cultivate a culture where high performance and enjoyment go hand in hand.

Collaboration & Stakeholder Management

• Build strong partnerships across Product, Design, Data, Marketing, Operations, and Business teams to achieve shared outcomes.
• Influence effectively across all levels of the organisation through credibility, transparency, and strong communication.
• Demonstrate confidence in decision-making while remaining open to challenge, feedback, and diverse perspectives.
• Lead with a team-first mindset, breaking down silos and enabling collaboration across functions and geographies.

Innovation & Continuous Learning

• Champion modern engineering practices, AI-native ways of working, and a culture of experimentation.
• Encourage curiosity, learning, and thoughtful risk-taking to unlock new opportunities for consumers and the business.
• Create space for innovation while maintaining a disciplined approach to execution and delivery.
• Continuously raise the bar on engineering excellence, operational maturity, and consumer experience.

Commercial & Consumer Mindset

• Understand the connection between technology decisions, consumer experience, and business performance.
• Make decisions that balance innovation, speed, quality, and commercial impact.
• Maintain a strong consumer-first perspective, ensuring technology investments create meaningful value for consumers.
• Demonstrate sound judgment and confidence when translating business priorities into engineering outcomes.

Building PUMA's Future

• Act as a visible culture builder and role model as PUMA continues to scale its DTC Engineering organisation.
• Embrace the opportunity to build teams, capabilities, and ways of working from the ground up.
• Lead with energy, optimism, and purpose, inspiring others to contribute to a shared vision and ambitious goals.
• Foster an environment where bold thinking, determination, collaboration, and enjoyment are all essential ingredients of success.

PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at PUMA and we do not tolerate any form of harassment or discrimination.

At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal opportunity - no matter your background, identity, or experience. To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide.