About You

The Sr. Director of Digital Product at Nutrafol is a visionary leader and owner responsible for shaping and executing our digital strategy, content experience, and product roadmap across eCommerce and our mobile app. This person is accountable for driving a best-in-class digital and brand experience that aligns with business goals, enhances our brand equity, and supports new product launches.

As a strategic and executional leader, this person will take full ownership of the Nutrafol app and website, ensuring both meet company objectives and KPIs while delivering a seamless customer journey. This role requires exceptional leadership, extreme ownership, and a relentless drive for results, ensuring every digital touchpoint strengthens the brand and maximizes engagement and conversions.

Responsibilities:

• Own and drive the digital roadmap—balancing short-term priorities with long-term vision to support growth, retention, and brand integrity.

• Lead content strategy across the site and app, ensuring a consistent, compelling, and high-converting user experience that reflects the Nutrafol brand.

• Oversee the end-to-end management of the eCommerce site and app, ensuring they meet business objectives, enhance user engagement, and support key company initiatives.

• Partner with Brand, Growth, Product, and Engineering teams to launch new products, campaigns, and digital experiences that reinforce our brand while driving revenue and engagement.

• Ensure brand consistency and protection across all digital touchpoints, ensuring Nutrafol’s voice, tone, and visual identity are manifested across the app and web.

• Drive digital product innovation, identifying opportunities for UX enhancements, personalization, and new digital experiences that elevate customer interaction.

• Own performance metrics for the app and site, ensuring KPIs are met while continuously optimizing for growth, retention, and conversion.

• Lead and mentor a high-performing team, fostering a culture of accountability, innovation, and excellence.

• Manage and optimize external vendors, platforms, and tools to support the digital experience and tech stack.

• Oversee A/B testing, site optimizations, and personalization efforts to enhance the shopping experience and conversion rates.

• Ensure SEO best practices are embedded within content and technical strategies.

What Success Looks Like:

• The Nutrafol website and app operate as high-performing, high-converting platforms, exceeding business objectives.

• New product launches are seamlessly integrated into the digital experience, strengthening brand equity and sales.

• Brand identity is fully protected and reinforced across all digital touchpoints.

• The digital roadmap is clear, actionable, and aligned with leadership’s vision, ensuring continued innovation and growth.

• The team thrives under strong leadership, with clear goals, ownership, and executional excellence.

Requirements: 

• 8+ years relevant experience, preferably within a growing DTC eCommerce company; startup experience is preferred

• 4+ years people management experience, with a passionate for leading, mentoring, inspiring and collaborating

• Extensive understanding of the retail E-Commerce landscape, including features, functionality, and best practices

• Experience launching and/or managing a consumer app

• In-depth experience in A/B testing, site optimization and personalization, product development, and UX design best practices

• Self-starter; entrepreneurial, “roll up your sleeves” attitude

• Excellent communication and presentation skills, as this role will require regular interaction with department & executive leadership

• A strong work ethic, attention to detail and sense of professional accountability

• Ability to thrive in a growth-oriented, entrepreneurial environment