Summary
Description
At The North Face we dare to lead the world forward through Exploration. We were born to Explore, Disrupt and to Lead. We were born to Love Wild Places and to Spark Curiosity. We believe that exploration is a mindset – both on the mountain and off the mountain – and it infuses everything we do. As a community of explorers, we stay curious about new ideas, places, and people.
So, before we get to the job details, take a minute to learn a little more about us – our values and our culture. If you can see yourself working side-by-side with a team of adventure-loving people, The North Face just may be the place for you.
To learn more about our values and our culture, visit The North Face Careers or www.thenorthface.com
Senior Manager Digital Content & Experience Design
The Senior Manager, Digital Content & Experience Design is a key member of The North Face Americas eCommerce team, responsible for defining and delivering a premium, consumer-first site and app experience rooted in data and performance. This role ensures brand storytelling and marketing campaigns translate into measurable, high-impact digital journeys.
This leader owns experience design and on-site storytelling, defining consumer journeys, layout intent, and interaction models using data and behavioral insights. The role partners closely with Integrated Marketing (campaign creative), Brand Creative (visual systems), and Digital Technology (development) to ensure experiences are intuitive, scalable, and performance-driven.
What you will do:
- Own the eCommerce experience vision and roadmap for TNF.com and the TNF App, grounded in consumer behavior, performance data, and conversion best practices.
- Lead the eCommerce GTM experience process— ensuring experience requirements, consumer journeys, and storytelling frameworks are clearly mapped for Integrated Marketing
- Translate GTM priorities into experience intent—defining how consumers move through campaigns, brand stories, and product journeys based on performance insights.
- Design end-to-end consumer journeys in Figma—creating system-compliant layouts, flows, and experience prototypes using established design components to express UX intent.
- Oversee eCommerce content and storytelling—from homepage to PDP—using data to define where and how assets are deployed to maximize engagement and conversion.
- Lead and develop a balanced team of experience designers and content strategists, setting a clear quality bar and holding teams accountable to performance outcomes.
- Own and actively manage site engagement performance—bounce rate, engagement rate (CTR), scroll depth, pages per session, and time on site.
- Partner closely with Analytics, Personalization, Site Merchandising, and Digital Technology to identify experience opportunities and test hypotheses that drive measurable impact.
- Identify gaps or opportunities in the existing design system based on consumer needs and performance insights, and partner with internal UI/UX teams to brief and inform the creation of new components when required.
How you will do it:
- Act as the consumer experience expert for TNF.com and the TNF App—using engagement and behavioral data to advocate for experience improvements.
- Balance strategic leadership with hands-on experience design, personally creating journey frameworks and Figma prototypes to guide teams.
- Connect storytelling and experience design to performance outcomes, balancing creativity and analytics to drive measurable gains in engagement and conversion.
- Maintain the eCommerce GTM calendar—ensuring experience readiness, milestone alignment, and on-time delivery for all seasonal launches and campaigns.
- Foster deep collaboration across Integrated Marketing, Brand Creative, DTC & Site Merchandising, and Technology, ensuring clarity of ownership and seamless handoffs.
- Apply a test-and-learn mindset, validating experience hypotheses through scroll depth analysis, click tracking, A/B testing, and qualitative feedback.
- Lead with clarity and intent—ensuring experience design artifacts clearly communicate the “why” and “how” behind consumer journeys.
What success looks like:
- A premium, high-performing site and app experience that clearly balances brand inspiration with commerce performance.
- Consistent improvement in engagement metrics including bounce rate, scroll depth, engagement rate, pages per session, and time on site.
- A disciplined GTM experience design process that enables seamless seasonal readiness and strong cross-functional execution.
- A high-performing, motivated team of experience designers and content strategists known for creativity, curiosity, and data-informed decision-making.
- Trusted partnerships and influence across Brand Creative, Marketing, Merchandising, and Digital Technology.
- A clear, data-backed point of view on how experience design drives consumer engagement and eCommerce growth.
What do you need to succeed?
We all have unique skills that we bring to work and celebrate every day. For this role, there are foundation skills you’ll need to succeed and excel. Additionally, while formal education in a related field is great to have, we are most interested in your 7+ years of experience (digital experience design, UX, content strategy, eCommerce site experience) and professional achievements.
The foundation skills you will need in this position are:
- Strong expertise in experience design (UX), including the ability to execute page-level and journey designs within an existing design system—without owning the creation of the system or front-end development.
- Advanced proficiency in Figma, including designing page layouts and experiences within an established design system using reusable components and patterns.
- Expertise in consumer journey design across web and app, including brand storytelling pages, campaigns, category flows, and PDP experiences.
- Proven ability to improve engagement KPIs such as bounce rate, engagement rate, scroll depth, pages per session, and time on site.
- Experience working with CMS and DAM platforms (e.g., CoreMedia, Orange Logic, or comparable systems).
- Familiarity with analytics and behavioral tools (e.g., Google Analytics, Quantum Metric) and translating insights into experience improvements.
- Understanding of personalization, testing, and experimentation tools (e.g., Optimizely, BlueConic).
- Clear understanding of the distinction between experience design (journeys, flows, layout intent), brand design (visual systems, art direction), and development (front-end implementation).
- Strong cross-functional collaboration skills with Marketing, Brand Creative, Merchandising, and Technology.
- Strong communication skills—able to articulate experience intent, design rationale, and performance outcomes clearly.
- Proven people leadership experience—balancing creative direction with accountability for results.
- Comfort operating in a fast-paced, matrixed environment while managing multiple priorities.
Now WE have a question for YOU.
Are you in?
Hiring Range:
$138,240.00 USD – $172,800.00 USD annually
Incentive Potential: This position is eligible for additional compensation awards that may include an annual incentive plan, sales incentive, or commission potential. Specific details of the additional compensation eligibility for this position will be provided during the recruiting and interview process.
Benefits at VF Corporation: You can review a general overview of each benefit program offered, including this year's medical plan rates on www.MyVFbenefits.com and by clicking Looking to Join VF? Detailed information on your benefits will be provided during the hiring process.
Please note, our hiring ranges are determined and built from market pay data. In determining the specific compensation for this position, we comply with all local, state, and federal laws.
At VF, we value a diverse, inclusive workforce and we provide equal employment opportunity for all applicants and employees. All qualified applicants for employment will be considered without regard to an individual’s race, color, sex, gender identity, gender expression, religion, age, national origin or ancestry, citizenship, physical or mental disability, medical condition, family care status, marital status, domestic partner status, sexual orientation, genetic information, military or veteran status, or any other basis protected by federal, state or local laws. If you require accommodations during the application process, please contact us at peopleservices@vfc.com. VF will provide reasonable accommodations for qualified individuals to the extent required by applicable law.
Pursuant to all applicable local Fair Chance Ordinance requirements, including but not limited to the San Francisco Fair Chance Ordinance, VF will consider for employment qualified applicants with arrest and conviction records.
