Senior Director, eCommerce and DTC

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 91.6 million monthly active users (MAU), as of September 30, 2025, 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) regardless of any specified location above. 

About the Job

Life360 is looking for a Senior Director, eCommerce & Direct-to-Consumer (DTC) to lead and scale our global efforts across owned and third-party commerce channels. Reporting to our VP of Journey Marketing, this leader will own the end-to-end strategy, execution, and performance of our eCommerce and DTC ecosystem, with a strong emphasis on driving growth for our devices businesses (Tile trackers and Pet GPS trackers).

This is a highly cross-functional, high-impact role that blends strategic vision with operational excellence. In deep collaboration with our Growth, Devices, Product Marketing, and Product teams—your team will have accountability for how customers discover, understand, and ultimately directly purchase our products across the modern commerce landscape.

The US-based salary range for this position is $175,000 to $275,000. 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

Own the eCommerce & DTC Strategy

• Define and lead Life360’s global eCommerce and DTC strategy, including vision, roadmap, and execution across owned channels and marketplaces.
• Drive revenue growth, margin optimization, and customer lifetime value for Tile and Pet GPS products.
• Build scalable systems and operating models to support continued expansion and innovation in digital commerce.

Lead Merchandising & Conversion Excellence

• Own digital merchandising strategy across all commerce surfaces, ensuring compelling product storytelling, pricing, promotions, and bundling.
• Lead conversion rate optimization (CRO) efforts across the funnel using experimentation, data, and customer insights.
• Partner with Product Marketing to land clear, differentiated brand and product narratives that land our key messages and drive understanding and purchasing.

Drive Modern Discovery & Commerce Innovation

• Own SEO and AEO (Answer Engine Optimization) strategy to maximize discovery across traditional search, AI-driven answers, and emerging platforms.
• Lead agentic commerce initiatives and experimentation with new buying experiences driven by AI and automation.
• Build and scale social commerce strategies, including platforms like TikTok Shop and future social selling channels.

Own eTail & Marketplace Performance

• Lead third-party marketplace strategy with a primary focus on Amazon marketing and eTail execution, including media, merchandising, content, and operational excellence.
• Optimize channel mix, marketing efficiency, and performance measurement across all eTail partners.

What We’re Looking For

• 12+ years of experience in eCommerce, DTC, digital commerce, or growth leadership roles, ideally within consumer hardware, consumer tech, or subscription-adjacent businesses.
• Proven experience owning and scaling DTC and marketplace (especially Amazon) revenue at meaningful scale.
• Deep expertise in merchandising, CRO, SEO/AEO, and performance marketing fundamentals.
• Be a clear, persuasive communicator who can align executives, influence cross-functional partners, and motivate teams around shared goals.
• Establish strong operating rhythms, and a culture of accountability and experimentation.
• Hands-on experience with social commerce and strong curiosity (or direct experience) with agentic and AI-driven commerce models.
• Strong cross-functional leadership skills, with a track record of partnering effectively to achieve shared goals.
• Exceptional people leader and communicator—able to set vision, simplify complexity, and drive alignment across diverse stakeholders.

Our Benefits

• Competitive pay and benefits
• Medical, dental, vision, life and disability insurance plans (100% paid for employees)
• 401(k) plan with company matching program
• Mental Wellness Program & Employee Assistance Program (EAP) for mental well-being
• Flexible PTO, 13 company-wide days off throughout the year
• Winter and Summer Weeklong Synchronized Company Shutdowns
• Learning & Development programs
• Equipment, tools, and reimbursement support for a productive remote environment
• Free Life360 Platinum Membership for your preferred circle
• Free Tile Products

Life360 Values

Our company’s mission-driven culture is guided by our shared values to create a trusted work environment where you can bring your authentic self to work and make a positive difference 

• Be a Good Person - We have a team of high integrity people you can trust. 
• Be Direct With Respect - We communicate directly, even when it’s hard.
• Members Before Metrics - We focus on building an exceptional experience for families. 
• High Intensity, High Impact - We do whatever it takes to get the job done. 

Our Commitment to Diversity

We believe that different ideas, perspectives and backgrounds create a stronger and more creative work environment that delivers better results. Together, we continue to build an inclusive culture that encourages, supports, and celebrates the diverse voices of our employees. It fuels our innovation and connects us closer to our customers and the communities we serve. We strive to create a workplace that reflects the communities we serve and where everyone feels empowered to bring their authentic best selves to work.

We are an equal opportunity employer and value diversity at Life360. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, disability status or any legally protected status.  

We encourage people of all backgrounds to apply. We believe that a diversity of perspectives and experiences create a foundation for the best ideas. Come join us in building something meaningful. Even if you don’t meet 100% of the below qualifications, you should still seriously consider applying!

#LI-Remote

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