Director of Engineering Consumer Intelligence & Engagement

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The Director of Engineering - Consumer Intelligence & Engagement is 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. This role owns 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 activates our core commerce capabilities: shaping what consumers see how content reaches them how products are discovered and how campaigns convert. AI is a key enabler across this organisation: you will apply AI to enhance 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.

• Content Management - content modelling authoring workflows and multi-channel distribution via headless CMS (Sanity); AI-assisted content enrichment and generation.

• Product Detail & Listing Pages (PDP/PLP) - page architecture attribute rendering media delivery sorting filtering and AI-enhanced product presentation.

• Product Discovery - search (keyword and AI-assisted semantic) browse faceted navigation and ranking logic.

• 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.

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.

• Act as the primary technology partner to product owners and business stakeholders including participating in discovery sprint planning OKR definition and roadmap prioritisation.

• Drive end-to-end delivery accountability: architecture decisions engineering execution quality assurance release management and production health across the full capability portfolio.

• Make principled build/configure/integrate decisions across the stack by balancing SFCC platform capabilities Sanity content workflows GraphQL API design and custom development.

• Establish a technology vision that progressively embeds AI as an engineering accelerator and product differentiator across each capability domain.

Personalisation & Product Discovery Engineering

• 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.

• Own the product discovery engineering stack: search indexing query understanding faceted navigation and results ranking - integrating AI-powered relevance signals to measurably improve discovery outcomes.

• 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.

Content Management & PDP/PLP Engineering

• Own the engineering of content management infrastructure including Sanity CMS content modelling editorial workflows content delivery APIs and multi-channel distribution.

• Lead PDP and PLP engineering: page composition product attribute rendering media and asset delivery enriched content blocks and SEO-critical technical requirements.

• Leverage AI to accelerate and enrich content workflows - automated product description generation attribute enrichment image tagging and content QA tooling built on top of LLM APIs.

• Ensure content and product page experiences are performant accessible and composable by building reusable ReactJS front-end components that other product teams can extend.

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.

• Instrument campaigns and promotions with robust analytics and tracking ensuring business teams have accurate real-time visibility into performance and conversion.

AI-Enabled Engineering

• Champion AI as a pragmatic engineering enabler using AI-assisted development tools automated testing and code generation to increase engineering velocity and code quality.

• Identify high-value opportunities to integrate AI capabilities into product features: semantic search AI-generated content intelligent product recommendations and dynamic campaign personalisation.

• Embed responsible AI practices - transparency bias awareness and consumer data privacy into any AI-powered consumer-facing feature from the outset.

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.

• Own the GraphQL API layer for capability domains - schema design query performance versioning and contract governance with consuming front-end teams.

• Establish and enforce engineering standards across the organisation: code quality testing practices API design accessibility performance budgets and deployment processes.

• Manage APIGEE integration for capability APIs - ensuring consistent security rate limiting and developer experience across internal and external API consumers.

• 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.

Key Requirements:

• 15 years of engineering experience with at least 5 years in senior engineering leadership with direct product delivery accountability.

• Strong front-end and full-stack engineering background - hands-on proficiency in ReactJS TypeScript and GraphQL(GQL).

• Proven track record delivering e-commerce product capabilities - PDP/PLP product discovery content management promotions or consumer communications in a DTC or retail environment.

• Deep familiarity with Salesforce Commerce Cloud (SFCC) - commerce APIs catalogue management promotions framework and extension patterns.

• Deep architectural & implementation expertise with headless CMS platforms particularly Sanity content modelling and editorial workflow design.

• Experience integrating AI capabilities into consumer-facing products such as recommendations search relevance content generation or personalisation features via API-based services.

• Solid grasp of API management (APIGEE or equivalent) and composable microservices-based architecture.

• 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 and merchandising platforms and personalisation engines.

• 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.

Key Technologies:

• Front-End: ReactJS TypeScript GraphQL (GQL)

• Commerce Platform: Salesforce Commerce Cloud (SFCC / PWA Kit / SCAPI)

• CMS & Content: Sanity (headless) GROQ content modelling AI content workflows

• API Management: APIGEE REST GraphQL schema design & governance

• Search & Discovery: Elasticsearch faceted search AI-assisted ranking

• Personalisation: Recommendation engine integrations segmentation A/B testing tooling

• Communications: Email / push / SMS platform integrations event-triggered automation

• AI Integration: LLM APIs for content generation semantic search personalisation signals

• Promotions: SFCC promotions framework rules engine campaign scheduling & analytics

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 PUMAs 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 relentless 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 PUMAs 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 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 22000

employees worldwide.