Senior Director, 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, Direct-to-Consumer (DTC) to lead and scale our global efforts across owned commerce channels. Reporting to our VP of Journey Marketing, this leader will own the end-to-end strategy, execution, and performance of our 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. The US-based salary range for this position is $182,000 to $266,000. 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 DTC Strategy Define and lead Life360’s global DTC strategy, including vision, roadmap, and execution across owned channels. 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. 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 commu ... (truncated, view full listing at source)