VP of Digital Product

THE COMPANY: BIRDY GREY

Birdy Grey is a direct-to-consumer brand whose mission is to celebrate friendships during one of the most important milestones in a person’s life: their wedding.

Founded in 2017 by best friends Grace Lee (Founder & Chief Creative Officer) and Monica Ashauer (Co-Founder & Chief Strategy Officer), Birdy Grey offers affordable bridesmaid dresses starting at just $89, groomsmen suits starting at $199, plus fun gifts and accessories for everyone in the wedding party. Since day one, we've dressed over 2 million bridesmaids and we're proud to be a trusted resource for brides and grooms on their most cherished day.

THE OPPORTUNITY: VP of Digital Product

REPORTS TO: CEO

LOCATION: US - Remote

Headquartered in Los Angeles, CA with an office in New York, NY, Birdy Grey supports remote work for eligible roles. We ask that all employees travel to either office once a quarter. This role is not eligible for visa sponsorship. #LI-Hybrid

Our digital experience is where our customers discover us, decide, and buy, and it is increasingly a source of competitive advantage. Those customers arrive at very different points in their journey: a bride planning a year out, a bridesmaid buying a dress this week, a groom outfitting his party, a guest who needs something to wear. One store has to serve all of them well. Digital Product is central to our company strategy, and we are seeking a senior leader who wakes up every day thinking about that experience. Reporting to the CEO, the VP of Digital Product owns the Digital Product organization across Product Management, Product Design, Site Merchandising, and Web Operations, and is accountable for the commercial performance of the store. This is a player-coach role from day one. You will set the strategy and lead the team, and you will also personally own the roadmap for our core shopping experience: framing problems, writing requirements, working tradeoffs with Design and Engineering, reading the results, and partnering with Engineering Management to run the delivery process. As the team matures, the role may move up and out of the day-to-day but it does not start there.

SCOPE OF RESPONSIBILITIES

Strategy & Roadmap

Own the digital product vision, strategy, and roadmap, balancing near-term commercial opportunities with the larger customer and platform investments that compound over time

Build a single scorecard for the store that shows how our levers trade off against one another on the same real estate

Accountable, with Marketing and Merchandising, for conversion, revenue, and lead generation through the digital experience

Product Management (hands-on)

Personally lead the core shopping experience roadmap: discovery, requirements, prioritization, scoping and estimation with Engineering, launch, and measurement

Supervise the lead generation and product design roadmaps and keep them aligned with the core

Align stakeholders when priorities compete, and communicate progress and results to executive leadership

Product Design

Set the standard for the end-to-end customer experience across UX, interaction design, and visual execution

Bring customer research into the process early and move from concept to prototype to validated solution

Evolve a scalable, component-based design system in Figma that makes both Design and Engineering faster

Experimentation & Analytics

Own the A/B testing program: a clear testing roadmap, a hypothesis and scorecard for every test, timely readouts, and rapid iteration

Own product reporting and KPIs, and do the analytical work yourself when a result doesn't make sense

Site Merchandising & Web Operations

Own how customers discover and navigate the assortment across search, navigation, collections, landing pages, listing and detail pages, and recommendations, in partnership with Merchandising

Own the day-to-day operation of the store: product activation, content management, campaigns and promotions, site launches, QA, and release readiness, automating wherever possible

Personalization & AI

Build personalized customer journeys in partnership with Creative and Marketing

Integrate AI thoughtfully, where it makes the experience better or the team faster, in partnership with Engineering

Team

Lead complex initiatives across Engineering, Marketing, Merchandising, Creative, Operations, CX, and Analytics so launches arrive as complete customer experiences

Build, coach, and develop the Product and Design team and the operating system behind it: roadmap visibility, requirements, tracking, and launch process

WHAT SUCCESS LOOKS LIKE AT 12 MONTHS

Site conversion and discoverability have measurably improved

One scorecard shows how our levers trade off against one another on the same surface, and we use it to make decisions

The A/B testing program runs on a clear roadmap with scorecards, readouts, and rapid iteration

Personalized journeys are live, built with Creative and Marketing

AI is integrated where it makes the experience better, and nowhere it doesn't

Executive leadership trusts and plans around one integrated product roadmap

THE RIGHT CANDIDATE: QUALIFICATIONS & PERSONAL ATTRIBUTES

You are equally strong in every room this role walks into: with Product Designers talking components, with Engineering Managers talking architecture, estimates, and constraints, with Strategy talking consumer insights, with Data pulling apart the results of a test, with Merchandising weighing whether over-inventoried products belong at the top of a high-traffic page, with Marketing discussing the implementation of a new piece of 3rd party software, with CX synthesizing on-the-ground feedback from our customers, and with the executive team, where you distill all of it into a recommendation. You think commercially, write clearly, and make complex tradeoffs legible to people who don't share your context.

You want to be close to the work. The people who will not succeed here are the ones who can't get their hands dirty, can't do the analytical work themselves, or can't earn the respect of engineers.

EDUCATION: Bachelor’s Degree Required

EXPERIENCE / REQUIREMENTS:

15+ years in product management in ecommerce or consumer digital, including 5+ years at the Director level or above leading a multi-team product organization, with managers reporting to you

A track record of setting the multi-year product vision and roadmap and aligning digital product with business and revenue goals, with executive leadership or a board holding you accountable for the results

Hands-on experience personally leading customer-facing digital products from discovery through launch and measurement, with commercial results you can point to

Deep experience with experimentation and conversion optimization, and the analytical skills to interrogate the data yourself (SQL or a BI tool)

Experience building and running the roadmap operating process across multiple teams: intake, prioritization, tracking, and executive reviews

Technical depth to engage engineering credibly on architecture, estimates, and integration tradeoffs

Fluency in the drivers of business performance and in modern ecommerce platforms, content management, analytics, and testing tools

Clear writing and strong stakeholder management

Excited about AI and actively leverage AI tools (e.g., Claude, Gemini, Copilot) to accelerate your own work and identify opportunities to embed AI-driven automation across operations

Impeccable organizational skills and attention to detail

Excellent verbal, written, and interpersonal communication skills

Strong analytical skills with the ability to perform data deep dives to surface actionable insights.

Proactive problem solver with the ability to troubleshoot and/or escalate issues effectively.

Hard working and willing to roll sleeves up - no job is too big or too small.

You have an entrepreneurial spir