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.
