Position SummaryPGA TOUR Superstore is seeking a Director, Digital Experience to lead the continuous optimization of the digital and instore customer experience by improving product discovery, product data quality, experimentation, analytics, personalization, and emerging capabilities. This role will use customer behavior and performance insights to identify opportunities, recommend priorities, and deliver measurable improvements in conversion, engagement, and customer experience. The Director will help define and build upon established digital strategy and roadmap priorities into a structured optimization backlog, partnering cross-functionally to execute, measure, and scale high-impact improvements across digital and instore digital channels. The Director, Digital Experience will have the opportunity to redefine digital retail for a brand that is deeply connected to the game of golf and its enthusiastic community. We offer a collaborative, values-driven culture with a shared commitment to innovation, customer focus, and growth.
Duties and Responsibilities: - Optimization Prioritization & Execution: Translate digital strategy and roadmap priorities into a structured optimization backlog. Identify and recommend opportunities based on customer behavior, performance insights, and expected business impact; partner cross-functionally to execute initiatives and measure outcomes.
- Search & Product Discovery: Lead onsite search and product discovery optimization to improve relevance, findability, and conversion. Manage search relevance, synonyms, facets, ranking logic, and other discovery capabilities; analyze search behavior and zero-result searches to identify opportunities for continuous improvement.
- PIM & Product Data Governance: Lead product attribute strategy, taxonomy, and data governance to improve the quality and effectiveness of the digital product experience. Ensure product data accuracy, completeness, and consistency; partner with Merchandising and vendors to improve enrichment and support stronger search, filtering, recommendations, and personalization.
- Experimentation & Optimization: Lead the digital experimentation program, including test planning, prioritization, platform management, and governance. Develop clear hypotheses and success criteria, analyze results, document learnings, and scale successful experiences to drive measurable improvements in customer experience and conversion.
- Analytics, Insights & Measurement: Partner with Analytics teams to establish KPIs, dashboards, and measurement frameworks across product discovery, customer journeys, experimentation, personalization, and conversion. Monitor digital funnels, customer behavior, and friction points; translate insights into actionable optimization opportunities and quantify the impact of implemented improvements.
- Personalization Enablement: Partner across E-Commerce, Marketing, Analytics, and Technology to enable and optimize personalized site experiences across search, product recommendations, content, and key customer journeys. Use customer behavior, product data, and experimentation to improve relevance, engagement, and conversion.
- AI & Emerging Capabilities: Identify and evaluate AI-enabled capabilities that can enhance the digital customer experience and improve operational efficiency. Partner with cross-functional teams to test practical applications of AI across product discovery, personalization, recommendations, content, and workflow automation. Agent and Agentic commerce experience a plus.
Qualifications and Skills Required:- Experience with enterprise e-commerce and digital experience platforms, preferably Salesforce Commerce Cloud.
- Proficiency with digital and behavioral analytics and BI tools, including Heap and Power BI, or comparable platforms.
- Experience with onsite search and product discovery platforms, including search relevance, ranking, facets, and recommendations.
- Experience with PIM platforms, preferably Akeneo, including taxonomy, product attributes, enrichment, and data quality.
- Strong knowledge of A/B testing, experimentation, personalization, and digital measurement methodologies.
- Working knowledge of web analytics, tagging, tracking, data layers, integrations, and site performance.
- Familiarity with AI-enabled capabilities across search, personalization, recommendations, content, agentic commerce, and workflow automation.
- Ability to translate data and technical capabilities into actionable insights and measurable improvements in customer experience online and instore.
Work Environment and Physical Requirements: - Monday - Friday onsite, based out of our Roswell, GA Store Support Center. Flexibility to work extended and varied hours as needed.
- Must be able to stand and/or sit for extended periods of time as the job is completed primarily at a desk each day. Variable desk heights are offered so alternatively sitting and/or standing at the desk is optional.
Travel:- Up to 10% of travel is required.
Other Duties:Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities and activities may change at any time with or without notice.
