Head of Digital Experience EMEA (m/f/d) - temporary for 12 months
BIRKENSTOCK is a global brand that embraces all consumers regardless of geography, gender, age and income. The company is deeply rooted in a family tradition of shoemaking that can be traced back to 1774. With around 7,100 employees worldwide, BIRKENSTOCK is the largest employer in the German footwear industry. To ensure our quality standards, we produce over 95% of our products in Germany and source more than 90% of our materials and components from Europe. The BIRKENSTOCK Group is headquartered in Linz am Rhein and maintains several locations in Germany, as well as sales offices in Europe, North America, the Middle East and Asia.
Your Responsibilities
* Lead and coach the Digital Experience team to deliver data-driven, high-performing e-commerce experiences across 20+ European markets, maximizing conversion and engagement at every step of the customer journey.
* Co‑own the digital growth strategy for EMEA together with the Senior Director of E‑commerce, focusing on performance levers such as conversion rate optimization, personalization, A/B testing, and funnel efficiency.
* Own end‑to‑end user experience across all digital touchpoints, leveraging friction audits, analytics, and testing to identify and remove barriers within the conversion funnel.
* Maintain and evolve a data-driven understanding of customer segments, behaviours and triggers by partnering with analytics and CRM teams to translate insights into optimisation actions.
* Drive clear prioritisation and execution of short-, mid- and long-term CX initiatives, guided by data impact, commercial value and customer feedback.
* Balance short‑term site optimisations with long‑term digital transformation across teams, processes and technology to enhance customer experience and profitability.
* Lead continuous improvement of the on‑site customer journey through a data-driven content and merchandising strategy, optimising navigation, product ranking, filtering and search to improve product discovery and conversion.
* Own the A/B and multivariate testing programme, ensuring strategic test prioritisation, robust measurement and scalable implementation of winning experiences across markets.
* Collaborate closely with Digital Marketing, Digital Product and DTC Analytics to align site experience with commercial targets, membership initiatives and performance insights.
Your Profile
* 8+ years’ experience in digital experience or e‑commerce leadership roles with proven impact on conversion, retention and revenue growth.
* Strong understanding of conversion funnel analytics, A/B testing and CRO methodologies across both desktop and mobile.
* Demonstrated experience working within or alongside Salesforce Commerce Cloud, Content Management Systems, Experimentation and Onsite Optimisation, or similar platforms.
* Track record of leading digital trading or optimisation teams and using insights to drive measurable outcomes.
* Deep understanding of e‑commerce customer journeys, personalisation and UX/UI principles, paired with commercial acumen.
* Exceptional analytical mindset with the ability to interpret data into actionable insights and influence senior stakeholders.
* Hands‑on familiarity with tools such as Google Analytics, Tableau, Figma, Jira, Confluence and Airtable.
* Passion for data-driven growth and experimentation culture.
* Fluent in English; German a plus.
We Offer
BIRKENSTOCK offers you all the advantages of a successful, fast-growing, global company: dynamic work environment, substantial design freedom, authentic and open corporate culture and excellent development opportunities. Sounds exciting? It is. Our Talent Acquisition team looks forward to receiving your online application. Please hand in your application in English.
Seniority Level
Director
Employment Type
Full-time
Job Function
Marketing and Sales
Industries
Retail Apparel and Fashion
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