Director of Engineering Consumer Intelligence & Engagement

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 the PUMA brand. The role owns the full product technology lifecycle, from architecture decisions and roadmap execution to engineering standards and platform health, spanning personalisation, content management, PDP/PLP, product discovery, consumer communication, and promotions/campaigns. AI is a key enabler across the organisation, applied to personalisation, content workflows, product discovery, and campaign targeting, while strong software engineering depth remains the primary craft.

• Own the technology strategy and engineering roadmap across all Consumer Intelligence & Engagement capabilities in close partnership with the product organisation and business stakeholders, including discovery, sprint planning, OKR definition, and roadmap prioritisation.
• Drive end-to-end delivery accountability across the full capability portfolio, covering architecture decisions, engineering execution, quality assurance, release management, and production health, and make principled build/configure/integrate decisions balancing SFCC, Sanity, GraphQL API design
• And custom development.
• Lead engineering design and delivery of personalisation capabilities, including consumer segmentation, affinity modelling integrations, and real-time recommendation surfaces on PDP, PLP, homepage, and campaign pages, and build the technical foundation for A/B testing, multivariate experimentation
• And feature flagging.
• Own the product discovery engineering stack, including search indexing, query understanding, faceted navigation, and results ranking, and integrate AI-powered relevance signals
• Define and own data contracts between consumer event infrastructure and personalisation/ranking systems with data engineering and analytics.
• Own the engineering of content management infrastructure, including Sanity CMS content modelling, editorial workflows, content delivery APIs, and multi-channel distribution, and leverage AI to accelerate and enrich content workflows such as product description generation, attribute enrichment
• Image tagging, and content QA tooling.
• Lead PDP and PLP engineering, including page composition, product attribute rendering, media and asset delivery, enriched content blocks, and SEO-critical technical requirements, and build reusable ReactJS front-end components that other product teams can extend.
• Lead engineering of promotions and campaign management, including SFCC rules engine configuration and extension, offer scheduling, eligibility logic, and storefront rendering of promotional content, and instrument campaigns with robust analytics and tracking.
• Own the technical architecture for consumer communication systems, covering email, push notifications, SMS, and in-app messaging integration, content personalisation, and event-triggered automation, and apply AI to audience segmentation, send-time optimisation, and AI-assisted copy generation.
• Champion AI as a pragmatic engineering enabler, using AI-assisted development tools, automated testing, and code generation to increase engineering velocity and quality, while embedding responsible AI practices of transparency, bias awareness, and consumer data privacy.
• Define and govern the software architecture, GraphQL API layer, and engineering standards across all capability domains, manage APIGEE integration, partner with the Consumer Experience Engineering organisation on shared components and front-end standards, and lead, mentor
• And grow a team of senior engineers and delivery partners.

• 15+ years of engineering experience, with at least 5 years in senior engineering leadership with direct product delivery accountability.
• Strong front-end and full-stack engineering background with hands-on proficiency in ReactJS, TypeScript, and GraphQL (GQL).
• Proven track record delivering e-commerce product capabilities – PDP/PLP, product discovery, content management, promotions, or consumer communications – in a DTC or retail environment.
• Deep familiarity with Salesforce Commerce Cloud (SFCC), including commerce APIs, catalogue management, promotions framework, and extension patterns.
• Deep architectural and implementation expertise with headless CMS platforms, particularly Sanity content modelling and editorial workflow design.
• Experience integrating AI capabilities into consumer-facing products via API-based services, such as recommendations, search relevance, content generation, or personalisation features.
• Solid grasp of API management (APIGEE or equivalent) and composable, microservices-based architecture.
• Track record of building and governing engineering standards across multi-team product organisations.
• Experience in fashion, sports, or lifestyle retail DTC organisations.
• Background with search and merchandising platforms and personalisation engines.
• Familiarity with marketing automation and communications platforms.
• Working knowledge of AI/LLM APIs (OpenAI, Anthropic, or open-source models) applied to content enrichment or commerce use cases.
• Expertise across the key technology stack: ReactJS, TypeScript, Next.js, GraphQL (GQL), Salesforce Commerce Cloud (SFCC/PWA Kit/SCAPI), Sanity (headless, GROQ), APIGEE, REST, Elasticsearch faceted search, recommendation engine integrations, email/push/SMS platforms, LLM APIs
• And SFCC promotions framework.
• Demonstrates leadership expectations including strategic thinking and vision, ownership and accountability, people and team leadership, collaboration and stakeholder management, innovation and continuous learning, commercial and consumer mindset

• Office-based role requiring regular in-person collaboration to accelerate decision-making, strengthen team cohesion, foster innovation, and build a world-class engineering capability from the ground up.

PUMA is a global sports brand creating footwear, apparel, and accessories that inspire athletes and everyday movers. The PUMA Group owns PUMA, Cobra Golf, and stichd, operates in 120+ countries, and has around 22,000 employees worldwide. PUMA provides equal opportunities for all job applicants, regardless of race, colour, religion, national origin, sex, gender identity or expression, sexual orientation, age, or disability, and does not tolerate any form of harassment or discrimination.