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
THE RIGHT CANDIDATE: QUALIFICATIONS & PERSONAL ATTRIBUTES
EDUCATION: Bachelor’s Degree Required
EXPERIENCE / REQUIREMENTS:
12+ years in product management in ecommerce or consumer digital, including leading a product function and developing people
A track record of 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 running a roadmap process across multiple teams and presenting it to executive leadership
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 spirit. You thrive in a dynamic, fast-paced, fluid environment. You are comfortable with ambiguity and take initiative to lead projects.
NICE TO HAVES:
Start-up experience
Interest in bridal and fashion
Apparel, fashion, bridal, or another considered-purchase category
Direct experience leading Product Design, Site Merchandising, or Web Operations alongside Product Management
Personalization, recommendations, search, or AI-enabled shopping experiences
WHY BIRDY GREY: BENEFITS & PERKS (for eligible Full-Time Employees)
Competitive Compensation: Based on experience and performance + Annual Performance Bonus
Healthcare Benefits: 100% employer covered medical dental & vision plans, 50% spouse and dependent medical coverage + access to One Medical + Mental Health Benefits
Retirement: 401K + up to 4% match after 3 months
Generous PTO: Flexible Open PTO Policy + 11 paid holidays
Wellness: A monthly wellness day + monthly wellness stipend + summer Fridays
Flexibility: Partial remote with a high level of autonomy and accountability
Employee Discount: Free bridesmaid dresses + 50% discounts on Birdy Grey products
Family Benefits: 3 months of paid parental leave
Purpose: Joi