Personalization & UX Manager, UGG North America

📍 Job Overview

Job Title: Personalization & UX Manager, UGG North America Company: Deckers Brands Location: Remote US - California / New York Preferred (Approved states: Arizona, California, Colorado, Connecticut, Massachusetts, Minnesota, New Jersey, New York, Oregon, Texas, Wisconsin) Job Type: FULL_TIME Category: E-commerce Operations / Digital Experience Management Date Posted: 2025-11-12 Experience Level: 5-10 Years Remote Status: Fully Remote

🚀 Role Summary

• Lead the strategic vision, execution, and continuous optimization of personalized consumer journeys across UGG.com (US/Canada) to drive digital commerce growth.
• Own the end-to-end digital experience design strategy, blending data-driven personalization with exceptional User Experience (UX) and User Interface (UI) design to create seamless and inspiring customer touchpoints.
• Manage, mentor, and foster a high-performing team of UX and UI Designers, promoting creativity, experimentation, and a test-and-learn approach to enhance digital interactions.
• Drive measurable revenue growth and lifetime customer value by leveraging advanced personalization platforms, design systems, and cross-functional collaboration with Site Merchandising, GTM, UI Development, Analytics, and Marketing teams.

📝 Enhancement Note: This role is positioned within E-commerce Operations with a heavy emphasis on Digital Experience Management and Personalization, requiring a blend of strategic leadership, data analysis, and design oversight. The "Manager" title and the responsibility for a team indicate a mid-to-senior level position within operations, focused on driving tangible business results through enhanced customer journeys.

📈 Primary Responsibilities

• Define, own, and execute the comprehensive onsite personalization, UX, and UI design strategy specifically for the UGG North America e-commerce channel.
• Act as a pivotal member of the UGG North America E-commerce leadership team, contributing strategic insights and influencing broader site strategy and critical business decisions.
• Establish and maintain a unified experience vision and cohesive design language that effectively balances brand storytelling with conversion-focused user experience principles.
• Develop robust business cases to effectively size, prioritize, and gain stakeholder buy-in for proposed personalization and UX initiatives, with a clear focus on driving measurable revenue growth.
• Lead the design, meticulous execution, and scalable implementation of advanced personalization tactics, including sophisticated product recommendations, dynamic content delivery, targeted promotional offers, and optimized custom browsing paths.
• Oversee the entire UX and UI design process from initial concept development through to final launch, ensuring all digital experiences are functional, accessible, and perfectly aligned with the brand's identity and aesthetic.
• Ideate, develop, and manage a consistent cadence of A/B and multivariate tests designed to refine user experience, maximize customer engagement, and optimize conversion rates across various customer segments.
• Partner closely with analytics and data science teams to establish clear Key Performance Indicators (KPIs) and develop comprehensive dashboards for tracking performance, measuring impact, and surfacing actionable insights.
• Translate complex data-driven insights into practical, actionable improvements across site merchandising, content strategy, and overall customer engagement models.
• Collaborate effectively with Marketing, CRM, and Retail teams to ensure a cohesive, seamless, and integrated omnichannel consumer journey across all customer touchpoints.
• Manage, mentor, and develop a dedicated team of UX and UI Designers, cultivating an environment of collaboration, championing creative excellence, and supporting professional growth.

📝 Enhancement Note: The responsibilities highlight a strategic operational role focused on customer journey optimization, data utilization for personalization, and team leadership within a digital commerce context. The emphasis on A/B testing, KPIs, and cross-functional collaboration is typical for advanced operations roles aiming to improve conversion rates and customer lifetime value.

🎓 Skills & Qualifications

Education: Bachelor’s Degree in Business, Marketing, Digital Commerce, or a closely related field. Equivalent practical experience will be considered in lieu of a formal degree. Experience: 5–7 years of progressive experience in eCommerce, digital product management, or digital marketing, with a significant and proven focus on personalization, UX, and design strategy.

Required Skills:

• Proven track record of successfully defining and driving personalized site experiences that demonstrably improved consumer engagement, conversion rates, and overall sales performance.
• Deep understanding of consumer journey mapping methodologies and strategies for full-funnel optimization within a digital commerce environment.
• Hands-on experience with industry-standard A/B testing tools (e.g., Optimizely, VWO), personalization platforms (e.g., Dynamic Yield, Adobe Target), and analytics suites (e.g., Google Analytics 4 - GA4).
• Direct managerial leadership experience, including experience in team building, performance management, and professional development.
• Exceptional storytelling and influencing skills, with a demonstrated ability to present complex strategies to senior leadership and gain broad organizational alignment.
• Strong project management and prioritization capabilities, with the ability to effectively balance multiple complex initiatives in a fast-paced, dynamic environment.
• A highly collaborative and cross-functional mindset, with a proven history of driving alignment and fostering productive relationships across diverse stakeholder groups.
• A demonstrated growth mindset, insatiable curiosity, and a strong ability to innovate and drive change within complex organizational structures.
• Ability and genuine desire to lead, inspire, and develop people.

Preferred Skills:

• Experience working within a B2C lifestyle or consumer brand environment, preferably in fashion or apparel.
• Familiarity with front-end development technologies such as HTML, CSS, and JavaScript, and experience working collaboratively alongside UI developers.
• Strong analytical and quantitative skills, with a robust ability to size potential opportunities and translate complex data into clear, compelling business recommendations.
• Consumer-obsessed with a genuine passion for creating delightful and inspiring digital experiences.

📝 Enhancement Note: The qualifications emphasize a blend of strategic thinking, analytical capability, technical understanding (even if indirect), and leadership. The preference for B2C lifestyle brands and familiarity with front-end technologies suggests a role that bridges business strategy with technical implementation and user-centric design. The experience level aligns with a managerial role requiring significant autonomy and strategic input.

📊 Process & Systems Portfolio Requirements

Portfolio Essentials:

• Showcase a minimum of 2-3 detailed case studies demonstrating successful projects in personalization, UX, or UI design for e-commerce platforms.
• Each case study should clearly articulate the business challenge, the proposed solution, the specific personalization/UX strategies implemented, and the measurable impact on key metrics (e.g., conversion rate, AOV, LTV, engagement).
• Include examples of user journey maps, wireframes, mockups, or prototypes that illustrate the design thinking process and user-centric approach.
• Evidence of experience with A/B testing and personalization platforms, highlighting how data was used to inform design decisions and measure success.

Process Documentation:

• Demonstrable experience in defining and documenting user experience workflows and personalization strategies.
• Ability to articulate the process for ideating, testing, and scaling personalization initiatives.
• Examples of how you've collaborated with analytics teams to establish KPIs, track performance, and derive insights for ongoing optimization.
• Documentation or presentation materials that outline a strategic approach to continuous improvement in digital customer journeys.

📝 Enhancement Note: For a role focused on Personalization and UX, a strong portfolio is critical. It should not only showcase design skills but also a strategic understanding of how personalization and UX drive business outcomes (revenue, engagement). The emphasis should be on quantifiable results and a clear process for achieving them, demonstrating a data-driven and results-oriented approach to operations.

💵 Compensation & Benefits

Salary Range: $120,000 - $130,000 USD per year. This salary range reflects the target for new hire salaries for this role in our Goleta, CA location. Individual pay will be determined by location and additional factors, including job-related skills, experience, and relevant education or training. Your recruiter can share more about the specific salary for your preferred location during the hiring process.

Benefits:

• Competitive Pay and Bonuses: Comprehensive compensation programs designed to foster career development, reward success, and acknowledge employee contributions.
• Financial Planning and Wellbeing: Programs aimed at helping employees achieve their financial goals, protect income, manage expenses, and invest for the future.
• Time Away from Work: Generous plans supporting employees' needs for time off to spend with family, focus on health, or simply recharge.
• Extras, Discounts, and Perks: A variety of additional benefits, including significant employee discounts and community-focused programs.
• Growth and Development: Extensive opportunities and support for personal and professional development, aligning with the company's foundational values.
• Health and Wellness: Comprehensive health and wellness programs and offerings designed to support a healthy lifestyle both at work and in personal pursuits.

Working Hours: Approximately 40 hours per week, with the expectation of flexibility to meet project deadlines and business needs in a remote work environment.

📝 Enhancement Note: The provided salary range is specific and tied to location, which is important for remote roles. The benefits listed are comprehensive and typical for a large, established company, covering financial, personal, and professional well-being. The mention of flexibility in working hours is standard for remote roles, acknowledging the need to adapt to project demands.

🎯 Team & Company Context

🏢 Company Culture

Industry: Apparel & Footwear, Retail, E-commerce. Deckers Brands operates in a highly competitive market, emphasizing brand storytelling, consumer connection, and digital innovation. Company Size: Large (likely 1,000-5,000+ employees based on typical corporate structures and global presence). This size implies established processes, cross-functional teams, and opportunities for specialized roles. Founded: Deckers Brands was founded in 1973, indicating a long-standing presence and deep experience in the footwear and apparel industry, with a history of evolving with market trends and consumer demands.

Team Structure:

• The UGG North America E-commerce team is likely structured to support online sales and digital strategy, with specialized functions like Merchandising, Marketing, Analytics, and UX/UI Design.
• This role reports to the Sr. Manager, E-commerce UGG, and directly manages a team of UX and UI Designers, indicating a clear hierarchy and leadership path within the digital operations domain.
• Cross-functional collaboration is emphasized, with key partners including Site Merchandising, Go-to-Market (GTM) teams, UI Development, Analytics, and Marketing, underscoring a matrixed and collaborative work environment.

Methodology:

• Data-driven decision-making is central, with a strong reliance on analytics, A/B testing, and consumer insights to inform personalization and UX strategies.
• A test-and-learn mindset is encouraged, promoting experimentation and continuous improvement to optimize digital experiences and drive business outcomes.
• Brand storytelling is integrated with conversion-focused UX, aiming to create engaging and inspiring customer journeys that align with the UGG brand identity.
• Omnichannel integration is a key focus, ensuring cohesive customer experiences across all touchpoints, from online to retail.

Company Website: deckers.com

📝 Enhancement Note: Understanding Deckers Brands' industry position and history provides context for the company's approach to digital operations. A large, established company typically means robust systems and processes, but also a need for strong change management and cross-functional advocacy for new initiatives, which this role will likely require.

📈 Career & Growth Analysis

Operations Career Level: This role represents a mid-to-senior level management position within Digital Operations and E-commerce. It involves direct team leadership, strategic planning, and significant influence over customer-facing digital experiences that directly impact revenue. It's a step towards more senior leadership roles in Digital Commerce, Product Management, or broader Marketing/E-commerce strategy.

Reporting Structure: The role reports to the Sr. Manager, E-commerce UGG. This provides a clear line of sight to senior e-commerce leadership and a direct path for strategic input and career advancement within the e-commerce division. The direct management of UX/UI Designers means leadership experience is a core component.

Operations Impact: The primary impact of this role is on driving digital commerce growth through enhanced customer experiences. By optimizing personalization and UX, the manager directly influences key e-commerce metrics such as conversion rates, average order value (AOV), customer lifetime value (LTV), and overall site revenue for UGG North America. This role is critical in shaping brand perception and customer loyalty in the digital space.

Growth Opportunities:

• Specialization Advancement: Potential to deepen expertise in advanced personalization technologies, AI-driven UX, or specific e-commerce platforms.
• Leadership Expansion: Opportunity to move into Senior Manager or Director roles overseeing larger teams or broader e-commerce functions.
• Cross-Functional Mobility: Potential to transition into broader Digital Product Management, E-commerce Strategy, or Digital Marketing leadership roles within Deckers Brands.
• Industry Influence: Gaining experience with leading lifestyle brands provides a strong foundation for future roles in the consumer goods and e-commerce sectors.

📝 Enhancement Note: This role offers a clear path for growth within a specialized area of e-commerce operations. The combination of strategic responsibility, team management, and direct impact on revenue makes it an attractive position for career progression. The emphasis on data-driven personalization and UX is a highly sought-after skill set in the current e-commerce landscape.

🌐 Work Environment

Office Type: Fully Remote. This offers significant flexibility in terms of location within the approved states, allowing employees to work from their preferred home office setup. Office Location(s): While the role is remote, preferred locations for work are California and New York, with approved remote work permitted in Arizona, California, Colorado, Connecticut, Massachusetts, Minnesota, New Jersey, New York, Oregon, Texas, and Wisconsin. This suggests a distributed team structure with a core presence in key markets.

Workspace Context:

• The remote nature requires a self-disciplined and organized approach to work. Candidates should be comfortable with virtual collaboration tools and maintaining productivity independently.
• Access to necessary technology (reliable internet, computer) is expected for remote employees. The company likely provides necessary software licenses and support.
• Opportunities for collaboration will be primarily through digital channels (e.g., video conferencing, Slack, project management tools), requiring strong written and verbal communication skills.

Work Schedule: Standard full-time (approximately 40 hours per week). While remote, maintaining consistent availability during core business hours for team meetings, cross-functional discussions, and timely responses is essential. Flexibility may be offered, but core availability is key for effective collaboration.

📝 Enhancement Note: The fully remote aspect is a significant factor. It implies a need for strong self-management, excellent communication skills, and comfort with virtual collaboration tools. The approved states list is extensive, indicating a national remote workforce, which requires careful attention to time zone management for team syncs.

📄 Application & Portfolio Review Process

Interview Process:

1. Initial Screening: A recruiter or hiring manager will review applications and conduct an initial phone screen to assess basic qualifications, experience, and cultural fit.
2. Hiring Manager Interview: A more in-depth discussion with the Sr. Manager, E-commerce UGG, focusing on strategic thinking, leadership experience, and understanding of personalization/UX principles.
3. Team/Peer Interviews: Interviews with key stakeholders from Marketing, Analytics, Merchandising, and potentially direct reports (UX/UI Designers) to assess collaboration, communication, and technical/strategic alignment.
4. Portfolio Presentation: A dedicated session where candidates will present their portfolio, showcasing specific case studies, strategic approaches, and measurable results. This is a critical stage for this role.
5. Final Interview: May involve senior leadership to finalize the decision and discuss executive-level alignment.

Portfolio Review Tips:

• Quantify Everything: For each case study, clearly present the problem, your solution, the actions taken, and the specific, measurable results (e.g., "% increase in conversion rate," "$X increase in revenue," "% decrease in bounce rate").
• Showcase Process: Clearly outline your strategic thinking, user research methods, design process, and how you leveraged data (A/B tests, analytics) to inform decisions and measure impact.
• Brand Alignment: Demonstrate an understanding of the UGG brand and how your proposed or executed strategies align with its identity while driving commercial goals.
• Storytelling: Structure your presentation like a narrative. What was the challenge? How did you overcome it? What was the outcome? Make it engaging.
• Tool Proficiency: Be prepared to discuss your experience with specific personalization and A/B testing tools mentioned in the job description (e.g., Dynamic Yield, GA4).

Challenge Preparation:

• Be ready for scenario-based questions: "How would you approach improving conversion for X product category?" or "How would you prioritize competing UX initiatives?"
• Prepare to discuss how you've managed and mentored design teams, handled performance issues, and fostered creative environments.
• Think about how you would integrate personalization and UX strategies with broader marketing campaigns (CRM, social, paid media) for a cohesive customer journey.

📝 Enhancement Note: The portfolio presentation is a cornerstone of the hiring process for this role. Candidates must prepare thoroughly to demonstrate not just design acumen but also a strategic, data-driven approach to e-commerce operations and measurable business impact.

🛠 Tools & Technology Stack

Primary Tools:

• Personalization Platforms: Experience with platforms like Dynamic Yield, Adobe Target, or similar AI-driven personalization engines is essential for tailoring customer experiences.
• A/B Testing Tools: Proficiency with tools such as Optimizely, Google Optimize (though sunsetting, understanding the principles is key), or VWO for experimentation and optimization.
• Web Analytics: Deep understanding and hands-on experience with Google Analytics 4 (GA4) or similar enterprise-level analytics platforms for tracking user behavior, conversion funnels, and campaign performance.
• UX/UI Design Tools: Familiarity with industry-standard design software like Figma, Sketch, Adobe XD for wireframing, prototyping, and visual design.

Analytics & Reporting:

• Data Visualization Tools: Experience with tools like Tableau, Power BI, or Looker for creating dashboards and reporting on key performance metrics to stakeholders.
• CRM Systems: Understanding how personalization and UX strategies integrate with CRM data (e.g., Salesforce, HubSpot) to provide a unified customer view.

CRM & Automation:

• Marketing Automation Platforms: Awareness of how personalization integrates with email marketing and marketing automation workflows to deliver targeted communications.
• Content Management Systems (CMS): Familiarity with e-commerce CMS platforms (e.g., Salesforce Commerce Cloud, Shopify Plus, Adobe Experience Manager) where these experiences are implemented.

📝 Enhancement Note: Proficiency with specific personalization and A/B testing platforms, alongside web analytics tools like GA4, is crucial. The ability to translate data from these tools into actionable UX and personalization strategies is the core requirement. Familiarity with design tools and broader e-commerce tech stack components is also a significant advantage.

👥 Team Culture & Values

Operations Values:

• Consumer Obsession: A deep commitment to understanding and delighting the customer through data-informed and empathetic design choices.
• Data-Driven Innovation: Leveraging analytics and experimentation to continuously improve digital experiences and drive measurable business outcomes.
• Collaboration & Alignment: Working effectively across diverse teams (marketing, merchandising, development) to achieve shared objectives and ensure cohesive customer journeys.
• Brand Stewardship: Upholding and enhancing the UGG brand identity through consistent, high-quality digital experiences.
• Growth Mindset: Embracing challenges, learning from failures, and continuously seeking opportunities for personal and professional development.

Collaboration Style:

• Cross-Functional Integration: Actively engaging with stakeholders from various departments to gather insights, align strategies, and execute initiatives smoothly.
• Data-Informed Dialogue: Using data and insights as the foundation for discussions and decision-making, fostering objective and productive conversations.
• Feedback Culture: Encouraging open feedback loops within the team and with cross-functional partners to drive continuous improvement in both processes and outcomes.
• Agile Experimentation: Embracing an iterative approach to development and testing, allowing for flexibility and rapid adaptation based on performance data.

📝 Enhancement Note: The company culture emphasizes a customer-centric, data-driven, and collaborative approach, which is highly relevant for operations roles. Understanding and aligning with these values will be critical for success in this position and for navigating internal stakeholder relationships.

⚡ Challenges & Growth Opportunities

Challenges:

• Balancing Brand and Performance: Effectively merging the creative, brand-focused aspects of UX and storytelling with the analytical, conversion-driven demands of e-commerce personalization.
• Data Integration & Actionability: Ensuring seamless integration of data from various sources (analytics, CRM, personalization platforms) and translating complex data into clear, actionable insights for the team.
• Cross-Functional Alignment: Navigating priorities and securing buy-in from multiple departments, each with their own objectives, to champion personalization and UX initiatives.
• Pacing and Prioritization: Managing a continuous pipeline of A/B tests, new feature developments, and personalization strategies in a fast-paced environment with limited resources.

Learning & Development Opportunities:

• Advanced Personalization Techniques: Gaining hands-on experience with sophisticated AI and machine learning-driven personalization tools and strategies.
• E-commerce Strategy Leadership: Developing a deeper understanding of broader e-commerce business strategy, P&L impact, and long-term digital roadmap development.
• Team Leadership & Mentorship: Refining leadership skills by managing and growing a team of creative and analytical professionals.
• Industry Trends: Staying abreast of the latest innovations in UX/UI design, personalization technology, and digital consumer behavior within the competitive fashion and lifestyle markets.

📝 Enhancement Note: Identifying potential challenges helps candidates prepare for the realities of the role and demonstrate problem-solving capabilities. The growth opportunities highlight the role's potential for skill development and career advancement within the e-commerce and digital operations space.

💡 Interview Preparation

Strategy Questions:

• "Describe your process for developing a comprehensive personalization strategy for an e-commerce site. What key data points would you leverage?"
• "How do you balance maintaining brand identity with optimizing for conversion and AOV? Provide an example."
• "Walk me through a time you successfully led a team through a challenging UX or personalization project. What was your approach to management and problem-solving?"
• "How would you approach prioritizing a backlog of A/B tests and new feature requests given limited development resources?"

Company & Culture Questions:

• "What aspects of the UGG brand resonate with you, and how would you translate that into digital experiences?"
• "How do you foster a culture of experimentation and continuous learning within a design team?"
• "Describe your experience working with analytics teams. How do you ensure insights are actionable and integrated into strategy?"
• "How have you collaborated with marketing and merchandising teams in previous roles to ensure a cohesive customer journey?"

Portfolio Presentation Strategy:

• Structure Your Narrative: For each case study, clearly define the objective, your role, the challenge, the strategy/solution, the execution, and the measurable results. Use visuals effectively.
• Highlight Data & Impact: Emphasize the data you used, the tests you ran, and the quantifiable business impact (revenue, conversion, engagement). Be prepared to defend your metrics.
• Showcase Process: Explain your thought process, research methods, and how you arrived at your solutions. Demonstrate your understanding of UX principles and personalization logic.
• Adapt to Audience: Be prepared to tailor your presentation to the interviewer's background (e.g., focus more on business impact for a leadership interview, more on technical execution for a development-adjacent role).

📝 Enhancement Note: Preparing for these types of questions will showcase strategic thinking, leadership capabilities, and a results-oriented approach. The portfolio presentation needs to be a concise, compelling demonstration of past successes and future potential within the context of Deckers Brands and the UGG brand.

📌 Application Steps

To apply for this Personalization & UX Manager position:

• Submit your application through the Deckers Brands careers portal via the provided URL.
• Resume Optimization: Tailor your resume to highlight experience in e-commerce, personalization, UX/UI design, A/B testing, and team management. Use keywords from the job description and quantify your achievements with specific metrics.
• Portfolio Preparation: Curate your portfolio to showcase 2-3 of your most impactful personalization, UX, or UI projects. Ensure each case study clearly outlines the problem, solution, process, and measurable business results. Be ready to present this during the interview process.
• Company Research: Familiarize yourself with Deckers Brands, the UGG brand, their recent e-commerce initiatives, and their stated company values. Understand their market position and target audience.
• Interview Practice: Prepare for behavioral and situational questions by reviewing common interview themes for management and digital experience roles. Practice articulating your experience and strategies clearly and concisely.

⚠️ Important Notice: This enhanced job description includes AI-generated insights and operations industry-standard assumptions. All details should be verified directly with the hiring organization before making application decisions.