SPEED & SPIRIT is what we look for in our candidates, defined by some simple values that inspire us to BE DRIVEN in our performance, BE VIBRANT in our sporting legacy, BE TOGETHER in our team spirit, and to let our individual talent and experience shine. Applying for a job at PUMA is easy.
Simply click APPLY ONLINE and follow the steps to upload your application.
YOUR MISSIONThe 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 our brand. This role owns the full product technology lifecycle, from architecture decisions and roadmap execution to engineering standards and platform health.
Your organisation is the layer of intelligence and engagement that activates our core commerce capabilities: shaping what consumers see, how content reaches them, how products are discovered, and how campaigns convert. AI is a key enabler across this organisation: you will apply AI to enhance personalisation, accelerate content workflows, improve product discovery, and build smarter campaign targeting, but strong software engineering depth across these product domains remains the primary craft.
As PUMA continues to scale its DTC Engineering organization, our leaders are expected to be visible culture builders. These roles are office-based and require regular in-person collaboration to accelerate decision-making, strengthen team cohesion, foster innovation, and build a world-class engineering capability from the ground up.
Key Responsibilities & Scope of Ownership:
Personalisation - consumer segmentation, behavioural targeting, AI-driven product recommendations, and next-best-action experiences.
Content Management - content modelling, authoring workflows, and multi-channel distribution via headless CMS (Sanity); AI-assisted content enrichment and generation.
Product Detail & Listing Pages (PDP/PLP) - page architecture, attribute rendering, media delivery, sorting, filtering, and AI-enhanced product presentation.
Product Discovery - search (keyword and AI-assisted semantic), browse, faceted navigation, and ranking logic.
Consumer Communication - email, push notifications, SMS, and in-app messaging delivery, personalisation, and orchestration.
Promotions & Campaigns – personalised promotions, offer management, campaign targeting, scheduling, and performance instrumentation.
Technology Vision & Product Roadmap Delivery
Own the technology strategy and engineering roadmap across all Consumer Intelligence & Engagement capabilities, in close partnership with the product organisation.
Act as the primary technology partner to product owners and business stakeholders including participating in discovery, sprint planning, OKR definition, and roadmap prioritisation.
Drive end-to-end delivery accountability: architecture decisions, engineering execution, quality assurance, release management, and production health across the full capability portfolio.
Make principled build/configure/integrate decisions across the stack by balancing SFCC platform capabilities, Sanity content workflows, GraphQL API design, and custom development.
Establish a technology vision that progressively embeds AI as an engineering accelerator and product differentiator across each capability domain.
Personalisation & Product Discovery Engineering
Lead the engineering design and delivery of personalisation capabilities such as consumer segmentation logic, affinity modelling integrations, and real-time recommendation surfaces on PDP, PLP, homepage, and campaign pages.
Own the product discovery engineering stack: search indexing, query understanding, faceted navigation, and results ranking - integrating AI-powered relevance signals to measurably improve discovery outcomes.
Build the technical foundation for A/B testing, multivariate experimentation, and feature flagging across personalisation and discovery surfaces, enabling rigorous data-driven optimisation.
Define and own the data contract between consumer event infrastructure and personalisation/ranking systems, including schema standards, latency requirements, and completeness in partnership with data engineering and analytics.
Content Management & PDP/PLP Engineering
Own the engineering of content management infrastructure including Sanity CMS content modelling, editorial workflows, content delivery APIs, and multi-channel distribution.
Lead PDP and PLP engineering: page composition, product attribute rendering, media and asset delivery, enriched content blocks, and SEO-critical technical requirements.
Leverage AI to accelerate and enrich content workflows - automated product description generation, attribute enrichment, image tagging, and content QA tooling built on top of LLM APIs.
Ensure content and product page experiences are performant, accessible, and composable by building reusable ReactJS front-end components that other product teams can extend.
Promotions, Campaigns & Consumer Communications
Lead the engineering of promotions and campaign management - rules engine configuration and extension within SFCC, offer scheduling, eligibility logic, and storefront rendering of promotional content.
Own the technical architecture for consumer communication systems - integration with messaging platforms (email, push, SMS), personalisation of communication content, and event-triggered automation.
Apply AI to campaign and promotions engineering: intelligent audience segmentation, send-time optimisation, and AI-assisted copy generation for targeted consumer communications.
Instrument campaigns and promotions with robust analytics and tracking, ensuring business teams have accurate, real-time visibility into performance and conversion.
AI-Enabled Engineering
Champion AI as a pragmatic engineering enabler using AI-assisted development tools, automated testing, and code generation to increase engineering velocity and code quality.
Identify high-value opportunities to integrate AI capabilities into product features: semantic search, AI-generated content, intelligent product recommendations, and dynamic campaign personalisation.
Embed responsible AI practices - transparency, bias awareness, and consumer data privacy into any AI-powered consumer-facing feature from the outset.
Architecture, Standards & Governance
Define and govern the software architecture for all capability domains, ensuring solutions are scalable, composable, and well-integrated with the shared commerce technology platform.
Own the GraphQL API layer for capability domains - schema design, query performance, versioning, and contract governance with consuming front-end teams.
Establish and enforce engineering standards across the organisation: code quality, testing practices, API design, accessibility, performance budgets, and deployment processes.
Manage APIGEE integration for capability APIs - ensuring consistent security, rate limiting, and developer experience across internal and external API consumers.
Partner closely with the Consumer Experience Engineering organisation to align on shared components, design system usage, and front-end standards.
Team Leadership & Stakeholder Engagement
Lead, mentor, and grow a team of senior engineers and manage delivery partners.
Foster a product engineering culture - engineers who take ownership of outcomes, not just outputs, and who engage deeply with consumer and business problems.
Build strong working relationships with Product, UX, Marketing, Merchandising, and Data teams to ensure engineering is a genuine business partner across all capability areas.
Key Requirements:
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 - 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) - commerce APIs, catalogue management, promotions framework, and extension patterns.
Deep architectural & implementation expertise with headless CMS platforms, particularly Sanity content modelling, and editorial workflow design.
Experience integrating AI capabilities into consumer-facing products such as recommendations, search relevance, content generation, or personalisation features via API-based services.
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.
Key Technologies:
Front-End: ReactJS, TypeScript, Next.js, GraphQL (GQL)
Commerce Platform: Salesforce Commerce Cloud (SFCC / PWA Kit / SCAPI)
CMS & Content: Sanity (headless), GROQ, content modelling, AI content workflows
API Management: APIGEE, REST, GraphQL schema design & governance
Search & Discovery: Elasticsearch faceted search, AI-assisted ranking
Personalisation: Recommendation engine integrations, segmentation, A/B testing tooling
Communications: Email / push / SMS platform integrations, event-triggered automation
AI Integration: LLM APIs for content generation, semantic search, personalisation signals
Promotions: SFCC promotions framework, rules engine, campaign scheduling & analytics
Leadership Expectations:
At PUMA, Directors are expected to operate as enterprise leaders who shape strategy, build capability, and create an environment where teams can deliver exceptional outcomes at speed and scale. Successful leaders combine commercial acumen, technical excellence, and people leadership while embodying the mindset and behaviours that define PUMA's culture.
Strategic Thinking & Vision
Translate ambitious business goals into clear, executable technology strategies and roadmaps.
Demonstrate the courage to challenge conventional thinking and advocate for innovative solutions that create long-term value.
Operate effectively in ambiguity, providing clarity, direction, and confidence for teams and stakeholders.
Balance immediate business priorities with long-term scalability, sustainability, and consumer impact.
Ownership & Accountability
Take end-to-end ownership of outcomes, driving execution with determination and a relentless focus on results.
Set high standards for quality, reliability, and operational excellence while fostering a culture of accountability.
Navigate setbacks and changing priorities with resilience, maintaining momentum through complexity and uncertainty.
Make difficult decisions when required and stand behind them with conviction and integrity.
People & Team Leadership
Build, develop, and retain diverse, high-performing teams capable of delivering at scale.
Foster an environment of trust, inclusion, collaboration, and mutual respect where individuals can thrive.
Create opportunities for learning, growth, and continuous development while empowering teams with autonomy and accountability.
Celebrate successes, recognise contributions, and cultivate a culture where high performance and enjoyment go hand in hand.
Collaboration & Stakeholder Management
Build strong partnerships across Product, Design, Data, Marketing, Operations, and Business teams to achieve shared outcomes.
Influence effectively across all levels of the organisation through credibility, transparency, and strong communication.
Demonstrate confidence in decision-making while remaining open to challenge, feedback, and diverse perspectives.
Lead with a team-first mindset, breaking down silos and enabling collaboration across functions and geographies.
Innovation & Continuous Learning
Champion modern engineering practices, AI-native ways of working, and a culture of experimentation.
Encourage curiosity, learning, and thoughtful risk-taking to unlock new opportunities for consumers and the business.
Create space for innovation while maintaining a disciplined approach to execution and delivery.
Continuously raise the bar on engineering excellence, operational maturity, and consumer experience.
Commercial & Consumer Mindset
Understand the connection between technology decisions, consumer experience, and business performance.
Make decisions that balance innovation, speed, quality, and commercial impact.
Maintain a strong consumer-first perspective, ensuring technology investments create meaningful value for consumers.
Demonstrate sound judgment and confidence when translating business priorities into engineering outcomes.
Building PUMA's Future
Act as a visible culture builder and role model as PUMA continues to scale its DTC Engineering organisation.
Embrace the opportunity to build teams, capabilities, and ways of working from the ground up.
Lead with energy, optimism, and purpose, inspiring others to contribute to a shared vision and ambitious goals.
Foster an environment where bold thinking, determination, collaboration, and enjoyment are all essential ingredients of success.
PUMA provides equal opportunities for all job applicants, regardless of race, color, religion, national origin, sex,
gender identity or expression, sexual orientation, age, or disability. Equality for all is one of the core principles at
PUMA and we do not tolerate any form of harassment or discrimination.
At PUMA, every application is reviewed by real people who are committed to fairness, transparency, and equal
opportunity - no matter your background, identity, or experience.To ensure our process stays true to these values, no automated systems or AI tools are used to make hiring decisions. Every decision is made by real people -with real judgment and accountability. We may use functions supported by Artificial Intelligence (AI) to carry out isolated organizational steps, such as scheduling interviews. These functions have no influence on decisions in the application process. We believe in creating spaces where everyone is welcome, celebrated, and empowered to contribute authentically. Because at PUMA, whoever wants to play, can play.
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.
