• Lead the execution, delivery, and continuous improvement of Deckers’ global eCommerce platforms and consumer digital experiences. • Ensure eCommerce capabilities are scalable, reliable, and aligned to business priorities. • Manage teams responsible for development, platform operations, and optimization of eCommerce systems. • Champion innovation and operational excellence ensuring platforms are always ready for growth. • Inspire and empower high-performing engineering teams fostering a culture of inclusion. • Collaborate across Product, Digital, Marketing, and Operations to deliver customer-centric experiences. • Modernize technology stack and introduce best practices that keep Deckers ahead in digital retail. • Measure impact on business growth, conversion, and customer satisfaction with eCommerce solutions. • Shape the culture and future of Deckers’ digital journey by being a visible leader.

• Support execution of free user growth initiatives across Freemium, Viewer, Education, and Community segments • Help define success metrics for free user growth, activation, and engagement across segments • Analyze free user journeys end-to-end to identify drop-offs and opportunities • Prepare clear updates and insights highlighting what is driving free user growth

• Development of unique creative strategies, hypotheses, and ad ideas for META, YouTube, and TikTok • Rapid ownership of idea development from briefing and testing through analysis, with a focus on data-driven performance and structured processes. • Work within a team with clear structures, creative freedom, and high quality standards. • Analyze target audiences, markets, and competitors to identify relevant trends and platform formats. • Develop creative strategies, concepts, and testing approaches. • Create precise creative briefs for creators, design, and video editing. • Evaluate creative performance and derive clear optimization measures. • Work with modern AI tools. • Collaborate closely with media buying, copywriting, design, and editing, and present key insights to clients. • Continuously develop professionally to stay ahead of the market and adopt new trends early.

• Build and lead a high-performing team of approximately 20 direct reports and contractors, ensuring clear accountability and consistent delivery against deadlines • Establish and maintain an operating cadence (weekly scorecards, priorities, and structured issue resolution) across the remote team • Foster a positive, purpose-led culture that attracts and retains strong talent in a fully remote environment • Implement role scorecards, performance metrics, and coaching frameworks to drive excellence and support team growth • Lead data-driven experimentation and optimise the customer journey to increase revenue and improve retention • Manage and enhance the Shopify platform, subscription models, and recurring revenue streams • Drive end-to-end DTC operations, including fulfilment, inventory management, customer experience, and analytics integrity • Apply and interpret retention economics (LTV:CAC ratios, cohort analysis, repeat purchase drivers) • Balance growth initiatives with profitability through conversion rate optimisation and multi-channel attribution • Collaborate on market entry strategies while maintaining operational excellence across existing markets • Identify growth opportunities and address distribution challenges in new geographic regions • Support expansion into the UK and EU, including navigating regulatory requirements for pet and human supplement categories • Communicate clearly and consistently, adapting to the CEO’s communication style and time zone shifts • Serve as a trusted partner to the CEO, enabling focus on content creation, community engagement, and thought leadership • Demonstrate sound judgement in decision-making while building trust and earning autonomy over time • Ensure analytics integrity and promote data-driven decision-making across functions • Use AI systems and automation tools to improve operational efficiency without compromising customer care quality • Maintain a tech-forward approach to systems development and process improvement