Digital Experience Manager

A Little Bit

About Us
Founded in 2016 in Vancouver, Canada, FORM is the sports technology company behind the FORM Smart Swim Goggles, a pair of premium swim goggles with a see-through, augmented-reality display that delivers performance metrics in real time. For the first time, swimmers and triathletes using our goggles can see real-time visual feedback, with metrics like split times, distance, stroke rate, pace per 100, and calories displayed directly in the swimmer’s line of sight
- in pools, open water, and swim spas. Since launch in 2019, our goggles have won many awards, including RedDot, iF Design Award, Global Triathlon Award, and many more. Pro-athletes, age group triathletes, and any swimmer looking to improve love what we're doing and are proud to use our goggles. We have an amazing team of people who are fun to work with and serious about what they do, leveraging decades of combined expertise in consumer products, ranging from sports eyewear design to interface design to activity tracking algorithms. Position Overview The Digital Experience Manager owns the strategic design, optimization, and continuous improvement of our Shopify storefront. This role sits at the intersection of UX/UI strategy and conversion rate optimization (CRO), ensuring every customer touchpoint on our site is intuitive, on-brand, and built to convert. Reporting to the Director of Digital Marketing, you will translate customer insights, data, and business goals into a Shopify experience that drives revenue, retention, and brand affinity. While our Product team owns the in-app subscription experience, you will partner closely with them to ensure a seamless handoff from site to subscription, particularly during the onboarding journey so that the customer experience feels cohesive end-to-end. This is a strategic, hands-on role for someone who thinks like a designer, tests like a scientist, and obsesses over the customer journey. Primary Responsibilities Shopify UX/UI Strategy & Management
- Own the end-to-end UX/UI strategy for the Shopify storefront, ensuring an intuitive, accessible, and on-brand experience across desktop and mobile.
- Lead site architecture, navigation, page hierarchy, and merchandising decisions in collaboration with marketing, brand, and merchandising stakeholders.
- Develop and maintain a UX roadmap aligned with business priorities, seasonal campaigns, and product launches.
- Brief internal designers, developers, and external agencies/freelancers to execute on UX/UI initiatives.
- Champion design system consistency, ensuring components, templates, and patterns scale across the site.
- Stay current on e-commerce UX trends, Shopify platform capabilities, and best-in-class DTC experiences. Conversion Rate Optimization (CRO)
- Build and execute the CRO strategy and testing roadmap for the Shopify site, with clear hypotheses tied to revenue, conversion rate, and other key KPIs.
- Design, prioritize, and run A/B and multivariate tests across landing pages, PDPs, cart, and checkout to systematically lift performance.
- Analyze quantitative data (GA4, Shopify analytics, heatmaps, session recordings) and qualitative inputs (user research, surveys, support feedback) to identify friction and opportunity areas.
- Translate test results into clear learnings, recommendations, and next-step experiments; document findings to build institutional knowledge.
- Partner across digital and marketing teams to ensure on-site experiences align with campaign intent and audience expectations.
- Establish and report on a clear set of UX and CRO performance metrics for leadership. Cross-Functional Partnership (Subscription App)
- Partner with the Product team to ensure a cohesive customer experience between the Shopify site and the subscription app, with particular focus on the onboarding handoff.
- Share customer insights, behavioral data, and CRO learnings from the site that may inform subscription onboarding and retention.
- Advocate for the customer at the seam between acquisition and subscription, flagging friction points and opportunities for a more unified experience. Required Skills & Qualifications
- 3-5 years of experience in digital experience, UX, e-commerce, or CRO roles, ideally within a DTC or consumer brand.
- Demonstrated ownership of a Shopify (or comparable e-commerce platform) storefront, including strategic direction and day-to-day management.
- Track record running structured CRO programs and A/B testing, with clear examples of revenue or conversion impact.
- Fluency with analytics and experimentation tools such as GA4, Shopify Analytics, Hotjar/Clarity/Shoplift.
- Solid UX fundamentals: information architecture, wireframing, usability principles, accessibility, and mobile-first design.
- Comfort briefing and reviewing work from designers and developers; ability to read and understand front-end implementation tradeoffs.
- Excellent communicator who can translate data and cu