UX/UI Manager

POSITION DESCRIPTION

Title & Reporting Relationships

• Position Title: UX/UI Manager
• Brands: Outerknown, Firewire Surfboards, & Slater Designs
• Reports to: GM eCommerce & Digital Marketing
• Department: Digital
• Oversees: None
• Interactions: Creative, Production, Ecom/Digital, Customer Service

Main Purpose and Major Challenges of the Role

Own and elevate the end-to-end digital customer experience, balancing conversion performance, brand experience, and scalability. Partner cross-functionally (Marketing, Product, Engineering, Merchandising) to ensure the websites drives measurable business outcomes while delivering a best-in-class user experience.

Key challenges include:

• Translating business goals into UX strategy and execution.
• Maintaining consistent testing velocity with meaningful impact (not just volume).
• Balancing short-term revenue gains with long-term UX and system improvements.
• Aligning stakeholders across competing priorities.
• Scaling design systems and experimentation frameworks as the business grows.

This role has a 4 day in-office expectation.

ACCOUNTABILITY: Conversion Rate Optimization

• Own and drive the end-to-end CRO program, including roadmap, prioritization, execution, and reporting.
• Define and maintain a testing framework (hypothesis quality, statistical rigor, velocity, win rate).
• Lead development of data-driven UX strategy aligned with revenue, margin, and customer growth goals.
• Translate insights into clear test hypotheses tied to business impact (AOV, CVR, RPV, LTV).
• Partner with Analytics to ensure clean tracking, experiment design integrity, and attribution accuracy.
• Establish and manage a prioritized experimentation backlog across funnel stages.
• Drive continuous optimization cycles, incorporating learnings into future tests and product decisions.
• Own reporting cadence (weekly/monthly/quarterly) with clear insights, not just results.
• Identify and quantify opportunity sizing (impact modeling before testing).
• Leverage AI and automation to identify friction points, generate test ideas & accelerate analysis and insights.

ACCOUNTABILITY: User Experience

• Own the end-to-end UX/UI vision for the websites, ensuring consistency, usability, and brand alignment.
• Lead design of high-impact surfaces (homepage, PLPs, PDPs, checkout flows, landing pages).
• Create user journeys, flows, wireframes, and high-fidelity designs grounded in data and user behavior.
• Establish and evolve a scalable design system (components, patterns, tokens).
• Ensure designs are feasible, performant, and aligned with engineering constraints.
• Drive UX consistency across all digital touchpoints (site, landing pages, campaigns).
• Partner with Engineering and Product to ensure high-quality implementation and QA.
• Balance speed vs. polish-knowing when to ship quickly vs. refine.
• Own the briefing of UX/UI requirements for projects entering the development queue, ensuring clear specifications and alignment with business goals.
• Lead UAT (user acceptance testing) to validate functionality, design accuracy, and overall experience prior to release.

AI Leverage Expectations:

• Rapid prototyping and variation generation.
• UX audits and heuristic analysis.
• Personalization and dynamic UX concepts.

ACCOUNTABILITY: Consumer Insights & Research

• Own customer insight generation across qualitative and quantitative sources: heatmaps, session recordings, surveys, user interviews, analytics + funnel data.
• Translate insights into prioritized UX improvements, test hypotheses, and strategic recommendations.
• Identify behavioral patterns and friction points across segments (new vs returning, device, channel).
• Build a centralized insights repository accessible across teams.

ESSENTIAL SKILLS & QUALIFICATIONS

• 3-5 years of CRO or UX experience.
• Comfortable with A/B testing and managing a testing calendar.
• Figma or other prototyping tool experience.
• Strong communication skills.
• Strong attention to detail.
• Good at taking initiative.
• Previous retail experience a plus.
• Experience leveraging AI tools for CRO and UX/UI a plus.
• Graphic design experience a plus.