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About the Role

We are seeking a Director of Product to lead a critical product organization focused on enabling enterprises and platforms to sell merchandise on demand. This role will own product strategy, execution quality, and business outcomes for a broad experience spanning product creation, selling, order flows, storefronts, and monetization. The Director of Product will translate customer needs, company strategy, market opportunities, and emerging technologies into a clear product direction, driving strong product discovery, high-quality execution, cross-functional alignment, and measurable business impact. A key aspect of this role is leading the AI transformation for the organization, identifying opportunities for AI to improve customer outcomes, operational efficiency, product quality, personalization, automation, and revenue generation.

Responsibilities

• Define and lead a compelling product strategy aligned with company goals and customer needs, translating it into clear priorities, roadmaps, success metrics, and execution plans.
• Own product outcomes across the full customer journey, ensuring the organization delivers measurable impact on activation, conversion, retention, monetization, engagement, customer satisfaction, and long-term customer value.
• Identify the highest-leverage opportunities to help merchants create, sell, manage, grow, and monetize more effectively, while also improving the buyer experience and transaction quality.
• Balance short-term business impact with long-term platform scalability, customer experience quality, and strategic differentiation.
• Develop a strong understanding of market trends, customer behavior, competitive dynamics, commerce workflows, and emerging technology shifts.
• Lead the AI transformation agenda for the pillar, defining where AI can create step-change improvements in customer value, productivity, automation, and business performance.
• Identify, prioritize, and incubate AI-powered product opportunities, such as smarter product creation, merchandising assistance, content generation, personalization, recommendation systems, automation, quality control, customer insights, support reduction, and workflow optimization.
• Partner with engineering, data, design, research, operations, legal, and business stakeholders to ensure AI initiatives are technically feasible, ethically sound, measurable, and aligned with customer trust.
• Build AI fluency across the product organization by shaping how teams discover AI opportunities, validate use cases, measure impact, and integrate AI into product development practices.
• Ensure AI capabilities are not treated as isolated experiments, but as part of a coherent product strategy that improves customer outcomes and creates durable business advantage.
• Set a high bar for customer understanding, product discovery, experimentation, and evidence-based decision-making.
• Ensure product teams deeply understand merchant and buyer pain points, behavioral patterns, friction points, jobs to be done, and opportunities for growth.
• Drive a culture of continuous discovery, combining qualitative research, quantitative insights, market analysis, funnel data, experimentation, and customer feedback.
• Help teams frame ambiguous problems, validate assumptions quickly, and make disciplined prioritization decisions.
• Create clarity and focus across a complex product area by establishing strong planning, prioritization, communication, and decision-making mechanisms.
• Ensure teams are delivering high-quality outcomes with clear ownership, strong cross-functional collaboration, and disciplined execution.
• Partner closely with engineering and design leadership to improve product quality, speed of delivery, technical scalability, and end-to-end customer experience consistency.
• Remove blockers, resolve trade-offs, and ensure the organization can move quickly without sacrificing strategic coherence or customer experience.
• Establish clear operating rhythms for roadmap reviews, metric reviews, discovery reviews, AI initiative reviews, and cross-functional alignment.
• Act as a senior product leader across the company, aligning product direction with engineering, design, data, marketing, partnerships, operations, customer support, finance, legal, and commercial teams.
• Create shared understanding across stakeholders by communicating strategy, decisions, trade-offs, progress, and business impact clearly and consistently.
• Partner with go-to-market, lifecycle, and growth teams to ensure product development is strongly connected to activation, adoption, retention, and monetization goals.
• Work with external and internal partners where needed to unlock new capabilities, improve customer value, and accelerate strategic initiatives.
• Lead, coach, and develop product managers and product leaders, helping them grow in strategic thinking, discovery, execution, stakeholder management, commercial judgment, and leadership maturity.

Requirements

• Extensive product leadership experience in a high-growth technology, SaaS, marketplace, e-commerce, commerce infrastructure, creator tools, or platform business.
• Proven ability to lead complex product areas with multiple customer journeys, stakeholders, systems, and business objectives.
• Strong strategic thinking with the ability to translate company goals and customer needs into focused product direction and measurable outcomes.
• Experience driving business impact across metrics such as activation, conversion, retention, monetization, engagement, LTV, GMV, revenue per customer, customer satisfaction, or operational efficiency.
• Strong AI product judgment, including the ability to identify valuable AI use cases, separate hype from real customer value, validate AI opportunities, and partner effectively with technical teams.
• Deep understanding of product discovery, experimentation, analytics, customer research, and outcome-based product management.
• Excellent cross-functional leadership skills, with the ability to influence senior stakeholders, align teams, and make clear decisions in ambiguous environments.
• Strong people leadership skills, including coaching product managers, developing product leaders, setting expectations, and building high-performing teams.
• Strong communication skills, with the ability to simplify complexity, articulate strategy, explain trade-offs, and create alignment at executive and team levels.
• High ownership, strong business judgment, customer empathy, and comfort operating in a fast-changing environment.

Skills

• Product Strategy
• Product Execution
• Business Outcomes
• AI Transformation
• Customer Needs Analysis
• Market Opportunity Assessment
• Emerging Technologies
• Product Discovery
• Cross-functional Alignment
• Growth Metrics
• Monetization Strategies
• Retention Improvement
• Engagement Enhancement
• AI Product Development
• Operational Efficiency
• Personalization
• Automation
• Revenue Generation
• Qualitative Research
• Quantitative Insights
• Market Analysis
• Funnel Data Analysis
• Experimentation
• Customer Feedback Analysis
• Problem Framing
• Assumption Validation
• Prioritization
• Planning
• Communication
• Decision-Making
• Quality Improvement
• Speed of Delivery
• Technical Scalability
• Customer Experience Consistency
• Stakeholder Management
• Team Leadership
• Coaching
• Business Judgment
• Customer Empathy

Location

• Remote
• Riga

Work Type

• Remote
• Office

Experience Level

• Director
• Senior Product Leader

Benefits

• Stock options
• Flexible working hours
• Private health insurance
• 2 extra paid days off for well-being
• 1 extra paid day off for a celebration
• Internal and external learning opportunities
• Access to mentorship, internal meetups, and hackathons
• Free and healthy lunch (Rīga office)
• Employee discount on custom merchandise
• Team-building events and parties

About the Company

• FYUL is the engine that powers on-demand commerce at global scale.
• Formed in 2024 through the merger of Printful, Printify, and Snow Commerce, we bring together tech, talent, and infrastructure to help people turn ideas into beautiful products.
• From solo creators to entertainment giants, FYUL powers merch that connects with millions, backed by advanced tech, premium production, and global reach.
• We're a fast-growing global company working toward powering great brands, great experiences, and great people.

Equal Opportunity

• We are an equal-opportunity workplace.
• We’re committed to diversity and inclusion and make hiring decisions based solely on qualifications, merit, and work experience.