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About the Role

The Director, Digital Experience is responsible for defining and evolving the digital product and customer experience across Empire’s retail banner websites and digital commerce platforms. This leader will own the vision for digital discovery, shopping, engagement, and transactions, translating customer needs and enterprise strategy into intuitive and high-performing experiences. The role will lead the UI/UX and digital product agenda, establishing customer journeys, experience principles, product priorities, and a roadmap to drive measurable improvements in customer engagement, conversion, satisfaction, and loyalty.

Responsibilities

Define the digital customer experience vision and multi-year roadmap across retail banner websites and digital commerce experiences.
Translate enterprise customer and eCommerce strategy into clear digital experience principles, priorities, and capabilities.
Establish a best-in-class view of the digital storefront, continually benchmarking the experience against leading retailers and digital platforms.
Identify emerging customer behaviours, technologies, and experience innovations that can improve the shopping journey.
Own the business product vision and priorities for the digital storefront and customer-facing capabilities.
Translate customer and business needs into clear product requirements, outcomes, and roadmap priorities.
Partner closely with Technology product and engineering teams to shape solutions, resolve trade-offs, and deliver the experience roadmap.
Establish clear product outcomes and measures of success rather than defining success solely through feature delivery.
Balance enterprise capabilities with banner-specific customer and business needs.
Own the end-to-end digital customer journey, including discovery, navigation, search, browse, product detail, cart, checkout, account, and post-purchase experiences.
Lead UI/UX strategy, user research, journey mapping, and usability testing.
Champion accessibility, intuitive interaction design, and consistent experience patterns.
Ensure customer insights and behavioural data directly inform product and design decisions.
Identify and systematically remove friction across the digital shopping journey.
Establish a disciplined experimentation and optimization program across the digital experience.
Use behavioural analytics, customer research, experimentation, and business performance data to identify opportunities.
Define KPIs spanning conversion, engagement, task completion, customer satisfaction, and friction.
Build a continuous improvement backlog focused on measurable customer and business outcomes.
Partner with Site Merchandising to ensure assortment, promotions, product presentation, and merchandising strategies are effectively translated into the digital shopping experience.
Partner with Marketing, Loyalty, and personalization teams to create connected customer experiences across owned channels.
Partner with Operations to ensure digital experiences accurately reflect fulfillment capabilities and the end-to-end customer promise.
Act as the business-side experience leader with Technology, creating clarity on customer needs, priorities, and desired outcomes.
Influence senior stakeholders across the enterprise to drive customer-first decision making.
Lead and develop a high-performing team spanning digital product, UI/UX, and experience design capabilities.
Build strong product management, customer insight, and experience-design disciplines.
Create clear accountability while enabling teams to make data-driven decisions close to the customer.

Requirements

10+ years of progressive experience across digital product management, digital experience, UX/UI, or eCommerce, ideally within complex omnichannel retail or consumer businesses.
Demonstrated experience owning digital product vision, customer journeys, and product roadmaps for high-traffic transactional digital experiences.
Strong understanding of UI/UX, customer research, information architecture, experimentation, accessibility, and digital analytics.
Demonstrated ability to translate strategy and customer insight into product requirements, priorities, and measurable customer outcomes.
Experience working closely with enterprise Technology, product, and engineering organizations and effectively navigating business and technical trade-offs.
Strong commercial acumen with an understanding of the relationship between customer experience, conversion, engagement, loyalty, and business performance.
Proven ability to lead through influence across Marketing, Merchandising, Technology, Analytics, and Operations.
Strong people leadership with demonstrated ability to build modern product and experience capabilities.
Executive-level communication, strategic thinking, and stakeholder management skills.
Successful candidates will be required to provide documentation to prove their legal ability to work in the position during the onboarding process.

Skills

UI/UX
Customer Research
Information Architecture
Experimentation
Accessibility
Digital Analytics
Product Management
Experience Design
Customer Insight
Strategic Thinking
Stakeholder Management

Location

Hybrid

Work Type

Hybrid
Full-time

Experience Level

10+ years

Benefits

Health and dental benefits
Retirement and savings programs including an Employee Share Ownership Plan
10% in-store discount at participating banners
Virtual healthcare
Employee and Family Assistance Program
Learning and development opportunities
Parental leave top-up
Paid vacation

About the Company

Sobeys is one of Canada’s leading grocery retailers, with more than 1,600 stores across all 10 provinces and banners including Sobeys, Safeway, IGA, Foodland, FreshCo, Thrifty Foods, and Lawtons Drug Stores.
Our 128,000 teammates and franchise affiliates are passionate about delivering great food and exceptional experiences to our customers and communities.

Equal Opportunity

Sobeys is committed to providing a compensation structure that is flexible, equitable and competitive in the market to enable performance and growth.
Sobeys is committed to creating accessible and inclusive hiring processes.
We will work with applicants requesting accommodation at any stage of the recruitment process.