Job Title

About the role: 

We are looking for a Director of Product to lead a critical product organization focused on helping enterprises and platforms to sell merchandise on demand. This role will own the product strategy, execution quality, and business outcomes for a broad, multi-surface experience spanning product creation, selling, order flows, storefront experiences and monetization.

The Director of Product will be accountable for turning customer needs, company strategy, market opportunities, and emerging technologies into a clear product direction. This leader will drive strong product discovery, high-quality execution, cross-functional alignment, and measurable business impact across growth, monetization, retention, and engagement.

A key part of the role is to lead the AI transformation for the organization: identifying where AI can materially improve customer outcomes, operational efficiency, product quality, personalization, automation, and new revenue opportunities. This includes embedding AI into product strategy, team practices, customer-facing capabilities, and internal ways of working.

Your daily tasks will include:

Product Strategy and Business Ownership

• 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.

AI Transformation Leadership

• 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.

Customer and Product Discovery

• 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.

Execution and Operating Cadence

• 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.

Team and Cross-Functional Leadership

• 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.

Your qualifications:

• 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.

What we offer:

• A global, inclusive team that’s as supportive as it is ambitious and serious about getting things done

• Stock options

• An opportunity to work remotely or in a modern and welcoming office in Riga

• Flexible working hours (start your day as late as 11 AM)

• Private health insurance

• 2 extra paid days off to focus on your mental or physical well-being

• 1 extra paid day off to celebrate a Birthday or any other celebration of your choice

• Internal and external learning opportunities

• Access to mentorship, internal meetups, and hackathons, both on-site and online

• Free and healthy lunch if you work from the Rīga office

• Design and order your own merch using our platforms with an employee discount

• Exciting team-building events and parties you’ll never forget!

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.

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.

If you think you’d excel in this role, send us your resume in English, showing us why you are the right person for the job.

Interested, but don’t think this is the right fit for you? Feel free to share it with friends and check out other open positions at our career site. We’re always looking for creative and driven minds to join our ever-growing team!

AS Printful Latvia (Reģ. Nr. 40203050078)