Sr. Director, Digital Experience

Description

About the Role

We're seeking a strategic and innovative Senior Director of Digital Experience to lead our digital presence and create exceptional patient experiences across all MyEyeDr. touchpoints. This role is perfect for a marketing-minded digital leader who combines creative vision with technical fluency to deliver best-in-class digital and ecommerce experiences that bring our brand to life and drive measurable business results.

As Senior Director of Digital Experience, you will own the strategy and execution of MyEyeDr.'s entire digital ecosystem-from our content website to our ecommerce platform and digital products. You'll lead a team responsible for delivering seamless omnichannel experiences that connect online discovery, product purchasing, and appointment booking with in-office care. Working closely with IT, Marketing, and Operations, you'll drive digital innovation that maximizes ROI while ensuring MyEyeDr. remains competitive in an evolving digital landscape. Your expertise in ecommerce, multi-location retail, and user experience optimization will be critical to our continued growth.

Reporting to the VP, eCommerce & Digital, this is a hybrid position with a minimum of two onsite days per week at our Vienna, VA or Raleigh, NC office.
You Will

• Lead a team responsible for all MyEyeDr. digital properties including our content website, ecommerce platform, and digital products, delivering end-to-end digital patient and customer experiences.
• Drive ecommerce best practices and strategy, ensuring our online retail experience is optimized for conversion, user experience, and business performance. Champion modern ecommerce capabilities that drive product sales and support omnichannel retail.
• Own the content website and define the vision for an engaging, conversion-focused digital experience that authentically brings the MyEyeDr. brand to life.
• Lead content strategy, owning the digital content calendar, content publishing, and CMS platform from a business perspective to ensure scalable, brand-aligned content delivery across all digital touchpoints.
• Drive personalization and segmentation strategy across digital experiences, leveraging customer and patient data and behavioral insights to deliver relevant, targeted content and journeys that increase engagement and conversion.
• Lead user experience initiatives to maximize digital ROI, owning conversion rate optimization (CRO) across ecommerce, appointment booking, and patient acquisition journeys. Identify friction points, implement testing strategies, and drive measurable improvements in digital performance.
• Lead UX and usability testing programs, partnering with Patient Experience and Integrated Marketing teams to review Voice of Customer feedback and translate insights into digital experience improvements.
• Own digital property performance and define KPIs for engagement, conversion, and customer satisfaction. Partner with Marketing Analytics team for dashboard development, web analytics, and performance analysis to drive data-informed optimization.
• Oversee digital product portfolio including CIAM (Customer Identity and Access Management), online scheduler, patient portal, and other customer-facing tools. Partner closely with IT to evolve capabilities and continuously optimize user experience.
• Own location pages and location-based digital strategy, creating best-in-class local experiences that support our multi-location retail model and ensure maximum findability for our offices across search and map platforms.
• Drive omnichannel digital strategy, working across teams to create seamless experiences that connect online product browsing and purchasing, appointment booking, and in-office visits. Unify CRM communications with digital experiences for cohesive customer journeys.
• Champion mobile-first design principles and advocate for mobile optimization across all digital experiences, ensuring exceptional experiences on the devices customers use most.
• Champion digital best practices across the organization, advocating for user-centered design, accessibility, and continuous optimization while maintaining focus on customer experience and business performance.
• Build and develop a high-performing digital team, providing mentorship and fostering a culture of innovation, experimentation, and continuous improvement.
• Stay ahead of emerging technologies and digital trends, evaluating and implementing new capabilities that enhance customer experience and maintain MyEyeDr.'s competitive edge.
• Manage digital platform roadmaps and vendor relationships, balancing build-vs-buy decisions and ensuring technical investments align with business priorities. Lead or support platform evaluation and re-platforming initiatives as needed.

About You

• Bachelor's degree in Marketing, Business, or a related field; or the equivalent combination of education, experience & skills.
• 14+ years of experience in digital marketing, ecommerce, digital product management, or digital experience leadership, with at least 5 years managing teams and leading strategy.
• Ecommerce platform experience is essential-you've led or supported platform implementation or re-platforming initiatives (e.g., Shopify, Adobe Commerce/Magento, BigCommerce, Salesforce Commerce Cloud) and understand the complexities of modern ecommerce technology.
• Multi-location retail or omnichannel retail experience is critical-you understand how to support larger businesses with local locations, creating consistent digital experiences while enabling local discovery, online-to-offline journeys, and location-specific needs.
• Proven track record leading user experience initiatives that maximize digital ROI-you've driven measurable improvements in conversion, reduced friction, and optimized digital journeys through data-driven UX enhancements.
• Strong marketing orientation with deep technical fluency-more marketer than technologist, but comfortable discussing APIs, data architecture, and platform capabilities with technical teams.
• Proven track record managing diverse digital platform portfolios (websites, ecommerce, digital products, CMS, customer identity, scheduling systems, etc.) and delivering integrated experiences.
• Deep expertise in content strategy and content management systems (e.g., Adobe Experience Manager, Contentful, Sitecore), with experience managing content calendars, publishing workflows, and content governance.
• Strong conversion rate optimization (CRO) background with demonstrated ability to drive measurable improvements in digital conversion through testing, optimization, and user experience enhancements.
• Experience with personalization and segmentation strategies, using customer data and behavioral insights to deliver targeted digital experiences.
• Solid understanding of UX research methodologies, usability testing, and Voice of Customer programs, with ability to translate insights into actionable improvements.
• Strong analytical capabilities with experience defining digital KPIs, building performance measurement frameworks, and using data to drive optimization. Comfortable working with web analytics platforms (Google Analytics, Adobe Analytics) and partnering with analytics teams.
• Understanding of SEO and local search best practices, with ability to work with specialists to optimize digital findability.
• Mobile-first mindset with strong perspective on mobile optimization and mobile user experience best practices.
• Healthcare, retail, or service industry experience is highly preferred-you understand businesses where digital discovery and ecommerce connect with in-person experiences.
• Intellectual curiosity and empirical mindset-you're open to different ideas and approaches, test assumptions, and make data-informed decisions while balancing intuition and user insight.
• Excellent cross-functional collaboration skills-comfortable working with IT, Marketing, Operations, and external agencies/vendors to align on priorities and execute complex initiatives.
• Exceptional communication and presentation skills-able to articulate vision, strategy, and recommendations to executives and stakeholders at all levels.
• Growth mindset and passion for innovation-eager to continuously evolve capabilities, experiment with new technologies, and deliver increasingly sophisticated digital and ecommerce experiences that drive customer acquisition and business results.

Grow with Us

• Career Development and Training Opportunities
• Participate in a comprehensive benefits package including medical and dental coverage, tax-free savings plans, life insurance and more
• Participate in our Vision coverage and associate discounts on our products
• Participate in our 401(k) with competitive company match
• Accrue PTO and paid holidays from day one

Introduction | MyEyeDr.

How do you see yourself today? Are you looking for that unique opportunity where you can make a difference in the lives of the patients we serve? MyEyeDr. is a high-growth, premier healthcare company: a total vision care concept with a unique retail experience. Our trusted community doctors and knowledgeable teams are all focused on helping our patients live their best lives by delivering an exceptional, personalized experience to each of our patients in every interaction. Our business model is unlike others in the industry: we make healthcare accessible by welcoming all insurance and providing a great selection of stylish eyewear that meets the diverse needs of our patients.

This role provides a chance for you to build your professional career with an organization that is purposeful and whose values drive actions. You would have the opportunity to prioritize the care of our associates and our patients, to connect the knowledge of our talented teams to our patients' needs, and to work in a fun, inclusive environment as part of a collaborative team. We are in search of that unique individual who is inspired by a career focused on helping others and providing quality care while continuously growing professionally and improving MyEyeDr. in meaningful ways. If this is you, we encourage you to apply so you can get your journey started with MyEyeDr. where you can help people see, look, and be their very best.

MyEyeDr. is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, color, national origin, ancestry, religion, sex/gender (including pregnancy), sexual orientation, gender identity or gender expression, age, physical or mental disability, military or protected veteran status, citizenship, familial or marital status, genetics, or any other legally protected category. MyEyeDr. will not tolerate discrimination or harassment based on any of these characteristics.


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