Vice President, Digital & Customer Experience

The Vice President, Digital Experience & Growth will be responsible for Empire Today's end-to-end web experience and accountable for improving how that experience converts. Nearly three-quarters of Empire’s leads begin their journey on the website, which makes this role one of the most consequential in the company. Empire Today's iconic brand and nationwide marketing drive significant traffic to our website every day.

Turning more of that traffic into booked appointments is a potentially transformative growth opportunity for the business. This role will lead that effort.

The Vice President, Digital & Customer Experience will report directly to the Chief Growth and Marketing Officer and partner closely with Paid Media, the Contact Center, and Operations.

• Paid time off and holiday pay.
• Wellness program.
• Professional development & career advancement opportunities.
• Lots of perks.

• The Web Experience, End to End: Serve as the single accountable owner for everything that happens on  from the moment a visitor arrives—UX and UI, navigation, information architecture, site content, page‑level design, and the product roadmap. Set priorities, manage the backlog, and ensure changes are delivered on time and at quality.
• Conversion Rate Optimization: Drive measurable improvement in traffic-to-lead conversion. Build and run a continuous experimentation program, including A/B and multivariate testing, grounded in funnel analytics. Use data to diagnose drop‑off points before recommending interventions. Own the CRO roadmap and the metrics used to measure its impact.
• Lead Capture and Recovery: Develop and manage progressive lead capture, form optimization, and retargeting infrastructure. Expand opportunities to capture visitor intent before they leave the site. Partner with Paid Media and CRM to convert captured prospects into booked appointments.
• SEO: Lead organic search strategy and performance, including technical SEO, on‑page SEO, content strategy for high‑intent commercial queries, and local SEO across Empire's service markets. Extend organic search strategy to include generative engine optimization (GEO) and answer engine optimization (AEO), ensuring Empire is discoverable and well‑represented in AI‑generated search results and answer experiences. Grow qualified organic traffic and make sure it converts when it lands.
• Site Performance and Technical Health: Responsible for site speed, uptime, accessibility, mobile experience, and Core Web Vitals. Partner with IT and engineering to ensure the technology stack supports conversion goals. Maintain a prioritized backlog of performance improvements and technical debt remediation.
• Analytics and Insights: Own the measurement framework for site performance, including the web analytics stack and funnel diagnostics. Work with Analytics team to build the dashboards and reporting that make conversion opportunities visible. Translate data into a prioritized roadmap and move quickly to execution.
• Partnership with Paid Media: Partner with paid media team and agency on campaign to page alignment, landing page strategy, and the feedback loop between media performance and on‑site experience. Co‑own the metrics that bridge paid spend and booked appointments.
• Partnership with the Contact Center: Partner with contact center leadership to maximize total inbound conversion across web and phone, including lead handoff quality, phone vs. form routing, call tracking and attribution, and the integrated customer journey. Shift volume between channels where conversion economics favor it. Ensure the web experience supports, rather than competes with, phone conversion.
• Content, Education, and Prospect…