Director, Digital Marketing

Overview:

The Digital Director of Marketing is responsible for leading the strategy, execution, optimization, and performance reporting for all Vestis web properties and digital experience touchpoints. This role owns the enterprise web ecosystem, SEO strategy, digital content performance, vendor partnerships, email and cross-functional digital roadmap to improve visibility, customer experience, lead generation, conversion, and measurable business impact.

This leader will manage a digital marketing team and external agency/vendor partners, establish governance across web and SEO initiatives, Email Strategy and partner closely with Brand, Creative, Product Marketing, Sales, IT, Analytics, Merchandising and Customer Experience teams to ensure Vestis digital properties support growth, brand consistency, operational efficiency, and customer engagement.

Responsibilities/

Essential Functions:

• Lead the digital marketing strategy and roadmap across all Vestis web properties, including corporate, eCommerce, customer-facing, and campaign landing page experiences.
• Own website governance, prioritization, performance standards, and enhancement planning in partnership with IT, Brand, Product Marketing, Sales, Merchandising and Customer Experience.
• Ensure all digital properties reflect the Vestis brand, support customer needs, and drive business outcomes including traffic growth, lead generation, conversion, retention, and customer engagement.
• Translate business priorities into digital initiatives that improve user experience, site performance, content effectiveness, and commercial impact.

• Develop and execute a comprehensive SEO strategy spanning technical SEO, on-page optimization, content strategy, local SEO, keyword strategy, site architecture, and authority-building initiatives in partnership with SEO vendor.
• Improve organic visibility across priority categories, industries, services, products, and local markets.
• Partner with content, creative, product, and web teams to ensure SEO best practices are embedded into digital content development and website updates.
• Monitor search trends, competitive performance, algorithm changes, and AI search implications to continually optimize Vestis discoverability.

• Oversee website performance, usability, accessibility, mobile responsiveness, speed, navigation, and customer journey improvements across all digital properties.
• Lead conversion rate optimization, A/B testing, landing page strategy, and digital experience enhancements that increase qualified traffic, engagement, form submissions, online purchases, and sales-ready leads.
• Partner with IT and external partners to support platform enhancements, integrations, site maintenance, tagging, analytics, and issue resolution.
• Maintain a prioritized backlog of web enhancements based on customer insights, business value, performance data, and operational needs.

• Manage and prioritize customer facing email communications for Rental and Direct Sale with marketing stakeholders, vendors, and agency partners.
• Organize and retain email communications and documentation in accordance with company policies and business needs.
• Create personalized email content and nurture streams designed to engage target accounts, buying committees, and decision-makers throughout the customer journey.
• Manage email campaign calendars, audience segmentation, testing strategies, and deployment schedules to support pipeline and revenue objectives.
• Monitor and analyze email performance metrics including open rates, click-through rates, engagement, conversions, and influenced pipeline, making recommendations for continuous improvement.