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 My Eye Dr . 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 My Eye Dr .'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 My Eye Dr .

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 My Eye Dr . 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 My Eye Dr . 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 My Eye Dr .'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…