Senior Director, Digital Commerce

Responsibilities

• Own the conversion strategy, testing roadmap, and performance standards for every hospital website, from template architecture to page-level calls to action.
• Build an experimentation program that tests at template level and scales winners across the estate, with statistical rigor appropriate to low-traffic individual sites (pooled tests, cohort-based rollouts, holdouts).
• Define the core conversion funnel (visit engagement booking start booked appointment kept appointment) and instrument it consistently across all sites.
• Segment the estate by performance tier and prioritize remediation where the revenue gap is largest, rather than treating 900 sites as equal.
• Set and enforce site standards for speed, Core Web Vitals, accessibility (WCAG), mobile experience, and content governance.
• Own online booking as the primary conversion event: availability display, booking flow friction, new-versus-existing client paths, and abandonment recovery.
• Partner with Operations and the hospital teams to align bookable inventory to real capacity, so digital demand fills open slots rather than overbooking constrained hospitals.
• Work with Client Acquisition on schedule yield: pacing media and site promotion to hospital-level capacity signals, and shifting demand toward hospitals with open appointment supply.
• Measure and improve booked-to-kept rate, lead time to first available appointment, and new client booking share.
• Own the local presence of every hospital: Google Business Profiles and other listings, NAP consistency, local landing pages, service-area content, and review volume and response.

Requirements

• 12+ years in digital commerce, e-commerce, or growth, including 5+ years leading teams and agency partners.
• Proven record of improving conversion at scale across a multi-site, multi-location, or franchise web estate.
• Deep CRO and experimentation expertise, including test design for low-traffic environments.
• Hands-on command of technical and local SEO, with demonstrated work on AI search visibility (AEO/GEO).
• E-commerce storefront leadership: merchandising, checkout, subscription or autoship, and repeat purchase.
• Fluency with analytics and tooling such as GA4, Adobe Analytics, Optimizely or equivalent, local listings platforms, and enterprise CMS.
• Executive-level communication: able to translate funnel metrics into revenue and hospital-level impact.

Preferred

• Experience in healthcare, veterinary, retail health, or other multi-location service businesses with appointment-based revenue.
• Online scheduling or capacity-based demand management experience.
• Pharmacy, regulated, or prescription e-commerce experience.
• Experience in a PE-backed or pre-IPO environment.
• Operator at scale. Builds systems and standards that work across 900 sites, not bespoke fixes for one.
• Commercially grounded. Measures success in booked appointments and revenue, not traffic.
• Ahead of the curve. Sees how AI is changing discovery and builds capability before the market forces it.
• Collaborative across lines. Earns influence with hospital teams, Operations, Pharmacy, and IT, where much of the outcome depends on partners.