2 days ago
Senior Director, Digital Commerce
Mission Pet Health
USA (Remote)Full time
Marketing jobs
1 marketing jobs
Senior Director, Digital Commerce
USA (Remote)
Salary Not AvailableSenior Level12+ years expFull time
Posted 2 days ago
Job Summary
Own the conversion optimization program across a 900-site veterinary hospital estate, building an experimentation framework, defining funnels, and aligning content, local presence, and inventory to lift bookings and revenue.
- Own the conversion strategy and experimentation roadmap.
- Drive local presence, SEO, and AI-driven discovery to boost bookings.
Job Description
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.
Mission Pet Health
Mission Pet Health is one of the leading veterinary care organizations in the U.S., formed by the merger of Southern Veterinary Partners and Mission Veterinary Partners. We were founded by veterinarians who believe local practices thrive when autonomy, collaboration, and medical excellence lead the way. At Mission Pet Health, we are reimagining excellence in veterinary care by providing world-class support to hospital teams on a hyper-local basis. We are committed to delivering exceptional service, personalized medicine, and innovative experiences to our clients while empowering our team members with medical autonomy and unparalleled opportunities for personal and professional development. Driving our award-winning culture are our WAG values – Work Together, Amaze, and Grow. These values allow us to drive a tangible, lasting impact for our teams, the communities we serve, and the pets we care for.
Marketing Team
Marketing Team Size
18 (1% of company)
Median Career Experience
26 years
Median Tenure
2.4 years
Marketing Roles Posted (Last 30 Days)
1
Traffic Signals
Monthly Visitors
6.9K
Traffic Source Mix
Search
33.6%
Direct
46.1%
Referral
5.6%
Social
13.4%
Paid
1.1%
Headcount Trend
Current headcount: ~1.3K
News about Mission Pet Health
Links
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