EndereçoSUMMARY OF JOB PURPOSE AND FUNCTION:
The Director, Web Ecosystem leads the Web Ecosystem team and is accountable for developing, maintaining and optimizing a world-class, client-first digital health ecosystem including corporate and hospital websites, patient portal and ecommerce experience, various landing pages, and the related content, experience and conversion strategies.
Responsible for end-to-end user experience on the web to support client acquisition, retention and engagement across both our B2C and B2B segments, The Director, Web Ecosystem brings a deep understanding of customer-centric web design, usability, analytics and tools, and a command of SEO and CRO optimization to accelerate growth in organic traffic and convert them into loyal clients. Partnering closely with direct response advertising, shoppable brands, care access, customer lifecycle marketing, finance, IT, legal and corporate affairs (to name a few!), this role leads the user navigation, discovery on web, organic search strategy and conversion optimization strategy related to acquisition, lifecycle and cross-sell to drive client acquisition, retention and engagement, as well as usage, profitability and ROI across the ecosystem.
The Director, Web Ecosystem role is both strategic and executional, using research, data and insights for developing end-to-end user experience on web, including navigation and discovery, organic and paid landing pages, web content strategy, ecommerce strategy, digital health experience and CRO/SEO programs to build automated and highly efficient growth programs. Reporting to the Senior Director, Digital Marketing, the Director, Web Ecosystem leads a team of 7, including 3 digital content managers, and SEO, web analytics, ecommerce and digital project managers.
ESSENTIAL RESPONSIBILITIES AND TASKS:
Lead Web Experience
Provide strategic vision for the overall site experience, including SEO, conversion rate optimization (CRO) and critical conversion funnels, personalization and product-and-service-led growth initiatives to grow profitable top-line growth and customer base, brand affinity, loyalty and retention
Collaborate with key technical partners (development, IT, ePharmacy, etc.) to develop and deliver a world-class site experience to meet and exceed target conversion metrics; Ensure brand and hospital websites are providing optimal user experience
Ensure accuracy, relevance, and alignment with client brand guidelines and standards; Provide guidance and training to hospital teams
Develop & execute SEO & CRO programs to meet new customer growth / ROI targets; Own and execute landing page strategies for acquisition and lifecycle programs
Partner with Product Marketing, Growth Strategy & Lifecycle Marketing to execute an integrated persona-focused customer experience in search & website to improve traffic growth and conversion rates, and to set and achieve campaign KPIs
Lead Web Performance + Optimization Strategy
Continually optimize each stage of all funnels to increase qualified leads and conversion; Drive performance through constantly testing new strategies (segmentation, messaging, navigation, design, content, etc.) and building a hypothesis-driven test-and-learn discipline
Own organic traffic and conversion metrics, in partnership with other teams; Manage Traffic, CR, CAC, ROI, volume & revenue targets; Own key reports around Customer Traffic, Website Performance, conversion rates, and SEO / CRO program performance; Keep key stakeholders updated with daily, weekly, and monthly reporting
Advance our data, analytics and technology infrastructure to be more automated, intelligent, and responsive in our execution
Lead Team
Lead cross-functional teams and develop an effective operating rhythm to drive outcomes
Provide strong leadership and guidance to build and develop a high-performing team and to foster a culture of innovation, customer-centricity, and continuous improvement
Lead Digital Health Experience
Stay updated with industry trends, emerging technologies and best practices related to digital health, online patient portals, retail pharmacies and pure players in the pet products space; translate key insights into actionable strategies and to maintain a competitive edge
Lead VCA’s effort to provide a world-class digital health experience, focusing on relevance, discoverability and ease of use
EDUCATION/EXPERIENCE:
Bachelor’s Degree in Marketing, MIS, Computer Science or related field
7-10 years related experience
Proven track record of website management and delivering on revenue and ROI goals; Experience in digital health delivery
*All degrees will be deemed “or equivalent combination of education and experience” unless absolutely required to do the job (i.e., DVM degree for Veterinarian, Law degree for Attorney, etc.).
PREFERRED SKILLS AND QUALIFICATIONS:
Data-driven and action-oriented growth marketer
Deep experience using data to inform marketing strategy,
Ability to build, coach and lead a high-performing team
Excellent communication skills: verbal, written, presentation; especially when working with teammates who may be technical or non-technical
Strong working knowledge of project management tools including
Strong analytical skills with the ability to interpret data and trends to drive decision-making
Entrepreneurial, self-motivated mindset.
CORE COMPETENCIES:
Business acumen
Innovation management
Building effective teams
Managing + measuring work
Motivating others
Action oriented
Drive for results
Customer focus
Additional Information
[Required for CA, NY, WA, CO only]: Compensation is negotiable based on education, experience, and other relevant credentials. The US base salary range for this full-time position is $139,000 - $170,000. Our salary ranges are determined by role, level, and location. Your recruiter can share more about the specific salary range for your preferred location during the hiring process. Please note that the compensation details listed in US role postings reflect the base salary only.
If you are a current associate, you need to apply through our internal career site. Please log into Workday and click on the Career worklet on the landing page or search for Find Jobs.
Benefits: We offer competitive compensation along with a comprehensive benefits package, including medical, dental, vision and paid vacation/sick days, 401(k), generous employee pet discounts and more! The information in this position description indicates the general nature and level of work to be performed. It is not designed to be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of associates assigned to this job. Management reserves the right to revise the job description or require that other tasks be performed when the circumstances of the job change (for example, emergencies, change in personnel, workload, or technical development). We are proud to be an Equal Opportunity Employer - Veterans / Disabled. For a complete EEO statement please see our career page at vcacareers.com.
