Director, Digital Commerce

2 months ago

Chicago, United States TAG - The Aspen Group Full time

The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 20,000 healthcare professionals and team members at more than 1,300 health and wellness offices across 48 states in four distinct categories: dental care, urgent care, medical aesthetics, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that healthcare can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of five consumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and AZPetVet. Each brand has access to a deep community of experts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.


The Director Digital Commerce will be the lead champion of our digital patient experiences. This role will develop customer and personalization strategies in partnership with Product and Service Line leaders, develop core, campaign, and cross-channel digital plans to increase site conversion and oversee the activation of data to deliver effective, personalized, and accurate customer experiences that are rooted in business and brand goals. This leader will also be an active partner with internal and external stakeholders and agencies to lead the strategic, executional and implementation processes that deliver on key performance indicators across the entire digital customer journey.


It will be critical that the Director Digital Commerce be able to manage multiple priorities in process at the same time, seamlessly navigating both strategic and executional requirements. Digital experience and content initiatives will occur across multiple internal and external partners, but ultimate accountability will be held by the Digital Commerce team.


Responsibilities:

  • Actively support the VP, Digital Commerce and Brand/Service Line leads to assess current needs and identify opportunities in 'digitizing' the Brand/Service Line business objectives to optimize appointment conversion for both Urgent and Virtual Care businesses
  • Responsible for merchandising calendar strategy, planning and coordination across teams (core, campaigns and SEO), ensuring content remains fresh, relevant, increasingly personalized and is purposeful and performance based
  • Build and execute site expansion plans for the subdomain and additional services strategies
  • SEO expertise will be a core strength of the candidate from technical to content oversight and partnering with internal SEO team and agency partner
  • Lead partnerships across the broader Marketing organization to drive efficient paid and organic search optimization
  • Develop and implement A/B testing roadmap in partnership with respective COE teams
  • Partner with teams to develop and continuously optimize suite of business reports and A/B testing opportunities to identify merchandising and experience enhancements to increase site conversion and patient engagement
  • Responsible for distilling and coordinating complex sets of data to tie Digital Commerce strategies back to business results for executive and cross functional presentations and readouts
  • Own content strategy and execution in partnership with SEO and Creative teams for Blogs, Resource Centers, Publishers, and other strategic initiatives
  • Educate the organization and build stakeholder alignment to support Digital Commerce strategy and digital best practices and opportunities to achieve business results
  • Own and grow external partnerships (agencies, data and service providers, white label solutions) to best exploit their value in driving business results
  • Lead the partnerships with Product and UX to identify Digital Merchandising solutions (features, functionality and tools) that drive towards future proofing the digital patient experience
  • Work closely with the Measurement and Analytics teams to optimize full funnel analytics to inform strategies and improve site performance
  • Partner with Customer Analytics and CRM teams to inform and deploy segmented Digital Merchandising test and learn strategies
  • Other duties and responsibilities as assigned


Minimum Education and Experience:

  • Bachelor’s Degree required
  • 10+ years related experience with a focus on planning and executing eCommerce, Digital Merchandising, Digital Marketing and/or digital solutions for brands in the retail, service or healthcare categories (agency or brand-side)
  • A ‘hands-on’ leader able to shift from visionary/strategic thinker to a tactical expert able to deliver on the strategies developed
  • Analytically minded and able to structure and mine data, use diagnostic web metrics, build projections and analyze opportunities
  • Experienced in developing content marketing programs with increasing complexity, driving to more personalized web experiences that respond to user conditions
  • Lead the development of business cases backed by analytic rigor and well thought out test-and-learn designs
  • Entrepreneurial and nimble, takes ownership and drives forward amidst ambiguity while also building relationships and alignment cross-functionally with internal partners to contribute to a center of excellence in a shared service model
  • Strong communication skills, ability to effectively communicate technical concepts to non-technical audiences
  • Knowledge of SEO best practices and optimization strategies
  • Extremely organized with expertise in driving cross-functional initiatives
  • Knowledge of Contentful, VWO and Google Analytics a plus
  • Ability to travel up to 25% of the time, if needed

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