Manager – Digital Merchandising

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 with close to1,500 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 fiveconsumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and Lovet (formerly AZPetVet). Each brand has access to a deep community ofexperts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.

As a reflection of our current needs and planned growth we are very pleased to offer a new opportunity to join our dedicated Lovet team as a Manager, Digital Merchandising. We are a scaling family of animal hospitals with locations in Arizona and IL, with big plans! In 1984, the first practice (Arrow Animal Hospital) opened in the Glendale area. Today, that practice has grown to a family of 24 collaborative hospitals built upon the principle of outstanding patient care and client service.

Overview

As the Manager of Digital Merchandising, you will be responsible for the planning and execution of Lovet’s end to end experiences on our website and relevant corresponding experiences within our mobile app. These platforms serve as the digital front door for pet owners so your mission is to ensure navigation, booking and informative content are seamless, engaging and aligned with our purpose of making high quality vet care easy, financially accessible and convenient. You will manage SEO (traditional and GEO) and optimization, monitor cross platform performance, analyze conversion funnels and drive continuous improvement.

Key Responsibilities

• Lead end to end experience:Own the client journey, ensuring that visitors find essential information—services, provider profiles, hospital hours—quickly and intuitively. Work with Product and UX to ensure clear menus and layouts so pet owners can easily navigate to appointment booking, services and supportive information.

• Lead content planning:Own and drive execution of site merchandising planning calendar (core, launch campaigns and SEO and GEO), ensuring content maximizes personalization capabilities.

• Drive SEO, ASO and GEO visibility:Develop strategies to improve local and enterprise website ranking and leverage local search. Oversee App Store Optimization (ASO) to enhance discoverability and downloads. Perform ongoing keyword discovery, expansion and optimization. Stay abreast of AI driven search developments and opportunities and adapt content and experiences accordingly.

• Analytics and performance reporting:Use dashboards to report on web metrics: traffic sources, clickthrough rate (CTR), bounce/exit rate, session length, top converting pages and paths, and conversion rate. Analyze user flows by appointment type, identifying dropoffs and opportunities. Provide actionable insights based on data.

• Conversion rate and UX optimization:Lead A/B testing and personalization initiative. Use data to refine page layouts, creative, calls-to-action and content. Ensure transparent information (services, packages and programs) and intuitive design.

• Cross-platform content management:Ensure consistency of content across the website and mobile app as appropriate. Partner with marketing and clinical teams to keep service descriptions, provider bios and educational resources current and accurate.

• Cross-functional collaboration:Work closely with developers, designers, SEO specialists and product owners. Provide requirements and prioritize features that improve the client journey. Communicate key wins and site improvements to stakeholders.

• Stay ahead of trends:Monitor developments in AI powered search and other digital user experience best practices. Recommend enhancements to keep our website at the forefront.

Required Qualifications

• 5+ years managing largescale websites ideally within healthcare, retail or ecommerce.

• Experience with headless CMS platforms (e.g., Contentful). Understanding of app store policies and ASO techniques

• Demonstrated success optimizing digital experiences for user satisfaction and conversion; passion for the client journey and funnel metrics.

• Expert knowledge of SEO and local search; familiarity with GEO and AI-search trends.

• Strong analytical skills; proficiency with web analytics tools (Google Analytics), A/B testing frameworks and data visualization.

• Understanding of UX/UI design principles including mobile-first development and accessibility; ability to collaborate with designers and developers.

• Excellent project management and communication skills; comfortable working cross-functionally and presenting findings to executives.

• Bachelor’s degree; advanced degree a plus.

What Success Looks Like

• Clients consistently report an intuitive experience finding information and booking appointments.

• Organic traffic and site rankings improve for high-intent keywords; the site improves visibility in AI-driven search results.

• Cross-platform engagement and conversion metrics show measurable improvement; you can articulate how enhancements drive revenue and client satisfaction.

Annual Salary Range: $95,000-115k/year, with a generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match.

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