Director – Digital Experience & Web Strategy

Overview

The Director, Digital Experience & Web Strategy leads the strategy, transformation, and ongoing performance of Dental Care Alliance (DCA)'s portfolio of locally branded practice websites. Reporting to the VP, Patient Acquisition, this leader will drive the planned 2027 website rebuild and establish a scalable, internally managed web operation that makes it easier for prospective patients to discover practices, evaluate care options, contact offices, and request or schedule appointments. The role connects enterprise website capabilities with the needs of individual general and specialty dental practices, translating digital experience improvements into measurable patient acquisition outcomes. This is a hands-on digital platform leadership role, not simply a website project-management position. The Director must have successfully led major multi-location website builds and migrations, understand enterprise CMS architecture and local content governance, and be able to manage an experienced external development partner while building strong internal capabilities.

Responsibilities

Own the strategy and multi-year roadmap for DCA's practice website portfolio, balancing common enterprise capabilities with distinct practice brands, services, markets, and patient needs. 2. Design and continuously improve patient-facing digital journeys from local discovery through service and provider information, calls, appointment requests or booking, and follow-up touchpoints. 3. Prioritize website initiatives based on business value, patient access, practice-level opportunity, implementation effort, regulatory risk, and measurable conversion impact. 4. Lead day-to-day program planning and delivery for the 2027 multi-site website rebuild, under the VP's executive sponsorship: requirements, scope, milestones, budget tracking, partner deliverables, quality assurance, launch readiness, and issue resolution. 5. Help select and implement a commercially supported CMS and a proven development partner; define scalable content models, reusable components, shared content publishing, locally controlled content, templates, permissions, workflows, and governance. 6. Partner with IT and Operations to define secure, reliable integrations for practice information, provider profiles, location search, call tracking, forms, appointment requests or scheduling, and analytics; clarify source-of-truth ownership for each data element. 7. Own the website experience and optimization roadmap, including site navigation, speed, mobile usability, forms, call-to-action design, contact and scheduling paths, and accessibility. 8. Partner with the Manager, Conversion Rate Optimization on research, usability evaluation, experimentation, landing-page testing, and prioritized improvements based on measured patient behavior and completed conversion actions.

Partner with the Manager, Organic Growth & Search Intelligence on technical SEO, local organic visibility, structured data, indexing, content discoverability, and readiness for changing AI-assisted search behavior. 10. Build repeatable in-house website operating capabilities after launch, including release planning, change management, content production workflows, editorial review, role-based permissions, quality controls, issue triage, and vendor escalation. 11. Provide functional direction and development to the web-related managers and specialists as staffed, including the planned Manager, Web Content & CMS (Q1 2027), while confirming formal reporting lines with the VP. 12. Define and implement website-specific event tracking, conversion requirements, QA, and reporting in partnership with the VP, Patient Acquisition, who owns enterprise acquisition attribution and measurement infrastructure, and with IT/Analytics for technical implementation. 13. Connect website interactions to qualified calls, appointment requests, bookings, and completed new-patient visits when legally permissible and technically reliable; make limitations in tracking or attribution explicit. 14. Lead cross-functional working teams spanning Marketing, IT, Operations, Clinical Leadership, Legal/Compliance, Finance, and external development partners; communicate decisions, dependencies, risks, and progress clearly. 15. Work with Corporate Brand on corporate-brand standards where relevant while retaining ownership of practice website strategy; coordinate practice-brand and clinical-content approvals with the appropriate accountable teams

# COMPETENCY DESCRIPTION (ONE SENTENCE)

01 Digital Platform Leadership Sets the strategy and roadmap for a multi-site website platform that drives patient acquisition.

02 Program Delivery Leads complex builds and migrations on time and on budget with internal teams and development partners.

03 Technical Fluency Applies working knowledge of CMS architecture, SEO, analytics, and performance to make sound platform decisions.

04 Risk & Compliance Awareness Identifies and escalates privacy, HIPAA, tracking, and accessibility risks before they reach patients.

05 Cross-Functional Leadership Aligns Marketing, Technology, Operations, and Legal around shared website priorities.

Qualifications

EDUCATION & QUALIFICATIONS • Education: Bachelor's degree in Marketing, Digital Experience, Technology, Information Systems, Business, or a related field required; an equivalent combination of education and directly relevant experience may be considered. Master's degree a plus. • Experience: 8+ years of progressive experience in website strategy, digital experience, web product management, or enterprise CMS leadership, including at least 3 years leading complex cross-functional programs or teams. • Demonstrated leadership of at least one major multi-site website build, rebuild, or migration, with ongoing responsibility for websites spanning hundreds of locations or a comparably complex distributed business. • Strong working knowledge of enterprise CMS architecture, structured content models, reusable components, centralized publishing, local customization, permissions, release workflows, and vendor/developer management. • Hands-on understanding of technical SEO migration risk, website analytics and conversion instrumentation, mobile and site performance, accessibility, experimentation, and patient or consumer booking/contact experiences. • Working knowledge of healthcare privacy and compliance risks relevant to websites, including HIPAA applicability, tracking technologies, consent, patient-data protection, third-party integrations, and accessibility; demonstrated ability to partner appropriately with legal, privacy, and security specialists. • Preferred: Direct experience in multi-site healthcare, dental, veterinary, or other regulated local-service businesses with distinct location brands. • Preferred: Experience transitioning from agency-managed websites to an internal CMS/content operating model while retaining specialist development partners