Director Business Process Architecture

Ascend Learning, LLC•Gilbert, AZ

2d•$178,000 - $254,540•Hybrid

About The Position

Ascend Learning, a leading healthcare and learning technology company, is seeking a Director Business Process Architecture for its National Academy of Sports Medicine® (NASM®) brand. This leadership role reports to the Chief Information Officer and is responsible for architecting NASM’s end-to-end commercial experience. The role serves as the connective tissue between Marketing, Sales, eCommerce, Technology, and Operations, designing how NASM acquires, converts, retains, and delights members across digital touchpoints. The Director will translate this vision into business process designs, technology architectures, and AI-powered capabilities. This position requires a strong point of view on the future of digital commerce in an AI-first world, with NASM investing in agentic AI, AI-powered personalization, and AI-optimized discoverability. The role is hands-on at the architecture and design level, and executive at the advisory and influence level, blending the rigor of a process and solution architect with the instincts of an eCommerce leader and the curiosity of a technologist focused on AI. The position will work a hybrid schedule from the Gilbert, AZ office.

Requirements

Bachelor’s degree in business, marketing, computer science, design, or related field required; MBA or relevant graduate degree strongly preferred.
10+ years of eCommerce leadership experience at a business-to-consumer (B2C) retail company, with direct accountability for online customer experience, conversion, and revenue performance.
Proven track record architecting and shipping exceptional online retail experiences, including category, product detail, cart, checkout, upsell, cross-sell, and post-purchase experiences at meaningful scale.
Deep expertise across the full marketing and sales process: experience design, customer experience strategy, customer master data, creative and content operations, UI/UX, performance marketing, SEO, paid media, lifecycle marketing, and attribution.
Demonstrated experience in Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and the emerging discipline of designing for agentic search and AI-mediated discovery.
Hands-on experience modeling business processes, designing technology solutions, and delivering measurable improvements to customer, sales, and marketing experiences.
Proven experience delivering solutions that enhance every phase of the marketing funnel: awareness, consideration, conversion, retention, and advocacy.
Strong working knowledge of the modern eCommerce and martech stack: headless commerce, content management (Adobe AEM and Edge Delivery Services or equivalent), marketing automation (HubSpot, Adobe Campaign), CRM (Dynamics 365 or equivalent), customer data platforms, and personalization engines.
In-depth knowledge of AI solutions and agentic AI applied to marketing, sales, and operations including generative content, agentic workflows, AI-powered personalization, and the technical patterns required to deploy them responsibly at scale.
Clear, articulated vision for the future of an AI-enabled customer experience, including agentic commerce, conversational discovery, and the evolution of the marketing funnel as AI matures.
Strong experience working in an MSP or outsourced delivery model, with the ability to design at a level of rigor that delivery partners can build against without ambiguity.
Executive presence and demonstrated ability to influence at the C-suite; trusted advisor to senior Marketing, Sales, and Technology leadership.
Strong analytical orientation; fluent in conversion, attribution, cohort, and funnel analysis; comfortable with experimentation methodologies and statistical rigor.
Excellent written and verbal communication; able to translate complex commercial, design, and technical concepts for executives and operators alike.
A change agent who delivers measurable outcomes for customers and the business, and who brings energy, curiosity, and craftsmanship to every engagement.

Responsibilities

Serve as the senior architect of NASM’s end-to-end commercial customer experience, spanning Marketing, Sales, eCommerce, Member Services, and Operations.
Model the business processes that drive acquisition, conversion, retention, and lifetime value; identify friction, opportunity, and the technology investments required to optimize each stage of the funnel.
Design and architect exceptional online retail experiences, including category and product detail experiences, cart, checkout, upsell, cross-sell, post-purchase journeys, and account experiences that drive measurable lift in conversion and average order value.
Define NASM’s strategy and architecture for personalization audience segmentation, behavioral targeting, AI-driven recommendations, and lifecycle marketing across web, mobile, email, and in-product surfaces.
Own NASM’s strategy and architecture for organic acquisition and discoverability: SEO, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and agentic search readiness; define the patterns by which NASM’s content and product surfaces win in an AI-mediated discovery landscape.
Architect the performance marketing technology stack across paid media, attribution, audience activation, and measurement; partner with Marketing on the technology and data foundation required to scale paid acquisition profitably.
Design the customer master data architecture and identity strategy that powers a single, trusted view of the customer across CRM (Dynamics 365), marketing automation (HubSpot), commerce, the Snowflake data platform, and AI use cases.
Serve as direct advisor to the Chief Marketing Officer, Chief Commercial Officer, Chief Information Officer, Marketing and Technology leadership on customer experience design, performance optimization, and the technical architecture that drives scale, organic traffic, and conversion.
Define and champion NASM’s vision for an AI-enabled customer experience — including agentic shopping experiences, conversational discovery, AI study and certification assistants, and the evolution of digital touchpoints as AI matures.
Lead the design of agentic AI solutions that optimize internal Marketing, Sales, and Operations processes — from campaign ideation and content production to lead qualification, sales enablement, and member service automation.
Partner with the Principal Architect, Solution Architects, and the Directors of Data, Analytics and AI to translate experience designs into reference architectures, integration patterns, and engineering standards that MSP delivery partners build against.
Partner with the Technical Product Manager and Product Owners to translate business process designs into well-formed product roadmaps and requirements.
Establish the design standards, journey maps, service blueprints, and process models that govern how NASM designs, builds, and operates commercial customer experiences across the enterprise.
Define KPIs and measurement frameworks for commercial customer experience performance including, conversion rate, average order value, customer acquisition cost, lifetime value, organic share, and AI-driven engagement — and partner with Analytics to instrument and report against them.
Champion experimentation, A/B testing, and continuous optimization as core operating disciplines across the commercial customer experience.
Stay deeply current with the eCommerce, martech, AI, and consumer experience landscape; bring a constant flow of ideas, benchmarks, and emerging practices into NASM.