Director Digital Commerce Experience & Operations

O'Reilly Auto Parts•Headquarters, KY

About The Position

The Director Omnichannel - Content defines and executes an enterprise digital content strategy intended to drive qualified traffic, conversion, revenue growth, and brand authority across digital touchpoints. The role oversees Content, SEO, Local, and Photo Studio teams and works closely with Marketing, Merchandise, E-Catalog, Product, and other cross-functional partners to deliver a strong digital customer experience. The Director develops a multi-year roadmap aligned with revenue and category growth goals, leads and develops teams, establishes performance standards, and ensures content supports SEO, GEO, and evolving search practices. The role uses analytics, A/B testing, and competitive analysis to improve traffic quality, engagement, and online sales, and establishes analytics governance and reporting standards. The Director also manages vendor and agency relationships, contributes to annual and omnichannel planning, and leads strategic initiatives assigned by senior leadership.

Requirements

Ability to lead, develop, and manage teams.
Experience in search engine optimization roles or teams.
Experience with digital content and SEO tools such as Google Search Console, BrightEdge, or SEMrush.
Ability to analyze and interpret data to inform content decisions and manage ROI.
Strong customer focus and interest in understanding and driving user behavior.
Excellent written, verbal, communication, organizational, and proofreading skills.
Ability to present a professional company image and maintain a positive attitude.
Inquisitive and motivated to find innovative ways to drive results.
Experience working with cross-functional teams and influencing internal and external partners.
Ability to manage projects, stay organized, and set clear priorities.
Proactive, self-starting approach and comfort working in a team-oriented environment.

Nice To Haves

Five to six years in digital customer or user experience, digital business, development, or an equivalent area.
Experience developing and executing integrated, cross-departmental programs.
Analytical and process-oriented approach, including comfort with large data sets and data-driven decisions.
Proficiency with content management systems such as WordPress or Adobe AEM.
Experience with marketing, research, and analytics tools such as Google Analytics, Tag Manager, Domo, SQL, APT, SimilarWeb, or Google Ads.
Experience with web, sales, and analytics tools such as Google Analytics, FullStory, APT, Domo, VOC, or Tag Manager.
Automotive knowledge.

Responsibilities

Own and execute the enterprise digital content strategy and multi-year roadmap aligned with revenue and category growth goals.
Lead and develop the Content, SEO, Local, and Photo Studio teams, establishing clear KPIs and performance standards.
Provide strategy, direction, and insights on SEO activities for website content, including landing pages, product content, user-generated content, and local search initiatives.
Direct IT work needed to improve SEO efforts and rankings.
Ensure content is optimized for SEO, GEO, and evolving search best practices.
Use analytics, A/B testing, and competitive analysis to improve traffic quality, engagement, and online sales performance.
Conduct regular competitive analysis, identify industry best practices, and recommend action plans.
Analyze performance and report key metrics, insights, and growth recommendations to stakeholders.
Establish analytics governance, reporting standards, and best practices to ensure accurate, consistent, and timely insights and deliverables.
Collaborate with Marketing, IT, Merchandise, Electronic Catalog, Store Operations, DC Operations, Logistics, and other departments to achieve strategic objectives.
Participate in monthly advisory committee meetings for omnichannel initiatives and tactics.
Assist with executing omnichannel initiatives in the three-year strategic plan.
Negotiate agreements with third-party vendors and manage vendor and agency relationships to maximize performance and ROI.
Contribute to the annual focus plan and omnichannel planning documents.
Lead special projects and strategic initiatives assigned by senior leadership.