Director, Web & Digital

Smile Doctors•Dallas, TX

37d

About The Position

The Director, Web & Digital is responsible for the end-to-end strategy, operations, compliance, and performance of the Smile Doctors digital ecosystem, including all corporate, regional, and affiliate websites, microsites, and campaign landing pages. This position will lead the teams and partners accountable for web operations, SEO, UI/UX, conversion rate optimization, analytics, and compliance, ensuring that all digital experiences drive patient acquisition, engagement, and retention

Requirements

Strong analytical and problem-solving skills
Strong oral and written communication skills
Strong vendor, program management, and contract negotiation skills
Bachelor's degree in Marketing, Digital Media, Business, or related field required
Eight (8) years of progressive web and digital management experience in multi-location or multi-brand digital ecosystems required; healthcare, retail, or franchise environments preferred
Three (3) years of supervisory experience required
Expert knowledge of enterprise website management, UI/UX design, SEO, CRO, and analytics
Advanced knowledge of web technologies, HTML/CSS, and content management systems such as DoctorLogic, WordPress, or Contentful
Advanced knowledge of compliance and privacy frameworks for HIPAA, ADA, TCPA, and CMP/CDP
Proficiency with analytics tools such as GA4, GSC, Datadog, or Tableau/Looker

Nice To Haves

Master's degree preferred
Google Analytics, CRO, SEO, or UX certifications preferred

Responsibilities

Execute the strategic roadmap for Smile Doctors websites, ensuring alignment with enterprise goals
Oversee website operations, development, and maintenance through both internal teams and vendor partners
Manage web infrastructure, hosting, uptime, and performance in collaboration with IT and Cybersecurity teams
Define and enforce SLAs for web updates, issue resolution, and clinic migration timelines
Oversee migration and onboarding of affiliated practices to the core web platform
Manage intake and prioritization of field requests, ensuring speed and accuracy in execution
Ensure all UI/UX experiences deliver seamless, modern patient journeys
Partner with Creative, Customer Experience, and Media teams to continuously improve digital experiences across devices
Establish design standards, content governance, and localization frameworks to maintain brand integrity across all sites
Conduct usability testing and feedback sessions to inform continuous UX improvements
Lead the execution of SEO strategy and performance in partnership with the SEO Manager and agency partners
Oversee ongoing conversion rate optimization and A/B testing programs to improve conversion and engagement metrics
Leverage keyword data, funnel analysis, and behavioral insights to drive organic visibility and bookings
Ensure collaboration between Paid Media and CRM teams to optimize full-funnel digital performance
Build and maintain dashboards for KPIs related to web performance, conversion, and UX
Leverage analytics tools to identify friction points and opportunities
Establish and support a "test and learn" culture that uses data insights to refine design, copy, and journeys
Partner with Legal, IT, and Security to ensure all digital properties comply with HIPAA, ADA, TCPA, and CMP/CDP governance standards
Implement data protection best practices, ensuring all digital forms, cookies, and tracking align with privacy regulations
Serve as digital compliance SME for audits and certifications
Oversee vendor contracts, budgets, and performance to ensure accountability and ROI
Champion digital innovation while balancing stability, compliance, and operational rigor