Senior Director, Digital Experience

U.S. Travel Association•Washington, DC

1d•Hybrid

About The Position

The Senior Director, Digital Experience leads the strategy, execution and ongoing evolution of U.S. Travel digital platforms, user experience and audience intelligence capabilities. This role will lead one of the most significant transformation initiatives in U.S. Travel history: bringing a new brand identity and digital experience to life through a modern, AI-enabled platform designed to strengthen engagement with members, policymakers, media and industry stakeholders. The Senior Director serves as the organization's leader for digital strategy, search visibility, analytics and digital performance. This role ensures the new U.S. Travel brand identity is translated into a compelling, intuitive and high-performing digital experience while overseeing the technology, governance and measurement infrastructure that supports the organization's mission. Success in this role requires a combination of digital strategy, user experience, analytics and search expertise, along with strong project management and people leadership capabilities. The Senior Director must be able to align stakeholders, lead complex initiatives and deliver high-quality results in a fast-paced environment.

Requirements

Bachelor's degree in digital strategy, marketing, communications, technology, user experience or a related field.
12+ years of progressive leadership experience in digital experience, web strategy, digital product management, user experience, digital transformation or related disciplines.
Demonstrated success leading large-scale website redesigns, digital transformation initiatives or complex platform implementations.
Strong understanding of user experience (UX), information architecture, digital accessibility and audience-centered design principles.
Experience developing and managing digital roadmaps, governance models and cross-functional digital initiatives.
Expertise in digital analytics, measurement frameworks and performance reporting, with the ability to translate data into actionable business insights.
Experience leading SEO strategy and familiarity with evolving search technologies, including AI-driven search and content discovery.
Experience managing digital ecosystems that include content management systems, CRM platforms, marketing automation tools, analytics platforms and third-party integrations.
Proven ability to manage complex projects involving multiple stakeholders, vendors, budgets and competing priorities.
Demonstrated success leading, developing and motivating high-performing teams.
Strong communication, presentation and stakeholder management skills, with the ability to influence decisions and build consensus across all levels of an organization.

Responsibilities

Lead the strategy, launch and evolution of U.S. Travel digital platforms, including a new AI-enabled, personalized website experience.
Lead the implementation and evolution of the new U.S. Travel brand identity across digital channels, ensuring a consistent, intuitive and high-performing user experience.
Define the vision and roadmap for audience-centered digital experiences that serve members, policymakers, media and industry stakeholders.
Collaborate with internal stakeholders and agencies to establish priorities, improve user journeys and guide platform enhancements.
Drive innovation through AI, personalization, automation and emerging technologies.
Ensure digital platforms are accessible, secure, scalable and continuously optimized for performance.
Oversee website governance, content operations, platform standards and technology integrations across CRM, marketing automation and other enterprise systems.
Lead SEO strategy, AI search visibility and digital discoverability efforts across U.S. Travel properties.
Build and oversee a measurement and analytics function that demonstrates U.S. Travel reach, influence and impact.
Develop performance frameworks, dashboards and reporting systems that connect organizational priorities to measurable outcomes.
Analyze audience behavior, search trends and performance metrics to deliver actionable insights that inform strategy, improve performance and strengthen organizational effectiveness.
Lead and develop a high-performing digital team, including a web developer and analytics manager.
Manage agency partners, consultants and technology vendors, ensuring work is delivered on time, on budget and aligned with organizational objectives.
Establish clear priorities, accountability and performance expectations across digital initiatives.
Communicate and collaborate across departments to align stakeholders, manage competing priorities and advance organizational goals.