Web Experience & Conversion Optimization Lead

Hospital for Special Surgery•New York, NY

6d•Onsite

About The Position

This role is responsible for increasing online booking conversion rates and reducing friction in the booking process. It involves collaborating with various teams to optimize the patient experience and improve growth performance. The lead will develop a strategic user experience and personalization journey, leveraging AI for customization. The position requires owning the web conversion engine, leading UX strategy, improving discoverability through SEO and content, managing the Optimizely CMS, and overseeing backlog delivery and continuous improvement. People leadership and cross-functional collaboration are also key aspects of this role.

Requirements

7–10+ years leading web experience, UX strategy, digital product, or conversion optimization.
Demonstrated experience improving conversion to a primary digital action (e.g., online booking, lead form, scheduling).
Optimizely CMS expertise (required) — strong command of content modeling, templates/components, workflows, publishing governance, and platform collaboration with developers.
Strong SEO fluency: ability to partner with content and technical teams to improve rankings and conversion quality.
Strong analytics orientation: comfort using data to diagnose drop-off, prioritize improvements, and report results.
Experience leading teams and working in matrixed environments.
In-office, 3X week in Manhattan location

Nice To Haves

Healthcare, digital front door, or regulated-industry experience.
Familiarity with accessibility best practices (WCAG) and performance optimization (Core Web Vitals concepts).
Experience with experimentation and personalization programs (even if experimentation tooling is separate from CMS).
Page speed indicators / performance health (as tracked internally)
Accessibility adherence improvements
Patient satisfaction signals tied to digital journeys (if available)

Responsibilities

Increase online booking conversion rate from key marketing entry points and priority service line journeys to achieve enterprise business goals.
Reduce friction in the path to booking (navigation, content clarity, flow, page speed, mobile UX).
Improve organic discoverability for priority conditions/providers/locations and convert that traffic to bookings.
Establish a repeatable operating model for web optimization: roadmap → build → QA → release → measure → iterate.
Multidisciplinary collaboration with digital planning, analytics, web, patient experience and CRM to optimize patient experience to improve growth performance.
Roadmap strategic user experience, reflecting broader audience and offerings, providing strong category discoverability and flow for consideration/booking pages, delivering on patient acquisition goals.
Develop a strategic personalization journey, leveraging insights from web and data teams, infusing AI for customization.
Define and manage a conversion optimization roadmap focused on online booking as the primary KPI.
Diagnose and reduce funnel drop-off across the booking path (landing page → provider/service selection → booking flow).
Partner with Media/Performance to ensure every major campaign has an optimized landing experience and clear conversion pathway.
Lead UX strategy for high-value journeys (e.g., condition → care team → location → booking).
Improve information architecture, navigation, and on-page content structure to match patient intent and reduce confusion.
Ensure experiences are mobile-first, accessible, and designed around patient tasks (find care fast, build confidence, book easily).
Partner with content leads and Digital Content Managers to build a search-first content approach: on-page SEO best practices, internal linking, structured headings, metadata, and schema alignment where applicable.
Identify content gaps and opportunities based on search demand and conversion performance (what attracts the right traffic that books).
Own the Optimizely CMS content experience strategy: templates, components, governance, workflows, QA standards, and release cadence.
Translate conversion and UX needs into CMS requirements and backlog priorities (components that improve conversion and speed time-to-launch).
Ensure clean content operations: versioning, approvals, publishing standards, and consistent UX patterns across service lines/regions.
Run the web intake process: prioritize requests based on impact to bookings, patient experience, and growth priorities.
Create clear requirements and acceptance criteria; manage QA and release planning with the Developer/CMS expert.
Ensure tracking/measurement is correctly implemented and maintained (in partnership with Analytics).
Manage and develop Digital Content Managers and the Developer/CMS expert.
Set goals, coach performance, and establish a high-output operating rhythm (weekly standups, sprint planning, monthly performance reviews).
Work closely with AVP Media Strategy & Performance to connect media strategy, landing experience, and conversion performance.
Partner with Enterprise Analytics on funnel measurement, attribution inputs, dashboards, and insights.
Coordinate with Brand/Creative on UX patterns and content quality that builds trust and drives action.
Align with IT/Data & Tech on platform health, performance, security, and technical feasibility.