Director, Digital Commerce and Optimization

Chapter Aesthetic Studio is rapidly growing medical aesthetics brand, offering state-of-the-art, non-surgical skin care and body rejuvenation treatments. We exist to empower people to write their own story on beauty, because we believe beauty belongs to everybody. By joining our team of experienced nurses and aesthetic specialists who provide personalized care and incredible service, you will help people feel good about where they are on life’s journey so they can be who they were meant to be.​

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We are a fast-paced, innovative, and high-performing company. Our goal is to spark joy for everyone-our guests, each other, and the communities we live, work, and play in. We are a team built of extraordinary individuals who are passionate about helping others achieve their goals. This includes supporting your unique ambitions and career path and wrapping an abundance of resources around you. We are looking for a team player who is highly motivated, energetic, and hungry for growth who we can cheer on to limitless growth and opportunities.​

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Chapter Aesthetic Studio is a part of TAG – The Aspen Group – a family of like-minded brands whose mission it is to empower our teams to deliver the best possible experience and care to every patient that walks through our doors, which means we have a rich bench of experts to collaborate with, borrow from and share wins with.​

Chapter is seeking a “CRO Ninja” for our Director, Digital Commerce and Optimization. They will be responsible for developing strategy and executing all tactics related to Chapter’s online business, with a strong focus on mobile site optimization and end-to-end online customer experience. SEO expertise will be a core strength of the candidate from technical to content oversight. The Director, Digital Commerce and Optimization will test aggressively to find the best ways to create leads and convert prospect customers to service bookings across Chapter’s physical locations. They will be responsible for day-to-day performance management, site marketing plans, merchandising and content updates on the site. The role will manage all conversion rate optimization initiatives for Chapter, working closely with the other members of the Chapter Marketing team, IT and cross-functional stakeholders. They will identify, lead and prioritize all roadmap planning for existing and future site projects including booking enhancements, online customer journeys and Shopify ecommerce expansion.

Essential Responsibilities

• Develop and lead an integrated services and retail digital commerce strategy and execute plans to achieve brand and business goals, with a heavy lens on mobile.
• Make sure all plans and tactics are customer-first to create optimal online journeys by service. Create a superior aesthetics user experience for our customer, including compelling visual presentations, omnichannel services and product merchandising/marketing, easy navigation, and an efficient booking experience.
• Obsess over site optimization and lead all efforts and ideas to eliminate site friction and increase conversion rate to high watermark levels.
• Manage digital commerce P&L and daily site channel traffic and booking performance.
• Proactively monitor all site analytics and web vitals. Identify and resolve issues timely.
• Lead SEO strategy, prioritize tactics and manage agency. Ensure all local business pages are continually updated with content and maintained for maximum ranking and performance. Oversee build-out of local service pages and laser hair removal local pages and results. Partner with Content Director to deliver content requirements.
• Build digital commerce dashboards and reporting. Develop attribution working closely with media teams
• Utilize a data-driven methodology and relentless test and learn approach to drive scalable results.
• Develop leads to acquisition optimal online customer journeys and bring them to life by leveraging customer data, personalization, predictive analytics, and other tactics.
• Partner with creative and content teams to develop and optimize assets. Continuously bring new ideas and market leading examples to elevate creative
• Develop and execute marketing and merchandising plans and budgets, and materials for executive and board presentations
• Oversee all site updates and new features. Create a dynamic site technology roadmap and prioritization from requirements gathering and accurate scoping all the way through testing and seamless launch
• Proactively stay on top of digital commerce industry development and identify new products, tools, and systems to improve performance

Requirements/Qualifications

• Bachelor’s degree or equivalent combination of education and experience.
• Demonstrated track record of driving start-up to scale growth online in omnichannel retail services and products brands.
• High-energy, customer-centric leader that is passionate about building exceptional online experiences and maximizing brand and business results.
• Highly analytical, with strong knowledge of all aspects of site management and inter-workings including how to set up and lead CRO effectiveness, online metrics, dashboards and web vitals management.
• Strong understanding of content tactics and fast-turn creative to drive engagement.
• Self-motivated individual contributor and team player, willing to work top-down and roll-up their sleeves to complete the work timely and make an impact.
• Ability to manage timelines of multiple projects and priorities in a fast-paced environment
• Ability to effectively collaborate with cross-functional teams and manage vendors/agencies and relationships
• Shopify expertise in services and product companies. Experience with Decile, VWO, Contentful, Yext, Birdeye, Rewards, Zenoti or similar digital products a plus