Overview:
The Digital Director of Marketing is responsible for leading the strategy, execution, optimization, and performance reporting for all Vestis web properties and digital experience touchpoints. This role owns the enterprise web ecosystem, SEO strategy, digital content performance, vendor partnerships, email and cross-functional digital roadmap to improve visibility, customer experience, lead generation, conversion, and measurable business impact.
This leader will manage a digital marketing team and external agency/vendor partners, establish governance across web and SEO initiatives, Email Strategy and partner closely with Brand, Creative, Product Marketing, Sales, IT, Analytics, Merchandising and Customer Experience teams to ensure Vestis digital properties support growth, brand consistency, operational efficiency, and customer engagement.
Responsibilities/Essential Functions:
Digital Strategy and Web Leadership
Lead the digital marketing strategy and roadmap across all Vestis web properties, including corporate, eCommerce, customer-facing, and campaign landing page experiences.
Own website governance, prioritization, performance standards, and enhancement planning in partnership with IT, Brand, Product Marketing, Sales, Merchandising and Customer Experience.
Ensure all digital properties reflect the Vestis brand, support customer needs, and drive business outcomes including traffic growth, lead generation, conversion, retention, and customer engagement.
Translate business priorities into digital initiatives that improve user experience, site performance, content effectiveness, and commercial impact.
SEO and Organic Growth
Develop and execute a comprehensive SEO strategy spanning technical SEO, on-page optimization, content strategy, local SEO, keyword strategy, site architecture, and authority-building initiatives in partnership with SEO vendor.
Improve organic visibility across priority categories, industries, services, products, and local markets.
Partner with content, creative, product, and web teams to ensure SEO best practices are embedded into digital content development and website updates.
Monitor search trends, competitive performance, algorithm changes, and AI search implications to continually optimize Vestis discoverability.
Website Performance, UX, and Conversion Optimization
Oversee website performance, usability, accessibility, mobile responsiveness, speed, navigation, and customer journey improvements across all digital properties.
Lead conversion rate optimization, A/B testing, landing page strategy, and digital experience enhancements that increase qualified traffic, engagement, form submissions, online purchases, and sales-ready leads.
Partner with IT and external partners to support platform enhancements, integrations, site maintenance, tagging, analytics, and issue resolution.
Maintain a prioritized backlog of web enhancements based on customer insights, business value, performance data, and operational needs.
Email Management
· Manage and prioritize customer facing email communications for Rental and Direct Sale with marketing stakeholders, vendors, and agency partners.
· Organize and retain email communications and documentation in accordance with company policies and business needs.
Create personalized email content and nurture streams designed to engage target accounts, buying committees, and decision-makers throughout the customer journey.
Manage email campaign calendars, audience segmentation, testing strategies, and deployment schedules to support pipeline and revenue objectives.
Monitor and analyze email performance metrics including open rates, click-through rates, engagement, conversions, and influenced pipeline, making recommendations for continuous improvement.
Team Leadership and Cross-Functional Partnership
Lead, coach, and develop a digital marketing team responsible for web, SEO, content optimization, email/social support, lead generation, and digital performance initiatives.
Set clear goals, roles, workflows, priorities, and accountability for internal team members and external partners.
Collaborate with Brand, Creative, Product Marketing, Field Sales, Merchandising, Customer Experience, Analytics, and IT partners to align digital execution to enterprise priorities.
Serve as the primary digital marketing subject matter expert and strategic advisor for website, SEO, digital performance, and customer experience opportunities.
Vendor, Agency, and Budget Management
Manage digital marketing vendors and agency partners supporting SEO, web development, paid media, analytics, local listings, lifecycle marketing, and digital experience optimization.
Establish clear scopes of work, service levels, deliverables, timelines, and performance expectations for external partners.
Evaluate vendor effectiveness and make recommendations to improve efficiency, accountability, cost management, and return on investment.
Support budget planning, forecasting, invoice review, and spend optimization across digital marketing programs and vendor relationships.
Analytics, Reporting, and Optimization
Define digital KPIs, dashboards, scorecards, and reporting frameworks to measure performance across websites, SEO, campaigns, lead generation, digital engagement, and conversion.
Translate analytics into clear insights, recommendations, and executive-ready reporting that connects digital activity to business outcomes.
Partner with Analytics and Finance to improve attribution, funnel visibility, ROI measurement, and budget allocation decisions.
Create a culture of continuous improvement using data, testing, customer behavior, and performance trends to guide optimization.
Knowledge/Skills/Abilities:
Deep knowledge of digital marketing, web strategy, SEO, analytics, customer journeys, content optimization, conversion rate optimization, and marketing technology.
Strong leadership experience managing teams, vendors, agencies, budgets, roadmaps, and cross-functional execution.
Ability to connect digital initiatives to measurable business outcomes including traffic, leads, conversion, revenue, customer experience, and retention.
Strong understanding of CMS platforms, analytics tools, tag management, SEO platforms, marketing automation, CRM integration, and reporting dashboards.
Excellent communication, presentation, and stakeholder management skills with the ability to influence senior leaders and translate technical concepts into business terms.
Highly organized, data-driven, and comfortable balancing strategic roadmap development with hands-on execution and performance management.
Working Environment/Safety Requirements:
Primarily an office and/or remote work environment with standard business hours. Must be able to work at a computer for extended periods of time. Occasional travel may be required for meetings, planning sessions, vendor reviews, conferences, or team events.
Experience/Qualifications:
Bachelor’s degree in Marketing, Business, Communications, Digital Media, or a related field required; MBA or advanced degree preferred.
8–12+ years of progressive experience in digital marketing, web strategy, SEO, eCommerce, growth marketing, or digital experience leadership.
Proven experience managing web properties, SEO programs, digital performance reporting, and cross-functional digital roadmaps.
Demonstrated success leading teams and managing external agencies or vendor partners.
Experience with GA4 or similar analytics platforms, SEO tools, CMS platforms, marketing automation tools, CRM systems, and reporting dashboards.
B2B, multi-location, service-based, eCommerce, or distributed sales organization experience preferred.