Director of Ecommerce & Digital Marketing

Job Description

Join our team as Director of Ecommerce & Digital Marketing! You’ll own ecommerce revenue, conversion rates, lead generation, and profit targets across all online properties while driving digital marketing effectiveness for every brand—leading strategy across Website, Google, Meta, Tik Tok, Email, and SMS channels. Spearhead retention marketing by mapping customer journeys and building automated programs to maximize lifetime value. Develop and execute a multi-year ecommerce and digital marketing roadmap aligned with FYi Health Group’s brand, retail, and clinic growth strategies.

Partner with Product, Brand, and IT teams to optimize site experiences and seamless omnichannel journeys. Champion conversion rate optimization through rigorous A/B testing and drive appointment bookings to maximize clinic fill rates. Lead, mentor, and scale a high‑performing team spanning ecommerce (UX/UI, CRO, analytics), digital marketing, retention/CRM, and SEO.

The ideal candidate will be based in one of our Home Office locations in Vancouver, Calgary, or Montreal.

• Act as primary owner of the Shopify Plus stack ensuring scalability, stability, and performance for eyewear’s unique product and complexity
• Drive ongoing experimentation and A/B testing to improve conversion rate, average order value, subscription/plan uptake, and repeat purchase behavior
• Oversee product catalog, merchandising strategy, and promotions for ecommerce, including bundles, lens upgrades, and protection plans, in partnership with product teams
• Ensure robust data flows between Shopify, ERP, inventory, logistics, and martech platforms so that inventory, pricing, and order status are accurate in real time
• Champion best practices around site accessibility, performance and privacy/compliance in a health care setting
• Own the omnichannel digital strategy across paid search, paid social, display, video, affiliates, organic social, SEO, and AI‑driven discovery (AEO‑style optimization for AI engines and assistants)
• Build and manage a full‑funnel performance marketing program that profitably acquires new patients/customers and grows existing relationships, leveraging first‑party data and incrementality testing
• Develop a robust SEO strategy focused on high‑intent eye health, eye exam, and eyewear queries, as well as structured content that can be easily surfaced and cited in AI search and assistants
• Partner with Brand and Content teams to create and optimize landing pages, blogs, and educational content that increase organic visibility and support AEO objectives
• Implement and scale marketing mix modeling, attribution, and experimentation frameworks to continually optimize ROI and channel allocation
• Serve as business owner for the Customer Data Platform and Email/SMS channels, ensuring high‑quality identity resolution, segmentation, and real‑time activation across channels
• Design and oversee lifecycle programs across email, SMS, push, and onsite personalization (e.g., welcome, onboarding, prescription renewal, exam reminder, abandoned cart, win‑back)
• Use first‑party data to deliver deeply personalized journeys that are both compliant and performance‑oriented
• Lead always‑on testing of subject lines, creative, offers, send times, and message sequencing to maximize deliverability, engagement, and revenue per recipient
• Ensure CDP and CRM data is accessible across the organization, building standardized audience taxonomies and reporting for Marketing and Leadership
• Build an integrated digital performance dashboard and reporting cadence that surfaces KPIs for traffic, conversion, AOV, CAC, LTV, retention, and channel‑level ROI to stakeholders
• Establish a culture of test‑and‑learn across ecommerce and marketing, leveraging experimentation platforms and analytics tools to validate hypotheses and quantify impact
• Partner with Data & Analytics teams to integrate ecommerce, clinic, and CDP data into unified customer and revenue views
• Translate complex data into clear narratives and recommendations that drive better decision‑making across product, merchandising, and operations
• Track competitive benchmarks and emerging digital trends in retail healthcare…