Senior Director, Digital Commerce

Mission Pet Health is one of the largest veterinary hospital networks in the United States: 900+ general practice, specialty, and emergency hospitals across 42 states, supported by roughly 20,000 teammates. Formed through the 2025 combination of Southern Veterinary Partners and Mission Veterinary Partners, Mission operates a community-first model in which each hospital keeps its local identity while benefiting from enterprise scale in technology, clinical quality, and growth capability.

The Role

Our digital estate is one of the largest in veterinary medicine and one of our least-optimized growth assets. More than 900 hospital websites carry local brands, inconsistent booking paths, uneven search visibility, and a pharmacy experience that sits apart from the visit journey. Every one of those gaps costs us new clients, booked appointments, and pharmacy revenue.

The Senior Director, Digital Commerce owns the conversion economics of that estate. This leader turns 900 websites from a collection of local brochures into a single, measurable commerce system: one that is found in traditional and AI-driven search, converts visitors into booked appointments that fit real hospital capacity, and makes it simple for pet parents to refill and buy what their pets need. The role combines a conversion-rate-optimization operator, a search strategist fluent in how answer engines are reshaping discovery, and an e-commerce leader who can scale a pharmacy storefront.

The mandate in one sentence: grow booked appointments and digital pharmacy revenue per hospital by owning the path from search result to completed transaction.

What This Role Owns

• Own the conversion strategy, testing roadmap, and performance standards for every hospital website, from template architecture to page-level calls to action.
• Build an experimentation program that tests at template level and scales winners across the estate, with statistical rigor appropriate to low-traffic individual sites (pooled tests, cohort-based rollouts, holdouts).
• Define the core conversion funnel (visit → engagement → booking start → booked appointment → kept appointment) and instrument it consistently across all sites.
• Segment the estate by performance tier and prioritize remediation where the revenue gap is largest, rather than treating 900 sites as equal.
• Set and enforce site standards for speed, Core Web Vitals, accessibility (WCAG), mobile experience, and content governance.

• Own online booking as the primary conversion event: availability display, booking flow friction, new-versus-existing client paths, and abandonment recovery.
• Partner with Operations and the hospital teams to align bookable inventory to real capacity, so digital demand fills open slots rather than overbooking constrained hospitals.
• Work with Client Acquisition on schedule yield: pacing media and site promotion to hospital-level capacity signals, and shifting demand toward hospitals with open appointment supply.
• Measure and improve booked-to-kept rate, lead time to first available appointment, and new client booking share.

• Own the local presence of every hospital: Google Business Profiles and other listings, NAP consistency, local landing pages, service-area content, and review volume and response.
• Build a scalable local content model that preserves each hospital's community identity while running on enterprise templates, governance, and data.
• Partner with Field Marketing to connect local partnerships, events, and community activations to measurable digital outcomes.

• Own organic search strategy across the estate: technical SEO, information architecture, structured data, internal linking, and content at scale.
• Lead Mission's Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) approach, ensuring our hospitals and clinical content are cited and recommended in AI Overviews, ChatGPT, Perplexity, Gemini, and voice assistants.
• Build measurement for AI-driven discovery (citation share, brand mention share, referral traffic from answer engines) where standard tools are still immature.
• Partner with clinical leadership to produce authoritative, veterinarian-reviewed content that earns trust signals in both traditional and AI search.

• Own the consumer-facing pharmacy experience: storefront UX, product discovery, merchandising and assortment presentation, cart and checkout, and refill and autoship enrollment.
• Integrate the pharmacy into the care journey, connecting prescriptions and reminders from the visit to the digital storefront so revenue stays inside Mission hospitals.
• Drive conversion, average order value, autoship penetration, and repeat purchase in partnership with the Pharmacy business unit and Retention and Client Experience.
• Maintain the compliance standards required for veterinary prescription commerce, in partnership with Legal, Pharmacy, and Medical leadership.

• Manage digital production and technology partners against clear service levels, cost, and outcome accountability.
• Own the digital commerce budget, business cases, and investment prioritization.
• Report performance to the VP and executive leadership in a hospital-level, revenue-linked format.

• Audit the 900+ site estate and publish a tiered performance baseline with the revenue gap sized by tier.
• Stand up consistent funnel instrumentation from site visit to kept appointment, and from storefront visit to order.
• Deliver a 12-month digital commerce roadmap with sequenced investments, expected impact ranges, and dependencies.
• Establish a working cadence with Client Acquisition, Field Marketing, Pharmacy, Operations, and IT.

• Launch an estate-wide experimentation program with documented, scaled wins.
• Deliver a redesigned booking experience aligned to capacity, and a measurable AEO/GEO program.
• Improve pharmacy storefront conversion and autoship enrollment against baseline.

• 12+ years in digital commerce, e-commerce, or growth, including 5+ years leading teams and agency partners.
• Proven record of improving conversion at scale across a multi-site, multi-location, or franchise web estate.
• Deep CRO and experimentation expertise, including test design for low-traffic environments.
• Hands-on command of technical and local SEO, with demonstrated work on AI search visibility (AEO/GEO).
• E-commerce storefront leadership: merchandising, checkout, subscription or autoship, and repeat purchase.
• Fluency with analytics and tooling such as GA4, Adobe Analytics, Optimizely or equivalent, local listings platforms, and enterprise CMS.
• Executive-level communication: able to translate funnel metrics into revenue and hospital-level impact.

• Experience in healthcare, veterinary, retail health, or other multi-location service businesses with appointment-based revenue.
• Online scheduling or capacity-based demand management experience.
• Pharmacy, regulated, or prescription e-commerce experience.
• Experience in a PE-backed or pre-IPO environment.

• Operator at scale. Builds systems and standards that work across 900 sites, not bespoke fixes for one.
• Commercially grounded. Measures success in booked appointments and revenue, not traffic.
• Ahead of the curve. Sees how AI is changing discovery and builds capability before the market forces it.
• Collaborative across lines. Earns influence with hospital teams, Operations, Pharmacy, and IT, where much of the outcome depends on partners.