Director - Digital/Channel Optimization Marketing

Pailin Group Executive Search

Director - Digital/Channel Optimization Marketing

Dallas, TX USA

Position Summary

Reporting to the VP, Digital Marketing, The Director, Channel Optimization manages and leads a highly-experienced team that encompasses UX/CX, web analytics, SEO, SEM, and programmatic advertising roles. The team is responsible for the design, functionality, and lead generation capabilities of the website, inbound digital marketing channels for the organization’s largest business unit, and for providing thought leadership and consultation to other digital marketing professionals across the enterprise.

The Director, Channel Optimization is responsible for determining the approach, building the team, defining processes, and identifying technology required to make data-informed, business-driven, and user-centric decisions about corporate digital properties. The candidate will align the team’s roadmap to the overall company strategy, ensuring that the right solutions are assessed, developed, and deployed. She/he must be able to work collaboratively across different teams/departments/business units to champion solutions and guide thought processes in a positive manner. The candidate must be passionate about digital technology and stay up-to-date with the latest trends/tools, and, have a proven track record of delivering innovative solutions employing those tools.

Key Responsibilities

Responsible for the design, functionality, and lead generation capabilities of the corporate website

  • Responsible for inbound digital marketing channels for the organization’s largest business unit

  • Manages the day-to-day activities of team members, including performance management and providing design/content/technical input

  • Develops team roadmaps based on company objectives, user needs, and technical constraints/opportunities

  • Builds and governs the programs, structures and tools necessary for data-driven, user-centric decision-making

  • Mentors and facilitates the career progression of team members

  • Conducts business reviews with other business unit marketing partners to present their web analytics/site performance and understand their marketing goals

  • Evaluates processes and identifies opportunities to drive results through improved efficiencies and improved workflow

  • Develops testing strategies to improve and validate designs and functionality

  • Oversees user-centric programs including voice of customer, user research, and optimization

Minimum Requirements

13+ years of relevant experience and 6+ years leading web, product development, or inbound marketing teams.


BA or BS degree or equivalent experience.
Critical Skills

  • 6+ years leading web, product development, or inbound digital marketing teams

  • Solid understanding of user experience, analytics, web content development, and marketing operations, ideally with significant hands on experience in at least one of those areas

  • Ability to develop strong relationships with business leaders and contributors from other teams, and to guide team members with differing opinions towards a shared goal, in a positive, collaborative manner

  • Exceptional problem-solving and analytical skills based on qualitative and quantitative data

  • Track record of leading digital innovation

  • Implementation of an enterprise-level optimization program

  • Experience with Jira, Salesforce, Google, Adobe Experience Manager, Brightedge, Pardot and Marketo high desired

Additional Skills

Experience working in the B2B or B2BC, healthcare space highly desired

  • Experience building and managing an enterprise marketing operations program

Working Conditions: Environment

Traditional office environment

Physical Requirements

  • Large percent of time performing computer-based work is required

Seniority Level



  • Public Relations & Communications

  • Marketing & Advertising

  • Graphic Design

Employment Type


Job Functions

  • Marketing

  • Health Care Provider


Please forward resume and compensation requirements to Roxanne Miller at