Digital Director Jobs in Raleigh, NC (NOW HIRING)

Description

• Own MyEyeDr.'s Google Analytics implementation, ensuring accurate, complete, and trustworthy data across all digital properties—including tag governance, configuration, and ongoing QA in partnership with IT and our agency partners.
• Partner with IT to design, implement, and maintain data layer events that capture meaningful onsite interactions, enabling granular behavioral analysis and ensuring measurement keeps pace with site changes and feature launches.
• Own the conversion funnel—define it, measure it, interrogate it, and continuously improve it. Develop a clear understanding of how patients move from awareness through appointment booking, identifying drop-off points and opportunities to optimize.
• Map and analyze traffic sources across paid, organic, direct, and referral channels, providing clear attribution insights that inform channel investment and marketing strategy.
• Lead the development of GA4 and Looker Studio dashboards in collaboration with internal marketing stakeholders and external agency partners, transforming raw data into visual stories that drive faster, smarter decisions.
• Build and maintain a content engagement framework—define what good engagement looks like across web pages and blog content, identify high-performing topics and formats, and develop metrics (scroll depth, time on page, return visits, etc.) that reflect genuine patient interest.
• Monitor, measure, and report on SEO performance across technical health, on-page optimization, backlink profile, and keyword rankings, with clear recommendations tied to traffic and visibility outcomes.
• Develop and own a GEO/AEO measurement framework in partnership with external SEO and AI search specialists, establishing how MyEyeDr. tracks and improves its presence in AI-generated answers, featured snippets, and emerging search surfaces.
• Conduct regular competitive benchmarking in SEO and content performance, identifying gaps and opportunities relative to key competitors in the eye care and retail healthcare space.
• Synthesize data from multiple sources—GA4, Google Search Console, SEMrush, third-party tools—into cohesive performance narratives for marketing leadership and cross-functional partners.
• Establish data hygiene standards and documentation practices that ensure consistency and reliability across all analytics reporting.
• Stay current on changes to Google's algorithms, GA4 updates, and the evolving AI search landscape, proactively assessing implications and recommending adjustments to measurement strategy and tactics.

• 4+ years of experience in digital analytics, web analytics, or SEO, with at least 2 years of hands-on ownership of a GA4 implementation in a mid-to-large organization.
• Google Analytics expertise is non-negotiable—you are deeply confident in GA4 configuration, event tracking, custom dimensions, explorations, and connecting GA data to downstream reporting tools.
• Hands-on experience working with IT or development teams on data layer architecture; you understand how events are structured, can write clear technical specifications, and can troubleshoot tracking issues independently.
• Proven ability to own and analyze conversion funnels end-to-end, with experience identifying friction points and translating findings into clear optimization recommendations.
• Strong proficiency in Looker Studio (formerly Data Studio) for building dashboards; experience connecting multiple data sources and designing reports for non-technical stakeholders.
• Solid SEO foundation covering technical SEO, on-page best practices, keyword strategy, Google Search Console, and backlink analysis—you're comfortable with tools like SEMrush, Ahrefs, Moz, or equivalent.
• Familiarity with GEO and AEO concepts and the emerging measurement landscape around AI-generated search results (ChatGPT, Google AI Overviews, Perplexity, etc.); experience developing or contributing to a measurement framework in this space is a strong plus.
• Experience building content engagement frameworks—defining meaningful KPIs beyond pageviews and developing measurement approaches that connect content performance to business outcomes.
• Proficiency in Google Tag Manager for managing and auditing tags, triggers, and variables across web properties.
• Strong analytical and storytelling skills—you can distill complex datasets into clear, concise insights that resonate with both technical teams and marketing leadership.
• Experience in multi-location retail, healthcare, or consumer services is a plus; you understand how local search dynamics and multi-location brand presence affect measurement strategy.
• Collaborative, self-directed working style—you're comfortable navigating relationships with internal stakeholders and external agency partners, managing competing priorities without losing sight of what matters most.
• Intellectual curiosity and a growth mindset—you follow the data where it leads, stay on top of industry changes, and bring a proactive perspective to how MyEyeDr. should evolve its analytics and SEO approach.
• Bachelor's degree in Marketing, Analytics, Statistics, or related field, or equivalent experience.

• Career Development and Training Opportunities
• Participate in a comprehensive benefits package including medical and dental coverage, tax-free savings plans, life insurance and more
• Participate in our Vision coverage and associate discounts on our products
• Participate in our 401(k) with competitive company match
• Accrue PTO and paid holidays from day one