Director Digital Strategy

Digital Strategy & Experience

The Director of Digital Strategy & Experience is responsible for defining and driving the company’s digital strategy across content, experience, performance, analytics, and lifecycle marketing. This role owns the end-to-end digital customer journey across all digital touchpoints and ensures digital channels support business objectives through strong content, discoverability, performance, and website health.

• Own Sphere’s end-to-end digital strategy, including content, discoverability, performance, and analytics, ensuring alignment with brand, marketing, and business goals.
• Collaborate with product and engineering teams to develop and optimize company websites and digital platforms, ensuring best-in-class user experience, accessibility, and conversion.
• Drive end-to-end customer journey mapping and optimization across acquisition, engagement, conversion, and retention.
• Oversee the digital content ecosystem including web, email, landing pages, and owned media channels.
• Ensure robust digital tracking and attribution across all digital touchpoints using GA4, Looker, and similar martech tools.
• Establish frameworks for personalization, dynamic content delivery, and audience segmentation across digital touchpoints.
• Own the experimentation program, designing and executing A/B and multivariate testing across digital channels to continuously improve performance, UX, and conversion.
• Partner with product and engineering teams to inform roadmap priorities, define requirements, and ensure seamless delivery of digital experiences.
• Define, monitor, and manage digital KPIs and measurement frameworks; leverage analytics and insights to inform strategy, optimize performance, and communicate results to stakeholders.
• Identify and evaluate emerging technologies, tools, and platforms to enhance digital capabilities and maintain competitive advantage.

Organic Discovery & Content

Lead content strategy across owned digital channels, ensuring messaging consistency, brand alignment, and audience relevance. Collaborate with creative, editorial, and marketing teams to produce high-quality, optimized content across formats.

• Develop processes (and tools) for regular content audits and updates, addressing issues and opportunities for improvement in real time.
• Develop and execute a comprehensive SEO, GEO, and organic content strategy to drive discoverability, traffic, and engagement; leverage AI-driven search, semantic content strategies, and structured data to improve visibility across evolving search ecosystems (traditional search, voice, AI overviews, LLMs).
• Oversee technical SEO (on-page optimization, content architecture, link-building strategies, site architecture improvements, schema markup, page speed optimization, server-side rendering); identify and advocate for technical SEO improvements to enhance site crawlability and performance.
• Monitor and analyze organic performance metrics, competitive landscape, and algorithm updates to proactively adapt strategies.

Lifecycle & CRM Marketing

Own the strategy and execution of lifecycle marketing programs across email, push, SMS, MMS, and other direct channels. Develop segmentation, personalization, and automation strategies to nurture audiences through the customer lifecycle. Optimize customer retention and reactivation strategies through data-driven insights and experimentation. Ensure CRM and marketing automation platforms are leveraged effectively to drive engagement and revenue.

People Leadership and Cross-Functional Collaboration

Lead and mentor a team of digital marketing professionals with clear expectations, performance standards, and accountability. Foster a culture of collaboration, experimentation, continuous learning, and data-informed decision-making. Serve as a strategic partner to marketing, creative, product, engineering, and analytics teams. Present strategic recommendations, performance insights, and digital roadmaps to senior leadership. Manage relationships with external agencies, vendors, and technology partners. Provide exceptional experiences for our guests, partners, and team members, including by adhering to our appearance and presentation guidelines while on-site.