Director of Ecommerce & Digital Marketing

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, TikTok, 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.

What You’ll Do

• 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 (, 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 and eyewear, proactively identifying new growth opportunities
• Act as the senior digital subject-matter expert, advising C‑level and functional leaders on ecommerce, digital, and AI-enabled growth opportunities
• Foster strong partnerships with Retail Operations, Optometry/Clinical leadership, and Product teams to ensure a seamless omnichannel experience for patients and customers
• Lead vendor and agency relationships (, performance agencies, Shopify partners, SEO/Content partners, CDP/ESP consultants), setting clear goals and holding partners accountable to performance
• Build, coach, and retain a high-caliber team, creating clear career paths and development plans
• Provide support across a range of marketing initiatives as business needs arise

What You Bring

• University degree in Marketing or Ecommerce
• Graduate degree in field related to business / analytics an asset
• 10+ years of hands-on ecommerce and digital marketing expertise
• 3+ years of leading high-performance teams
• Expert-level experience across core paid media platforms, including Google, Meta, and TikTok
• Deep expertise in Shopify ecommerce platforms
• Familiarity with Customer Data Platforms, Email platforms and journey building
• Demonstrated leadership with strong problem-solving skills
• Proven ability to inspire, coach, and mentor a team while driving organizational goals
• Expert in fostering strong partnerships across departments, effectively influencing senior leaders, and guiding teams through organizational change
• Strong communication skills, able to convey complex analysis results clearly with conviction and foster enthusiasm internally about data analytics and business intelligence
• Holistic thinker about the customer journey, from website, to retail stores, and beyond
• A collaborative, adaptable, and proactive leader with a growth mindset, who values diverse perspectives and feedback to drive effective strategies and ability to manage changing priorities effectively
• Ability to multi-task and thrive in a fast-paced environment
• Bilingualism English and French considered an asset

How You'll Benefit

• A comprehensive total rewards package, including two free pairs of glasses and lenses per year
• A coaching culture that fosters ongoing growth and development opportunities
• A people-first culture, (but dogs are also welcome)
• An organization that gives back locally and nationally, and supports you in doing so as well

Why You Should Join Us

FYihealth group is Canada's leading diversified healthcare organization comprised of FYidoctors, Visique, BonLook, and solis optics. Doctor-led, professionally managed, and patient-focused, the organization concentrates on delivering outstanding eye care with patient-centric products and services. Our purpose is simple: enhance the lives of our patients. We are Canada’s fastest-growing eye care provider with our Canadian-owned ophthalmic lens manufacturing facility and distribution center.

At FYihealth group, our core values are Diversity, Equity, Inclusion and Opportunity. We are proud to be an equal opportunity employer and are happy to provide accommodations, should they be required, at any point in the application process. If you require an accommodation, please let us know. All accommodation information will be kept confidential and used to ensure an accessible candidate experience and team member experience.

FYihealth group aims to create a comprehensive rewards package to attract and retain top talent. The expected compensation for this position is between $106, to $140, annually considering factors like experience, skills, and qualifications. Base pay is just one component of our overall Total Rewards offering. We look forward to speaking with you more about our continued dedication to our team's overall well-being and growth.

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