Job Description:

The Manager, Digital Commerce & Merchandising will support the strategy and lead the execution of digital commerce experiences for an assigned business category within Aspen Dental. This role will help drive how patients discover, understand, evaluate, and take action across AspenDental.com, with responsibility for supporting appointment conversion, lead capture, patient engagement, and category growth.

This role will help translate patient needs and commercial priorities into digital merchandising execution that makes complex healthcare decisions easier to understand, trust, and act on. Responsibilities span content, onsite merchandising, journey pathing, pricing and affordability, social proof, personalization, experimentation, and conversion optimization.

Recognizing that the patient journey extends beyond the website, this role will partner across Marketing, CRM, Scheduling, Product, Technology, Call Center, Clinical, and Office Operations to help identify friction, improve handoffs, and support a simpler, more connected experience from discovery to care.

This is a hands-on execution role requiring strong commercial instincts, patient empathy, analytical thinking, cross-functional collaboration, and the ability to move fluidly between planning and execution.

Key Responsibilities:

• Support digital commerce strategy and manage day-to-day performance for assigned business categories across AspenDental.com, contributing to appointment conversion, lead capture, patient engagement, and category growth.
• Execute digital merchandising initiatives, translating services, products, pricing, affordability, clinical proof, patient stories, and other reasons to believe into simple experiences that build trust, confidence, and action.
• Develop a deep understanding of the patient through search behavior, research, analytics, and direct feedback; identify friction and unmet needs and translate insights into patient-first digital experiences.
• Support conversion and lead-capture initiatives, helping create intuitive paths to appointment booking for high-intent patients and effective capture and nurture experiences for patients who need more time or information.
• Manage optimization across content, landing pages, merchandising, personalization, journey pathing, pricing, social proof, and other conversion experiences through structured test-and-learn programs.
• Support category performance measurement, tracking KPIs, identifying opportunities, and connecting digital experience improvements to measurable business results.
• Coordinate the connected digital journey across paid media, organic and AI Search, website, scheduling, CRM, and other digital touchpoints, preserving patient intent as patients move toward care.
• Support the broader patient journey by partnering with Product, Technology, call center, Clinical, and Office Operations to identify friction, improve handoffs, and advocate for simpler patient experiences.
• Build alignment across cross-functional stakeholders and clearly communicate priorities, performance, and recommendations to leadership; may mentor junior team members.
• Partner with Product, UX, Analytics, CRM, and Technology to support capabilities that improve merchandising, personalization, conversion, and patient outcomes.

What You'll Bring:

• Bachelor's degree required.
• 3+ years of experience in digital commerce, eCommerce, digital merchandising, digital marketing, conversion optimization, or digital experience.
• People leadership experience is a plus, with an interest in coaching and developing talent over time.
• Strong commercial instincts with demonstrated experience using merchandising, content, pricing, social proof, personalization, and CRO to drive measurable business outcomes.
• Demonstrated ability to simplify complex products, services, or decisions into intuitive digital experiences that build understanding, trust, confidence, and action.
• Strong analytical skills with experience using digital performance data to identify opportunities, build business cases, and lead structured test-and-learn programs.
• Demonstrated ability to contribute to cross-functional initiatives through influence, including across teams where direct ownership does not exist.
• Strong understanding of SEO, AI Search, CRM, onsite merchandising, personalization, experimentation, and conversion optimization.
• Strong communication, organizational, and stakeholder-management skills.
• Experience with Contentful, Google Analytics, Claude, LogRocket, experimentation, and personalization platforms is a plus.
• Ability to travel up to 25%.

Annual Salary Range: $110,000-$135,000/year, with a generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match.