Director, Data Intelligence - Digital Strategy

Lead enterprise SEO and AEO strategy across owned digital properties and the Digital Shelf, establishing technical, schema, and measurement priorities. Partner with Brand, Digital Shelf, Media, Technology, and agency teams to strengthen visibility across traditional and AI enabled search. Lead Dyla's Shopify strategy and eCommerce performance, establishing core KPIs and working with agency and vendor partners to drive business results. Lead Shopify eComm operations, including merchandising, site experience, marketing activation, conversion optimization, site health, and day-to-day operating discipline. Build a disciplined experimentation and optimization program using A/B and multivariate testing, documenting hypotheses, defined success measures, and post-test decisions and knowledge sharing to improve engagement, conversion, and commercial value. Create digital analytics and insights model with analytics partner and teams, including KPI definitions, dashboards, and recurring performance reviews. Communicate performance and recommendations to senior leaders through concise, executive-ready reporting that connects digital activity to consumer behavior, brand outcomes, revenue, risk, and investment choices. Build, lead, and develop a high-performing digital strategy team. Set clear objectives, accountability, and support individual growth and career development. Foster a culture of collaboration, experimentation, and continuous improvement. 8+ years of progressive experience across digital strategy, eCommerce, digital product, website operations, SEO, conversion optimization, or digital analytics, including experience leading complex cross-functional work. Bachelor's degree in Marketing, Business, Technology, or related field, or equivalent practical experience. Knowledge of SEO fundamentals, including technical SEO, content strategy, information architecture, structured data, crawlability, and performance measurement; working knowledge of AEO and AI-enabled discovery. Experience designing and governing A/B or multivariate testing programs and applying test results to product, content, and journey decisions. Demonstrated ownership of a digital roadmap and measurable outcomes across a consumer website, direct-to-consumer business, or other revenue-generating digital platform. Ability to lead agencies and vendors, manage budgets with accountability for quality, deadlines, and business impact. Strong people leadership, collaboration, and cross functional change management. Demonstrated ability to automate and simplify operations, using technology, workflows, and scalable processes to improve speed, accuracy, and efficiency. Experience with DTC subscription, repeat-purchase, or retention models. Experience in CPG, beverage, food, or other multi-brand environment. Working knowledge of digital analytics, SEO, and AEO platforms, including tools used to measure website performance, organic search visibility, consumer search behavior, and brand presence across AI-powered answer engines. Experience with keyword strategy, content testing, benchmarking, scorecards, and digital shelf measurement.