Head of Digital Design, Website Optimization, and

About the Role

Key Responsibilities

• Define and execute the digital vision, setting priorities for design, optimization, and content.
• Shape the guest journey across all digital touchpoints, driving conversion and business results.
• Partner with senior leadership to influence digital strategy and align with broader organizational goals.
• Drive continuous improvement of site performance, focusing on conversion rates, bounce reduction, ADA compliance, SEO, and page speed optimization.
• Leverage analytics, A/B testing, and heatmapping tools to inform decisions and measure impact.
• Stay ahead of SEO trends and emerging technologies, including LLM-driven search.
• Lead the UX/UI strategy to deliver intuitive, engaging, and visually compelling experiences.
• Establish design frameworks, principles, and best practices that drive consistency and quality.
• Champion a customer-first mindset across the organization through research, usability testing, and rapid iteration.
• Oversee the product roadmap for website and its content management system.
• Ensure seamless integration of content, design, and features to create a unified guest experience.
• Supervise website governance, ensuring published content aligns with brand standards and commercial objectives.
• Partner closely with Product, Engineering, Marketing, Data Science, and Research teams to align priorities and deliver impactful solutions.
• Act as the digital ambassador, representing design and optimization strategies to executives and stakeholders.
• Build relationships across the organization to drive adoption of guest-focused innovations.
• Lead, mentor, and inspire a multidisciplinary team of designers, content strategists, and product analysts.
• Recruit and retain top talent, fostering a culture of creativity, collaboration, and continuous learning.
• Champion professional growth by providing guidance, coaching, and visibility into career pathways.

Requirements

• 7+ years of experience in UX/UI/Visual design management or a combined product management/design role, with a strong record of shipping user-facing products.
• Proven experience leading cross-functional teams and influencing senior stakeholders.
• Strong design sensibility and experience working with UX/UI/Visual Design teams.
• Agency background and experience.
• Keen sense of accountability and ownership of business results.
• Ability to synthesize complex user and business needs into elegant, scalable solutions.
• Excellent communication, storytelling, and presentation skills.
• Proficiency in product management and design tools (e.g., Jira, Confluence, Figma, Miro, etc.).
• Well versed with digital analytics, A/B testing tools.
• Familiarity with agile development methodologies.
• Experience in hospitality is a plus.
• Bachelor's degree in Design, Engineering, Business, or related field; MBA or advanced degree preferred.
• Ability to work from our Chicago Corporate Headquarters on a hybrid-remote work schedule (M/F optional work from home and T/W/TH in-office).

Nice to Have

• Experience in hospitality.
• MBA or advanced degree.

Qualifications

• Bachelor's degree in Design, Engineering, Business, or related field.
• MBA or advanced degree preferred.

Benefits & Perks

• Estimated salary range of $140,000 - $175,000 annually.
• Additional rewards may include annual bonuses, Paid Time Off, and other perks.