Senior Director, Digital Experience

Summary

The Senior Director, Digital Experience leads the strategy, execution and ongoing evolution of U.S. Travel digital platforms, user experience and audience intelligence capabilities.

This role will lead one of the most significant transformation initiatives in U.S. Travel history: bringing a new brand identity and digital experience to life through a modern, AI-enabled platform designed to strengthen engagement with members, policymakers, media and industry stakeholders.

The Senior Director serves as the organization's leader for digital strategy, search visibility, analytics and digital performance. This role ensures the new U.S. Travel brand identity is translated into a compelling, intuitive and high-performing digital experience while overseeing the technology, governance and measurement infrastructure that supports the organization's mission.

Success in this role requires a combination of digital strategy, user experience, analytics and search expertise, along with strong project management and people leadership capabilities. The Senior Director must be able to align stakeholders, lead complex initiatives and deliver high-quality results in a fast-paced environment.

Key Responsibilities

Digital Experience & Strategy

·       Lead the strategy, launch and evolution of U.S. Travel digital platforms, including a new AI-enabled, personalized website experience.

·       Lead the implementation and evolution of the new U.S. Travel brand identity across digital channels, ensuring a consistent, intuitive and high-performing user experience.

·       Define the vision and roadmap for audience-centered digital experiences that serve members, policymakers, media and industry stakeholders.

·       Collaborate with internal stakeholders and agencies to establish priorities, improve user journeys and guide platform enhancements.

·       Drive innovation through AI, personalization, automation and emerging technologies.

·       Ensure digital platforms are accessible, secure, scalable and continuously optimized for performance.

·       Oversee website governance, content operations, platform standards and technology integrations across CRM, marketing automation, and other enterprise systems.

·       Lead SEO strategy, AI search visibility and digital discoverability efforts across U.S. Travel properties.

Measurement & Audience Intelligence

·       Build and oversee a measurement and analytics function that demonstrates U.S. Travel reach, influence and impact.

·       Develop performance frameworks, dashboards and reporting systems that connect organizational priorities to measurable outcomes.

·       Analyze audience behavior, search trends and performance metrics to deliver actionable insights that inform strategy, improve performance and strengthen organizational effectiveness.

Leadership & Execution

·       Lead and develop a high-performing digital team, including a web developer and analytics manager.

·       Manage agency partners, consultants and technology vendors, ensuring work is delivered on time, on budget and aligned with organizational objectives.

·       Establish clear priorities, accountability and performance expectations across digital initiatives.

·       Communicate and collaborate across departments to align stakeholders, manage competing priorities and advance organizational goals.

Key Attributes:

·       Strategic thinker with a strong bias toward execution.

·       Exceptional project manager with meticulous attention to detail, strong organizational skills and the ability to lead complex, cross-functional initiatives from concept through delivery.

·       Seasoned people leader with a track record of developing talent and building high-performing teams.

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