Head of Digital Experience

Head of Digital Experience 

Location: UK (Watford Support Centre 2-3 days a week) 

Reports to: Marketing Director  

Team: Digital Experience 

The Head of Digital Experience is accountable for owning and evolving the digital end-to-end client experience across key digital touch points, ensuring seamless end-to-end digital journeys and client experience across the full pet lifecycle. 

Our ambition is to build a sector leading digital experience, setting the standard for how pet owners discover, choose and experience veterinary care. You’ll lead Medivet’s digital transformation programme – defining and delivering the operating model, capabilities and technology-enabled experiences required to create a sector leading end-to-end digital experience. 
This role ensures customers and their pets can live their best lives together by delivering seamless, data-driven, personalized and automated digital experiences across: 
- Website & digital platforms 
- Search - SEO, GEO (LLM/AIO)  
- CRM & lifecycle journeys and comms 

What You’ll Do 

• Own the end-to-end digital customer experience strategy across digital channels. 

• Define how digital journeys connect seamlessly with physical clinic experiences - booking, visit, treatment, follow-up, retention and reactivation. 

• Own the website strategy, UX, architecture and performance and lead the website optimisation roadmap (CRO, UX testing, personalisation). 

• Partner with Technology to evolve website CMS/DXP (Optimizely, headless capabilities, integrations). 

• Lead the ‘Search’ growth strategy across traditional SEO, Local SEO & Google Business, Generative Engine Optimisation (GEO), and LLM search visibility (ChatGPT, Perplexity, Google AI Overviews). 

• Own the CRM strategy, lifecycle journeys and communications execution. 

• Define and lead Medivet’s AI strategy across its digital experience and CRM. 

• Embed Data, Personalisation & Performance across all digital touchpoints. 

• Lead Medivet’s digital test-and-learn agenda, embedding experimentation across website, CRM, booking journeys, content and personalisation. 

• Lead and develop a high-performing digital experience team. 

• Work cross-functionally with Marketing, Analytics, Technology, Operations.  

What You’ll Bring 

• Senior digital leadership experience in multi-site, consumer-facing organisations. 

• Proven experience leading end-to-end digital transformation programmes including operating model, capability build and technology evolution. 

• Hands-on leadership of website, CRM and customer journey transformation delivering measurable outcomes. 

• Experience applying AI and data-led decisioning to drive growth and personalisation. 

• Comfortable operating at both strategic level and hands-on delivery. 

• Experience leading CMS/DXP environments (Optimizely desirable).  

• Strong understanding of Local SEO, Generative search optimisation (GEO), and AI search environments & LLM behaviour. 

• Deep CRM strategy, lifecycle journeys and comms marketing expertise (CRM Microsoft Dynamics desirable). 

Why Medivet 

Joining Medivet means becoming part of a nationwide community that puts care at the heart of everything we do. You'll work with a collaborative, people-first team where your expertise will be valued and your work will make a genuine impact on the lives of our colleagues and the animals they care for.