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Senior Director, Digital Strategy @Ideal Image
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WORK HISTORY
Senior Director, Digital Strategy @Ideal Image
Lead the vision and roadmap for Ideal Image’s digital ecosystem—including website, e-commerce, mobile app, and AI chatbot—aligning all digital initiatives with broader business goals. Responsible for the launch of a new marketing website and the company’s first-ever integrated booking flow allowing guests to schedule consultations and treatments directly online. Define and prioritize features that modernize the customer journey, reduce friction, and increase conversion rates across channels. Build business cases for digital investments, including ROI modeling, performance measurement, and reporting across all platforms. Champion an omnichannel experience that connects self-service scheduling, profile management, and promotional offers across devices and user types. Provide strategic oversight to SEO, content, and CRO efforts, while fostering a collaborative, data-driven culture focused on speed, learning, and innovation.
EDUCATION
Kaplan University
Bachelor of Science - BS, Management Information Systems (MIS)
University of Notre Dame - Mendoza College of Business
Executive Certificate in Leadership
Arizona State University
Executive MBA, Emphasis in International Business
Center for Creative Leadership
Leadership Development Program Certificate
SKILLS
ABOUT TONY LAZARE
I focus on building digital experiences that customers love and businesses can scale.As a Senior Director of Digital Strategy, I lead the product, performance, and experience capabilities that help multi-location service brands grow faster with less friction. My focus spans the full funnel: high-intent discovery, booking, AI-assisted conversion, and self-service digital experiences that elevate both client satisfaction and operational efficiency.Career highlights include the launch of advanced booking flows allowing treatment scheduling online for all services, enterprise rollout of Instapage paid landing experiences improving speed-to-lead, and modernization of the marketing website ecosystem to boost SEO and brand trust. My work consistently reduces cost per acquisition while increasing appointment volume and sales adoption.I’m at my best partnering across Technology, Operations, and Marketing to define where experiences should evolve next, then delivering the roadmap and results that get us there.Expertise:Digital & Marketing Strategy: Digital Strategy Marketing Automation Performance Marketing Search Engine Optimization (SEO) Conversion Rate Optimization (CRO) Search Engine Marketing (SEM) Content Management Customer Experience Journey Mapping Kaizen EventsProduct & Experience Design: Product Development Experience Design UI/UX Product OwnershipLeadership & Development: Employee Development Mentoring Budget Management Vendor ManagementTechnical & IT Skills: IT Strategy & Vision Web Development / Internal Development Systems Integration Project Management Business Intelligence (BI) Data Analytics You may email me directly at t••••••@gmail.com
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