As Head of Digital, you will lead the vision, performance, and operation of Hakim Group’s digital ecosystem — 400–500+ practice websites, central platforms, and evolving digital services. You will own digital as a commercial growth engine, driving new patient acquisition through organic discovery, SEO/AEO, high-performing booking journeys, and Paid Media campaigns, while maintaining exceptional end-to-end patient experience and seamless handover to practices.
Collaborating with IT, Marketing, Creative, CRM/Data, and Practice Operations, you will build a scalable, efficient, and future-ready digital environment to support the group’s ambitious growth strategy.
Key Responsibilities
- Define and own the digital strategy, aligned to growth and practice-level goals.
- Oversee the architecture and management of 500+ websites, including design systems, SEO structures, booking journeys, and central platforms.
- Lead technical and strategic SEO/AEO approaches and organic content strategy across hundreds of practices.
- Oversee Paid Media (Google & Meta) campaigns, governance, optimisation, and reporting to complement organic acquisition and drive measurable bookings.
- Optimise modular booking flows and conversion rates across the estate.
- Ensure end-to-end patient journey quality and practice enablement.
- Own analytics frameworks, data flows, and insights for actionable decision-making.
- Manage external agencies, offshore teams, and global production partners.
- Lead, coach, and develop a multidisciplinary digital team.
- Explore emerging technologies, AI tools, and workflow automation for continuous improvement.
Skills, Knowledge & Experience
Essential
- Significant experience leading large-scale, multi-site digital estates with strong operational governance.
- Strong grounding in technical SEO, Core Web Vitals, structured data, and scalable multi-location search.
- Experience owning conversion and user journey optimisation, ideally across booking or high-intent funnels.
- Deep understanding of analytics (GA4/GTM), tagging/event structures, and data flows into CRM/CDP.
- Experience partnering with IT on domains, hosting, security/resilience, and system migrations.
- Successful track record managing agencies and offshore teams with structured governance and SLAs.
- Strong process mindset: capable of designing scalable workflows and improving delivery quality at volume.
- Experience coaching and developing high-performing teams.
- Experience overseeing Paid Media strategy and teams across Google and Meta, ensuring campaigns complement organic acquisition and drive efficient, measurable bookings.
- Ability to set scalable governance for Paid Media, including account structure, naming conventions, budgets, tracking/attribution, and landing page standards.
- Skilled in running disciplined optimisation cadences across high-volume local campaigns, including testing, conversion-rate improvement, and lead quality, partnering with Marketing, CRM/Data, and Practice Ops to ensure end-to-end journey alignment.
Desirable
- Experience in healthcare, retail, optical, or other service-led multi-location organisations.
- Familiarity with headless architectures, PIM platforms, or selective commerce journeys.
- Working knowledge of accessibility standards (WCAG), GDPR, DSAR, and release governance.
- Exposure to booking/diary systems and complex journey mapping.
Attributes & Behaviours
- Commercially minded and outcome-focused, with strong judgement on prioritisation and resource allocation.
- Strategic thinker with strong architectural intuition and operational discipline.
- Patient- and practice-first mindset: reduces friction, improves clarity, and strengthens in-practice outcomes.
- Calm, clear, and structured — especially under pressure or during change.
- Highly collaborative; able to bridge digital, IT, marketing, creative, CRM, and practice ops.
- Supportive leader who builds confidence, clarity, and accountability within the team.
