Director Business Process Architecture

Laudio; Gilbert (AZ); Hybrid; USD 178,000 - 255,000; Full time

Benefits offered by this job

Health, dental, and vision insurance

401(k) with company match

Paid time off and parental leave

Employee assistance program

Headspace / wellness programs

Charitable matching program

Job summary

NASM, an Ascend Learning brand, seeks a Director of Business Process Architecture to lead end-to-end commercial experiences across Marketing, Sales, eCommerce, and Operations from our Gilbert, AZ hybrid office.

You will design and govern business processes, data architectures, and AI-powered capabilities, translating strategy into scalable reference architectures and roadmaps for MSP partners and internal teams. This role demands executive-level influence and a hands-on architecture mindset.

Qualifications

• Bachelor’s degree in business, marketing, CS, design, or related field; MBA strongly preferred.
• 10+ years of eCommerce leadership at a B2C retailer with revenue responsibility.
• Proven track record shipping online retail experiences at scale.
• Deep expertise in marketing/sales processes, including UX, performance marketing, and attribution.
• Experience with AI solutions for marketing, sales, and operations, including agentic AI.
• Hands-on in modeling business processes, designing tech solutions, and delivering measurable results.
• Knowledge of modern martech stack: CMS, automation, CRM, CDP, and personalization engines.
• Executive presence, influence at C-suite level, and MSP/outsource collaboration.
• Strong analytical skills and ability to translate data into actionable strategy.
• Clear vision for AI-enabled customer experience and agentic search in commerce.

Responsibilities

• Serve as senior architect of NASM’s end-to-end commercial customer experience across marketing, sales, eCommerce, and operations.
• Model business processes for acquisition, conversion, retention, and lifetime value; identify friction and tech investments.
• Design online retail experiences: category pages, PDPs, cart, checkout, upsell and post-purchase journeys.
• Define personalization and lifecycle marketing strategies across web, mobile, email, and in-product surfaces.
• Architect SEO/AEO/GEO and agentic search readiness for AI-mediated discovery.
• Lead martech stack design for paid media, attribution, and audience activation.
• Craft the customer master data architecture powering a single view across CRM, marketing automation, and data platforms.
• Advise CMO/CCO/CIO on customer experience design and scale through MSP delivery partnerships.
• Champion AI-powered customer experiences and agentic shopping; drive AI-enabled engagement and automation.
• Collaborate with architects and product owners to translate designs into roadmaps and standards.

Skills

eCommerce leadership

AI solutions knowledge

MSP/outsource experience

Executive communication

Conversion/attribution analytics

Martech stack familiarity

Education

Bachelor’s degree in business, marketing, computer science, design, or related field

MBA or relevant graduate degree

Tools

Headless commerce

Adobe AEM

Edge Delivery Services

HubSpot

Adobe Campaign

Dynamics 365

Customer Data Platform

Personalization engines

Job description

We Impact Lives Through Purpose-Driven Work in A People First Culture

Ascend Learning, a leading healthcare and learning technology company, is the connection between a powerful portfolio of brands serving students, educators, and employers with outcomes-based, data-driven solutions across the lifecycle of learning. From testing to certification, Ascend Learning products are used by physicians, emergency medical professionals, nurses, allied health professionals, certified personal trainers, financial advisors, skilled trades professionals and insurance brokers.

Headquartered in Burlington, MA, with additional office locations and hybrid and remote workers in cities across the U.S., Ascend Learning was recognized by Newsweek and Plant-A Insights Group as one of America’s 2025 Greatest Workplaces as well as America’s Best Places to work for Mental Well-Being for 2025.

We're always looking for talented, passionate professionals to join us in our mission to help change lives. If this sounds like an environment where you'd thrive, read on to learn more.

For over 37 years, National Academy of Sports Medicine® (NASM®) has set the standard in fitness and wellness credentials and certification with best-in-class, evidence-based programming. An Ascend Learning brand, NASM has delivered over 1.4 million fitness professionals in over 100 countries. From personal training to nutrition coaching, wellness to sports performance, NASM trainers and specialists work at every level to help clients set and reach their unique goals. Join us in igniting potential and making a lasting impact in the fitness and wellness industry.

WHAT YOU'LL DO

NASM is seeking a Director Business Process Architecture, reporting to the Chief Information Officer. This leadership role is the architect of NASM’s end-to-end commercial experience serving as the connective tissue between Marketing, Sales, eCommerce, Technology, and Operations. The Director Business Process Architecture designs how NASM acquires, converts, retains, and delights members across every digital touchpoint, then translates that vision into business process designs, technology architectures, and AI-powered capabilities that the organization and its Managed Service Provider (MSP) partners deliver against.

This is also a role for someone with a clear point of view on the future of digital commerce in an AI-first world. NASM is investing in agentic AI, AI-powered personalization, and AI-optimized discoverability (AEO, GEO, and the next generation of organic acquisition). The Director Business Process Architecture is the senior advisor shaping how NASM wins in that future. From how customers find us in a world of agentic search to how AI agents amplify the productivity of our internal Marketing, Sales, and Operations teams.

The role is hands-on at the level of architecture and design, executive at the level of advisory and influence. The right person blends the rigor of a process and solution architect with the instincts of an eCommerce leader who has built and shipped exceptional consumer experiences and the curiosity of a technologist who sees AI as the next platform shift.

WHERE YOU’LL WORK

This position will work a hybrid schedule from our Gilbert, AZ office location.

HOW YOU’LL SPEND YOUR TIME

• Serve as the senior architect of NASM’s end-to-end commercial customer experience, spanning Marketing, Sales, eCommerce, Member Services, and Operations.
• Model the business processes that drive acquisition, conversion, retention, and lifetime value; identify friction, opportunity, and the technology investments required to optimize each stage of the funnel.
• Design and architect exceptional online retail experiences, including category and product detail experiences, cart, checkout, upsell, cross-sell, post-purchase journeys, and account experiences that drive measurable lift in conversion and average order value.
• Define NASM’s strategy and architecture for personalization audience segmentation, behavioral targeting, AI-driven recommendations, and lifecycle marketing across web, mobile, email, and in-product surfaces.
• Own NASM’s strategy and architecture for organic acquisition and discoverability: SEO, Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and agentic search readiness; define the patterns by which NASM’s content and product surfaces win in an AI-mediated discovery landscape.
• Architect the performance marketing technology stack across paid media, attribution, audience activation, and measurement; partner with Marketing on the technology and data foundation required to scale paid acquisition profitably.
• Design the customer master data architecture and identity strategy that powers a single, trusted view of the customer across CRM (Dynamics 365), marketing automation (HubSpot), commerce, the Snowflake data platform, and AI use cases.
• Serve as direct advisor to the Chief Marketing Officer, Chief Commercial Officer, Chief Information Officer, Marketing and Technology leadership on customer experience design, performance optimization, and the technical architecture that drives scale, organic traffic, and conversion.
• Define and champion NASM’s vision for an AI-enabled customer experience — including agentic shopping experiences, conversational discovery, AI study and certification assistants, and the evolution of digital touchpoints as AI m
• Lead the design of agentic AI solutions that optimize internal Marketing, Sales, and Operations processes — from campaign ideation and content production to lead qualification, sales enablement, and member service automation.
• Partner with the Principal Architect, Solution Architects, and the Directors of Data, Analytics and AI to translate experience designs into reference architectures, integration patterns, and engineering standards that MSP delivery partners build against.
• Partner with the Technical Product Manager and Product Owners to translate business process designs into well-formed product roadmaps and requirements.
• Establish the design standards, journey maps, service blueprints, and process models that govern how NASM designs, builds, and operates commercial customer experiences across the enterprise.
• Define KPIs and measurement frameworks for commercial customer experience performance including, conversion rate, average order value, customer acquisition cost, lifetime value, organic share, and AI-driven engagement — and partner with Analytics to instrument and report against them.
• Champion experimentation, A/B testing, and continuous optimization as core operating disciplines across the commercial customer experience.
• Stay deeply current with the eCommerce, martech, AI, and consumer experience landscape; bring a constant flow of ideas, benchmarks, and emerging practices into NASM.

WHAT YOU’LL NEED

• Bachelor’s degree in business, marketing, computer science, design, or related field required; MBA or relevant graduate degree strongly preferred.
• 10+ years of eCommerce leadership experience at a business-to-consumer (B2C) retail company, with direct accountability for online customer experience, conversion, and revenue performance.
• Proven track record architecting and shipping exceptional online retail experiences, including category, product detail, cart, checkout, upsell, cross-sell, and post-purchase experiences at meaningful scale.
• Deep expertise across the full marketing and sales process: experience design, customer experience strategy, customer master data, creative and content operations, UI/UX, performance marketing, SEO, paid media, lifecycle marketing, and attribution.
• Demonstrated experience in Answer Engine Optimization (AEO), Generative Engine Optimization (GEO), and the emerging discipline of designing for agentic search and AI-mediated discovery.
• Hands-on experience modeling business processes, designing technology solutions, and delivering measurable improvements to customer, sales, and marketing experiences.
• Proven experience delivering solutions that enhance every phase of the marketing funnel: awareness, consideration, conversion, retention, and advocacy.
• Strong working knowledge of the modern eCommerce and martech stack: headless commerce, content management (Adobe AEM and Edge Delivery Services or equivalent), marketing automation (HubSpot, Adobe Campaign), CRM (Dynamics 365 or equivalent), customer data platforms, and personalization engines.
• In-depth knowledge of AI solutions and agentic AI applied to marketing, sales, and operations including generative content, agentic workflows, AI-powered personalization, and the technical patterns required to deploy them responsibly at scale.
• Clear, articulated vision for the future of an AI-enabled customer experience, including agentic commerce, conversational discovery, and the evolution of the marketing funnel as AI m
• Strong experience working in an MSP or outsourced delivery model, with the ability to design at a level of rigor that delivery partners can build against without ambiguity.
• Executive presence and demonstrated ability to influence at the C-suite; trusted advisor to senior Marketing, Sales, and Technology leadership.
• Strong analytical orientation; fluent in conversion, attribution, cohort, and funnel analysis; comfortable with experimentation methodologies and statistical rigor.
• Excellent written and verbal communication; able to translate complex commercial, design, and technical concepts for executives and operators alike.
• A change agent who delivers measurable outcomes for customers and the business, and who brings energy, curiosity, and craftsmanship to every engagement.

HIRING RANGE

The current full-time, annualized base pay hiring range for this role is $178,000.00-$254,540.00. In accordance with applicable state laws, we are providing the expected pay range for this position. Individual compensation will be determined by various factors, including relevant experience, qualifications, current business needs and local market factors. Most regular, full-time employees are eligible to participate in an Ascend incentive bonus or sales plan.

BENEFITS

• Health, dental, and vision insurance
• Company paid life Insurance
• 401(k) with company match
• Paid time off and parental leave
• Employee assistance program
• Other wellness programs such as Headspace and Airvet
• Charitable matching program

Fostering A Sense of Belonging

Our values-driven culture unifies our teams and inspires a mindset of action, innovation, and collaboration, with a relentless focus on customers. We seek out and celebrate all people and perspectives and cultivate an inclusive culture where everyone can thrive, feel valued, and be authentic. Our culture is firmly rooted in the belief that by embracing our differences and drawing on diverse perspectives, we are a stronger, more innovative, and more successful organization where employees experience a sense of belonging.

Ascend Learning, LLC is proud to be an equal opportunity employer (M/F/Vets/Disabled). No agency or search firm submissions will be accepted. Applications for U.S.-based positions with Ascend Learning, LLC must be legally authorized to work in the United States, and verification of employment eligibility will be required at the time of hire.