Tony Lazare

I lead digital transformation initiatives that drive measurable revenue lift, lower CPA, and create frictionless booking experiences. My work includes introducing multi-modality consultation and treatment scheduling, modernizing the marketing website’s technical architecture and UX, and launching high-performing Instapage landing experiences to improve speed-to-lead and media ROI. I built a structured CRO program centered on A/B testing to increase booking conversion and media efficiency, while also modernizing content and SEO to expand local coverage and organic growth. Additionally, I implemented an AI-powered chatbot to streamline inquiries and push more clients directly into bookable appointments.

I led UI/UX, Content Management, Performance Marketing, SEO, and Analytics teams, driving organizational improvements that resulted in new roles, multiple promotions, and stronger cross-functional execution. By combining voice-of-customer insights with analytics, I redesigned the enrollment experience and enhanced team workflows through Jira-based scrum processes. I also contributed to the company’s mentorship, internship, and trust council programs while serving as Principal Product Owner, leading two offshore scrum teams focused on ambassador enrollment, compensation modernization, and back-office enhancements.

I led the companywide digital strategy and played a key role in the corporate rebrand from Cable One to Sparklight, building a full digital transition roadmap in partnership with IT, Marketing, Sales, and Customer Operations. I accelerated online revenue from 14% to 20% of total sales, launched a new corporate website in under four months to support the rebrand, and integrated multiple acquisitions into the unified digital ecosystem. I also drove adoption of self-service ordering and digital upgrades while reporting performance directly to C-level leadership to ensure strong alignment between the digital roadmap and revenue goals.

Prior experience includes Developer, Manager of IT and Director of IT Engineering.

Previously, I served as Director of IT Engineering, overseeing Web Development, QA, Analytics, and Release Management. In this role, I led cross-functional technical teams, strengthened development processes, and improved delivery reliability across major digital initiatives. I also partnered closely with product and business stakeholders to ensure scalable, high-quality releases that supported the company’s broader digital transformation.