Director of Marketing

GENERAL JOB DESCRIPTION & RESPONSIBILITIES


As the Director of Marketing for our growing network of optometry practices, you will play a critical leadership role in shaping and executing the brand’s go-to-market strategy. You will drive patient acquisition, retention, and engagement through strategic marketing planning and omnichannel execution. Reporting to the Senior Director of Marketing, you will lead the development of comprehensive campaigns and promotional initiatives that reflect our mission to deliver exceptional eye care experiences.


Key Responsibilities

Brand & Go-to-Market (GTM) Strategy:
Own the planning, execution, and performance of brand marketing initiatives across all channels. Lead development of integrated GTM strategies that support product and service launches.

Team Management:
Lead, manage, and motivate a small team to achieve Marketing Department goals, fostering a positive and collaborative work environment, setting clear expectations, providing regular feedback, and supporting professional development.

360 Marketing Calendar:
Build and manage a holistic annual marketing calendar encompassing seasonal campaigns, service promotions, and regional initiatives.

Campaign & Communication Content:
Oversee the creation of compelling and compliant campaign messaging and content across paid, earned, owned, and shared channels.

Patient Engagement:
Design and implement marketing strategies to engage new and existing patients, improving lifetime value and enhancing brand loyalty.

Segmentation Marketing Execution:
Develop and activate data-driven segmentation strategies to personalize outreach and optimize marketing ROI.

Media Development & Execution:
Lead the development, testing, and deployment of digital and traditional media campaigns in collaboration with agency and media partners.

Managed Vision Care Marketing:
Create targeted marketing programs to support Managed Vision Care (MVC) offerings, drive plan utilization, and educate patients on benefits.

Promotional Strategy & Execution:
Plan and execute compelling promotional campaigns that drive foot traffic and conversions while aligning with business objectives.


EXPERIENCE & SKILLS

Education:

Bachelor’s degree in Marketing, Communications, Business, or related field (MBA preferred).


Experience:

8+ years of progressive marketing leadership experience, ideally in multi-location healthcare, retail, or optometry/vision care sectors.

Proven track record of building and executing integrated GTM campaigns.

Experience managing media budgets and agency relationships.


Skills:

Strong leadership and cross-functional collaboration skills.

Deep understanding of patient behavior, segmentation, and healthcare marketing compliance.

Excellent verbal and written communication skills.

Results-oriented, analytical mindset with ability to drive continuous improvement.


OTHER DUTIES & INFORMATION

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the teammate for this job. Duties, responsibilities, and activities may change at any time with or without notice.


REPORTING

Reports to: Sr Director Marketing

Supervises: -


Interacts with:


STATUS

Status: Full-time

Exempt