Associate Director, Marketing & Practice Development

Description

RxSight® is an ophthalmic medical technology corporation headquartered in Aliso Viejo, California that has commercialized the world’s first and only adjustable intraocular lens (IOL) that is customized after cataract surgery. The company’s mission is to revolutionize the premium cataract surgery experience by allowing surgeons to partner with their patients to achieve optimized results for every unique eye.

OVERVIEW:

The Associate Director, Marketing and Practice Development at RxSight will be responsible for optimizing the use of RxSight products and services within optometric and ophthalmic practices. This role encompasses strategic planning, relationship management, practice support, training and education, marketing and promotion, business development, and product improvement. The Associate Director, Marketing and Practice Development will partner with the Sr. VP of Marketing and Professional Relations in developing and implementing brand strategies, managing product lifecycles, and ensuring successful market penetration and growth. This role will support U.S. expansion efforts by identifying and establishing new market opportunities and programs, including open access centers, centers of excellence, support programs for Private Equity Groups, and other practice-focused strategic initiatives to meet customer needs and increase product adoption. The Associate Director, Marketing and Practice Development will also handle market research, competitive analysis, and customer feedback to inform product development and practice marketing strategies for RxSight’s Account Manager team. Reporting to the Sr. Vice President of Marketing and Professional Relations, this role will work closely with cross-functional teams, including Marketing, Sales, Account Managers, Clinical Training Specialists, R&D, and Professional Education, to ensure cohesive product messaging and successful project execution at the practice level. The Associate Director, Marketing and Practice Development will ensure projects are completed on time, within budget, and meet high-quality standards while continuously monitoring and analyzing product performance to drive improvements and innovations.

ESSENTIAL DUTIES AND RESPONSIBILITIES: 

• Define the product vision and launch strategy for each RxSight product and accessory at the practice level.
• Conduct and support practice-level market research to understand customer needs, market trends, and the competitive landscape for each product.
• Develop and maintain a strong brand identity for the LAL within our practices, ensuring consistent education, messaging, and positioning across all marketing channels.
• Gather and analyze customer feedback and data to inform product improvements and enhancements, ensuring the LAL meets the needs of healthcare professionals and patients.
• Collaborate closely with the Account Manager Team to provide leadership on marketing initiatives to ensure the highest possible LAL adoption.
• Collaborate with clinical and sales teams to design and deliver educational programs and marketing materials for healthcare professionals.
• Manage digital marketing initiatives, including website content, social media presence, email campaigns, and online advertising.
• Oversee the development of patient education materials and resources to support ophthalmic practices.
• Monitor and analyze the effectiveness of marketing campaigns, adjusting strategies based on performance data.
• Foster relationships with key stakeholders, including ophthalmologists, practice managers, and industry partners.
• Support new product launches and market introductions, ensuring cohesive messaging and positioning.
• Support the Marketing team with ownership and project management of various marketing projects, including support with international expansion.
• Organize and participate in industry events, conferences, and trade shows to promote products and gather market insights.
• Stay up to date with industry trends and advancements to ensure marketing strategies remain current and effective.
• Ensure customer practices have appropriate LAL messaging on websites.
• Work with the Director of Professional Education to set up successful Center of Excellence Programs.

Requirements

REQUIRED KNOWLEDGE, SKILLS, AND ABILITIES:

• Excellent project management and analytical skills
• Demonstrable ability to liaise with individuals of all levels, including surgeons, optometrists, clinical staff and facility administrators. 
• Good understanding of marketing and advertising principles 
• Must have the ability to multi-task and adhere to strict deadlines. 
• Work in a fast-paced environment. 
• Well-organized with a cu