Description
DescriptionAbout the roleThe Vice President of CRM & Performance Marketing sits at the intersection of marketing, CRM, channel activation, paid media and analytics. You'll own our entire patient lifecycle and related communications at each step, along with providing your analytical acumen and creative instincts to achieve our marketing goals. We'll also rely on you to test and measure those communications, and derive insights to inform future campaigns.Reporting to the Chief Marketing Officer, the successful candidate will be analytical, self-starting, flexible, organized, and reliable, with the ability to both see the big picture and be able/willing to execute rapidly. We need an expert in owned and paid marketing, but we also need somebody who can stretch and provide leadership in our growth marketing efforts. This is a hybrid role with a flexible work arrangement out of our Vienna, VA or Raleigh, NC offices. You Will• Lead strategy to optimize the patient journey and identify high-impact CRM initiatives across the company that drive consumer retention and loyalty. As a key leader, you will establish best practices around CRM tools and processes by driving results and value through optimization• Serve as the owner of our CRM capability - building the capability on a new platform and defining requirements for partner teams to enable innovative strategies and tactics that improve patient retention and acquisition• Independently develop and implement of scalable and innovative processes that will positively impact KPIs/business performance • Own and optimize our patient email outreach program, ensuring the implementation of email best practices to maximize inbox deliverability and maintain an appropriate & effective cadence for our customers• Run growth marketing campaigns from launch to campaign performance recap: you will design experiments, develop campaign strategy, execute the campaign, and derive insights to inform and apply to go-forward strategy. • Consistently re-evaluate the patient outreach strategy to continually refine and enhance each program's effectiveness Test new channels and strategies to acquire new customers and increase engagement with current customers• Enhance our data driven and automated trigger communication with a clear strategy focused on segmentation and the future of patient personalization. Analyze patient database and implement best practices for communication to each patient segment• Explore and identify automated marketing tactics that advance customers along their lifecycle and promote engagement and retention• Understand our data science capabilities, ensure they are being utilized across all of our customer journeys, and identify gaps and development needs from this area. Continually utilize and expand these capabilities to form marketing insights and apply learnings to our patient communications strategy• Drive enhancements of our communication capabilities around messaging channels and targeting/personalization strategies through utilization of customer segmentation data• Own and build our paid media capability including managing and optimizing the paid media channel mix and testing new paid media channels• Establish methodologies for determining most efficient way to support offices that maximizes return to the business on our paid media investments• Define and optimize our paid media KPIs including CPA, ROAS, and LTV in order to track and improve our return on marketing spend• Identify and select key technologies needed to continue to evolve the sophistication of our marketing including CRM technologies, Social Listening technologies, paid media automation software, paid media attribution software, etc.• Explore the development of affiliate marketing and more elaborate targeting capabilities outside of traditional performance marketing channelsAbout You• 7+ years of hands-on B2C experience in email marketing as well as some experience in growth marketing and/or product marketing• Bachelor's degree in Marketing or the equivalent combination of education, skills and experience.• Experience with customer journey mapping, segmentation and targeting strategies• Experience with trigger email & lifecycle programs• Experience working with Business Intelligence Tools (PowerBI, Tableau, Looker) -- you're comfortable using data to analyze campaign performance and create strategies informed by those learnings• Knowledge of and comfort with a variety of online tools, inclusive of marketing automation platforms, content management systems, CRM, and web analytics• Strong ability to take complex analyses and present simply, clearly, and concisely to both marketing and operational leadership is a must.• An email marketing expert who has rounded out your skillset to also include growth marketing tactics, social media strategy, and/or SEM• Ability to execute initiatives in fast-paced, high-growth environment • Forward thinker who can execute on today's priorities while implementing scalable strategies that will continue thriving as the Company grows• Ability to work cross functionally with product, engineering, data science, analytics, research and designs• Strong analytical skills: Familiarity with multivariate testing and able to analyze campaign performance to evolve e-mail strategies. • You possess a strong understanding of consumer mindset, consumer empathy and dedication to great consumer experiences and regularly use data to validate that understanding• Extreme attention to detail: customer journey orchestration• Entrepreneurial mindset with a bias towards action Grow with Us• Career Development and Training Opportunities • Participate in a comprehensive benefits package including medical and dental coverage, tax-free savings plans, life insurance and more• Participate in our Vision coverage and associate discounts on our products• Participate in our 401(k) with competitive company match • Accrue PTO and paid holidays from day oneIntroduction MyEyeDr. How do you see yourself today? Are you looking for that unique opportunity where you can make a difference in the lives of the patients we serve? MyEyeDr. is a high-growth, premier healthcare company: a total vision care concept with a unique retail experience. Our trusted community doctors and knowledgeable teams are all focused on helping our patients live their best lives by delivering an exceptional, personalized experience to each of our patients in every interaction. Our business model is unlike others in the industry: we make healthcare accessible by welcoming all insurance and providing a great selection of stylish eyewear that meets the diverse needs of our patients. This role provides a chance for you to build your professional career with an organization that is purposeful and whose values drive actions. You would have the opportunity to prioritize the care of our associates and our patients, to connect the knowledge of our talented teams to our patients' needs, and to work in a fun, inclusive environment as part of a collaborative team. We are in search of that unique individual who is inspired by a career focused on helping others and providing quality care while continuously growing professionally and improving MyEyeDr. in meaningful ways. If this is you, we encourage you to apply so you can get your journey started with MyEyeDr. where you can help people see, look, and be their very best.MyEyeDr. is an Equal Opportunity Employer. Qualified applicants will receive consideration for employment without regard to race, color, national origin, ancestry, religion, sex/gender (including pregnancy), sexual orientation, gender identity or gender expression, age, physical or mental disability, military or protected veteran status, citizenship, familial or marital status, genetics, or any other legally protected category. MyEyeDr. will not tolerate discrimination or harassment based on any of these characteristics.
