Director, CRM - Email, SMS & Retention Marketing

Location: Corporate Support Center, Delray Beach, FL

Company Overview:

Now Optics is a leader in the eye care industry. Its retail brand, Stanton Optical, is amongst the fastest-growing, full-service retail optical centers. The company consistently ranks among the largest optical retailers in the country by Vision Monday. Now Optics continues to expand its retail footprint with 300+ corporate and franchise locations while delivering affordable eye care services by providing a fast and friendly customer experience.

We believe in building a positive and cohesive culture where everyone is contributing towards a common goal and set of values.

This role leads email and SMS lifecycle marketing for Stanton Optical, reaching patients across 300+ locations.

Is This You? (a quick self-check before you apply)

* You've personally owned segmentation, campaign architecture, and lifecycle journeys inside an enterprise marketing engagement platform — not just used a CRM database for account management.

* You can point to a specific retention, churn-reduction, or lifetime-value number you personally moved — not just “campaigns that performed well.”

* You've led managers, not just individual contributors — ideally across more than one function.

* This is not a Customer Success, Account Management, or enterprise B2B CX role. If your “customer relationship” experience is 1:1 strategic accounts, reference/advocacy marketing, or sales-enablement, this likely isn't the right fit.

* This is not a pure call-center operations role. Phone is one of several channels you'll oversee, not the whole job.

Vision:
Modernizing the eye care experience for all people.

Mission:
Making eye care easy.

Values: iCARE

• Integrity
  :
  We see integrity as building a foundation of trust with our customers, employees and stakeholders by communicating honestly, ensuring consistency and delivering on our commitments.
• Collaboratio
  n:
  We see collaboration as combining the talents of a diverse group, offering proactive communication and being open-minded to new ideas.
• Accountability
  :
  We see accountability as taking initiative, delivering our best in all we do, accepting responsibility for our actions and taking ownership of results.
• Respect
  :
  We see respect as prioritizing human relationships, being present, connecting with transparency and empathy.
• Empowerment
  :
  We see empowerment as making purpose-driven decisions to support the company vision, showing appreciation for others, and taking care of the individuals, we serve.

Job Profile and Objectives

Retention & Lifecycle CRM

• Own and improve retention as the primary accountability, set the strategy, targets, and measurement, and drive the programs that move them.
• Own the lifecycle end to end (acquisition-to-retention, reactivation, win-back) and the segmentation strategy and creative behind all 1:1 communication.
• Identify at-risk and lapsing patients early and deploy proactive retention journeys across channels.
• Ensure campaign accuracy and on-time execution

Platform & Marketing Technology

• Business owner of the customer engagement platform, data feeds, campaign architecture, journeys, automations, and channel configuration.
• Owns transactional and triggered notifications (appointment reminders, order status, Rx recall) and SMS operations (calendar, compliance, deliverability).
• Partners on IT requirements for integrations, APIs, and data clean-up/new pipelines. Hold vendors to performance and roadmap commitments.

Voice of the Customer & Satisfaction

• Owns CSAT, NPS, outbound surveys, and online reviews and reporting as a closed-loop program that routes feedback, drives corrective action, and measures of improvement.
• Establishes patient health and satisfaction goals aligned to business objectives.
• Manages online brand…