Practice Marketing Manager

About the Role

We're seeking an analytical and entrepreneurial Practice Marketing Performance Manager to drive marketing success for our newly acquired optometry practices. This role is perfect for a data-driven marketer who thrives on owning business outcomes and finding creative solutions to help new locations succeed.

As Practice Marketing Performance Manager, you will be the driving force behind marketing performance for newly acquired optometry offices. Reporting to the Vice President, Marketing, you'll leverage your quantitative skills and business acumen to understand each practice's unique characteristics, optimize their patient data, and create tailored marketing strategies that drive patient volume and engagement. You'll work cross-functionally with IT, operations, media, and field teams to ensure every new practice has the foundation and support to thrive.

This is a hybrid position with a minimum of two onsite days per week at our Vienna, VA or Raleigh, NC office.

• Develop a deep understanding of each newly acquired practice's business characteristics, patient demographics, historical marketing approach, and growth potential.
• Partner with IT to assess and validate patient data conversions, ensuring we've captured the right volume of patient records with complete supporting data (email addresses, transaction history, contact preferences, etc.).
• Drive continuous improvement of our data conversion process by collaborating with IT to enrich patient records in the CDP, integrate transaction history to identify high-value patients, and implement data quality enhancements.
• Build and own a comprehensive performance monitoring system that tracks business results against goals and evaluates CRM effectiveness - are we reaching enough patients? Are they responding? Where are the opportunities?
• Create and refine marketing playbooks tailored to different practice profiles, determining the right mix of postal campaigns, digital tactics, product-focused content, and engagement strategies for each office type.
• Identify practices that require additional media support and effectively communicate needs and opportunities to the media team.
• Build strong partnerships with operational leaders and field teams to gather frontline insights on practice performance, uncover challenges, and identify opportunities for improvement.
• Translate complex data and performance metrics into actionable insights and clear recommendations for stakeholders at all levels.

• Bachelors degree in Marketing or similar, or the equivalent combination of education, experience & skills.
• 5+ years of experience in marketing, marketing operations, or business analytics, preferably in a multi-location environment.
• Exceptional quantitative skills and advanced Excel proficiency - you're genuinely comfortable diving into data, building models, and extracting insights that drive decisions.
• Strong ownership mindset - you don't just report on performance, you feel accountable for outcomes and proactively identify what needs to happen to drive results.
• Naturally curious and analytical - you're always asking "why" to understand root causes and uncover opportunities for improvement and innovation.
• Experience working with customer data platforms (CDPs) and CRM systems, with the ability to partner effectively with technical teams to identify key data points and translate them into effective marketing campaigns.
• Proven track record in a multi-location business environment, ideally with exposure to acquisition integration, franchise operations, or location-based performance management.
• Experience in healthcare, retail, or service-based businesses is highly preferred.
• Entrepreneurial spirit - comfortable building processes from scratch, comfortable with ambiguity, and energized by the challenge of standing up new capabilities.
• Strong stakeholder management skills with the ability to collaborate across diverse teams including IT, operations, creative, and field leadership.
• Familiarity with marketing analytics tools (Google Analytics, Tableau, Power BI, etc.) and marketing automation platforms is a plus.

• Career Development and Training…