Now Optics

Digital Marketing Director

Job ID
2021-24910
Location
Marketing Palm Springs, FL (Support Center)
Schedule Type
Full Time
Category
Marketing

Overview

Reports to: SVP of Marketing

Location: Support Center - Palm Springs, FL

About Us:

Now Optics, formerly known as Vision Precision Holdings, is a leader in the eye care industry. Its retail brands, My Eyelab and Stanton Optical, are amongst the fastest-growing, full-service retail optical centers throughout the country. The company continues to expand its retail footprint with over 200 corporate and franchise locations while delivering affordable eye care services and providing a fast and friendly customer experience. The company consistently ranks among the largest optical retailers in the country by Vision Monday. In this role, you are expected to adhere to, and exemplify, all company profiles including:

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. 

Collaboration: 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:
The Digital Marketing Director will lead all digital marketing and CRM activation from ideation to execution across all paid and organic touchpoints (Search, Display, YouTube, Social, SEO, Email and SMS). They will develop integrated strategies for our B2C and B2B audiences, leading a team of specialists to plan, budget and optimize campaigns, improving performance and testing new ideas. The Digital Marketing Director plays a highly visible role in the organization, establishing strong relationships with internal and external partners, always staying ahead of consumer behavior and industry trends. The ideal candidate is both strategic and transactional. They scale up to motivate their team while finding insights in the data to present results and thoughtful recommendations. They can also easily scale down to the details at a market level, focusing on execution and managing the day-to-day.

Responsibilities

Job Duties:

Leadership

  • Coaches and builds a cohesive and productive team that seamlessly works together to deliver on business objectives through measurable plans
  • Fosters an open environment that encourages curiosity, intelligent risk-taking and creativity
  • Stays ahead of the evolving digital landscape, new opportunities, and competitive marketplace, forming strong vendor partnerships
  • Ability to deliver results and proactively share recommendations when shifts are needed
  • Partners cross-functionally to see thru the end-to-end customer experience and communicate upcoming initiatives and promotions, i.e. Retail Ops, Customer Call Center, IT, Merchandising, Franchise Team and Marketing.

Strategy

  • Work closely with SVP of Marketing to achieve overall marketing initiatives
  • Develops holistic digital strategies that improve KPI performance (in collaboration with the media team) and delivers on local store market opportunities, brand differentiation, and best reaches our target segments at each stage of the customer funnel
  • Direct responsibility for all paid digital media, CRM, and digital partner relationships
  • Develops 1:1 customer journey communication leveraging email and SMS (automated & scheduled) to grow the health of our customer base and increase customer retention
  • Responsible for managing our customer database in our email platform and developing customer segmentation to better personalize communication. Works closely with our email service provider, BI, IT and Ecommerce team.
  • Leads new store opening digital plans and process with flawless execution
  • Presents digital plans and results to Franchise owners (new and existing), including social media education and implementation

Content

  • Owns web content and messaging hierarchy, works closely with ecommerce and the digital team on landing page customer experience and site navigation
  • Writes creative briefs for all digital and web content needs, working closely with the Creative team to support the go-to-market plan, with consideration to the touchpoint/format/platform/audience and device. 
  • Works with vendor partners to leverage creative assets and partners on product descriptions and images
  • Creates and manages the Email & Social strategy and content Calendar

Analytics/Budget

  • Restlessly pursues data and insights to continuously learn and drive changes needed to succeed
  • Develops and maintains all relevant reporting dashboards including managing digital call tracking, Google Analytics, Data Studio and Google Ads to measure campaign performance and optimize our investment
  • Effectively presents and communicates digital plans, testing recommendations, and post mortem results
  • Manages the digital marketing budget including planning, forecasting and invoice reconciliation/accruals
  • Manages our email and social platforms and performance dashboards

Qualifications

Education & Experience:

  • Bachelor's Degree in Marketing, Business Administration, or a related field
  • Minimum of 7-10 years Digital Marketing experience with Email or CRM experience
  • Experience in Retail industry is preferred
  • Hands-on experience with Google Analytics, Google Ads, SEO, CRM & Social Platforms
  • Successfully led an internal digital team. Experience managing remote teams is highly regarded
  • Proven track record moving projects and ideas forward, especially in a fast paced environment
  • Confidence to deliver executive-level presentations 
  • Experience leading and inspiring a passionate team with diverse expertise

Skills & Qualifications:

  • Entrepreneurial spirit and ability to thrive in uncharted spaces, creating your own path and footprint
  • Ability to align and influence multiple stakeholders for a common goal, always leading with a customer-first mindset
  • Strong project management and organizational skills
  • Excellent communication skills, ability to present a compelling story
  • Exceptional strategic and analytical skills
  • Financial acumen
  • Comfortable managing change with ability to adjust and shift priorities as the business demands
  • Positive attitude and loves what they do

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