Vice President of Marketing and Digital Growth

JOB DESCRIPTION

Location

Remote

Reports to

Chief Operations Officer

Direct reports

Current and future members of the Marketing function

Travel

Periodic travel to practices, markets, and leadership meetings

Key Responsibilities

Enterprise Marketing Strategy and Leadership

Develop and execute the annual enterprise marketing strategy, operating plan, and budget in alignment with Elevate's growth, patient access, revenue, and practice-performance objectives.

Advise executive leadership on market positioning, patient-growth opportunities, marketing investment, emerging risks, and the expected financial impact of proposed initiatives.

Establish clear marketing governance, priorities, service levels, and decision rights across corporate teams, practices, and external partners.

Build, lead, coach, and develop the Marketing team while defining the future organizational capabilities required to support continued growth.

Select and manage agencies, technology partners, and other vendors based on measurable performance, service, compliance, and value.

Patient Growth and Performance Marketing

Own the patient-acquisition strategy across paid search, paid social, programmatic media, local service channels, organic search, email, text, and emerging platforms.

Establish scalable campaign frameworks that balance enterprise standards with the unique brand, market, service-line, and provider needs of each practice.

Oversee media planning, budget allocation, pacing, testing, and optimization across locations, reallocating investment based on performance and business need.

Partner with Operations and clinical leadership to improve the patient journey from discovery through scheduling, completed visits, optical capture, retention, and reactivation.

Develop targeted strategies for underperforming practices, new service lines, provider capacity, market expansion, and seasonal demand.

Brand, Reputation, and Digital Experience

Lead enterprise and practice-level brand strategy while protecting the local identity and community relationships that contribute to patient loyalty.

Oversee websites, local listings, online reviews, social media, content, and other digital touchpoints to create a consistent, accessible, and patient-centered experience.

Establish standards for brand identity, messaging, creative quality, reputation response, and market communications across the organization.

Partner with Operations, Medical Leadership, Human Resources, and Business Development on organizational communications, recruitment marketing, new-practice launches, rebrands, and market transitions.

Analytics, Attribution, and Marketing Technology

Lead the marketing analytics and technology strategy, including web analytics, tag management, conversion tracking, call tracking, CRM capabilities, dashboards, and reporting standards.

Partner with Operations, Finance, IT, and business intelligence resources to connect marketing activity with scheduling, completed appointments, clinic performance, optical capture, and revenue outcomes.

Develop practical attribution and forecasting models that improve investment decisions while recognizing the limitations of available data.

Create executive and operating dashboards that provide timely visibility into performance by practice, market, campaign, service line, and channel.

Maintain disciplined data definitions, quality controls, documentation, and vendor accountability across marketing platforms.

Search, Content, and AI Discovery

Lead an integrated strategy for traditional search, local search, content visibility, structured data, and discovery through AI-enabled platforms.

Monitor how Elevate and its practices are represented across search engines, maps, directories, generative search tools, and other discovery channels.

Evaluate and pilot emerging tools and practices based on measurable business value, patient trust, brand standards, and compliance considerations.

Build internal knowledge and external partnerships that keep Elevate responsive to changes in patient search and discovery behavior.

Acquisition and Growth Integration

Lead the marketing workstream for acquisitions, including brand assessment, digital access, local listings, websites, reputation, campaign transition, and patient communications.

Create repeatable integration playbooks, timelines, and success measures that preserve continuity while bringing new practices into Elevate's marketing ecosystem.

Partner with Business Development, Operations, Finance, IT, and Medical Leadership to support diligence, integration planning, market launches, and post-close performance.

Privacy, Compliance, and Risk Management

Partner with Compliance, IT, legal resources, and operational leaders to ensure advertising, analytics, website tracking, consent management, and patient-data practices comply with HIPAA and applicable privacy requirements.

Ensure marketing platforms and vendors are appropriately evaluated before protected or sensitive information is collected, transmitted, accessed, or used.

Maintain accurate and supportable healthcare claims, testimonials, provider information, and patient-facing content in collaboration with clinical and compliance stakeholders.

Measures of Success

New patient appointment volume, completed appointments, and patient-acquisition cost.

Cost per scheduled and completed appointment, conversion rates, and appointment show rates.

Marketing-supported revenue, return on advertising spend, and same-store patient growth.

Website and scheduling conversion, local search visibility, and online reputation performance.

Optical capture and other service-line conversion measures developed with Operations and clinical leadership.

Timely and effective marketing integration of acquired practices and new locations.

Budget performance, vendor effectiveness, data quality, and executive reporting reliability.

Team capability, accountability, engagement, and readiness to support organizational growth.

Qualifications

Bachelor's degree in marketing, business, communications, analytics, or a related field. An advanced degree is a plus.

Ten or more years of progressive marketing experience, including at least five years leading digital growth, performance marketing, or an integrated marketing function.

Three or more years directly leading and developing employees, with demonstrated success building accountable, high-performing teams.

Demonstrated expertise in paid media, local and organic search, marketing analytics, attribution, conversion optimization, and budget management.

Experience developing enterprise marketing strategy and translating business goals into measurable patient, customer, or revenue growth.

Experience in a multi-location, healthcare, dental, retail, or franchise-style organization strongly preferred.

Experience supporting acquisitions, market launches, rebrands, or decentralized operating environments strongly preferred.

Working knowledge of regulated data and privacy environments. Healthcare and HIPAA experience strongly preferred.

Strong analytical and financial judgment, including the ability to interpret dashboards, evaluate investment tradeoffs, and communicate actionable insights.

Familiarity with GA4, Google Tag Manager, major advertising platforms, CRM or marketing automation tools, and business intelligence platforms. SQL literacy is a plus.

Executive presence and the ability to communicate clearly with clinical, operational, financial, technical, and executive stakeholders.

Work Environment and Physical Requirements

This position operates primarily in a professional office or remote-work environment and routinely uses standard office and computer equipment. The employee must be able to communicate effectively, review detailed information, and remain stationary for portions of the workday. Reasonable accommodations may be made to enable qualified individuals with disabilities to perform the essential functions of the position.

Additional Information

This job description describes the general nature and level of work expected for the position. It is not intended to contain a comprehensive listing of every responsibility or qualification. Duties and reporting relationships may be modified based on organizational needs.

Elevate Eyecare is an equal opportunity employer. Employment decisions are made without regard to any characteristic protected by applicable law.

Position Summary

The Vice President of Marketing and Digital Growth leads Elevate Eyecare's enterprise marketing function and is accountable for accelerating patient growth, strengthening practice and enterprise brands, and improving marketing effectiveness across a growing multi-location optometric healthcare organization. The role establishes the marketing strategy, operating model, budget, technology, and performance standards needed to support existing practices, new service lines, and acquisition integration.

This leader combines executive-level strategy and people leadership with strong technical credibility in digital advertising, analytics, local search, and conversion optimization. The Vice President remains close to campaign and data performance, can engage directly when needed, and builds a scalable team and vendor network capable of supporting Elevate's continued growth.

Elevate Eye Care

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Vice President of Marketing and Digital Growth