Sr. Director, Digital Marketing & Web Experience

30 years ago, Dr. Barnes founded Eyemart Express to deliver everything a patient needs. It started with one friendly shop in Appleton, WI, and has since expanded to over 245 stores in 42 states. Today, Eyemart Express is celebrated for promptly delivering quality eyewear at great prices while maintaining great relationships with optometrists and local communities. We’re not like everyone else—with local labs in stores, eye exams, and same-day delivery on glasses—our customers never miss a moment. Now, you can join one of the nation’s top optical retailers and improve lives by helping people see better.

The Sr. Director, Digital Marketing & Web Experience will lead digital customer acquisition, website strategy and digital ecosystem evolution for the acquired organizations and partner with leadership at Eyeconic to support their business goals. This leader will lead a multidisciplinary team accountable for driving measurable customer and revenue growth through digital marketing and for establishing, prioritizing and advancing the strategic roadmap for the portfolio's websites, digital customer experiences and growth capabilities. The role will set differentiated strategies and investment priorities by brand while identifying platforms and capabilities that can scale across the portfolio.

Essential Functions

• Lead portfolio digital acquisition strategy to drive new customers, appointments, transactions and revenue.
• Develop differentiated strategies across SEO, local search, paid digital, paid and organic social, content and emerging channels.
• Partner with Media and Performance Marketing leaders, agencies and brand teams to improve audiences, creative, channel performance and acquisition economics.
• Connect acquisition with website, experience and lifecycle priorities to improve conversion, retention and customer value.
• Establish performance measures for qualified traffic, appointment generation, customer engagement, acquisition cost, incremental growth and ROI.
• Define each website's role across acquisition, discovery, education, account service, appointment generation and customer engagement.
• Prioritize investments based on customer needs, business impact, competitive gaps, platform readiness and opportunities to share capabilities.
• Lead the business strategy for website modernization, redesigns, migrations and major capability enhancements.
• Establish governance, intake and prioritization across Marketing, Technology, Operations and brand leadership.
• Lead digital growth strategy for the OEC portfolio brands, setting ambitions, customer propositions and investment priorities based on each brand's business model.
• Partner across Brand, Merchandising, Operations, Finance, Technology and Customer Strategy to build integrated growth plans, while partnering with the Eyeconic team in support of its growth priorities.
• Establish a conversion optimization program using analytics, research, experimentation and personalization.
• Define Marketing's requirements for website, booking, content, personalization, analytics and related platforms.
• Lead agency and vendor relationships and evaluate emerging capabilities based on measurable customer and business value.
• Lead and develop a multidisciplinary team spanning digital marketing, websites, SEO, digital experience and growth strategy.
• Manage relevant budgets and recommend resource allocation across brands and priorities.

Job Specifications

Typically has the following skills or abilities:

• Bachelor’s degree in related field or equivalent experience; Minimum of 3 additional years of experience related to functional area
• Minimum of 6 years of management experience with responsibilities for hiring, training, assigning work and managing performance of direct reports
• Proven success driving digital acquisition, website conversion, appointment generation and revenue growth.
• Experience owning large-scale consumer website roadmaps and developing digital growth strategies.
• Experience leading major website, CRM, digital capability or platform transformations and building investment cases.
• Multi-brand, multi-location retail, healthcare, optical or consumer-services experience preferred; Salesforce experience a plus.
• Understanding of privacy, security, accessibility and healthcare regulatory requirements.

Job Location

US - Remote

For roles that are remote (i.e., Work from Home (WFH)) or hybrid (i.e., partial onsite at a VSP location and WFH), must demonstrate a high level of engagement in virtual environments, including maintaining camera presence during meetings to support effective communication and team alignment.

Working Conditions

The working environment is generally favorable. Lighting and temperature are adequate, and there are no hazardous or unpleasant conditions caused by noise, dust etc.

The above information in this description has been designed to indicate the general nature and level of work performed by employees within this classification. It is not designed to contain or be interpreted as a comprehensive inventory of all duties, responsibilities and qualifications required of employees assigned to this job.