Responsible for developing and executing defined marketing and communications strategies for VSP Vision’s owned optical businesses (including Visionworks, Optical Outlets, Ventures, and Eyemart Express) that supports business growth, brand differentiation and segmentation, as well as individual brand awareness. Leads the internal and external creative agencies that support all VSP Vision businesses.
Provide overall strategic direction for marketing and advertising decisions that increase traffic, conversions, and retention across the organization’s multiple optical retail businesses in a cost-efficient manner
Oversee and direct the development and execution of a broad range of marketing activities including digital marketing, Customer Relations Marketing (CRM), print, broadcast, OOH and web creative, media plans and buys, sales promotion activity, direct marketing, interactive marketing, in-store signage and public relations programs
Oversee brand study, market research projects, and customer insights to gain an understanding of the retail optical customer and inform creative concepts, brand segmentation, and store design/experience that delivers desired customer behaviors, etc
Provide guidance, direction, and leadership to the marketing staff, advertising agencies, and other marketing suppliers in the preparation and execution of optical marketing plans – with the expectation of agency optimization and efficiency across the multiple brands
Lead internal creative agencies that support VSP Vision, as well as review, direct, and conduct periodic review of all external agencies and contracts
Accountable for managing the annual marketing budget for the optical brand portfolio
Work closely and provide leadership with enterprise business stakeholders in developing and executing effective sales promotion plans and field communications
Set up, review, and manage marketing and store sales/profit analysis that results from advertising and promotional programs
Communicate marketing priorities and progress to enterprise leaders to ensure alignment and support of enterprise and lines of business goals
Job Specifications
Typically has the following skills or abilities:
Bachelor’s degree in marketing, communications, or business or related field or equivalent experience
Ten years of experience with clear progression to senior leadership/management roles, leading and motivating cross-functional interdisciplinary teams to achieve strategic goals
Experience in marketing management with high-level marketing experience in several functional areas, including product development and CRM
Advanced skills in all Office products and Access Data Base
Excellent leadership skills with the ability to thrive in a changing, fast-paced environment.
Change agent who looks for ways to streamline, improve, or delete functions in order to continue improving the department, product, and business
Dynamic leader with the ability to manage multiple functions in a fast-paced environment
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.
#LI-VISIONCARE
VSP Vision is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to age, gender, race, color, religion, sex, national origin, gender identity, sexual orientation, disability or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing.
Notice to Candidates: Fraud Alert - Fake Job Opportunity Solicitations Used to Collect Fees/Personal Information.
We have been made aware that fake job opportunities are being offered by individuals posing as VSP Vision and affiliate recruiters. Click here to learn about our application process and what to watch for regarding false job opportunities.
As a regular part of doing business, VSP Vision (“VSP”) collects many different types of personal information, including protected health information, about our audiences, including members, doctors, clients, brokers, business partners, and employees. VSP Vision employees will have access to this sensitive personal information and are subject to follow Information Security and Privacy Policies.
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