Director, CRM - Email, SMS & Retention Marketing

Reports to: Chief Marketing Officer

Location: On-site, Corporate Support Center, Delray Beach, FL

This is a hands-on, high-visibility role. You'll be the named business owner of our customer engagement platform (think Braze, Iterable, or similar) - not a strategist who hands execution to someone else.

Is This You? (a quick self-check before you apply)

* You've personally owned segmentation, campaign architecture, and lifecycle journeys inside an enterprise marketing engagement platform - not just used a CRM database for account management.

* You can point to a specific retention, churn-reduction, or lifetime-value number you personally moved - not just "campaigns that performed well."

* You've led managers, not just individual contributors - ideally across more than one function.

* This is not a Customer Success, Account Management, or enterprise B2B CX role. If your "customer relationship" experience is 1:1 strategic accounts, reference/advocacy marketing, or sales-enablement, this likely isn't the right fit.

* This is not a pure call-center operations role. Phone is one of several channels you'll oversee, not the whole job.

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

Retention & Lifecycle CRM
• Own and improve retention as the primary accountability, set the strategy, targets, and measurement, and drive the programs that move them.
• Own the lifecycle end to end (acquisition-to-retention, reactivation, win-back) and the segmentation strategy and creative behind all 1:1 communication.
• Identify at-risk and lapsing patients early and deploy proactive retention journeys across channels.
• Ensure campaign accuracy and on-time execution

Platform & Marketing Technology
• Business owner of the customer engagement platform, data feeds, campaign architecture, journeys, automations, and channel configuration.
• Owns transactional and triggered notifications (appointment reminders, order status, Rx recall) and SMS operations (calendar, compliance, deliverability).
• Partners on IT requirements for integrations, APIs, and data clean-up/new pipelines. Hold vendors to performance and roadmap commitments.

Voice of the Customer & Satisfaction
• Owns CSAT, NPS, outbound surveys, and online reviews and reporting as a closed-loop program that routes feedback, drives corrective action, and measures of improvement.
• Establishes patient health and satisfaction goals aligned to business objectives.
• Manages online brand reputation and social media patient feedback.
• Partners with business stakeholders to deploy new customer surveys that add patient perspective and insight for future consideration.

Call Center Leadership
• Leads the call center through the Call Center Manager, service levels, first-call resolution, quality, and outbound programs (bookings, recall, retention).
• Integrates phone into the broader lifecycle and VoC strategy, so it operates as a complimentary channel, not a silo.
• Partners with Retail, QA and Analytics to manage call center operations and escalation workflow.
• Deploys and tests AI strategies to improve efficiency and grow patient relationships.

Data, Analytics & Compliance
• Defines the KPIs and dashboards for engagement, retention, health, and channel performance, partners with the Database team, BI and Analytics on cohort retention and lifetime value.
• Analyze all CRM campaigns and recommend optimizations based on results
• Manages call center forecasts, goals, and team productivity.
• Keeps all 1:1 communication defensible (TCPA, CAN-SPAM, DNC, HIPAA considerations); own consent and suppression governance, routing binding determinations to Legal.

Team Leadership
• Lead, develop, and align three managers (Call Center, Patient Experience, Customer Marketing) and their teams around clear goals and a patient-first culture.

Qualifications

Education and Experience
• 8-10+ years in CRM / lifecycle / retention marketing, including direct people leadership; multi-location retail and/or healthcare strongly preferred.
• Bachelor's degree (B. A., B.S.) from a four-year college or university
• Proven ownership of email, SMS, and ideally phone/contact-center channels at scale, and of a Voice of the Customer program (NPS, CSAT, surveys, reviews).
• Collaborative leader with attention to detail
• Executive-level recommendations and presentations

Strategic & Technical
• Strategic: designs segmentation, lifecycle, and retention strategy that moves the numbers; comfortable framing and defending investment at the executive level.
• Technical: deep hands-on command of an enterprise engagement platform, SMS mechanics, requirement writing and UAT experience
• Analytical: data fluency, segmentation tracking, performance-driven
• Compliance: practical fluency in TCPA, CAN-SPAM, DNC, and HIPAA-adjacent patient communications.

Preferred
• Optical, healthcare, or regulated multi-site services; experience managing remote teams.