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DATE ADDED: Wed 03/10/2018

Director Of Integrated Marketing

Vienna, USA
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COMPANY: MY EYE DR.

Job Description

 Job Summary

In this role, you will lead the development of annual and seasonal retail strategies and plans based on the priorities of the brand, retail environment, vintage of acquisition and needs of the business. He/she will need to be able to work effectively across the marketing mix with Creative, Digital, Local Marketing, Events, Media Planning and other marketing teams. This is a leadership role and the candidate must be able to oversee the brand’s evolution from strategy development through the successful execution of marketing plans and briefs to the achievement of desired business outcomes. He/she must have a strong business acumen and be able to lead and influence individuals and teams, while driving results through teamwork and collaboration within an integrated marketplace.

 

Essential Duties and Responsibilities

• Direct marketing activities within the Marketing CoE to drive customer acquisition in an efficient and robust manner.

• Oversee consumer + industry insights, idea generation, creative/media/channel development, measurement, and ideation.

• Lead development of brand marketing communication strategy and brand building plans, including the creation and execution of integrated marketing communication plan

• Lead day-to-day marketing operations to ensure that brand initiatives are on-target, on-budget and aligned with the brand identity and objectives

• Lead brand planning, local marketing, content and creative teams. Weave these functions together in an integrated fashion to leverage and amplify brand, campaigns and experience.

• Partner with Patient Experience teams to ensure marketing programs / initiatives are shared and implemented with the Field teams. Lead the development of local toolkits and processes in order to help the field activate the brand in a strategic and on-brand fashion locally. Partner with other internal teams like Learning and Development as well as Professional Services.

• Identify and implement test + learn programs so we’re always exploring new ways to drive our business and reach various consumer targets

• Oversee management of marketing budget by region and ensure new process / templates are implemented to improve budget planning and accuracy

• Manage agency partners and identify new agencies depending on new programs / initiatives. Serve as lead in reviewing and providing feedback on SOW / contracts.

• Partner with CMO on development of holistic brand strategy, including core business objectives, strategic growth areas, KPI support. Ensure plans are optimized.

• Partner with CRM function to ensure patient retention is optimized through integrated initiatives.

• Lead holistic media planning process across all channels, including digital. Manage brief development, agency presentations, senior management approvals, implementation, and analytics.

• Manage campaign performance measurement on KPIs and data-driven optimizations when in market

• Work with internal teams to support development of seasonal fashion, editorial and merchandising stories and the cross-departmental initiatives to support that strategy. Partner with frame vendors on key campaigns like product launches and fashion messaging.

• Ensure competitive learnings are tracked (i.e. brands, positioning, advertising, products, etc.) and utilized them to optimize go to market positioning

• Lead, coach, and mentor hi performing Marketing team – goal setting, performance reviews, and on-going feedback sessions are critical. People management and development for a broadly distributed team.

• Work with the CMO to develop annual business plans in partnership with the Operations and Finance team

 

Work Experience

• Minimum 12-15 years of experience in the Marketing /multi-channel space

• Must have minimum of 5 years of people management experience and demonstrated leadership capabilities

• Must have previous experience in identifying, selecting and managing vendor partners

• Must have proven track record of career growth and broad experience in various aspects of marketing, with significant experience in digital, multi-unit and agency management

• Image, luxury and lifestyle brand experience is preferred

 

Education

• Bachelor’s Degree required; MBA preferred

 

Job Skills, Knowledge, & Abilities

• Acts as the COE go-to person for all marketing related questions. Act as #2 to CMO

• Must know latest industry developments, trends, and shifts in the media and digital planning and brand activation landscape

• Strong presentation skills – both oral and developing them using PowerPoint for various audiences / levels. Needs to understand and utilize the power of story-telling.

• Strong interpersonal skills

• Works cross functionally with leaders of the company to ideate towards the evolving retail/wellness landscape.

• Tirelessly champions the company brand story internally, and with all external stakeholders.

• Collaborates with marketing team to integrate brand and cross-channel efforts, focused on measurable brand, engagement and conversion goals.

• Prepares and presents ongoing performance reviews - successes, KPIs, and areas for improvement.

• Has appreciation for rapid growth and acts with conviction and common sense.

• Works cross functionally with leaders of the company to implement enhancements to the patient experience

• Empowers the team to drive the brand

• Working knowledge of marketing technology optimization techniques and providers

• This is an incredible period of innovation in retail and healthcare; this person needs to have an orientation towards the future and not looking to solve problems with the same tools in the toolbox.

• Internalizes the sense of purpose and plans and acts with the patient at the core of their being.

• Has an elevated taste-level. Understands the power of good creative and thoughtful messaging.

• Prepares and presents ongoing performance feedback - successes, KPIs, and areas for improvement.

• Provides leadership and development to a broadly distributed team and is effective at inspiring performance

• Driven, purposeful individual with a strong bias for action while also operating at a strategic level

• Embrace complexity and change and challenge on a daily basis

• Continually deliver results and look for those opportunities to improve performance

• Proven track record of building and evaluating elevated creative and media to inspire consumers to act

• Proven ability to inspire, collaborate with, and influence business partners

• Proven ability to analyze data and develop actionable insights

• Ability to represent the voice of the customer in strategic business discussions

• Ability to be a thought leader and a purposeful brand activator

• Track record building effective relationships with internal and external partners

• Strong understanding of retail, e-commerce, and consumer experiences

• Ability to make quality decisions and utilize creative problem-solving solutions in a fast-paced, deadline-oriented environment

• Experience working with and directing creative, digital and media agencies

• Ability to develop breakthrough marketing plans and activations that build the business

• Ability to foster trust and respect of colleagues to influence decision-making and ensure programs / recommendations are launched effectively in the field

• Strong presentation skills – both oral and developing them using Powerpoint for various audiences / levels. Needs to understand and utilize the power of story-telling.

• Agile mindset to continually improve and stay ahead of industry and cultural trends

• Strong interpersonal skills

• Must have minimum of 5 years of people management experience and demonstrated leadership capabilities

• Must know latest industry developments, trends, and shifts in the media and digital planning and brand activation landscape

 

Working Conditions

• Must to able to travel 10%

• Effectively communicate with others.

• Regular, dependable attendance and punctuality are essential.

 

 

Company Description
At MyEyeDr., our passion and commitment to patient-focused vision service has allowed us to extend premier eye care services to patients of all ages at our optometry offices in the mid-Atlantic, Northeast, Midwest and Southeast United States.

Headquartered in Vienna, VA, MyEyeDr. was founded in 2001 by a group of optometrists, along with co-founder Sue Healey Downes, who made it their mission to create an organization that assisted optometry practices in delivering the highest quality vision care and customer service. While we are proud of our history, we don’t take our dedication to great service lightly. Each of our neighborhood optometry offices is held to the highest standard of eye care and service.

Please visit our website (#removed#) and our LinkedIn career page for more information


Role: Director of Integrated Marketing
Job Type:
Location: Vienna,

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