Director of Customer Relationship Management

Reports to: Chief Marketing Officer

Location: Corporate Support Center Delray Beach FL

Company Overview:

Now Optics is a leader in the eye care industry. Its retail brand Stanton Optical is amongst the fastest-growing full-service retail optical centers. The company consistently ranks among the largest optical retailers in the country by Vision Monday. Now Optics continues to expand its retail footprint with 300 corporate and franchise locations while delivering affordable eye care services by providing a fast and friendly customer experience. We believe in building a positive and cohesive culture where everyone is contributing towards a common goal and set of values.

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

* Youve 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.

* Youve 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 isnt the right fit.

* This is not a pure call-center operations role. Phone is one of several channels youll 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

810 years in CRM / lifecycle / retention marketing including direct people leadership; multi-location retail and/or healthcare strongly preferred.

Bachelors 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.

Now Optics d/b/a Stanton Optical is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. All employment decisions at our company are based on business needs job requirements and individual qualifications without regard to actual or perceived race color religion sex (including pregnancy) national origin age disability or certain classifications based on genetic information or any other characteristic protected by federal state or local laws regulations or ordinances.

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