Position Summary

Acuity Eye Group is a multi-site ophthalmology platform spanning 50+ clinic locations, four ambulatory

surgery centers, and five geographic regions across Southern California. As the organization executes

a multi-year growth and margin-improvement strategy, the Director of Marketing owns the demand-

generation engine that fills clinical capacity, grows premium and elective service lines, strengthens

referral relationships, and unifies the brand across a portfolio of acquired practices.

This is a builder role for an operator who connects marketing spend to patient volume, conversion, and

contribution margin, not a brand-awareness role in isolation. The Director partners closely with

operations, regional leadership, physicians, revenue cycle, and business intelligence to turn marketing

into a measurable driver of EBITDA.

Key Responsibilities

Demand Generation & Patient Acquisition

• Build and run an always-on patient acquisition engine across all five regions and 50+ clinics, prioritizing markets with open template capacity and new-provider ramp needs.
• Drive new-patient volume that supports operational standards including template fill, third-next- available, and conversion targets.
• Localize campaigns to each region’s payer mix, service lines, and competitive landscape rather than running a single undifferentiated program.

Premium & Elective Service Growth

• Develop the marketing strategy for premium intraocular lenses, refractive and elective cataract upgrades, and other cash-pay and elective service lines.
• Build patient education and pre-visit content that supports the premium lens upgrade conversation and lifts elective mix in partnership with clinic teams.
• Tie campaign design to the funnel that feeds surgical conversion and IOL upgrade performance.

Referral, Co-Management & Liaison Marketing

• Stand up and scale marketing support for the Practice Liaison Program and external OD co-management network, building the materials, outreach cadence, and tracking that grow referral volume.
• Support the optometric and primary-care referral pipeline into MD and surgical services.
• Equip practice liaisons with collateral, digital tools, and campaign infrastructure to deepen co-management relationships across territories.

New Provider & Location Launches

• Lead go-to-market for newly recruited physicians and new or transitioning locations, building local demand ahead of start dates so providers ramp to full schedules quickly.
• Manage patient communication and channel-transition messaging tied to the optical retail wind-down and the Medical OD transition, protecting patient retention and brand trust through the change.

Brand, Reputation & Patient Experience

• Build and enforce a unified Acuity brand standard across acquired practices, consolidating legacy identities into a coherent system.
• Own online reputation management, review generation, and patient-experience signals across all sites.
• Maintain the website, location pages, and provider profiles as accurate, high-converting front doors.

Digital & Performance Marketing

• Own paid search, paid social, SEO, display, and local listings, with clear ownership of budget allocation by region and service line.
• Manage CRM, lead routing, and patient communication workflows in coordination with contact-center operations and the EMR / practice management environment.
• Select and manage agencies and martech vendors, holding them to performance and ROI standards.

Analytics, Reporting & ROI

• Build marketing dashboards in partnership with business intelligence that connect spend to new patients, cost per acquisition, conversion, and downstream contribution.
• Report marketing performance to operational and partner leadership with the same rigor applied to clinical and financial scorecards.
• Run disciplined test-and-learn cycles and reallocate budget to the highest-return channels and markets.

Year-One Strategic Priorities

1. Build the demand engine that fills capacity created by the EMR go-live and new-provider

onboarding, measured in incremental new patients and template fill.

2. Grow premium and elective revenue through a structured IOL-upgrade and elective-service

marketing program.

3. Stand up referral and co-management marketing to scale the Practice Liaison Program and OD

co-management network.

4. Manage the optical and Medical OD transition externally with patient communication that

protects retention and brand equity.

5. Consolidate the brand across acquired practices into a single, professionally governed identity

system.

Qualifications

Required

• 7+ years of marketing experience with progressive leadership responsibility, including team and budget ownership.
• Multi-site healthcare or multi-location consumer-healthcare marketing experience (ophthalmology, optometry, dental, dermatology, aesthetics, or similar elective / specialty services strongly preferred).
• Demonstrated command of digital and performance marketing, including paid search and social, SEO, CRM, and marketing analytics.
• Proven ability to tie marketing activity to volume, conversion, and revenue or contribution, not just impressions and awareness.
• Experience operating in a high-growth, acquisitive, or PE-backed / MSO environment.

Preferred

• Direct experience marketing premium or elective clinical services (premium IOLs, refractive, aesthetics, cash-pay).
• Referral- or provider-relationship marketing experience (co-management, liaison, or physician-referral programs).
• Experience supporting new-provider ramp and de novo or location launches.
• Familiarity with brand consolidation across acquired entities.

Success Metrics

• New-patient volume and growth by region and service line.
• Cost per acquisition and marketing-attributed contribution.
• Premium and elective conversion contribution (IOL upgrade and elective mix).
• Referral and co-management volume growth.
• Template fill and capacity utilization supported by marketing.
• Brand consolidation progress and reputation / review performance.
• Marketing ROI and budget efficiency across channels.

Core Competencies

Data-driven and ROI-disciplined. Operationally fluent. Strong cross-functional partner to clinical and

regional leadership. Builder comfortable in ambiguity. Clear, accountable communicator. Vendor and

team manager who sets and holds performance standards.