Senior Manager - Performance Marketing

Sr Manager, Performance Marketing

GENERAL JOB DESCRIPTION & RESPONSIBILITIES

We’re seeking a strategic and execution-focused Senior Marketing Manager to lead performance marketing and regional marketing support for a growing network of 250+ optometry practices across 10 U.S. regions. This role will be instrumental in scaling localized marketing efforts, driving patient acquisition through digital channels, and optimizing marketing technology systems to support growth at the practice level. Reporting to the Sr. Director of Marketing, you’ll collaborate cross-functionally with regional leaders, digital teams, and practice managers to execute targeted, data-driven marketing programs. You will also manage a Digital Marketing Specialist and own performance outcomes across paid and organic channels.

KEY RESPONSIBILITIES

Strategy & Planning

• Develop and implement comprehensive localized multi-channel digital marketing strategies.
• Define and track goals for lead generation, brand awareness, and return on investment (ROI).
• Align marketing plans with broader business objectives and growth targets.
• Facilitate onboarding, training, and adoption of digital tools for local practice teams.
• Identify gaps and recommend solutions for campaign execution, reporting, and automation at the local level.
• Develop and execute localized marketing strategies tailored to the needs of each region and practice (e.g., service line focus, demographic fit, competitive context).

Campaign & Communication Content:

• Oversee the creation of compelling and compliant campaign messaging and content across paid, earned, owned, and shared channels.

Channel Management

• Oversee SEO (including local SEO), listings management, paid media (PPC), email marketing, social media, and website optimization.
• Ensure all campaigns are properly tracked and optimized for performance.

Analytics & Reporting

• Utilize tools like GA4, Google Ads, Meta Ads, and CRM platforms to monitor campaign performance.
• Report on key performance indicators (KPIs) such as conversion rates, cost per acquisition, and customer lifetime value.

Content & Campaign Execution

• Plan and execute digital campaigns for local promotions, seasonal offers, and new service launches.
• Manage updates to websites, landing pages, and social media content.

Team & Vendor Coordination

• Lead cross-functional teams including designers, copywriters, and SEO/PPC specialists.
• Collaborate with external agencies and freelancers to ensure timely, high-quality deliverables.
• Maintain brand consistency and uphold quality standards across all digital touchpoints.

EXPERIENCE & SKILLS

Education:

• Bachelor’s degree in Marketing, Communications, Business, or related field (MBA preferred).

Experience:

• 8+ years of progressive marketing leadership experience, ideally in multi-location healthcare, retail, or optometry/vision care sectors.
• Proven track record of building and executing integrated GTM campaigns.
• Experience managing media budgets and agency relationships.

Skills:

• Strong leadership and cross-functional collaboration skills.
• Deep understanding of patient behavior, segmentation, and healthcare marketing compliance.
• Excellent verbal and written communication skills.
• Results-oriented, analytical mindset with ability to drive continuous improvement.

OTHER DUTIES & INFORMATION

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the teammate for this job. Duties, responsibilities, and activities may change at any time with or without notice.

Required Skills & Tools Skill Area Tools & Platforms Platform Admin Google Business Profiles, Meta Business Suite Analytics GA4, Google Tag Manager, Looker Studio Listings & SEO Soci, SEMrush, Ahrefs, BrightLocal, Moz Paid Media Google Ads, Meta Ads, LinkedIn Ads CRM & Email Solution reach, HubSpot, Mailchimp, Project Management Asana, Trello, ClickUp, Smart Sheets

Strategic Goals You’ll Drive

• Increase appointment bookings through digital channels.
• Enhance local visibility for each practice location.
• Optimize ad spend to reduce cost per lead.
• Boost online reputation and review volume via automated outreach.

REPORTING

• Reports to: Sr Director Marketing
• Supervises: Specialist - Digital Marketing
• Interacts with: Marketing and Business Insights

STATUS

• Status: Full-time
• Exempt