VSP Vision ยท 3 weeks ago
Senior Director, Customer Growth & Segmentation
United States
Full-time
Remote
Senior Level, Lead/Staff
$126K/yr - $192K/yr
9+ years expVSP Vision is a company focused on eye care, and they are seeking a Senior Director of Customer Growth & Segmentation. This role will lead customer acquisition, retention, and lifetime value optimization strategies while developing a comprehensive segmentation framework to enhance customer engagement and value.
EyewearHealth CareHealth Insurance
Responsibilities
Develop an enterprise segmentation framework for owned eye care, defining distinct customer segments based on insurance status, brand affinity, value potential, and behavioral patterns
Build segment-specific growth strategies with clear acquisition, retention, and revenue targets for each cohort
Partner with strategy and finance teams to create financial models projecting lifetime value, acquisition costs, and profitability by segment
Establish governance for segment strategy evolution as market dynamics and portfolio composition change
Build retention and loyalty programs that reduce churn, increase visit frequency, and drive cross-brand engagement with segment-specific approaches
Develop reactivation campaigns to recover lapsed patients and convert them to active customers across physical retail and digital commerce channels, tailored by segment characteristics
Create predictive models to identify at-risk customers, high-value growth opportunities, and segment-specific conversion potential
Establish testing frameworks to continuously optimize lifecycle performance across online and offline touchpoints for each segment
Build data infrastructure that enables real-time segmentation, targeting, and personalization based on insurance status, purchase history, brand engagement, and behavioral signals
Define key metrics, dashboards, and reporting frameworks that provide visibility into segment performance, behavior, cross-channel engagement, and lifetime value trends
Translate complex data insights into actionable strategies for brand leaders and executive stakeholders
Develop customer strategies and creative that respect brand distinctions while leveraging portfolio-wide capabilities and segment insights
Create portfolio-level loyalty mechanisms that reward cross-channel engagement without homogenizing brand experiences
Partner with strategy to provide owned eye care perspective on customer insights, segment needs, and unmet opportunities
Qualification
Required
Bachelor's degree in marketing, communications, or analytics or related field or equivalent experience
Minimum of 3 additional years of experience related to functional area
Minimum of 6 years of management experience with responsibilities for hiring, training, assigning work, and managing performance of direct reports
Demonstrated success with insurance-based or payment-type customer segmentation
Proven track record delivering measurable customer acquisition and retention results across channels
Expert knowledge of CRM platforms (Salesforce, Adobe, Microsoft Dynamics, or similar)
Strong segmentation and analytics experience with ability to build complex customer models
Proficiency in analytics tools
Understanding of marketing attribution models, cohort analysis, lifetime value calculations across online/offline channels, and customer segments
Strategic segmentation expertise - Ability to identify meaningful customer segments, quantify their value, and build differentiated strategies
Ability to translate business objectives into customer strategies with clear ROI across digital and physical channels
Preferred
Healthcare, financial services, or similar industries preferred
Healthcare, retail, or optical business experience strongly preferred
Benefits
Eligible bonuses and commissions
Company
VSP Vision
At VSP Vision, we activate the full power of care by consciously reinvesting in greater vision, health, and opportunities for all.
10001+ employees
Funding
Current Stage
Late StageLeadership Team
Michael Guyette
President and CEO
Monica Perez
Senior Vice President Finance and Treasury
Recent News
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