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VSP Vision Care · 8 hours ago

Senior Director, Customer Growth & Segmentation

United States

Full-time

Remote

Director/Executive

$126K/yr - $192K/yr

9+ years exp

VSP Vision Care is seeking a Senior Director of Customer Growth & Segmentation to lead customer acquisition and retention strategies. This role is responsible for developing data-driven segmentation strategies to optimize customer lifetime value across the company's eye care portfolio.

Responsibilities

Lead customer acquisition, retention, and lifetime value optimization across the owned eye care portfolio

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

Customer segmentation expertiseCRM platforms knowledgeAnalytics tools proficiencyHealthcare industry experienceCustomer acquisition strategiesRetention program developmentManagement experienceData-driven decision makingStrategic thinking

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, Retail, Or Optical Business Experience Strongly Preferred

Benefits

Eligible bonuses and commissions

Company

VSP Vision Care

Glassdoor3.9

We help people see by delivering what matters most to our members—quality care, personalized attention, and the best choices in eyewear at the lowest out-of-pocket cost.

Founded in 1955

Rancho Cordova, CA, US

1001-5000 employees