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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. Requirements 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.