VSP Vision Care

Senior Director, Customer Growth & Segmentation

VSP Vision Care

full-time

Posted on:

Location Type: Remote

Location: Remote • 🇺🇸 United States

Visit company website
✨ AI Apply
Apply

Salary

💰 $126,000 - $191,625 per year

Job Level

Senior

About the role

  • Lead customer acquisition, retention, and lifetime value optimization across the owned eye care portfolio.
  • Develop and execute data-driven strategies that drive measurable customer count growth, reduce churn, and maximize the value of every patient relationship across all brands and channels.
  • Pioneer the first comprehensive segmentation strategy for the organization, creating differentiated approaches for insured customers and non-insured customers.
  • Enable personalized marketing, service delivery, and lifecycle programs tailored to each segment's unique needs and value potential.
  • 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.

Requirements

  • 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.
  • Healthcare, financial services, or similar industries preferred
  • Proven track record delivering measurable customer acquisition and retention results across channels
  • Healthcare, retail, or optical business experience strongly preferred
  • 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.
Benefits
  • Eligible bonuses and commissions

Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard skills
customer acquisitioncustomer retentionlifetime value optimizationdata-driven strategiessegmentation strategyfinancial modelingpredictive modelinganalyticsmarketing attribution modelscohort analysis
Soft skills
leadershipstrategic thinkingcommunicationcollaborationproblem-solvingdata translationcreativityperformance managementcustomer-focusedadaptability