Marketing Operations Manager, Strategy & Operations

Responsibilities

• Affiliate Analysis: Regularly monitor patient and service line volume, Google My Business (GMB) ratings and reviews, marketing attribution, provider capacity and operational support across all EyeSouth affiliates, identifying those in need of targeted marketing support. Analyze local demographic data, such as median household income, population density, ethnic distribution, age demographics, patient heat maps and drive times, to inform strategic decisions.
• Affiliate Support: The Marketing Manager, Strategy & Operations will focus on providing support to the top 30-50% of underperforming affiliates, rather than being assigned to a specific region or affiliate.
• Patient Experience Optimization: Evaluate timely follow-up and execution of lead generation and patient service recovery.
• Marketing Training & Compliance: Develop and implement marketing strategies, including the creation of training materials and staff training programs, to ensure the effective use of marketing tools and technologies.
• Campaign Strategy & Execution: In partnership with the PA, strategize, develop, and launch specific marketing campaigns that address the unique needs of each affiliate, utilizing a multi-channel approach relevant to the affiliates trade area i.e.: o Digital Marketing: Online presence, including SEO, Google Ads (PPC & Remarketing campaigns), and social media strategies. o Media Relations: Press releases, billboards, and TV/radio ads. o Website Management: Content and landing page development, as well as new website builds for newly affiliated practices. o Print Advertising: Magazine, newspaper, local print, and direct mail. o Events & Sponsorships: Local community sponsorships and events for affiliate outreach and brand promotion. o Collateral & Promo Items: Print collateral, temporary signage, promotional items, and gifts.
• Cross-Team Coordination: Collaborate with corporate teams, center-level teams, and third-party vendors to ensure seamless execution of marketing initiatives. Facilitate clear communication across all departments and external partners.
• Collaboration with Affiliates: Work closely with affiliate practices to identify their marketing needs, ensuring that solutions are customized to their unique market circumstances. Travel to affiliates as needed throughout the year to strengthen relationships and assess the effectiveness of ongoing campaigns.
• Onboarding & Product Marketing: Oversee the marketing efforts related to onboarding new doctors and the introduction of new services or products, ensuring each is adequately supported to meet growth targets.
• Monthly & Quarterly Touchpoints: Conduct regular check-ins with affiliate practices, with the frequency varying based on affiliate need and performance, to review performance metrics, discuss ongoing marketing initiatives, and address any emerging needs or challenges. These touchpoints will include detailed analysis of patient and service line volumes, marketing campaign effectiveness, and operational support requirements. Collaborate with affiliate leadership to adjust strategies as needed, ensuring alignment with organizational goals and continuous improvement in marketing outcomes.
• Integrations/Migrations/Rebrands: Collaborate with cross-functional teams to execute all marketing tasks for DeNovo and newly acquired ophthalmology practices, integrating them into our existing workflows, tools, and technologies. Ensure seamless connectivity and minimal disruption to operations. Lead rebranding initiatives, including the development and implementation of new marketing materials. Coordinate with internal and external stakeholders to ensure consistent and cohesive brand messaging.

Requirements

• Proven experience in marketing strategy and campaign execution, ideally in healthcare or a similar field.
• Strong ability to analyze and interpret demographic and business data to inform strategic decisions.
• Expertise in digital marketing, including SEO, Google Ads, and social media management.
• Excellent communication and relationship-building skills, with a demonstrated ability to work across teams and departments.
• Willingness to travel as needed to support affiliate practices and monitor the success of marketing initiatives.
• Strong understanding of multi-channel marketing, including digital, print, and in-person outreach.
• Strategic and innovative thinking for developing and implementing marketing strategies
• Skilled in managing multiple projects within budget and deadlines
• Strong written and verbal communication skills
• Ability to analyze data and make data-driven decisions

Benefits

• Medical
• Dental
• Vision
• 401k w/ Match
• HSA/FSA
• Telemedicine
• Generous PTO Package
• Employee Discounts and Perks
• Employee Assistance Program
• Group Life/AD&D