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Director of Customer Relationship Management
Now Optics. Own and improve retention strategy, targets, measurement, and programs .
About the role
Key responsibilities & impact- Own and improve retention strategy, targets, measurement, and programs
- Own the customer lifecycle from acquisition through retention, reactivation, and win-back
- Develop segmentation strategy and creative for 1:1 communications
- Identify at-risk and lapsing patients and deploy proactive retention journeys across channels
- Ensure campaign accuracy and timely execution
- Own the customer engagement platform, data feeds, campaign architecture, journeys, automations, and channel configuration
- Manage transactional and triggered notifications and SMS operations, including compliance and deliverability
- Partner with IT on integrations, APIs, data cleanup, and new pipelines
- Manage vendor performance and roadmap commitments
- Own CSAT, NPS, outbound surveys, online reviews, reporting, feedback routing, corrective action, and improvement measurement
- Establish patient health and satisfaction goals
- Manage online brand reputation and social media patient feedback
- Lead the call center through the Call Center Manager, including service levels, first-call resolution, quality, bookings, recall, and retention
- Integrate phone operations into lifecycle and Voice of the Customer strategies
- Partner with Retail, QA, and Analytics on call center operations and escalation workflows
- Deploy and test AI strategies to improve efficiency and patient relationships
- Define KPIs and dashboards for engagement, retention, health, and channel performance
- Partner with Database, BI, and Analytics teams on cohort retention and lifetime value
- Analyze CRM campaigns and recommend optimizations
- Manage call center forecasts, goals, and team productivity
- Govern consent and suppression requirements for TCPA, CAN-SPAM, DNC, and HIPAA considerations, routing binding determinations to Legal
- Lead, develop, and align three managers and their teams around clear goals and a patient-first culture
- Report to the Chief Marketing Officer
Requirements
What you’ll need- 8–10+ years in CRM / lifecycle / retention marketing, including direct people leadership; multi-location retail and/or healthcare strongly preferred
- Bachelor's degree (B.A., B.S.) from a four-year college or university
- Proven ownership of email, SMS, and ideally phone/contact-center channels at scale
- Proven ownership of a Voice of the Customer program (NPS, CSAT, surveys, reviews)
- Collaborative leadership and attention to detail
- Executive-level recommendations and presentations
- Experience designing segmentation, lifecycle, and retention strategy
- Enterprise engagement platform expertise
- SMS mechanics expertise
- Requirement writing and UAT experience
- Data fluency, segmentation tracking, and performance-driven analysis
- Practical fluency in TCPA, CAN-SPAM, DNC, and HIPAA-adjacent patient communications
- Optical, healthcare, or regulated multi-site services experience preferred
- Experience managing remote teams preferred