Director, Lifecycle Marketing & CRM (Email + SMS)

Now Optics; Delray Beach (FL); On-site; USD 130,000 - 210,000; Full time

Job summary

Now Optics, a leader in eye care with Stanton Optical, seeks a Senior CRM / Lifecycle Marketing Leader to own retention strategy across 300+ locations. You will manage end-to-end campaigns, segmentation, and journeys across email, SMS, and phone channels, while overseeing a call center and platform architecture.

Responsibilities include defining KPIs, driving customer satisfaction, and partnering with IT to improve integrations, data quality, and automation.

Qualifications

• 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 channels at scale, and of a Voice of the Customer program (NPS, CSAT, surveys, reviews).
• Collaborative leader with attention to detail
• Executive-level recommendations and presentations

Responsibilities

• Own and improve retention as the primary accountability, set the strategy, targets, and measurement, and drive the programs that move them.
• Own the lifecycle end to end (acquisition-to-retention, reactivation, win-back) and the segmentation strategy and creative behind all 1:1 communication.
• Identify at-risk and lapsing patients early and deploy proactive retention journeys across channels.
• Ensure campaign accuracy and on-time execution.
• Business owner of the customer engagement platform, data feeds, campaign architecture, journeys, automations, and channel configuration.
• Owns transactional and triggered notifications (appointment reminders, order status, Rx recall) and SMS operations (calendar, compliance, deliverability).
• Partners on IT requirements for integrations, APIs, and data clean-up/new pipelines. Hold vendors to performance and roadmap commitments.
• Defines the KPIs and dashboards for engagement, retention, health, and channel performance, partners with the Database team, BI and Analytics on cohort retention and lifetime value.
• Analyze all CRM campaigns and recommend optimizations based on results
• Manages call center forecasts, goals, and team productivity.
• Keeps all 1:1 communication defensible (TCPA, CAN-SPAM, DNC, HIPAA considerations); own consent and suppression governance, routing binding determinations to Legal.
• Lead, develop, and align three managers (Call Center, Patient Experience, Customer Marketing) and their teams around clear goals and a patient-first culture.

Skills

CRM / lifecycle marketing

Email marketing

SMS marketing

People leadership

Cross-functional collaboration

Data-driven

Channel strategy

Education

Bachelor's degree

Job description

Now Optics, a leader in eye care with Stanton Optical, seeks a Senior CRM / Lifecycle Marketing Leader to own retention strategy across 300+ locations. You will manage end-to-end campaigns, segmentation, and journeys across email, SMS, and phone channels, while overseeing a call center and platform architecture.

Responsibilities include defining KPIs, driving customer satisfaction, and partnering with IT to improve integrations, data quality, and automation.