Director of Customer Relationship Management

Job Description

Job Description

Reports to: Chief Marketing Officer

Location: Corporate Support Center, Delray Beach, FL

Company Overview:

Now Optics is a leader in the eye care industry. Its retail brand, Stanton Optical, is amongst the fastest-growing, full-service retail optical centers. The company consistently ranks among the largest optical retailers in the country by Vision Monday. Now Optics continues to expand its retail footprint with 300+ corporate and franchise locations while delivering affordable eye care services by providing a fast and friendly customer experience. We believe in building a positive and cohesive culture where everyone is contributing towards a common goal and set of values.

Vision: Modernizing the eye care experience for all people.

Mission: Making eye care easy.

Values: iCARE

• Integrity : We see integrity as building a foundation of trust with our customers, employees and stakeholders by communicating honestly, ensuring consistency and delivering on our commitments.

• Collaboratio n: We see collaboration as combining the talents of a diverse group, offering proactive communication and being open-minded to new ideas.

• Accountability: We see accountability as taking initiative, delivering our best in all we do, accepting responsibility for our actions and taking ownership of results.

• Respect: We see respect as prioritizing human relationships, being present, connecting with transparency and empathy.

• Empowerment: We see empowerment as making purpose-driven decisions to support the company vision, showing appreciation for others, and taking care of the individuals, we serve.

Job Profile and Objectives

Retention & Lifecycle CRM

· 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

Platform & Marketing Technology

· 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.

Voice of the Customer & Satisfaction

· Owns CSAT, NPS, outbound surveys, and online reviews and reporting as a closed-loop program that routes feedback, drives corrective action, and measures of improvement.

· Establishes patient health and satisfaction goals aligned to business objectives.

· Manages online brand reputation and social media patient feedback.

· Partners with business stakeholders to deploy new customer surveys that add patient perspective and insight for future consideration.

Call Center Leadership

· Leads the call center through the Call Center Manager, service levels, first-call resolution, quality, and outbound programs (bookings, recall, retention).

· Integrates phone into the broader lifecycle and VoC strategy, so it operates as a complimentary channel, not a silo.

· Partners with Retail, QA and Analytics to manage call center operations and escalation workflow.

· Deploys and tests AI strategies to improve efficiency and grow patient relationships.

Data, Analytics & Compliance

· 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.

Team Leadership

· Lead, develop, and align three managers (Call Center, Patient Experience, Customer Marketing) and their teams around clear goals and a patient-first culture.

Qualifications

Education and Experience

· 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, and of a Voice of the Customer program (NPS, CSAT, surveys, reviews).

· Collaborative leader with attention to detail

· Executive-level recommendations and presentations

Strategic & Technical

· Strategic: designs segmentation, lifecycle, and retention strategy that moves the numbers; comfortable framing and defending investment at the executive level.

· Technical: deep hands-on command of an enterprise engagement platform, SMS mechanics, requirement writing and UAT experience

· Analytical : data fluency, segmentation tracking, performance-driven

· Compliance: practical fluency in TCPA, CAN-SPAM, DNC, and HIPAA-adjacent patient communications.

Preferred

· Optical, healthcare, or regulated multi-site services; experience managing remote teams.

Now Optics d/b/a Stanton Optical is an Equal Opportunity Employer and prohibits discrimination and harassment of any kind. All employment decisions at our company are based on business needs, job requirements and individual qualifications, without regard to actual or perceived race, color, religion, sex (including pregnancy), national origin, age, disability or certain classifications based on genetic information, or any other characteristic protected by federal, state, or local laws, regulations or ordinances.

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