Head of Go-To-Market (Optometry)

Company : Adit

Location : Remote (U.S. / Canada)

Travel : As needed (higher during the first 6-9 months)

Reports to: VP of Business Development

Overview

Adit is seeking a Head of Go-To-Market (Optometry) to lead and scale growth within one of the company's most strategic verticals.

This is a player-coach leadership role requiring both strategic vision and hands-on execution. The ideal candidate will bring structure, innovation, and discipline to Adit's go-to-market efforts, with a clear mandate to drive exposure, qualified demos, and pipeline growth.

The role inherits an existing foundation, including partnerships, events, and sales execution and is responsible for transforming these inputs into a predictable, scalable growth engine.

Organizational Context

You will lead and collaborate across:

• Director of Business Development (Optometry)
• Established partner and referral networks
• Marketing and demand generation team
• Events and field marketing team
• High-performing sales team within the vertical

Key Responsibilities

• Go-To-Market Strategy & Execution
• Define and lead the end-to-end GTM strategy for the optometry vertical
• Evaluate current performance across channels and identify areas for improvement
• Establish a structured, data-driven approach to growth
• Introduce new channels, tactics, and frameworks to accelerate pipeline generation
• Balance long-term strategy with hands-on execution

Demand Generation & Pipeline Development

• Own qualified demo volume and pipeline creation as primary KPIs
• Drive growth across multiple channels, including:
• Partnerships and referrals
• Events and sponsorships
• Inbound and outbound initiatives
• Social Media and Digital Channels
• Partner closely with marketing to improve funnel performance and conversion rates

Events, Tradeshows & Industry Presence

• Lead Adit's strategy for industry events, tradeshows, and conferences within optometry
• Partner with internal teams to:
• Identify and prioritize high-impact events
• Optimize messaging, positioning, and on-site engagement
• Execute pre-event and post-event pipeline generation strategies
• Ensure all event investments are measured against pipeline and revenue outcomes

Partnerships, Referrals & Channel Development

• Scale and optimize existing partner and referral ecosystems
• Identify and develop new opportunities across:
• Consultants
• Buying groups
• Industry vendors
• Associations
• Build structured programs that drive consistent, partner-sourced pipeline
• Lead and mentor the Director of Business Development

KOL, Influencer & Community Strategy

• Establish relationships with Key Opinion Leaders (KOLs) within optometry
• Develop programs leveraging:
• Influencers and industry experts
• Customer advocates
• Thought leadership platforms
• Drive growth through community-based channels, including private groups and peer networks

Digital Growth & Social Media Strategy

• Identify and scale high-performing digital acquisition channels
• Provide strategic input into paid and organic campaigns
• Bring expertise in:
• Facebook advertising (particularly within SMB healthcare markets)
• Community-driven growth (e.g., private Facebook groups)
• Partner with marketing to improve efficiency, testing velocity, and ROI

Sponsorships & Brand Exposure

• Identify and evaluate sponsorship opportunities across:
• Industry media and publications
• Events and associations
• Webinars, podcasts, and digital platforms
• Ensure all sponsorship investments are aligned with measurable pipeline impact

Market Insight & Internal Leadership

• Develop deep expertise in the optometry market, including customer needs and competitive dynamics
• Provide strategic guidance to leadership across product, marketing, and sales
• Introduce best practices and new approaches based on external experience
• Help the organization identify growth opportunities and areas of investment

Qualifications

Required Experience

• 5-10+ years of experience in go-to-market strategy, demand generation, growth, or business development
• Deep Understanding of Optometry Profession // Market
• Demonstrated track record of driving pipeline, demos, and revenue growth
• Experience leading or contributing to event and tradeshow strategy
• Experience building or scaling partnership, referral, or channel programs
• Strong understanding of full-funnel demand generation

Core Competencies

• Ability to operate at both a strategic and executional level
• Experience bringing structure to evolving or underdeveloped systems
• Strong analytical mindset with a focus on measurable outcomes
• Ability to translate market presence and activity into tangible pipeline

Preferred Qualifications

• Experience within optometry healthcare SaaS
• Experience building scalable partner or reseller ecosystems
• Experience with social media-driven demand generation
• Familiarity with KOL, influencer, or community-led growth strategies
• Existing network within optometry or adjacent industries

Success Profile

The ideal candidate will:

• Focus on pipeline and revenue outcomes rather than activity-based metrics
• Be comfortable identifying gaps and rebuilding ineffective processes
• Demonstrate both commercial acumen and operational discipline
• Be highly collaborative and effective in cross-functional environments
• Bring new ideas, perspectives, and proven playbooks

Key Performance Indicators

• Qualified demo volume
• Pipeline generated (by channel)
• Event ROI (pipeline per event)
• Partner-sourced revenue
• Customer acquisition cost (CAC) and channel efficiency
• Overall growth of the optometry vertical

Compensation

• Competitive base salary
• Performance-based bonus tied to pipeline and revenue outcomes
• Equity participation
• Comprehensive benefits package