Head of Go-To-Market (Optometry)

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 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 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 Influencers and industry experts Customer advocates Thought leadership platforms Drive growth through community‑based channels, including private groups and peer networks 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) 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 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 Pipeline generated (by channel) Partner‑sourced revenue Customer acquisition cost (CAC) and channel efficiency Overall growth of the optometry vertical Compensation Performance‑based bonus tied to pipeline and revenue outcomes #J-18808-Ljbffr