VP, Marketing and Sales

Posted on: 4/5/2014 11:45:00 PM
Job Type: Full-time
Salary: Salary based on

The Vice President of Marketing and Sales is responsible for all aspects of patient acquisition channels, including Direct to Consumer, Managed Care and Partner Network to support our Total Refractive Services business, including LASIK, PRK, Cataract, etc.

Overall
• Develop and implement detailed sales and marketing plans to increase same store unit and revenue growth.

Marketing
• Lead the marketing department to achieve top line growth while managing to budget.
• Play an integral role in the ongoing development of the Company’s operating / strategic plan, with full responsibility for the sales, marketing, and advertising dimensions.
• Responsible for brand strategy and brand management
• Oversee the development and execution of multi-media direct response campaigns and customer contact strategies to generate results throughout the patient acquisition funnel: from inquiry to conversion to post-procedure referral.
• Ensure consistency of brand identity, positioning and messaging across all media and within our locations.
• Apply results analyses, market research and competitive intelligence to guide planning, service offerings, brand positioning, market segmentation, pricing, promotions, media, message, etc.
• Establish and manage agency partner relationships to ensure quality of their service delivery and achievement of budgetary goals.
• Expand corporate partnerships (e.g., US Airways, Lifetime Fitness, etc.)
• Develop and implement programs to attract new patients outside of direct to consumer advertising initiatives including PR, local awareness campaigns, community outreach, etc.
• Balance national brand presence and spending with local brand presence and spending.
• Manage annual advertising budget.
• Establish annual and quarterly forecasts and budgets.

Managed Care
• Support growth of health plans and vision plans partnerships
• Support Plans’ RFP processes to acquire more “covered lives”
• Support growth of Funded LASIK programs
• Manage churn of health and vision plans
• Establish annual and quarterly forecasts and budgets.

Partner Network
• Grow OD Referral business via expanding OD Partners’ Network and/or building pipeline of patient referrals from the Partners’ network.
• Support non-Partner Network Manager centers by creating/providing appropriate tools to the centers
• Establish annual and quarterly forecasts and budgets.

Other
• Contribute to market expansion, working with business development teams to select new markets and sites, and ensure timely results.

Other important functions include:

• Provide leadership and motivation to develop high performance teams.
• Understand customers and markets, including trends and competition.
• Work with other key leaders to align goals, addressing opportunities and needs that are unique to each market.
• Maximize market penetration and expansion through leads, revenues, reputation, referrals, and perception of value by stakeholders (associates, customers, investors, suppliers, regulators and other constituencies).


EXPERIENCE REQUIRED

• Minimum of 10+ years of executive experience in consumer national marketing and sales, preferably with more than one organization, in multi-site retail, direct response and service environments.
• Proven experience “winning,” including translating sales (patient acquisition) and marketing plans into strategy, goals, execution and results.
• Well-developed strategic planning and leadership skills.
• Creative problem solving through the development and execution of innovative sales (patient acquisition) marketing, product management and business development solutions.
• Proven track record in determining the effectiveness of various media, offer and creative strategies.
• “Hands-on” forecasting, managing weekly variations and adjusting mid-course to deliver plan.
• Managing agency and vendor partner relationships.
• Public company ,turnaround and growth environment/
• Demonstrated people leadership and business growth as evidenced by growth and development of staff, effective recruitment and, when necessary, effective replacement.
• Bachelor’s Degree required; MBA preferred.

CRITICAL COMPETENCIES FOR SUCCESS

• Leadership: The new executive must be someone who brings excellent credentials in terms of leading and managing a large and diverse team. This executive will be someone known to attract, hire, train and motivate a high-performing team. He or she will understand how to support and lead without being a micromanager, having to make all of the decisions. Developing and retaining key talent and ensuring people are able to grow and develop in their respective jobs and contribute to the company performance will be vital to the success of the new executive.

• Strategic Thinking: This position operates in a competitive and mature industry, and new approaches to business growth must be implemented to stay ahead of the curve. The Vice President of Sales and Marketing must be an executive who brings fresh ideas and approaches to solving problems, and is able to think outside the box in order to create new ideas to problem solving. He or she will work closely with colleagues and other senior level executives in corporate headquarters and around the country and it will be important that this executive be someone who is viewed as strategic.

• Analytical and financially agile: The incumbent must be keenly analytical and adept at understanding impact of expenditures on business performance. The successful candidate must be able to identify and clearly articulate marketing/advertising plans and predictable financial outcomes as a result of marketing investments.

• Collaborative Style: The incumbent should have a confirmed capability to work effectively in a team-based organization, and be able to collaborate cross-functionally and exercise influence at very senior levels. Someone who can build alignment around a common vision. An executive who is entrepreneurial and able to stimulate innovation in others.

• Strong Communication Skills: The incumbent must have the ability to convey complex concepts and strategies orally and in writing. This person should be effective at conducting meetings and making presentations, and should possess excellent listening skills, seeking broad input and feedback.

• Organizational Agility: The incumbent must be a keen listener and understand how to get things done quickly within a multi-site organization with unique market dynamics. Influence and building trust throughout the organization is key to success.

OTHER PERSONAL CHARACTERISTICS

• Results-oriented – driven by success. Exceptional work ethic.
• Strong analytical skills. Comfortable in managing metrics.
• Executive presence and impact.

Apply Online: https://localeyesite.com/job/vp-marketing-and-sales-0405-Cincinnati-Ohio-5138

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