Regional Marketing Specialist, Florida

Eye Health America LLC•Fort Myers, FL

About The Position

The Florida Regional Marketing Specialist is a senior individual contributor who translates Eye Health America’s enterprise marketing strategy and growth priorities into measurable regional plans across Florida, including the Gulf Coast and Jacksonville. The Specialist is the primary Marketing business partner for assigned markets and owns regional performance visibility, KPI reporting, market recommendations, provider and location marketing readiness, and cross-functional execution. The role requires hands-on expertise in digital and traditional media, independent campaign and channel analysis, agency and vendor accountability, attribution work, and direct use of CRM and lead-management systems to understand lead sources, lifecycle progression, conversion, and follow-up. The VP of Marketing retains enterprise strategy, total Marketing budget authority, and final investment decisions. The role owns annual and quarterly market plans, regional scorecards and business reviews, provider and location launches and transitions, local-market activation, media performance reviews, budget pacing within approved guardrails, and coordinated workstreams across Marketing, Operations, Outreach, physicians, Contact Center, agencies, and vendors. The Specialist is expected to make data-informed recommendations, distinguish marketing issues from operational constraints, improve reporting and attribution where data allows, and maintain clear documentation and follow-through. The position has no direct people-management responsibility at hire. This is a Florida-based regional role with routine travel among assigned markets, practices, and business meetings, including Jacksonville and periodically other EHA locations or meetings as business needs require. Specific work-location expectations, physical requirements, exemption classification, and benefits are to be finalized by Human Resources in accordance with EHA policy and applicable law.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field; equivalent relevant experience may be considered.
7+ years of progressive experience in integrated marketing, regional marketing, multi-location marketing, growth marketing, or a comparable role.
Demonstrated experience owning budgets, performance reporting, cross-functional initiatives, and senior stakeholder relationships.
Experience supporting provider, location, product/service-line, or market launches and managing multiple simultaneous workstreams.
Working knowledge of paid and organic digital marketing, reputation management, website/content operations, local-market activation, and marketing analytics.
Ability to interpret performance data and convert findings into clear business recommendations and action plans.
Proficiency with Microsoft 365 and demonstrated experience working directly within a CRM or lead-management system.
Ability to travel routinely throughout assigned Florida markets, including Jacksonville, and periodically to other EHA locations or meetings as business needs require.
Hands-on experience with Google Ads, Google Analytics 4, Meta Ads Manager, and related reporting or advertising platforms; ability to assess performance independently and communicate optimization recommendations.
Experience with conversion tracking, call tracking, campaign tagging, landing-page analysis, lead-source reporting, and multi-touch or full-funnel attribution concepts; ability to work constructively with imperfect data.
Experience planning or evaluating traditional and emerging media, including television, radio, print, outdoor/billboard, connected TV, streaming video, and streaming audio.
Demonstrated ability to manage and challenge agencies, media vendors, and platform partners using data, market context, and defined business objectives.
Experience using CRM data to assess lead source, campaign influence, lifecycle progression, follow-up, and conversion outcomes; experience improving CRM reporting and attribution requirements.
Ability to reconcile and interpret data across advertising platforms, analytics, call tracking, and CRM systems, recognize data-quality limitations, and explain what can and cannot be concluded.
Strategic and commercial thinking; data interpretation and KPI ownership; independent judgment and prioritization; cross-functional leadership without direct authority; executive communication and recommendation development; project and launch management; market relationship building; budget discipline and vendor accountability; operational problem-solving and follow-through; adaptability in a multi-market growth environment; digital platform fluency and independent performance analysis; integrated media planning; attribution, conversion measurement, and data-quality judgment; agency challenge and media accountability; CRM fluency, lead-lifecycle analysis, and closed-loop reporting; attribution-model judgment.
The position is designed as a senior individual contributor and does not require direct reports at hire.

Nice To Haves

Healthcare or other multi-site consumer services experience is strongly preferred.
Experience with marketing automation, analytics, project-management, and AI productivity tools is preferred.

Responsibilities

Own annual and quarterly marketing plans for assigned Florida markets, aligning priorities with enterprise strategy, local demand, provider capacity, operational readiness, and approved budgets.
Serve as the primary Marketing business partner to regional operational leaders and physicians, providing recommendations, market context, and clear next actions.
Maintain a documented regional priority roadmap across providers, practices, service lines, campaigns, and growth initiatives; surface tradeoffs and escalate decisions when enterprise alignment is required.
Identify market-level growth opportunities and recommend where to invest, test, redirect, or stop activity based on performance, capacity, and business need.
Lead recurring Florida marketing business reviews covering performance, priorities, risks, required decisions, and corrective actions; seek media coverage as needed.
Own the Florida regional marketing scorecard and partner with leadership to establish agreed KPIs and targets by market, provider, and priority service line.
Monitor and interpret budget pacing, lead and call volume, appointment conversion where available, provider ramp indicators, reputation trends, referral activity, and campaign performance.
Explain performance variance, distinguish marketing issues from operational constraints, and coordinate documented corrective actions with clear owners.
Translate market data into concise executive recommendations, investment cases, and prioritized actions; ensure reporting is accurate, decision-oriented, and followed through.
Partner with performance marketing, Finance, Outreach, Operations, and other data owners to improve visibility between marketing activity and business outcomes.
Independently access and interpret performance data in Google Ads, Google Analytics 4, Meta Ads Manager, and other applicable advertising and analytics platforms.
Assess campaign structure, budget allocation, audience and geographic targeting, search terms, creative performance, landing-page behavior, conversion tracking, and other optimization signals; identify risks and recommended next actions.
Challenge agencies and media vendors when results, recommendations, or optimization cadence do not align with data, market priorities, provider capacity, or agreed expectations.
Partner with agencies and internal teams to define channel-appropriate KPIs and establish a consistent optimization cadence across paid search, paid social, streaming, and other measurable media.
Advance full-funnel attribution where possible by connecting media source and campaign activity to calls, forms, leads, appointments, procedures, and revenue or value proxies; document data limitations and attribution gaps.
Partner with website, analytics, CRM, call-tracking, Contact Center, Operations, and Finance stakeholders to improve tagging, source capture, lead routing, conversion visibility, and closed-loop reporting.
Evaluate performance across the media mix, balancing direct-response efficiency, market reach, brand support, and downstream business impact while recognizing differences in measurement.
Work directly in CRM and lead-management platforms to review lead source, campaign attribution, lifecycle stage, follow-up activity, conversion status, and downstream outcomes.
Define and improve CRM source fields, campaign naming conventions, lifecycle stages, attribution rules, and reporting requirements with relevant internal stakeholders.
Use CRM and platform data together to analyze the patient acquisition funnel, identify leakage or follow-up gaps, and distinguish marketing performance from operational conversion issues.
Select or explain the appropriate first-touch, last-touch, multi-touch, or influenced attribution view based on the decision and quality of available data.
Own the marketing workstream for provider onboarding, launches, ramp-up, offboarding, and transitions, including launch strategy, milestones, market readiness, and post-launch review.
Lead marketing planning for clinic openings, relocations, closures, and consolidations, coordinating patient and referral communications, digital updates, signage, collateral, listings, and local activation.
Assess provider capacity, market opportunity, and service-line priorities with Operations and Outreach and recommend actions that support sustainable growth.
Maintain standardized launch and transition governance, including readiness criteria, ownership, approvals, timelines, escalation points, and post-launch lessons learned.
Develop integrated local-market activation plans across digital, content, reputation, referral support, community engagement, sponsorships, events, and patient communications as appropriate.
Maintain regular presence in assigned markets to understand clinic realities, build relationships, gather market intelligence, and ensure plans reflect operational conditions.
Coordinate physician and practice content needs, local stories, photography/video opportunities, and market-specific assets with enterprise content resources.
Evaluate sponsorship, event, and community opportunities against strategic fit, expected impact, budget, and follow-up requirements.
Plan, evaluate, and optimize an integrated media mix that may include paid search, paid social, local search, display, connected TV/streaming video, streaming audio, television, radio, print, direct mail, outdoor/billboard, and sponsorship-related media.
Recommend channel mix based on market objectives, audience, geography, budget, provider capacity, and service-line priorities, considering channel strengths, limitations, and measurement approaches.
Review media plans, audience strategies, market coverage, flighting, frequency, creative rotation, placement recommendations, and performance reporting to identify gaps and challenge assumptions.
Coordinate with enterprise creative, content, web, and agency partners to align channel strategy, messaging, landing experiences, calls to action, and measurement plans.
Balance immediate demand generation with longer-term market visibility and brand-building needs, distinguishing measurable outcomes from directional or proxy indicators.
Maintain current working knowledge of digital advertising, privacy, tracking, and media-consumption changes that may affect regional planning, measurement, and optimization.
Manage assigned-market budget pacing and forecasts within approved enterprise guardrails; identify risks and recommend reallocations based on performance and business priorities.
Build business cases for incremental market investments, documenting assumptions, expected outcomes, operational dependencies, and measurement plans.
Hold agencies and vendors accountable for Florida-market deliverables, timelines, performance expectations, budgets, and agreed actions; escalate material issues when required.
Provide the VP of Marketing with clear market-level investment recommendations while recognizing the VP’s authority over enterprise allocation and the total Marketing budget.
Review proposed media allocations and vendor plans to validate assumptions, identify inefficient spend, and recommend market-level reallocations within approved guardrails.
Require agencies and media partners to provide transparent reporting, documented optimization actions, testing plans, and clear explanations of performance variance.
Lead complex workstreams across Marketing, Operations, Outreach, physicians, Contact Center, agencies, and vendors without direct people-management responsibility.
Set workstream priorities, owners, and timelines; resolve regional dependencies and escalate risks that could affect launches, patient acquisition, provider ramp, or market performance.
Represent Florida market needs in enterprise Marketing planning and assess local requests against strategy, capacity, brand standards, and expected impact.
Create operating discipline through clear documentation, action tracking, stakeholder follow-up, and closed-loop communication.
Use approved AI tools to accelerate research, first drafts, analysis, content adaptation, meeting/action summaries, reporting narratives, and repeatable work.
Maintain human accountability for data interpretation, business judgment, stakeholder alignment, accuracy, compliance, and final recommendations.
Identify recurring workflows that can be standardized, templated, or automated and partner with Marketing leadership to implement scalable processes.
Use AI to increase role leverage while maintaining in-market relationships, operational validation, and ownership required to deliver results.
Complete a structured 30/60/90-day transition and establish documented priorities and stakeholder cadence for each assigned Florida market.
Establish and maintain a regional marketing KPI scorecard with agreed measures, targets, performance commentary, and action tracking.
Implement standardized provider and location launch/transition governance with clear readiness criteria, responsibilities, escalation points, and post-launch review.
Provide consistent regional business reviews that give leadership visibility into market performance, budget pacing, opportunities, risks, and decisions required.
Demonstrate disciplined prioritization and follow-through across Florida markets, including Jacksonville, while reducing regional operating coordination directly owned by the VP of Marketing.
Establish a consistent Florida media-performance review and optimization cadence, including documented vendor actions, testing priorities, and market-level recommendations.
Assess tracking and attribution across priority Florida campaigns and develop a practical roadmap to improve visibility from media activity through lead and appointment outcomes where data access allows.
Demonstrate independent command of campaign and platform performance and reduce reliance on agency interpretation for routine analysis and optimization decisions.
Assess CRM source capture, lifecycle tracking, campaign attribution, and conversion reporting for priority Florida marketing programs and document practical improvements, owners, and data dependencies.