Senior Director, Customer Growth & Segmentation

VSP Vision Care

About The Position

The Sr Director of Customer Growth & Segmentation will lead customer acquisition, retention, and lifetime value optimization across the owned eye care portfolio. This role is accountable for developing and executing data-driven strategies that drive measurable customer count growth, reduce churn, and maximize the value of every patient relationship across all brands and channels. This role will pioneer the first comprehensive segmentation strategy for the organization, creating differentiated approaches for insured customers and non-insured customers—enabling personalized marketing, service delivery, and lifecycle programs tailored to each segment's unique needs and value potential. Develop an enterprise segmentation framework for owned eye care, defining distinct customer segments based on insurance status, brand affinity, value potential, and behavioral patterns Build segment-specific growth strategies with clear acquisition, retention, and revenue targets for each cohort Partner with strategy and finance teams to create financial models projecting lifetime value, acquisition costs, and profitability by segment Establish governance for segment strategy evolution as market dynamics and portfolio composition change Build retention and loyalty programs that reduce churn, increase visit frequency, and drive cross-brand engagement with segment-specific approaches Develop reactivation campaigns to recover lapsed patients and convert them to active customers across physical retail and digital commerce channels, tailored by segment characteristics Create predictive models to identify at-risk customers, high-value growth opportunities, and segment-specific conversion potential Establish testing frameworks to continuously optimize lifecycle performance across online and offline touchpoints for each segment Build data infrastructure that enables real-time segmentation, targeting, and personalization based on insurance status, purchase history, brand engagement, and behavioral signals Define key metrics, dashboards, and reporting frameworks that provide visibility into segment performance, behavior, cross-channel engagement, and lifetime value trends Translate complex data insights into actionable strategies for brand leaders and executive stakeholders Develop customer strategies and creative that respect brand distinctions while leveraging portfolio-wide capabilities and segment insights Create portfolio-level loyalty mechanisms that reward cross-channel engagement without homogenizing brand experiences Partner with strategy to provide owned eye care perspective on customer insights, segment needs, and unmet opportunities

Requirements

Bachelor’s degree in marketing, communications, or analytics or related field or equivalent experience.
Minimum of 3 additional years of experience related to functional area
Minimum of 6 years of management experience with responsibilities for hiring, training, assigning work, and managing performance of direct reports
Demonstrated success with insurance-based or payment-type customer segmentation.
Proven track record delivering measurable customer acquisition and retention results across channels
Expert knowledge of CRM platforms (Salesforce, Adobe, Microsoft Dynamics, or similar)
Strong segmentation and analytics experience with ability to build complex customer models
Proficiency in analytics tools
Understanding of marketing attribution models, cohort analysis, lifetime value calculations across online/offline channels, and customer segments
Strategic segmentation expertise - Ability to identify meaningful customer segments, quantify their value, and build differentiated strategies
Ability to translate business objectives into customer strategies with clear ROI across digital and physical channels

Nice To Haves

Healthcare, financial services, or similar industries preferred
Healthcare, retail, or optical business experience strongly preferred

Responsibilities

Develop an enterprise segmentation framework for owned eye care, defining distinct customer segments based on insurance status, brand affinity, value potential, and behavioral patterns
Build segment-specific growth strategies with clear acquisition, retention, and revenue targets for each cohort
Partner with strategy and finance teams to create financial models projecting lifetime value, acquisition costs, and profitability by segment
Establish governance for segment strategy evolution as market dynamics and portfolio composition change
Build retention and loyalty programs that reduce churn, increase visit frequency, and drive cross-brand engagement with segment-specific approaches
Develop reactivation campaigns to recover lapsed patients and convert them to active customers across physical retail and digital commerce channels, tailored by segment characteristics
Create predictive models to identify at-risk customers, high-value growth opportunities, and segment-specific conversion potential
Establish testing frameworks to continuously optimize lifecycle performance across online and offline touchpoints for each segment
Build data infrastructure that enables real-time segmentation, targeting, and personalization based on insurance status, purchase history, brand engagement, and behavioral signals
Define key metrics, dashboards, and reporting frameworks that provide visibility into segment performance, behavior, cross-channel engagement, and lifetime value trends
Translate complex data insights into actionable strategies for brand leaders and executive stakeholders
Develop customer strategies and creative that respect brand distinctions while leveraging portfolio-wide capabilities and segment insights
Create portfolio-level loyalty mechanisms that reward cross-channel engagement without homogenizing brand experiences
Partner with strategy to provide owned eye care perspective on customer insights, segment needs, and unmet opportunities