Sr. Manager, Patient Lifecycle Marketing

AEG Vision•Dallas, TX

About The Position

AEG Vision is seeking a Senior Manager, Patient Lifecycle Marketing to own the patient lifecycle marketing function, leading strategies that strengthen patient retention, engagement, continuity of care, and lifetime value across AEG Vision's portfolio of practices. Reporting to the Associate Vice President, this role owns the development and execution of the patient lifecycle marketing strategy, translating enterprise marketing priorities into lifecycle marketing programs that deliver measurable business outcomes. The Senior Manager develops and executes the patient lifecycle roadmap, identifies opportunities for growth and optimization, and leads cross-functional initiatives that improve patient engagement, digital recall conversion, patient satisfaction, share of wallet, and long-term loyalty. Working closely with Operations, Technology, Patient Access, Clinical Leadership, Merchandising, Marketing Analytics, and Growth Marketing, this leader owns CRM strategy, audience segmentation, personalization, lifecycle communications, and promotional strategy while partnering across the organization to continuously improve the patient journey and drive business performance. This position manages the CRM Administrator and is expected to independently identify opportunities, develop data-driven recommendations, influence cross-functional partners, and lead lifecycle marketing initiatives from strategy through execution while partnering with the Associate Vice President on enterprise priorities and final decision-making.

Requirements

Bachelor's degree in Marketing, Business, Communications, or related field.
7+ years of experience in lifecycle marketing, CRM, retention marketing, loyalty marketing, customer engagement, or related disciplines.
Experience leading multi-channel marketing programs, including email, SMS, direct mail, and marketing automation.
Strong analytical and data-driven decision-making skills.
Experience leading and developing team members.
Experience with CRM, marketing automation, customer segmentation, and campaign performance measurement.
Demonstrated ability to independently identify opportunities, develop recommendations, influence cross-functional partners, and lead initiatives through data-driven decision making.

Nice To Haves

Healthcare, retail healthcare, multi-site retail, or franchise marketing experience preferred.
Knowledge of HIPAA and healthcare marketing regulations preferred.

Responsibilities

Develop and execute lifecycle marketing strategies that improve patient retention, digital recall conversion, reactivation, engagement, and loyalty.
Develop and manage the patient lifecycle marketing roadmap by identifying opportunities, recommending priorities, and aligning initiatives that improve patient and business performance.
Lead multi-channel patient communication programs across email, SMS, direct mail, IVR, and outbound outreach.
Own CRM strategy, including audience segmentation, personalization, marketing automation, promotional strategy, and multi-channel patient communications.
Develop business requirements and prioritize lifecycle marketing enhancements for the CRM platform, partnering with Marketing Operations and Technology to ensure the platform supports marketing objectives.
Own patient journey optimization by continuously evaluating patient behaviors and friction points, developing recommendations, and leading cross-functional initiatives that improve patient engagement, conversion, and overall patient experience.
Develop and translate strategies into executed programs that increase patient lifetime value, share of wallet, and utilization of AEG Vision's products and services.
Partner with IT and Marketing Analytics to advance a robust data architecture and foundation to support the key objectives of lifecycle marketing, segmentation, measurement, and personalization.
Partner with Clinical Leadership, Operations, and Merchandising to promote continuity of care, annual exams, contact lens services, medical eye care, and specialty services.
Lead promotional and patient engagement strategies that drive incremental appointments, utilization, and revenue.
Analyze patient behavior and service utilization trends to identify growth opportunities.
Lead the development of lifecycle marketing strategies for recall, patient reactivation, continuity of care, share of wallet, and other patient engagement programs, bringing forward recommendations for ongoing optimization.
Serve as the Voice of the Patient by synthesizing reviews, surveys, NPS, behavioral data, and other feedback sources into actionable recommendations that improve both patient experience and business performance.
Partner with Operations, Patient Access, Clinical Leadership, and other stakeholders to improve patient satisfaction and remove friction throughout the patient journey.
Partner with internal teams and external vendors to leverage patient reputation insights in support of lifecycle marketing strategies.
Independently identify opportunities, develop recommendations, and lead cross-functional initiatives that improve the overall patient experience and lifecycle performance.
Lead, coach, and develop direct reports while fostering a culture of accountability and continuous improvement.
Collaborate and build strong partnerships across Marketing, Operations, Patient Access, Clinical Leadership, Technology, Marketing Analytics, and external partners.
Develop reporting and performance dashboards to measure retention, engagement, satisfaction, and patient value.
Partner with Marketing Analytics to develop reporting frameworks and performance dashboards that measure lifecycle marketing effectiveness and support data-driven decision making.
Lead lifecycle marketing planning across cross-functional teams by establishing priorities, aligning stakeholders, and driving initiatives from concept through implementation.