Senior Director, Customer Growth & Segmentation

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
 

Job Specifications

Typically has the following skills or abilities:

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. Healthcare, financial services, or similar industries preferred

Proven track record delivering measurable customer acquisition and retention results across channels

Healthcare, retail, or optical business experience strongly preferred

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

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Compensation range for the role is listed below. Applicable salary ranges may differ across markets. Actual pay will be determined based on experience and other job-related factors permitted by law. As a part of the compensation package, this role may include eligible bonuses and commissions. For more information regarding VSP Vision benefits, please click here. 

Salary Ranges: $126,000.00 - $191,625.00

Unincorporated LA County Residents: Qualified Applicants with arrest or conviction records will be considered for employment in accordance with the Los Angeles County Fair Chance Ordinance for Employers and the California Fair Chance Act, and any other similar laws.

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As a regular part of doing business, VSP Vision (“VSP”) collects many different types of personal information, including protected health information, about our audiences, including members, doctors, clients, brokers, business partners, and employees.  VSP Vision employees will have access to this sensitive personal information and are subject to follow Information Security and Privacy Policies.