Director, Digital Marketing

Reports to: SVP, Chief Marketing Officer

Location: Delray Beach Headquarters

About Us:

Now Optics is a leader in the eye care industry. Its retail brand, Stanton Optical, is amongst the fastest-growing, full-service retail optical centers throughout the country. The company consistently ranks among the largest optical retailers in the country by Vision Monday. Now Optics continues to expand its retail footprint with over 300 corporate and franchise locations while delivering affordable eye care services and providing a fast and friendly customer experience. We believe in building a positive and cohesive culture where everyone is contributing towards a common goal and set of values.??

Vision: Modernizing the eye care experience for all people.

Mission: Making eye care easy.

Values: iCARE

Integrity: We see integrity as building a foundation of trust with our customers, employees and stakeholders by communicating honestly, ensuring consistency and delivering on our commitments.

Collaboration: We see collaboration as combining the talents of a diverse group, offering proactive communication and being open-minded to new ideas.

Accountability: We see accountability as taking initiative, delivering our best in all we do, accepting responsibility for our actions and taking ownership of results.

Respect: We see respect as prioritizing human relationships, being present, connecting with transparency and empathy.

Empowerment: We see empowerment as making purpose-driven decisions to support the company vision, showing appreciation for others, and taking care of the individuals we serve.

Job Profile and Objectives

The Digital Marketing Director will lead all digital marketing initiatives from ideation to execution across all paid and organic touchpoints (i.e. SEO, Search, DSP, YouTube, Social). They will develop integrated strategies to fuel brand consideration and conversion, and lead a team of specialists to plan, budget and optimize campaigns, improving performance and testing new ideas. The Digital Marketing Director plays a highly visible role in the organization, establishing strong relationships with internal and external partners, always staying ahead of consumer behavior and industry trends. The ideal candidate is both strategic and technical. They scale up to motivate their team and present thoughtful recommendations. They also easily scale down to the campaign details at a market level, focusing on execution and managing and deploying the day-to-day operations. The Digital Director has a true passion for what they do and thrives in a fast-paced and collaborative environment.

Leadership

• Coaches and builds a cohesive and productive team that seamlessly works together to deliver on business objectives through measurable plans

• Fosters an open environment that encourages curiosity, intelligent risk-taking, quality work and creativity

• Stays ahead of the evolving digital landscape, new opportunities, and competitive marketplace, forming strong vendor partnerships

• Ability to deliver results and proactively share recommendations to improve performance

• Partners cross-functionally to ensure a positive end-to-end customer experience

Strategy

• Works closely with the CMO to achieve overall marketing goals and omnichannel success

• Drives new customer acquisition in partnership with the brand and media team

• Develops holistic digital strategies that improve KPI performance and delivers on local store market opportunities, brand differentiation, and high-converting landing pages

• Performs SEO best practice to ensure top ranking and stays ahead of algorithm updates and generative AI search evolution

• Leads new store opening set-up, digital campaigns and process with flawless execution

• Develops and presents plans/business reviews to corporate leadership and franchise owners

Content

• Writes creative briefs for all digital content needs, working closely with the Creative team to support the go-to-market plan, with consideration to the touchpoint/format/platform/audience and device

• Provides recommendations to optimize web content for SEO and provide consistency (on page, off page, technical and local)

• Manages online brand authority and trust signals, customer reviews and brand mentions

• Plans monthly digital marketing messaging and promotions, supporting the marketing calendar, that best reaches our target audiences at each stage of the customer journey

Analytics/Budget

• Restlessly pursues data and insights to continuously analyze, monitor, learn and drive changes needed to succeed

• Develops and maintains all relevant reporting dashboards including managing digital call tracking, GA4, Search Console, Big Query, Data Studio and Google Ads to measure campaign performance and optimize our investment

• Effectively presents and communicates digital plans, testing recommendations, and postmortem results

• Manages the digital marketing budget including planning, forecasting and invoice reconciliation/accruals

Education & Experience

• Bachelor's Degree in Marketing, Business Administration, or a related field

• Minimum of 7 years Digital Marketing experience

• Experience in Retail industry is preferred

• Hands-on experience with Google, Bing, Meta and other digital search engines and platforms including SEO

• Proven track record moving projects and ideas forward, especially in a fast-paced environment

• Confidence in presenting and generating recommendations and results

• Experience leading and inspiring a passionate team with diverse expertise. Experience managing remote global teams is highly regarded.

Skills & Requirements

• Entrepreneurial spirit and ability to thrive in uncharted spaces, creating your own path

• Ability to align and influence multiple stakeholders for a common goal, always leading with a customer-first mindset

• Strong project management and organizational skills

• Excellent communication skills, ability to present a compelling story

• Exceptional strategic and analytical skills

• Comfortable managing change with ability to adjust and shift priorities as the business demands

• Positive attitude and team player