Director, Performance Marketing & Analytics

AEG Vision is seeking a Director, Performance Marketing & Analytics to drive measurable growth and competitive advantage for our multi-location, private equity-backed optical provider. This role will be responsible for:

• Overseeing agency performance marketing partners to ensure strategic execution, efficiency, and ROI on digital advertising investments.
• Establishing a demand generation roadmap that enhances marketing efficiency, personalization, and attribution, ensuring a data-driven competitive advantage.
• Building a highly integrated marketing analytics infrastructure that:
  • Delivers comprehensive performance insights across all marketing initiatives to support executive decision-making.
  • Provides actionable views of the drivers of demand, LTV, and retention related to patient, marketing, and practice operations.
  • Measures and provides organizational transparency into marketing spend, profitability, and demand across all channels.
  • Provides data and analytics needed to develop differentiated strategies around media mix modeling, demand forecasting, and the integration of AI and LLM to optimize the patient journey.

This role will ensure that demand generation, marketing analytics, data infrastructure, and technical systems work seamlessly to maximize marketing effectiveness and business performance. The ideal candidate is a strategic leader with strong analytical and technical expertise who can balance hands-on execution with team and partner leadership.

Performance Marketing & Demand Generation:

• Develop and optimize full-funnel demand generation strategies that drive exam bookings, patient retention, and product adoption.
• Lead multi-channel media planning and execution, including SEM, paid social, programmatic, and organic channels.
• Optimize media spend and campaign performance using data-driven media mix modeling, multi-touch attribution, and conversion rate optimization (CRO).
• Drive segmentation strategies to improve customer acquisition, engagement, and lifetime value (LTV).
• Partner with creative and content teams to align messaging with performance objectives and ensure optimal ad performance.
• Build an internal performance marketing & demand generation team to positioned achieve organizational objectives.

Marketing Analytics & Performance Measurement:

• Define and work with IT to implement marketing analytics frameworks, dashboards, and KPI tracking to measure marketing effectiveness.
• Lead multi-touch attribution modeling, marketing mix modeling, and predictive analytics to enhance marketing ROI.
• Provide insights into customer behavior, segmentation, and marketing channel effectiveness to drive strategic decisions.
• Partner with finance and executive teams to forecast marketing impact and optimize budgets.
• Own and manage marketing data sources, ensuring data accuracy, integrity, and accessibility for business intelligence.
• Build an internal team capable of driving marketing and patient analytics as a competitive differentiator.

Marketing Technology:

• Develop and execute the demand generation martech roadmap, ensuring a seamless and scalable demand generation ecosystem.
• Oversee the implementation and optimization of Google Analytics, tag management, web platform and landing pages, and online scheduler.
• Partner with Marketing teammates on implementation and optimization of marketing automation platforms, CDPs, and CRM to ensure demand generation strategy and roadmap are implemented.
• Work closely with IT to define marketing data integration requirements and ensure that all demand generation platforms are properly connected.
• Evaluate and implement AI-driven marketing tools, personalization engines, and predictive analytics solutions to enhance performance.
• Ensure compliance with HIPAA, GDPR, CCPA, and other privacy regulations in marketing data operations.

Leadership & External Partner Management:

• Oversee and manage external analytics partners responsible for complex data analysis projects, including:
  • Customer density analysis within specific geographic radii.
  • Market penetration studies and opportunity mapping.
  • Geo-targeting recommendations for optimized marketing spend.
• Prioritize and project manage analytical requests, ensuring external partners deliver actionable insights that support growth objectives.
• Lead and mentor a team of marketing analysts, SEO specialists, and web coordinators.
• Collaborate closely with IT, finance, product, and operations teams to align marketing strategies with business goals.
• Manage relationships with external agencies, including paid media, AI & predictive analytics, and web agencies.

Required:

• BA/BS in Analytics, Business, Marketing, Economics, Finance, Data Science, another analytical field, or equivalent work experience in combination with another degree. MBA or MS/MA in Data Science or Analytics is a plus.
• 7+ years of experience leading marketing analytics, performance marketing, or martech at a similar organization.
• Proven ability to develop and execute a demand generation strategy that drives business outcomes.
• Expertise in performance marketing, attribution modeling, and data-driven campaign optimization.
• Experience managing external agencies for paid media performance and ensuring ROI-driven execution.
• Strong knowledge of marketing automation platforms, CRM data structures, and marketing technology integrations.
• Experience working with Google Analytics, SQL, BI tools (e.g., Looker, Tableau, Power BI), and customer segmentation methodologies.
• Ability to lead external analytics partners in delivering actionable insights and managing complex analytical projects.
• Strong collaboration skills, particularly with IT teams for data integration and governance.
• Experience leading cross-functional teams and external agency partners.

Preferred:

• Experience in multi-location healthcare, private equity-backed businesses, or highly regulated industries.
• Knowledge of HIPAA-compliant marketing and first-party data strategies.
• Familiarity with AI-driven marketing, predictive analytics, and automation tools.

Pay Range: $150K to $180K per year