Job Description

Position Summary

The Florida Regional Marketing Specialist is a senior individual contributor responsible for translating Eye Health America’s enterprise marketing strategy and growth priorities into measurable regional plans across the Florida markets, including the Gulf Coast and Jacksonville. The role serves as the primary Marketing business partner for assigned markets, owning regional performance visibility, KPI reporting, market recommendations, provider and location marketing readiness, and cross-functional execution. The Specialist must bring strong hands-on knowledge of digital and traditional media, independently assess channel and campaign performance, challenge agency and vendor recommendations when optimization is needed, and advance attribution between marketing activity and business outcomes wherever the available data allows, and work confidently within CRM and lead-management systems to understand source, lifecycle progression, conversion and follow-up. Enterprise strategy, total Marketing budget and final investment decisions remain with the VP of Marketing.

Essential Functions and Responsibilities

Regional Strategy & Market Planning

• Own annual and quarterly marketing plans for assigned Florida markets, including Jacksonville, aligning priorities with enterprise strategy, local demand, provider capacity, operational readiness and approved budgets.
• Serve as the primary Marketing business partner to regional operational leaders and physicians, bringing recommendations, market context and clear next actions rather than functioning solely as a request coordinator.
• Maintain a documented regional priority roadmap across providers, practices, service lines, campaigns and growth initiatives; surface tradeoffs and escalate decisions when enterprise alignment is required.
• Identify market-level growth opportunities and recommend where EHA should invest, test, redirect or stop activity based on performance, capacity and business need.
• Lead recurring Florida marketing business reviews that summarize performance, priorities, risks, decisions required and corrective actions. Seek out media coverage as needed.

KPI Ownership, Analytics & Performance Management

• Own the Florida regional marketing scorecard and partner with leadership to establish agreed KPIs and targets by market, provider and priority service line.
• Monitor and interpret applicable measures including budget pacing, lead and call volume, appointment conversion where available, provider ramp indicators, reputation trends, referral activity and campaign performance.
• Explain performance variance and distinguish marketing performance issues from operational constraints such as access, scheduling, capacity or follow-up; coordinate documented corrective actions with clear owners.
• Translate market data into concise executive recommendations, investment cases and prioritized actions; ensure reporting is accurate, decision-oriented and followed through to completion.
• Partner with performance marketing, Finance, Outreach, Operations and other data owners to improve visibility between marketing activity and business outcomes.
• Independently access, review and interpret performance data within Google Ads (formerly AdWords), Google Analytics 4, Meta Ads Manager and other applicable advertising and analytics platforms rather than relying solely on agency-prepared reporting.
• Assess campaign structure, budget allocation, audience and geographic targeting, search terms, creative performance, landing-page behavior, conversion tracking and other available optimization signals; identify questions, risks and recommended next actions.
• Challenge agencies and media vendors when results, recommendations or optimization cadence do not align with the data, market priorities, provider capacity or agreed performance expectations.
• Partner with agencies and internal teams to define channel-appropriate KPIs and establish a consistent optimization cadence across paid search, paid social, streaming and other measurable media.
• Advance full-funnel attribution where possible by connecting media source and campaign activity to calls, forms, leads, appointments, procedures and revenue or value proxies, while clearly documenting data limitations and attribution gaps.
• Partner with website, analytics, CRM, call-tracking, Contact Center, Operations and Finance stakeholders to improve tagging, source capture, lead routing, conversion visibility and closed-loop reporting.
• Evaluate performance across the full media mix, recognizing that not all channels are measured the same way, and provide a balanced assessment of direct-response efficiency, market reach, brand support and downstream business impact.
• Work directly within CRM and lead-management platforms to review lead source, campaign attribution, lifecycle stage, follow-up activity, conversion status and downstream outcomes rather than relying only on summary reports.
• Define and improve CRM source fields, campaign naming conventions, lifecycle stages, attribution rules and reporting requirements in partnership with Marketing, Operations, Contact Center, IT and other system owners.
• Use CRM and platform data together to analyze the patient acquisition funnel, identify leakage or follow-up gaps and distinguish marketing performance from operational conversion issues.
• Understand the practical differences among first-touch, last-touch, multi-touch and influenced attribution and select or explain the most appropriate view based on the decision being made and the quality of available data.

Provider, Location & Service-Line Growth

• Own the marketing workstream for provider onboarding, launches, ramp-up, offboarding and transitions across assigned markets, including launch strategy, milestones, market readiness and post-launch review.
• Lead marketing planning for clinic openings, relocations, closures and consolidations, coordinating patient and referral communications, digital updates, signage, collateral, listings and local activation.
• Assess provider capacity, market opportunity and service-line priorities in partnership with Operations and Outreach and recommend marketing actions that support sustainable growth.
• Maintain standardized launch and transition governance, including readiness criteria, ownership, approvals, timelines, escalation points and post-launch lessons learned.

Integrated Market Activation & Local Presence

• Develop integrated local-market activation plans across digital, content, reputation, referral support, community engagement, sponsorships, events and patient communications as appropriate to market objectives.
• Maintain regular presence in assigned markets to understand clinic realities, build relationships, gather market intelligence and ensure plans reflect operational conditions.
• Coordinate physician and practice content needs, local stories, photography/video opportunities and market-specific assets in partnership with enterprise content resources.
• Evaluate sponsorship, event and community opportunities against strategic fit, expected impact, budget and follow-up requirements rather than treating local activity as stand-alone requests.

Integrated Media Strategy & Channel Expertise

• Bring practical experience planning, evaluating and optimizing an integrated media mix that may include paid search, paid social, local search, display, connected TV/streaming video, streaming audio, television, radio, print, direct mail, outdoor/billboard and sponsorship-related media.
• Understand the role, strengths, limitations and measurement approach of digital, streaming and traditional channels and recommend the appropriate channel mix based on market objectives, audience, geography, budget, provider capacity and service-line priorities.
• Review media plans, audience strategies, market coverage, flighting, frequency, creative rotation, placement recommendations and performance reporting with enough depth to identify gaps and challenge vendor assumptions.
• Coordinate with enterprise creative, content, web and agency partners to ensure channel strategy, messaging, landing experiences, calls to action and measurement plans work together.
• Develop recommendations that balance immediate demand generation with longer-term market visibility and brand-building needs, clearly distinguishing measurable outcomes from directional or proxy indicators.
• Maintain current working knowledge of changes in digital advertising, privacy, tracking and media consumption that may affect regional planning, measurement and optimization.

Budget, Investment & Vendor Accountability

• Manage assigned-market budget pacing and forecasts within approved enterprise budget guardrails; identify risks and recommend reallocations based on performance and business priorities.
• Build business cases for incremental market investments, documenting assumptions, expected outcomes, operational dependencies and how results will be measured.
• Hold agencies and vendors accountable for Florida-market deliverables, timelines, performance expectations, budgets and agreed actions; escalate material issues when required.
• Provide the VP of Marketing with clear recommendations on market-level investment while recognizing that enterprise allocation decisions and total Marketing budget authority remain with the VP.
• Review proposed media allocations and vendor plans with sufficient channel knowledge to validate assumptions, identify inefficient spend and recommend market-level reallocations within approved guardrails.
• Require agencies and media partners to provide transparent reporting, documented optimization actions, testing plans and clear explanations of performance variance rather than accepting reporting at face value.

Cross-Functional Leadership & Execution

• Lead complex workstreams across Marketing, Operations, Outreach, physicians, Contact Center, agencies and vendors without direct people-management responsibility.
• Set workstream priorities, owners and timelines; resolve regional dependencies and escalate risks that could affect launches, patient acquisition, provider ramp or market performance.
• Represent Florida market needs in enterprise Marketing planning and ensure local requests are evaluated against strategy, capacity, brand standards and expected impact.
• Create strong operating discipline through clear documentation, action tracking, stakeholder follow-up and closed-loop communication.

AI-Enabled Productivity & Process Improvement

• Use approved AI tools to accelerate research, first drafts, analysis, content adaptation, meeting/action summaries, reporting narratives and other repeatable work.
• Maintain human accountability for data interpretation, business judgment, stakeholder alignment, accuracy, compliance and final recommendations.
• Identify recurring workflows that can be standardized, templated or automated and partner with Marketing leadership to implement scalable processes.
• Use AI to increase the leverage of the role while maintaining the in-market relationships, operational validation and ownership required to deliver results.

Requirements

Minimum Qualifications

• Bachelor’s degree in Marketing, Communications, Business or related field; equivalent relevant experience may be considered.
• 7+ years of progressive experience in integrated marketing, regional marketing, multi-location marketing, growth marketing or a comparable role; healthcare or other multi-site consumer services experience strongly preferred.
• Demonstrated experience owning budgets, performance reporting, cross-functional initiatives and senior stakeholder relationships.
• Experience supporting provider, location, product/service-line or market launches and managing multiple simultaneous workstreams.
• Working knowledge of paid and organic digital marketing, reputation management, website/content operations, local-market activation and marketing analytics.
• Ability to interpret performance data and convert findings into clear business recommendations and action plans.
• Proficiency with Microsoft 365 and demonstrated experience working directly within a CRM or lead-management system; experience with marketing automation, analytics, project-management and AI productivity tools preferred.
• Ability to travel routinely throughout assigned Florida markets, including Jacksonville and periodically to other EHA locations or meetings as business needs require.
• Demonstrated hands-on experience working in Google Ads, Google Analytics 4, Meta Ads Manager and related reporting or advertising platforms, with the ability to assess performance independently and communicate optimization recommendations.
• Experience with conversion tracking, call tracking, campaign tagging, landing-page analysis, lead-source reporting and multi-touch or full-funnel attribution concepts; ability to work constructively within imperfect data environments.
• Experience planning or evaluating traditional and emerging media, including television, radio, print, outdoor/billboard, connected TV, streaming video and streaming audio.
• Demonstrated ability to manage and challenge agencies, media vendors and platform partners using data, market context and defined business objectives.
• Demonstrated experience using CRM data to assess lead source, campaign influence, lifecycle progression, follow-up and conversion outcomes; experience helping define or improve CRM reporting and attribution requirements.
• Ability to reconcile and interpret data across advertising platforms, analytics, call tracking and CRM systems, recognize data-quality limitations and clearly explain what can and cannot be concluded.

Core Competencies

• Strategic and commercial thinking
• Data interpretation and KPI ownership
• Independent judgment and prioritization
• Cross-functional leadership without direct authority
• Executive communication and recommendation development
• Project and launch management
• Market relationship building
• Budget discipline and vendor accountability
• Operational problem-solving and follow-through
• Adaptability in a multi-market growth environment
• Digital platform fluency and independent performance analysis
• Integrated media planning across digital, streaming and traditional channels
• Attribution, conversion measurement and data-quality judgment
• Agency challenge, optimization and media accountability
• CRM fluency, lead-lifecycle analysis and closed-loop reporting
• Attribution-model judgment across platform, analytics, call-tracking and CRM data

Role Boundaries & Decision Rights

• The Specialist owns Florida market planning, KPI visibility, operating cadence, market recommendations and execution follow-through within approved enterprise strategy and budget guardrails.
• The VP of Marketing retains ownership of enterprise marketing strategy, total Marketing budget, organizational design, C-suite alignment, major vendor/technology decisions and final investment tradeoffs across markets.
• This position is designed as a senior individual contributor and does not require direct reports at hire.

First-Year Success Measures

• Complete a structured 30/60/90-day transition and establish documented priorities and stakeholder cadence for each assigned Florida market.
• Establish and maintain a regional marketing KPI scorecard with agreed measures, targets, performance commentary and action tracking.
• Implement standardized provider and location launch/transition governance with clear readiness criteria, responsibilities, escalation points and post-launch review.
• Provide consistent regional business reviews that give leadership clear visibility into market performance, budget pacing, opportunities, risks and decisions required.
• Demonstrate disciplined prioritization and follow-through across Florida markets, including Jacksonville while reducing the amount of regional operating coordination that must be directly owned by the VP of Marketing.
• Establish a consistent Florida media-performance review and optimization cadence, including documented vendor actions, testing priorities and market-level recommendations.
• Assess current tracking and attribution across priority Florida campaigns and develop a practical roadmap to improve visibility from media activity through lead and appointment outcomes where data access allows.
• Demonstrate independent command of campaign and platform performance and reduce reliance on agency interpretation for routine analysis and optimization decisions.
• Assess CRM source capture, lifecycle tracking, campaign attribution and conversion reporting for priority Florida marketing programs and document practical improvements, owners and data dependencies.

Work Environment & Travel

This is a Florida-based regional role requiring routine travel among assigned markets, practices and business meetings. Specific work-location expectations, travel requirements, physical requirements, exemption classification and benefits should be finalized by Human Resources in accordance with EHA policy and applicable law.