VP, Marketing Patient Lifecycle

The Vice President of Patient Lifecycle is a critical enterprise leadership role responsible for maximizing the value delivered to--and generated from--AEG Vision's existing patient base. This leader owns the enterprise strategy, capabilities, and performance that strengthen patient relationships across the entire lifecycle, ensuring every interaction before, during, and after a patient's visit builds loyalty, improves continuity of care, increases patient lifetime value, and drives long-term revenue growth.

This leader is accountable for the commercial performance of AEG Vision's existing patient business. Working across Marketing, Operations, Clinical Leadership, Technology, Patient Access, Merchandising, and Data & Analytics, they develop strategies that increase retention, engagement, share of wallet, service utilization, and lifetime value while ensuring patients receive meaningful, personalized experiences throughout their relationship with AEG Vision.

Rather than focusing on individual marketing channels, this executive builds the enterprise capabilities that power long-term patient relationships--including CRM, personalization, lifecycle strategy, marketing automation, owned communications, patient insights, content strategy, and future engagement technologies. These capabilities become strategic growth engines that support both enterprise business objectives and cross-functional partners.

This role requires an enterprise-minded commercial leader capable of balancing patient experience with business performance while building scalable systems, developing high-performing teams, and continuously evolving how AEG Vision engages millions of existing patients.This leader also provides executive oversight for assigned enterprise marketing functions that support patient lifecycle performance and may assume responsibility for additional shared capabilities as organizational priorities evolve.

This role requires a commercial strategist who understands that sustainable growth extends far beyond acquiring new patients. You recognize that an organization's greatest asset is the relationship it builds with existing customers--and that long-term value is created through trust, engagement, personalization, and continuity of care.You are equally comfortable defining enterprise strategy, building scalable engagement capabilities, and leading execution across complex organizations. You think in terms of customer lifetime value, behavioral insights, commercial performance, and organizational capabilities rather than individual campaigns or communication channels. You are energized by building systems that improve both patient outcomes and business results while partnering across the enterprise to create exceptional patient experiences.

What You'll Own

Existing Patient Business Strategy

• Own the enterprise strategy for maximizing the commercial performance of AEG Vision's existing patient base.
• Develop long-term strategies that increase patient lifetime value, retention, engagement, continuity of care, and share of wallet.
• Establish the strategic roadmap for enterprise patient relationship management and lifecycle growth.
• Continuously identify opportunities to increase the value delivered to patients while expanding long-term business performance.
• Monitor evolving consumer expectations, healthcare trends, technology, and privacy regulations.

Patient Relationship & Engagement

• Own the enterprise strategy for patient relationship management across all owned marketing touchpoints.
• Lead enterprise CRM strategy, marketing automation, digital recall, owned communications, and future engagement technologies.
• Develop lifecycle engagement strategies that strengthen patient relationships before, during, and after every visit.
• Build scalable engagement capabilities that improve the quality, consistency, and effectiveness of every patient interaction.

Existing Patient Growth

• Increase enterprise revenue generated from existing patients through improved retention, utilization, continuity of care, and patient loyalty.
• Develop programs that increase annual exams, contact lens utilization, optical purchases, medical eye care, specialty services, and other strategic initiatives.
• Partner with Clinical Leadership, Merchandising, Operations, and Patient Access to improve commercial performance.
• Develop differentiated engagement strategies for high-value patient segments.
• Continuously optimize the balance between patient experience and long-term commercial growth.

Patient Intelligence & Personalization

• Define enterprise segmentation, personalization, and patient intelligence strategies.
• Partner with Marketing Analytics and Technology to develop the data architecture supporting lifecycle marketing, predictive engagement, and personalized experiences.
• Leverage behavioral insights, patient feedback, utilization trends, and customer intelligence to improve engagement and business performance.
• Champion experimentation, testing, predictive modeling, and continuous optimization.

Brand Experience & Patient Relationship

• Serve as the enterprise steward of the AEG Vision brand, ensuring every patient-facing interaction reflects a consistent, trusted, and differentiated brand experience.
• Define the enterprise brand experience across all patient-facing marketing touchpoints.
• Lead enterprise creative strategy, content development, patient education, owned social media, patient promotions, and patient relationship communications.
• Establish governance for enterprise brand standards, messaging architecture, naming conventions, visual identity, and patient communication principles.
• Ensure patient-facing communications and experiences maintain regulatory, legal, and brand compliance while strengthening patient trust and loyalty.
• Partner across the enterprise to ensure new initiatives, acquisitions, products, services, and patient experiences align with AEG Vision's brand strategy and standards.
• Continuously evolve patient communications to reflect changing consumer expectations and enterprise priorities.

Enterprise Growth Enablement

• Develop enterprise engagement capabilities that enable growth across multiple business functions, including Patient Access, Operations, Clinical Leadership, and Marketing.
• Serve as a strategic partner to the Vice President of Patient Access by creating the engagement strategies, patient journeys, and lifecycle capabilities that drive demand conversion while Patient Access owns scheduling conversion and operational execution.
• Ensure lifecycle technologies and automation support enterprise growth initiatives beyond traditional marketing campaigns.
• Build scalable capabilities that enable future AI-driven engagement, personalization, and patient relationship management.
• Lead assigned enterprise marketing functions while evolving organizational capabilities as business priorities change.

Operational Excellence & Accountability

• Establish enterprise KPIs measuring patient lifetime value, retention, engagement, continuity of care, share of wallet, satisfaction, and commercial performance.
• Develop executive reporting that provides visibility into patient relationship health and enterprise lifecycle performance.
• Build an operating cadence focused on measurable business outcomes rather than marketing activity.
• Ensure enterprise investments in lifecycle capabilities produce quantifiable financial and patient experience improvements.

Enterprise Leadership & Cross-Functional Impact

• Partner closely with the Vice President of Patient Access to optimize the patient journey from engagement through care delivery.
• Collaborate with Operations, Technology, Clinical Leadership, Merchandising, and Analytics to improve patient experience and business performance.
• Build and develop high-performing leaders while fostering a culture of innovation, accountability, collaboration, and continuous improvement.
• Act as a key voice in enterprise strategy related to patient growth, retention, engagement, lifetime value, and enterprise brand experience.

Qualifications

• 12--15+ years of progressive leadership experience in lifecycle marketing, CRM, customer engagement, loyalty, relationship marketing, customer strategy, or related disciplines.
• Demonstrated success leading enterprise customer lifecycle strategies across complex, multi-location organizations.
• Experience building CRM, marketing automation, personalization, and customer engagement capabilities at scale.
• Proven success improving customer lifetime value, retention, engagement, or commercial performance.
• Healthcare, retail healthcare, consumer services, or multi-site retail experience preferred.

Skills & Capabilities

• Enterprise strategic thinking with exceptional commercial and business acumen.
• Deep understanding of customer lifecycle management and relationship economics.
• Expertise in CRM strategy, marketing automation, personalization, customer engagement, and enterprise brand stewardship.
• Strong analytical mindset with the ability to convert insights into enterprise strategy.
• Ability to influence executive stakeholders and lead organizational change.

Leadership Attributes

• Enterprise-first mindset.
• Commercial thinker with strong patient empathy.
• Builder of scalable capabilities and high-performing teams.
• Collaborative, data-driven, outcome-oriented leader.
• High accountability with exceptional ownership mentality.

Education

Bachelor's degree in Marketing, Business, Communications, or a related field required. MBA or other advanced degree preferred.