Senior Director, Customer Growth & Segmentation
 VSP Vision | |
 United States | |
 Dec 24, 2025 | |
|
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 #LI-VISIONCARE 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 - $191,625.00VSP Vision is an equal opportunity employer and gives consideration for employment to qualified applicants without regard to age, gender, race, color, religion, sex, national origin, disability or protected veteran status. We maintain a drug-free workplace and perform pre-employment substance abuse testing. 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. Notice to Candidates: Fraud Alert - Fake Job Opportunity Solicitations Used to Collect Fees/Personal Information. We have been made aware that fake job opportunities are being offered by individuals posing as VSP Vision and affiliate recruiters.Click hereto learn about our application process and what to watch for regarding false job opportunities. As a regular part of doing business,VSPVision ("VSP")collects many different types ofpersonal information, including protected health information, about ouraudiences, includingmembers, doctors,clients, brokers, business partners,andemployees. VSP Vision employees will have access to this sensitive personal information and are subject to follow Information Security and Privacy Policies. | |