EyeCare Partners is the nation’s leading provider of clinically integrated eye care. Our national network of over 300 ophthalmologists and 700 optometrists provides a lifetime of care to our patients with a mission to enhance vision, advance eye care and improve lives. Based in St. Louis, Missouri, over 650 ECP-affiliated practice locations provide care in 18 states and 80 markets, providing services that span the eye care continuum. For more information, visit www.eyecare-partners.com.
CRM Manager
We are seeking an experienced CRM professional (with no direct report) within our Marketing team. As a Subject Matter Expert for our Patient Engagement platforms, you will play a critical role in discovering and delivering new engagement capabilities as well as improving existing patient experiences through evaluation, product selection, program implementation/integration, and program enhancements. You must be passionate about implementing/building great patient journeys, improving the patient experience, and solving business problems. You should have a strong track record of leading and developing CRM programs and process, adapting to a fluid context and using data to drive decision-making.
It is important that you understand how to develop a highly complex patient journey using best practices to deliver a comprehensive lifecycle approach that embodies our patient voice via (Email, SMS, voice, direct mail, referral platforms, and additional touchpoints) to stimulate patient behavior within our CRM platforms. You will be accountable for partnering with larger marketing leaders (OPT, OPH and ECP Comms) and the Patient Engagement Center with socializing the holistic approach at all levels of the organization, assessing opportunities, and collaborating with development/integration/implementation teams. You will own analytics and reporting surrounding key KPIs of database growth, sales, cross-selling, and retention. You will collaborate closely with our IT business partners and additional stakeholders as necessary to ensure product solutions are fully integrated by the business. This cross-functional team member will provide recommendations to key stakeholders to evolve and unify platforms to support a 360-degree view of our patients to support clinically integrated eye care which create unique value for internal and external stakeholders.
Must be able to move between defining strategy, sequencing, designing an orchestration. and executing a plan seamlessly. Working across a matrixed organization and leveraging lessons learned from other organizations will be critical to success.
Responsibilities:
- Define the product roadmap/strategy for the patient engagement platforms (Email, Text, Voice) to support our Optometry, Ophthalmology and ECP Comms businesses (Including internal and external stakeholders).
- Responsible for process ownership of EyeCare Partners collection of communication and engagement platforms. Experience with a cloud-based CRM platform required.
- Execute defined strategy for brand engagement and activation of new patients and re-engagement of historical patients with Marketing and Patient Engagement stakeholders.
- Responsible for customer data enrichment, attribution and segmentation to build dynamic audiences and optimize engagement patterns.
- Discover known and unmet customer needs and possible feature/functionality concepts that meet those needs; gathering input from a variety of internal and external sources to define product concepts (analyzing competitors and market conditions to evaluate and articulate application of design and technology to the unmet customer need)
- Develop business case(s), including financial impact and benefits statements, to support feature/functionality concepts and sell the concepts to internal audiences through persuasive oral and written presentations
- Develop solution expertise with deep knowledge of the product ecosystem and competitive landscape
- Define and design the product strategy and roadmap based on industry / patient needs
- Integrating the business strategy and knowledge of software capabilities (current and future) into vision and direction for all channel-related products
- Serve as the product subject matter expert. Responsibilities include representing the solution within ECP for Optometry, Ophthalmology and ECP Comms groups.
- Serve as liaison between SME and IT teams.
- Lead all design/development aspects from product perspective, to include project execution, resource deployment, and overall leadership and coordination efforts
- Participate in technology/solution decisions with architecture, ensuring that functional/technical design, unit testing, deployment, and implementation requirements are properly documented by the Business Analysts.
- Anticipate upstream and downstream impacts of a change in feature or new enhancement; proactively identify problems that arise during product implementation lifecycle, outline options, recommend solutions, and escalate as needed
- Analyze the market and engage with business units to identify opportunities to evolve the product offering support of business growth and retention goals
Qualifications:
- Experience as a CRM architect with integration, design, and execution
- Ability to make fact-based recommendations and decisions that align with what is needed to meet the needs of the organization
- Ability to influence prioritization of solutions / enhancements across a matrix organization
- Manage and implement solutions / enhancements effectively
- Strong capability to define and simply communicate the value proposition of the communication journey for markets and segments
- Ability to synthesize and translate details of solution delivery for various internal stakeholder groups.
- Ability to develop effective working relationships within a cross-functional team.
- Ability to adjust to new, changing or ambiguous situations (e.g., different management styles, new methods, systems and procedures) and changing priorities within the business and the marketplace