Marketing Strategist

The posting

At EyeCarePro, we're a leading digital marketing agency dedicated to helping eyecare professionals grow their practices through innovative digital marketing solutions. Our team is passionate about delivering exceptional results for our clients and making a difference in the eyecare industry.

We're looking for a talented Marketing Strategist to join our remote team and help develop and execute impactful marketing strategies that drive measurable growth for our clients. 

The Marketing Strategist serves as a strategic digital marketing expert and growth partner, responsible for developing, guiding, and continuously optimizing marketing strategies for a portfolio of independent optometry and ophthalmology practices.

This is not simply a campaign execution or coordination role. The Marketing Strategist is expected to think critically, identify growth opportunities, interpret performance data, and translate business objectives into proactive, measurable marketing initiatives that increase patient acquisition, improve conversion rates, strengthen competitive positioning, and support long-term practice revenue growth.

Working in close partnership with Client Strategists, Project Managers, SEO Specialists, Paid Media Specialists, Content Writers, Designers, Developers, and other cross-functional teams, the Marketing Strategist provides the marketing expertise needed to turn strategic business objectives into effective marketing plans.

While Client Strategists retain overall ownership of client relationships and account-level strategic decisions, Marketing Strategists are expected to take ownership of marketing recommendations, challenge ineffective approaches, identify emerging opportunities, and confidently advise on the best marketing direction.

Success requires a combination of technical digital marketing expertise, commercial awareness, analytical thinking, proactive problem-solving, and strong collaboration.

The ideal candidate understands that successful marketing is not measured solely by traffic, rankings, impressions, or leads, but by its ability to generate booked patients, increase practice revenue, and create sustainable business growth.

Key Responsibilities

1. Strategic Marketing Leadership & Planning

• Develop comprehensive annual, quarterly, and monthly digital marketing strategies aligned with each practice's business objectives, market position, and growth priorities.
• Translate client goals into measurable marketing initiatives with clear priorities, timelines, and expected outcomes.
• Identify opportunities to improve marketing performance before challenges are raised by clients or internal stakeholders.
• Evaluate existing strategies critically and recommend adjustments based on performance, competitive activity, and changing business needs.
• Develop marketing roadmaps that balance immediate performance improvements with long-term growth opportunities.
• Provide clear strategic direction and recommendations to Client Strategists and production teams.
• Take ownership of marketing recommendations and demonstrate accountability for their effectiveness.
• Adapt the depth of analysis, customization, and strategic support according to client tier, complexity, and business requirements.

2. Practice Growth & Commercial Strategy

• Develop a strong understanding of each practice's business model, revenue drivers, patient demographics, service offerings, and competitive environment.
• Identify opportunities to increase new patient appointments, improve patient retention, and grow high-value service lines.
• Recommend marketing initiatives that support the expansion of services such as: Dry eye treatment and specialty clinics. Myopia management. Specialty contact lenses. Medical optometry and ophthalmology services. Aesthetic treatments, including IPL and RF where applicable. Premium and luxury eyewear.
• Evaluate market demand, competitor positioning, and patient behavior to identify realistic growth opportunities.
• Develop ROI-driven business cases for proposed campaigns, services, and marketing investments wherever sufficient data is available.
• Support Client Strategists with strategic insights that identify upsell, cross-sell, and account expansion opportunities.
• Ensure marketing recommendations consider practice capacity, staffing, operational constraints, and financial realities.
• Connect marketing activities directly to patient acquisition, appointment conversion, revenue potential, and long-term business value.

3. SEO, Local Search & Generative Engine Optimization

• Develop and guide comprehensive SEO strategies designed to improve organic visibility and attract qualified prospective patients.
• Identify opportunities across technical SEO, on-page optimization, content strategy, local SEO, and website structure.
• Conduct keyword and competitor research focused on optometry, ophthalmology, specialty services, and local patient search behavior.
• Monitor Google Business Profile performance, map-pack visibility, local rankings, and location-specific search opportunities.
• Stay informed about Google algorithm updates, AI-powered search, Generative Engine Optimization (GEO), and evolving search behavior.
• Recommend strategies that strengthen practice visibility across traditional search engines, AI-powered discovery platforms, and relevant digital channels.
• Collaborate with SEO specialists and content teams to ensure optimization efforts align with commercial priorities.
• Evaluate organic search performance in terms of qualified traffic, conversions, appointment opportunities, and business impact.

4. Paid Media & Integrated Campaign Strategy

• Develop integrated marketing strategies across Google Ads, Meta Ads, social platforms, email marketing, and other relevant digital channels.
• Identify opportunities to improve targeting, messaging, budget allocation, campaign structure, and conversion performance.
• Work closely with Paid Media Specialists to review campaign effectiveness and recommend strategic adjustments.
• Develop campaigns supporting new patient acquisition, specialty service growth, seasonal opportunities, and practice expansion.
• Ensure paid and organic marketing initiatives work together to support the broader patient acquisition strategy.
• Evaluate campaign performance using metrics such as cost per lead, cost per acquisition, conversion rates, appointment bookings, and return on investment.
• Recommend testing and optimization opportunities based on performance data and market insights.

5. Website, Patient Journey & Conversion Optimization

• Evaluate the complete patient acquisition journey, from initial digital discovery through website engagement, inquiry, appointment scheduling, and follow-up.
• Identify barriers that prevent website visitors and prospective patients from converting into booked appointments.
• Recommend improvements to website structure, landing pages, calls-to-action, content, user experience, and conversion pathways.
• Collaborate with Designers, Developers, and other specialists to implement website and conversion improvements.
• Support the strategic integration of online scheduling, patient communication tools, AI phone agents, automation, and other conversion technologies.
• Identify opportunities to reduce friction in patient inquiries, appointment booking, and follow-up processes.
• Ensure websites and digital experiences support both patient needs and practice business objectives.
• Use conversion data and behavioral insights to recommend continuous improvements.

6. Marketing Analytics, Performance & Strategic Storytelling

• Analyze marketing performance using platforms such as Google Analytics 4 (GA4), Google Search Console, Google Ads, Looker Studio, SEMrush, Ahrefs, Google Business Profile, and other reporting tools.
• Interpret performance across organic search, paid advertising, website engagement, lead generation, and conversion tracking.
• Identify patterns, performance gaps, and opportunities that may not be immediately visible through standard reporting.
• Translate complex marketing data into clear, actionable recommendations focused on business outcomes.
• Evaluate the relationship between marketing activities, qualified patient inquiries, appointment bookings, and revenue opportunities.
• Recommend strategic pivots when campaign results do not align with expectations.
• Develop performance insights and supporting narratives for Client Strategists to use during client business reviews and strategic planning discussions.
• Clearly articulate what marketing activities were completed, why they were recommended, what results were achieved, and what should happen next.
• Support ongoing experimentation, testing, and optimization through evidence-based decision-making.

7. Proactive Marketing Consulting & Problem-Solving

• Actively identify opportunities, risks, and performance challenges without waiting for direction.
• Challenge existing strategies constructively when data or business conditions indicate a better approach.
• Investigate underlying causes of marketing performance issues rather than relying on surface-level metrics.
• Develop practical solutions that balance client expectations, available resources, and commercial impact.
• Provide confident, well-reasoned recommendations to Client Strategists and internal stakeholders.
• Anticipate changes in market conditions, consumer behavior, technology, and competition.
• Demonstrate sound judgment when prioritizing initiatives according to urgency, impact, and available resources.
• Take responsibility for following through on strategic recommendations and evaluating their outcomes.

8. Cross-Functional Collaboration & Team Reliance

• Partner closely with Client Strategists to ensure marketing strategies remain aligned with each client's business objectives and account priorities.
• Collaborate with Project Managers to translate strategic recommendations into actionable delivery plans.
• Work with SEO, PPC, Content, Design, Development, and other specialist teams to guide successful execution.
• Provide clear strategic briefs, priorities, expected outcomes, and supporting rationale.
• Actively seek input from specialist teams when developing or refining strategies.
• Participate in team discussions, support channels, training sessions, and knowledge-sharing opportunities.
• Contribute insights, ideas, and recommendations that improve the quality of strategic decisions across the organization.
• Avoid operating in isolation; combine individual accountability with the collective expertise of the team.
• Identify opportunities to improve collaboration, reduce duplication, and strengthen execution efficiency.
• Develop reusable frameworks, templates, playbooks, and best practices that improve consistency and scalability.

9. AI, Technology & Workflow Innovation

• Continuously develop knowledge of AI-powered marketing tools, automation platforms, and emerging digital technologies.
• Identify practical opportunities to use AI to improve research, reporting, analysis, campaign planning, and workflow efficiency.
• Evaluate emerging technologies that may improve client results or internal productivity.
• Stay informed about AI search, conversational search, Generative Engine Optimization, and changing digital discovery patterns.
• Support the strategic adoption of EyeCarePro technology solutions that improve patient communication, appointment conversion, and practice efficiency.
• Contribute to the development of repeatable AI-supported workflows and marketing processes.
• Demonstrate curiosity, adaptability, and a willingness to experiment with new tools.
• Share useful AI applications, lessons learned, and workflow improvements with the wider team.

10. Eye Care Industry Knowledge

• Build a deep understanding of the operational and commercial realities of independent optometry and ophthalmology practices.
• Understand the distinction between independently owned practices and larger corporate optical groups.
• Stay informed about developments in medical optometry, specialty eye care, and emerging patient services.
• Develop awareness of managed vision care networks, including VSP and EyeMed, and their potential impact on practice economics.
• Monitor relevant industry developments, including reimbursement changes, consolidation, consumer spending patterns, and patient expectations.
• Understand the impact of staffing, appointment availability, clinical capacity, and patient experience on marketing effectiveness.
• Ensure marketing strategies reflect the practical realities of running an independent eye care practice.
• Apply industry insights to help practices improve patient acquisition, strengthen differentiation, and achieve sustainable growth.

Qualifications

Required

• Minimum 3 years of experience in digital marketing strategy, performance marketing, SEO, or a related field.
• Demonstrated experience developing and optimizing digital marketing strategies across multiple clients or business units.
• Strong working knowledge of SEO, local SEO, PPC, social media, content marketing, email marketing, and website conversion optimization.
• Experience interpreting marketing analytics and translating findings into actionable recommendations.
• Proficiency with Google Analytics 4, Google Search Console, Google Business Profile, and relevant digital marketing platforms.
• Ability to connect marketing performance to measurable business objectives.
• Experience developing marketing plans, campaign strategies, and performance improvement recommendations.
• Strong analytical thinking, problem-solving, and prioritization skills.
• Excellent written and verbal communication skills.
• Ability to explain complex marketing concepts clearly to both technical and non-technical stakeholders.
• Strong organizational skills and the ability to manage competing priorities in a remote environment.
• Demonstrated ability to work independently while collaborating effectively with cross-functional teams.
• Proactive approach to learning, technology adoption, and continuous improvement.

Preferred

• Experience in a digital marketing agency managing multiple client accounts.
• Experience working with optometry, ophthalmology, healthcare, or other professional service businesses.
• Experience with SEMrush, Ahrefs, Looker Studio, Google Ads, Meta Ads Manager, and marketing automation platforms.
• Understanding of Generative Engine Optimization and AI-powered search.
• Experience with conversion rate optimization, website UX, and patient acquisition funnels.
• Experience using CRM, call-tracking, and appointment conversion data to evaluate marketing effectiveness.
• Familiarity with AI-powered marketing tools and workflow automation.
• Experience developing ROI-based business cases and commercial growth recommendations.

Core Skills & Competencies

• Strategic marketing leadership and planning
• Business acumen and commercial awareness
• Digital marketing strategy and campaign optimization
• SEO, local SEO, and GEO
• PPC and paid media strategy
• Website and conversion rate optimization
• Patient acquisition and lead generation
• Marketing analytics and data interpretation
• ROI analysis and business case development
• Strategic storytelling and presentation
• Critical thinking and root-cause analysis
• Proactive problem-solving and initiative
• Cross-functional collaboration and knowledge-sharing
• Client-focused consulting and communication
• Accountability and sound decision-making
• AI literacy and workflow innovation
• Adaptability and continuous learning
• Time management and prioritization

Key Performance Indicators (KPIs)

Marketing Performance & Business Growth

• Patient Acquisition & Conversion: Contribute to measurable improvements in qualified patient leads, appointment bookings, and conversion rates.
• Marketing Effectiveness: Improve campaign performance, channel efficiency, and marketing return on investment.
• Organic & Local Search Growth: Improve qualified organic visibility, local search presence, and search-driven patient acquisition.
• Strategic Recommendations: Consistently identify and recommend actionable improvements aligned with client business objectives.
• Growth Opportunity Identification: Proactively surface new campaign opportunities, specialty service growth initiatives, and potential revenue opportunities.

Strategic Quality & Accountability

• Marketing Roadmap Development: Maintain relevant, data-informed marketing strategies and roadmaps for assigned accounts.
• Performance Analysis: Consistently identify performance trends, risks, and optimization opportunities.
• Strategic Follow-Through: Monitor the implementation and effectiveness of approved recommendations.
• Operational Risk Reduction: Identify marketing gaps, execution risks, and strategic misalignment before they negatively affect client outcomes.

Innovation & Collaboration

• AI Skill Development: Demonstrate ongoing learning and practical application of AI tools and emerging marketing technologies.
• Workflow Innovation: Contribute improvements that increase strategic efficiency, consistency, and scalability.
• Team Participation: Actively engage in team discussions, knowledge-sharing, support channels, and collaborative problem-solving.
• Cross-Functional Alignment: Provide clear, actionable strategic direction that supports effective execution by specialist teams.

Success in This Role

Successful Marketing Strategists consistently:

• Think beyond campaign delivery and focus on measurable business growth.
• Proactively identify marketing opportunities before clients or internal stakeholders raise them.
• Develop marketing strategies that increase qualified patient inquiries, appointment bookings, and revenue potential.
• Translate complex marketing data into practical, commercially relevant recommendations.
• Understand the operational challenges facing independent eye care practices and adjust strategies accordingly.
• Take ownership of strategic recommendations and follow through on results.
• Demonstrate confidence in challenging ineffective approaches and proposing improvements.
• Collaborate effectively with Client Strategists and production teams rather than operating independently of the broader team.
• Stay informed about SEO, AI search, GEO, digital advertising, and emerging marketing technologies.
• Continuously improve marketing processes through experimentation, automation, and knowledge-sharing.
• Balance creativity, analytical thinking, business judgment, and accountability.

Specific Work Requirements

• Working Hours: Monday to Friday, 9:00 AM – 5:00 PM Eastern Time.
• Work Arrangement: 100% remote.
• Equipment: Personal computer, monitors, and necessary work equipment.
• Workspace: Quiet, dedicated, and professional working environment.
• Internet: Reliable, high-speed internet connection.
• Power Backup: Reliable backup power equipment where applicable.
• Availability: Consistent real-time availability and participation in team meetings, collaboration sessions, and scheduled working activities during Eastern Time business hours.

Benefits

• Competitive compensation and paid time off in accordance with the applicable employment or contractor agreement.
• Opportunities for professional growth, training, and development.
• Exposure to emerging digital marketing technologies and AI-driven innovation.
• A supportive, collaborative, and globally distributed team environment.
• Remote working arrangements.

Why Join EyeCarePro?

EyeCarePro is the growth engine behind leading independent optometry and ophthalmology practices across North America.

We combine full-funnel digital marketing expertise with innovative technology to help eye care businesses attract more patients, improve efficiency, and achieve sustainable growth.

Our team brings together strategic thinkers, digital marketing specialists, creative professionals, and technology experts who share a commitment to collaboration, continuous improvement, and meaningful client results.

At EyeCarePro, marketing is about more than generating traffic or launching campaigns. It's about understanding the businesses we support, identifying opportunities that matter, and helping independent practices thrive in a competitive healthcare landscape.

If you're a strategic, analytical, and proactive digital marketer who enjoys solving complex business challenges, embracing new technology, and collaborating with talented specialists, we'd love to hear from you.