Director, Sales & Marketing

About the Company

For the past twenty plus years, IDOC has remained committed to the success of independent optometrists, and today has emerged as a leading alliance of private optometric practice owners in the United States. Founded by an optometrist with the first-hand knowledge of private practice ownership, IDOC empowers independent owners to live the practice of their dreams. IDOC’s core value of “people first, always” and focus on innovation offer a significant competitive advantage to our membership of over 3,200 optometrists – enabling them to embrace change, seize opportunity, and position their practices for long-term success. IDOC serves its members through expert guidance from industry-admired consultants, metric-based business analytics, personal account management, member-exclusive vendor discounts and rebates, continuing education opportunities and national, regional, and local peer networking events.

We are proud to be a Great Place to Work-Certified™ company! Check out what our employees say makes working here so great: https://www.greatplacetowork.com/certified-company/7025633

Role Summary

The Sales and Marketing Director will be responsible for leading our sales and marketing teams to drive revenue growth and brand awareness. The ideal candidate will have a strong background in both sales and marketing, with proven leadership skills and a track record of achieving results.

The person in this role will lead our remote Sales Practice Development Team (PDT) to provide exceptional service and practice guidance to our existing members, grow membership and vendor enrollment and sell fee-for-service programs to members and non-members and lead our remote Marketing team for alliance, services, and lab marketing and events. In addition, the Sales and Marketing Director will develop and implement strategic sales and marketing plans, oversee the execution of marketing campaigns, and manage key customer relationships.

Key leadership responsibilities will include working with cross-functional teams, delivering on results through key performance metrics, leading new business development, and developing and maintaining strong relationships with sales and marketing leadership at our key vendor partners.

Responsibilities

• Provide guidance and coaching to the Practice Development Team (PDT) to optimize territory management, ensuring consistent engagement with members to analyze practice metrics, showcase the benefits of IDOC membership and vendor partnerships, and successfully secure sales of Bookkeeping and Marketing Services.
• Operationalize sales strategy into clear priorities, direction, and expectations for PDT.
• Consistently track and communicate progress against short and long-term goals.
• Continuously build the PDT’s product, technical, and consultative selling skills.
• Cultivate a strong team culture both within the individual sales and marketing teams and across the combined organization.
• Communicate business goals and priorities to maximize team performance, increase sales and marketing opportunities and profitability.
• Celebrate positive team performance; identify performance opportunities utilizing ongoing feedback and coaching.
• Demonstrate understanding of the independent optometry practice, staying well-informed on trends and competitors.
• Foster team effectiveness and accomplishment of shared goals by sharing knowledge, experience, and information to optimize overall team strategies.
• Use, leverage, and optimize CRM database systems.
• Increase brand awareness and product/services adoption through development and implementation of a cohesive marketing plan.
• Responsible for lead generation, marketing to independent ODs to continually fill the pipeline; includes creation of strategies, content, PR, and allocation of resources across digital, print, social, etc.
• Own the strategic planning and budget allocations within the marketing department.
• Oversee all aspects of people management to include hiring, training, performance management, and coaching.
• Conduct market analysis to identify challenges and opportunities for growth.

• 10+ years experience required with a minimum of 7 years in sales, 5 years of people management, and 3 years in marketing; healthcare a must; optometric experience a plus.
• Demonstrated track record meeting or exceeding sales targets.
• Experience selling services to individual practitioners in the health-care services industry.
• Strong proficiency with Microsoft Office, HubSpot (or similar Sales & CRM databases) and other data analytics tools, a plus.
• Excellent oral and written communication skills.
• Strategic thinker; experience in leading sales and marketing strategy and translating to actionable team sales goals.
• Demonstrated skills in influencing executive decision makers to resource a project or plan of action.
• Results oriented with exceptional organization skills.
• Demonstrated ability to work independently and in a close team environment, self-starter.
• Experience in the design and implementation of successful marketing campaigns.
• Strong analytical and project management skills.
• Proven brand building capabilities and has demonstrated marketing campaign success.
• Approximately 10% travel required, including, but not limited to, participation with IDOC National, Regional, and Local Events, Optical Industry National and Regional Events, and State Association Conferences.

Competencies

• Team-oriented and “People First, Always” mindset; consistently meets commitments made to colleagues and helping others succeed.
• Kind and respectful attitude with a desire to serve others that supports our value of “Service at Our Core”.
• Values “Trusted Relationships” and builds strong client and partner relationships to deliver member-centric solutions; gains the confidence and trust of others through honesty, integrity, and authenticity.
• Demonstrated mastery of sales process.
• Strong command over internal systems and technology.
• Consistent top performer; meeting or achieving sales targets.
• Curious about the industry and proactively shares knowledge with the team.
• Understands the business, our competitors, and identifies threats and opportunities.
• Understand what it truly means to be “Better Together” by seeing the value and effectiveness of collaboration, even when things are not certain, or the way forward is not clear.
• Honest, trustworthy, discreet, and highly protective of confidential information.
• Mature and professional demeanor that engenders trust.
• Strong communication and interpersonal skills, both verbal and written; able to solve conflict.
• Self-starter, self-reliant, flexible, and resilient; high level of self-motivation.
• Applies critical thinking, logic, and reasoning to find solutions; high level of influencing skills.
• Works well both independently and as a team to define processes, coordinate work, and manage communications across the business.
• Resourceful with ability to troubleshoot and think independently and proactively.
• A keen attention to detail and highly effective organization and prioritization skills including the ability to stay on task and maintain focus in a fast-paced environment.