What are the responsibilities and job description for the Director of Marketing position at Dr. Tavel?
Director of Marketing (Hybrid in Indianapolis)
Department: Marketing
Reports To: General Manager (GM)
Reports To: General Manager (GM)
Who We Are
Dr. Tavel has redefined eye care in Indiana for over 85 years, with:
- 25 optometry offices statewide, 40 doctors, and an in-house optical manufacturing lab
- Family ownership and over 500% revenue growth in the last decade
- Record performance in 2024—and even higher targets ahead
Eyecare Redefined
We’re launching “Eyecare Redefined by Dr. Tavel,” a comprehensive brand repositioning built around:
- Most Skilled Doctors – Our doctors are experts and we are owned and operated by doctors
- Personalized Eyecare – Because one size does not fit all
- Insurance Acceptance Guarantee – Removing every barrier to clear vision
Your primary mission: build Dr. Tavel into a household brand in Indiana through memorable marketing that drives increased new and existing patient visits.
Who We Want
We understand that exceptional marketers typically lean toward either brilliant creativity or analytical precision. We’re not looking for a unicorn who is equally a master of both; rather, we want someone who excels at one and knows how to assemble a powerhouse team for both.
- You must be a master storyteller—capable of weaving data or imagery into a compelling brand narrative that resonates both internally and externally.
- You have a keen eye for top-quality work in every facet of marketing and aren’t afraid to hold the team to the highest standards.
- You develop a strategy and build a team to ensure all marketing functions—creative, analytical, and operational—are best-in-class.
- You’re driven by measurable impact.
Role & Responsibilities
- Lead the Eyecare Redefined Launch
- Orchestrate a multi-channel strategy (organic social, paid social, PPC, programmatic, PPC, OTT, traditional media, in-store) that positions Dr. Tavel as the region’s leading eye care provider.
- Collaborate with senior leadership to ensure brand pillars—Top-Tier Doctors, Personalized Eyecare, and Insurance Acceptance Guarantee—are front and center in all campaigns.
- Own All Marketing Channels
- Oversee the entire marketing ecosystem: website strategy, patient communications, SEO, digital, traditional media, social, PR, and in-store branding.
- Ensure cohesive brand messaging and consistency across every touchpoint.
- Lead offline activations and community events.
- Team Leadership & Development
- Direct, mentor, and hold accountable existing creative talent (Senior Graphic Designer and Video Storyteller).
- Identify gaps and determine where to hire additional in-house staff or leverage freelancers/agencies, building a top-performing marketing function.
- Develop and motivate the team to continue growing their skills and capabilities especially the adoption of new technologies.
- Budget Management & ROI
- Manage a $1M media budget with precision, setting clear objectives and tracking performance metrics.
- Develop a thorough business case for each dollar invested and exceed established targets.
- Strategic Planning & Execution
- Translate corporate objectives into a comprehensive marketing plan and oversee its execution from ideation to completion.
- Continuously monitor project milestones, adapt strategies as needed, and communicate progress to senior leadership.
- Cross-Functional Collaboration
- Work closely with operations, finance, and clinical teams to align marketing initiatives with the actual patient experience.
- Maintain open communication channels to support company-wide objectives, given our unique blend of healthcare, retail, and manufacturing.
- Analytics & Reporting
- Define and track key performance indicators (KPIs) to measure impact on brand awareness, patient acquisition, and revenue growth.
- Use data-driven insights to refine campaigns, optimize spend, and drive continuous improvement.
- Strategic Influence & Partnership
- Serve as a key voice on the Senior Leadership Team, shaping the long-term vision for Dr. Tavel’s growth and market presence.
- Maintain direct access to the General Manager, leveraging a strong partnership to champion bold marketing strategies.
Qualifications
- 10 Years in Marketing: Including 5 years in a senior leadership role overseeing a sizeable budget (ideally over $1M).
- Proven Results: Demonstrated success in building major campaigns that are memorable and drive measurable outcomes.
- High-Level Planning & Execution: Adept at setting the vision and ensuring projects finish on time and on budget.
- Curiosity: We highly value deep intellectual curiosity.
- Self-Reliant: No micromanagement needed; you see what needs to be done and take ownership.
- Exceptional Communicator: Able to articulate bold ideas with humility, collaborate with cross-functional teams, and present effectively to executives.
- Relentless Drive: Committed to pushing the organization forward, maintaining momentum, and outperforming expectations.
Benefits
- Competitive salary commensurate with experience
- Paid Time Off and Company Paid Holidays
- 401K
- Vision Perk- Free eye exams and glasses for you large discounts for family
- Health, RX, and Dental Insurance
- 100% Paid Pregnancy and Parental Leave
- Company-paid life Insurance
Ready to Redefine Eyecare?
If you’re prepared to design and execute a transformative marketing strategy for an established, fast-growing company, send your resume and a cover letter detailing:
- Whether your strength is creative brand leadership or data-driven optimization.
- A notable marketing campaign or initiative you led with measurable success.
- How you’ve managed or augmented the “other side” of marketing that isn’t your specialty.
We look forward to discussing how you can help redefine eyecare in Indiana.
