What are the responsibilities and job description for the Vice President of Customer Acquisition position at Oticon?

Overview

HearingLife is part of the Demant Group , a global leader in hearing healthcare and technology with over 115 years of history. As one of the world's most innovative hearing health companies, Demant is dedicated to helping people rediscover hearing through solutions that enhance quality of life, break down barriers, and connect people to the world around them.

Headquartered in Denmark, Demant operates in more than 130 countries and offers a comprehensive portfolio of hearing aids, audiometric equipment, personal communication, and hearing care services. The organization has established Centers of Excellence (COE) for key functions-such as marketing, digital transformation, and customer experience-fostering collaboration and driving best practices across its global teams.

As a proud member of this global organization, HearingLife leverages Demant's industry-leading expertise and COE resources to deliver exceptional care through a network of 600 locations across the United States. Close collaboration with global partners in Denmark ensures alignment on strategy and access to cutting-edge innovations that enhance HearingLife's ability to fulfill its mission.

At HearingLife, we strive to fulfill Demant's mission of "Hearing is Our Passion" by expanding our reach and empowering more individuals to experience the life-changing benefits of better hearing.

Responsibilities

Position Summary

The Vice President of Customer Acquisition is responsible for planning and executing HearingLife's acquisition strategy and campaigns across the full acquisition journey to drive appointments. Reporting to the Chief Marketing Officer (HearingLife US) and with a dotted line to the Global Customer Acquisition & Media Director , this role will align acquisition activities with budget and target expectations, while adhering to global standards for marketing harmonization.

This role provides leadership for the Acquisition team, overseeing both digital channels (Display, Social Media, Search, and Web) and traditional channels (TV, Radio, Print, OOH, Direct Mail). The VP of Customer Acquisition will also collaborate with regional marketing, patient support, and brand teams to ensure integrated, effective campaigns that meet agreed-upon targets for reach, frequency, appointments, and sales.

Key Responsibilities

Executive Leadership

Team Management : Serve as leader for the Acquisition team, providing direction, mentorship, and performance oversight for key direct reports.
Reporting and Alignment :
Country Manager (CMO, HearingLife US) : Align on forecasts, budgets, plans, and overall acquisition strategy.
Line Manager (Global Customer Acquisition & Media Director) : Seek coaching, support, and adherence to global standards and best practices.
Collaboration : Foster strong cross-functional relationships with the Brand, Retention, Local Marketing, and Patient Support Center teams to ensure cohesive messaging, scheduling, and campaign execution. This role will also be a part of the HearingLife Extended Senior Leadership team, which includes all department heads and executives.
Culture and Innovation : Promote a culture of accountability, innovation, and continuous improvement within the Acquisition function.

Acquisition Strategy & Media Planning

Forecast performance : Set goals per channel and forecast appointments and revenue per channel per year and month.

Plan & Execute Media : Develop and implement a comprehensive full-funnel media plan (digital and traditional) to drive new appointments and sales in line with agreed targets and budget.

Channel Management :

Digital Channels : Display, Social Media, Paid & Organic Search, Web

Traditional Channels : TV, Radio, Print, Out-of-Home (OOH), and Lead Direct Mail (DM)

Monthly Acquisition Planning : Present monthly acquisition plans-detailing media mix, budget allocation, and campaigns-designed to meet or exceed volume, reach, and conversion targets.

Campaign Coordination & Execution

Integrated Campaigns : Ensure consistent communication across digital and traditional media, coordinating with :

Regional Marketing Directors (RMD) : to align local outreach and events

Digital Manager : for display, social media, and paid search campaigns

Media Manager : for traditional channels such as TV, radio, print, and OOH

Patient Support Center Manager : to prioritize call lists, leads, and new prospects

Brand Manager : to maintain brand consistency and messaging in all campaigns

1 : 1 Manager : to align messaging in prospect nurture email, SMS, and call scripts with campaigns

Continuous Optimization : Monitor weekly capacity and performance across all media channels and across full customer acquisition journey, taking proactive corrective actions to stay on target.

Data-Driven Optimization & Performance

Performance Analysis : Track and analyze campaign results, focusing on key metrics such as reach, frequency, cost per acquisition (CPA), and conversion rates.

Test-and-Learn Approach : Use data insights to refine media strategies, messaging, and channel selection, ensuring maximum ROI.

Forecast & Budget Management : Align forecasts, budgets, and resource plans with the CMO and global teams, making course corrections as needed.

Organizational Alignment & Capabilities

Global Standards & Harmonization : Work closely with global partners to align the U.S. marketing team's processes and tools with Demant's global standards and operating model.

Ways of Working : Assess organizational capabilities within the Acquisition function, recommending improvements to move the U.S. team closer to global norms for marketing execution.

Team Development : Identify skill gaps and developmental opportunities for the Acquisition team to foster professional growth and elevate performance.

Key Performance Indicators (KPIs)

New Patient Appointments & Sales : Volume and conversion rates relative to agreed targets.

Media Efficiency : Achievement of cost-per-acquisition (CPA) goals across digital and traditional channels.

ROI on Marketing Spend : Return on media investments, including monthly plan effectiveness.

Executional Excellence : Timely, consistent campaign launches and optimizations aligned with brand and operational requirements.

Adoption of Global Standards : Progress in harmonizing the U.S. Acquisition team's processes with Demant's global marketing operating model.

Qualifications

Bachelor's degree in marketing, Business Administration, or a related field; MBA preferred.

8 years of progressive experience in marketing, with a proven track record of driving direct-to-consumer acquisition through digital and traditional media.

Demonstrated success in media planning , forecasting, budgeting, and leading multi-channel marketing campaigns.

Experience overseeing or managing marketing teams, including both digital and traditional media specialists.

Experience with performance marketing and balancing long term brand building with short term business performance.

Familiarity with global marketing operations and / or matrixed organizations is a plus.

Skills and Competencies

Strategic & Hands-On Leadership : Ability to balance high-level planning with tactical execution, fostering a test-and-learn culture.

Data-Driven Mindset : Proficient with analytics tools and methodologies to drive constant improvement in performance and ROI.

Cross-Functional Collaboration : Advanced communication and influencing skills to coordinate with internal teams and external vendors.

Adaptability & Innovation : Capacity to optimize existing processes while exploring new strategies, tools, and channels.

Results Orientation : Relentless focus on KPIs, timely execution, and delivering quantifiable outcomes.

This is a hybrid position requiring up to 50% travel to New Jersey.

We are an Equal Opportunity / Affirmative Action employer, all qualified applicants will receive consideration for employment without regard to race, color, religion, sexual orientation, sex, national origin, disability, or protected veteran status.

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