Vice President, Marketing

Commercial Strategy and Brand Leadership

• Develop and lead overall marketing strategy across brand, product, professional, consumer, and market development.
• Define differentiated LAL positioning, messaging, and creative platforms, tailored to surgeons, optometrists, practices, and patients.
• Align Marketing, Sales, Clinical, Professional Education, and Commercial Operations around integrated go-to-market plans and measurable adoption goals.
• Maintain consistent brand identity and coordinated messaging across all customer and patient touchpoints.

Professional Marketing & HCP Strategy

• Own the professional marketing strategy to accelerate surgeon adoption, increase LAL utilization within existing accounts, and support integration into routine cataract practice workflows.
• Develop actionable surgeon and practice segmentation, targeting, HCP value propositions, and tailored messaging based on adoption stage, practice opportunity, and barriers to utilization.
• Build optometrist (OD) marketing strategies that strengthen referral relationships, support OD-surgeon co-management, and expand awareness and consideration of LAL among referring eye care professionals.
• Lead professional brand campaigns, field-ready selling tools, clinical-commercial content, product communications, objection-handling resources, and account activation programs in partnership with Sales and Clinical.
• Design practice-development and co-marketing programs that help practices educate patients, improve premium IOL consultations and conversion, and drive sustainable same-store LAL growth.
• Develop differentiated initiatives for newly adopting, underutilizing, and high-performing accounts, with clear activation milestones and measurable utilization outcomes.
• Shape congress and society marketing, professional communications, advisory boards, KOL engagement, and peer-to-peer advocacy in close coordination with Clinical and Professional Education.
• Translate clinical evidence, surgeon experience, and customer insights into compelling, accurate, compliant professional messaging and tools.
• Establish HCP marketing KPIs including surgeon activation, repeat utilization, OD referral engagement, account penetration, program participation, and practice-level conversion.

Consumer & Digital Marketing

• Lead direct-to-consumer and direct-to-patient marketing, including brand campaigns, patient outreach, influencer and celebrity partnerships, and ROI-driven media programs.
• Direct digital strategy across paid media, SEO/SEM, CRM, marketing automation, social engagement, and measurable lead generation.
• Integrate consumer demand with surgeon and practice activation so patient interest converts into consultations and LAL procedures.

Demand Generation & Market Development

• Lead integrated HCP, consumer, and practice-level campaigns that grow awareness, adoption, patient leads, and same-store utilization.
• Create scalable local-market activation and co-op programs, aligning referral development, practice readiness, and patient conversion.
• Direct creative, content, and communications strategies that reinforce RxSight's premium positioning.

Budget & Campaign Management

• Operate within disciplined budgets; experience with larger-scale campaigns ($30-100M+) and a record of measurable ROI preferred.
• Establish KPIs tied to revenue, HCP adoption, account utilization, patient conversion, and brand performance.
• Manage agencies and vendor partnerships for cost-effective, high-impact execution.

Team Building & Leadership

• Build and lead a high-performing marketing organization spanning professional, brand, consumer, digital, and field marketing.
• Recruit, mentor, and develop talent; foster a collaborative, innovative, data-driven culture with clear accountability.

Cross-Functional Collaboration

• Partner with the CEO, CCO, Sales, Professional Education, Commercial Operations, Clinical, and Market Access to align priorities and execute growth initiatives.
• Bring surgeon, OD, practice, and patient insights into product innovation, education planning, commercial strategy, and customer experience.

Data & Analytics

• Use CRM, market research, customer insights, and account-level analytics to improve segmentation, targeting, messaging, and conversion.
• Develop dashboards measuring professional marketing impact, adoption funnel progression, same-store utilization, marketing ROI, and patient lead conversion.