Director of Optical Strategy

Description

 Position Summary:

The Director of Optical Strategy is responsible for leading the enterprise strategy, performance optimization, and growth of Acuity Eye Group’s Optical division across 50+ locations. This role will drive long-term strategic planning, operational excellence, merchandising strategy, and revenue growth across optical retail, OD/MD alignment, and patient experience.

This leader will partner closely with Operations, Finance, Regional Directors, Merchandising, and Provider Leadership to deliver a scalable, high-performing optical organization that maximizes patient capture, revenue, profitability, and brand consistency.

 Key Responsibilities: 

Strategic Leadership & Execution

• Develop and lead AEG’s multi-year Optical Strategy, including footprint optimization, merchandising, pricing, and revenue growth pathways.
• Translate enterprise goals into actionable operating plans, KPIs, and performance expectations for all optical locations.
• Partner with COO, Finance, and Regional Directors to establish annual budgets, capture targets, and P&L objectives for optical.
• Drive consistent standards across locations for visual merchandising, pricing, promotions, and product mix.

Operational Excellence

• Evaluate current workflows and implement standardized best practices to improve patient flow, sales conversion, capture rate, and cycle times.
• Lead performance reviews of optical operations across all regions; identify gaps and build improvement plans.
• Establish and maintain Optical Scorecards, providing regular performance reporting by region, practice, provider, and staff.
• Develop SOPs for optical processes, quality standards, merchandising, staffing, and inventory management.

Provider & Team Alignment

• Strengthen OD/MD relationships to optimize optical handoffs, communication, and clinical-to-retail coordination.
• Partner with Regional Directors and Practice Managers to ensure alignment between optical teams and clinic operations.
• Support onboarding and development for optical staff and leaders; collaborate with HR on role design, competencies, and training.

Merchandising & Product Strategy

• Lead collaboration with the Senior Director, Product & Merchandising on frame assortment, pricing tiers, promotions, vendor partnerships, and product innovation.
• Monitor sales trends, customer insights, and competitive benchmarks to refine product and pricing strategy across regions.

Financial Management

• Partner with Finance to monitor and improve optical P&L, including revenue, cost of goods, labor ratios, margins, and inventory turns.
• Deliver financial projections, ROI analyses, and models supporting growth opportunities and capital investments.
• Identify underperforming practices and develop targeted action plans with clear timelines and outcomes.

Growth & Expansion

• Develop strategies for expanding optical services, including new store openings, remodels, relocations, and brand experience upgrades.
• Evaluate market trends and define opportunities for new offerings (premium lens packages, digital retail, eyewear programs, etc.).
• Support integration of new acquisitions or locations into AEG’s optical model.

Requirements

Qualifications

• Bachelor’s degree required; Master’s preferred (MBA, MHA, or similar).
• 7–10+ years in optical retail, ophthalmology/optometry operations, merchandising, or multi-site retail leadership.
• Demonstrated success leading multi-site, multi-state teams or influencing large operational structures.
• Strong understanding of optical sales processes, merchandising, optical retail KPIs, and P&L management.
• Excellent communication, leadership, and stakeholder-management skills.
• Highly data-driven with the ability to build and interpret dashboards, KPIs, and financial reporting.
• Experience guiding change management, operational improvement, or large-scale project execution.

Key Competencies

• Strategic planning & execution
• Retail and clinical workflow understanding
• Financial acumen & P&L management
• Influential leadership in matrixed environments
• Sales and merchandising insight
• Operational excellence & process design
• Data-driven decision making
• Talent development & performance coaching

Compensation

• Annual Performance Bonus: 20–30%