At L.O. Eye Care, we understand that exceptional patient experiences begin with an exceptional team. Our brand is built on trust, innovation, and service excellence, and that starts internally. We believe that to deliver the outstanding eye care our community has come to expect, we must foster a workplace culture that values collaboration, creativity, performance, and professional growth.

As a leading ophthalmology practice serving East Lansing and communities throughout Central Michigan, L.O. Eye Care continues to expand its reach, services, and patient engagement initiatives. To support this growth, we are seeking a dynamic, strategic, and results-driven Marketing Manager to lead and elevate our marketing efforts across all locations.

This is an opportunity to shape the voice of a trusted healthcare brand, drive patient acquisition and retention strategies, strengthen referral relationships, and expand our presence throughout the region. The ideal candidate will bring both creativity and analytical insight to develop campaigns that connect meaningfully with patients while supporting practice growth and service line expansion.

If you are passionate about building brands, driving measurable results, and making an impact in a growing healthcare organization, we invite you to join a team where your work directly influences both patient lives and organizational success.

Summary

The Marketing Manager will lead the promotion and positioning of L.O. Eye Care’s services to both existing and prospective patients through strategic brand management, targeted campaigns, and cohesive visual communications. This role is responsible for strengthening brand recognition across all locations by overseeing the thoughtful use of graphics, logos, messaging, and promotional materials that align with the practice’s mission and growth objectives.

Supervisory responsibilities

This role has no supervisory responsibilities.

Essential functions

The following list is a summary of the key functions of the job and may not be inclusive of all duties assigned.

• Collaborates with marketing representatives to fully understand product and communication needs for the company.
• Gathers the materials necessary to understand the project and competition in the area such as literature or previous marketing campaigns; analyzes these materials to determine the most effective communications technique.
• Posts organically on all of our social media platforms (Instagram, Facebook, LinkedIn, X).
• Oversees paid advertising campaigns (Google Ads, Meta Ads, geo-targeted campaigns).
• Builds and maintains relationships with referring providers (optometrists, primary care physicians, endocrinologists, etc.).
• Ensures all marketing materials comply with healthcare advertising regulations and HIPAA standards.
• Stays current on ophthalmology trends, new technology (e.g., premium IOLs, MIGS procedures), and competitive positioning.
• Oversees website strategy including SEO optimization, content updates, service page creation, and online scheduling functionality.
• Presents campaign ideas to senior leadership, and board members.
• Creates and coordinates multimedia packages using budget allocation.
• Composes and drafts marketing related patient education materials in collaboration with the Senior Leadership Team.
• Evaluates success of campaigns when completed.
• Attends trade shows and community fairs and staffs the company booth.
• Works cooperatively with Human Resources to organize holiday and appreciation events for staffing
• Performs other duties as assigned.

Core Competencies

All employees of L.O. Eye Care are expected to demonstrate the following core competencies, regardless of position or status. Additional job-specific competencies may be required for each position.

• Communication – Ability to communicate effectively both verbally and in writing.
• Conscientious – Ability to feel obligated to do right or be good along with awareness of one’s own conduct, intentions, or character.
• Teamwork – Ability to work well in groups, develop and maintain positive working relationships, help resolve conflict, and support team goals.
• Adaptability – Ability to adapt to change, be open to new ideas, handle pressure and uncertainty, and adjust work plans to meet changing company needs.
• Trustworthy – Ability to be worthy of confidence and create assured reliance on the character, ability, and truth of own self.
• Patient Confidentiality – Ability to maintain patient confidentiality, and hold others accountable to such, in accordance with the highest ethical standards.

Other duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.

Work environment

• On-site

Physical demands/potential hazards

• Must be able to sit for prolonged periods, must be able to use eyes, hands, and body to maintain office dexterity and mobility; may be required to lift typical office equipment up to 20 pounds.

Travel required.

• 25% travel required.

Education and experience

Educational requirements that are job-related and consistent with business necessity

• Bachelor’s degree in field of marketing, public relations or advertising preferred.
• Knowledge of the complexities of healthcare marketing is required.
• Minimum of 2 years marketing experience preferred.
• Basic financial and analytical skills.
• Knowledge of marketing principles, practices, and research to create and direct marketing strategic plans; to formulate goals and objectives; and to evaluate the results of the plans and objectives.
• Skill in conducting and evaluating marketing research and statistical computations to implement marketing strategies.

Leadership and management experience

Leadership requirements that are job-related and consistent with business necessity

Additional eligibility requirements

Work authorization/security clearance requirements

Must be authorized to work in the US.

Benefits:

• Eye Care Discounts
• Medical Insurance
• Dental Insurance
• PTO
• 401k
• Holiday Pay
• Referral Bonus

Education and experience

Educational requirements that are job-related and consistent with business necessity

• Bachelor’s degree in field of marketing, public relations or advertising preferred.
• Knowledge of the complexities of medical marketing is required.
• Minimum of 2 years marketing experience preferred.
• Basic financial and analytical skills.
• Knowledge of marketing principles, practices, and research to create and direct marketing strategic plans; to formulate goals and objectives; and to evaluate the results of the plans and objectives.
• Skill in conducting and evaluating marketing research and statistical computations to implement marketing strategies.

Leadership and management experience

Leadership requirements that are job-related and consistent with business necessity N/A

Additional eligibility requirements

Work authorization/security clearance requirements

Must be authorized to work in the US.

EEO Statement

It is the policy of L.O. Eye Care and its affiliates to provide equal employment opportunities without regard to race, color, religion, sex, national origin, age, disability, marital status, veteran status, sexual orientation, genetic information, or any other protected characteristic under applicable law. This policy relates to all phases of employment, including, but not limited to, recruiting, employment, placement, promotion, transfer, demotion, reduction of workforce and termination, rates of pay or other forms of compensation, selection for training, the use of all facilities, and participation in all company-sponsored employee activities. Provisions in applicable laws providing for bona fide occupational qualifications, business necessity or age limitations will be adhered to by the company where appropriate if applicable.