Head, Growth and Engagement

Head, Growth and Engagement

JOB DESCRIPTION | FRASER VALLEY CATARACT AND LASER

Position Overview

The Head, Growth and Engagement is a strategic leadership role responsible for driving organizational growth, enhancing the patient experience, strengthening external referral relationships, and fostering an engaged, high-performing workplace.

The role provides leadership across five key areas: Marketing, Business Development, Patient Experience, Physician Relations, and People & Culture. Working closely with organizational leadership, the position translates strategic priorities into measurable initiatives that support sustainable growth and organizational success.

Key Responsibilities

1. Marketing Strategy & Execution

• Develop and oversee the organization's marketing strategy, annual plans, budgets, and campaigns.
• Strengthen brand awareness, generate qualified patient leads, and support private-pay revenue growth.
• Manage external marketing partners and oversee advertising, digital marketing, social media, and communications initiatives.
• Monitor marketing performance, budgets, and return on investment to identify opportunities for improvement.

2. Business Development & Patient Conversion

• Lead and oversee the Counseling team, establishing clear expectations, performance standards, and accountability.
• Develop strategies to improve patient conversion, private-pay revenue, and the overall patient journey.
• Monitor conversion performance by service line and counselor, identifying opportunities and implementing improvement plans.
• Provide ongoing coaching, training, and resources to strengthen team performance and patient-centered decision-making.

3. Patient Experience

• Establish and maintain consistent patient experience and customer service standards across all locations.
• Identify opportunities to improve the patient journey, communication, service quality, and clinic environments.
• Oversee patient feedback, reviews, reputation management, and service recovery initiatives.
• Work with clinic leadership to address recurring concerns and continuously improve patient satisfaction.

4. Physician Relations & Referral Development

• Develop and execute strategies to strengthen relationships with optometrists, physicians, and external referral partners.
• Increase awareness of FVCL services, referral pathways, and professional capabilities.
• Coordinate practice visits, educational initiatives, conferences, and other relationship-building activities.
• Monitor referral activity, gather partner feedback, and identify opportunities to increase referral volumes and strengthen relationships.

5. People, Culture & Engagement

• Lead initiatives that strengthen employee engagement, organizational culture, communication, and retention.
• Oversee recruitment, onboarding, employee development, and performance management processes.
• Support managers with leadership development, coaching, employee relations, and performance matters.
• Develop and maintain employee engagement initiatives, feedback mechanisms, recognition programs, and people-related policies and processes.
• Promote a culture of accountability, collaboration, professionalism, and continuous improvement.

Leadership Expectations

• Translate organizational priorities into actionable plans and measurable results.
• Lead proactively, take ownership, and drive initiatives through to completion.
• Use performance metrics, employee feedback, and business data to guide decisions.
• Build strong relationships across clinical, operational, administrative, and external teams.
• Demonstrate sound judgment, professionalism, discretion, and confidentiality.
• Balance business growth with a commitment to patient experience and employee engagement.
• Foster accountability while maintaining a supportive and collaborative workplace.

Key Performance Indicators (KPIs)

Performance will be evaluated against established annual targets and organizational priorities.

Area

Key Measures

Marketing

Qualified leads, campaign performance, marketing ROI, lead conversion, and non-MSP revenue growth.

Business Development

Private-pay conversion rates, treatment volumes, revenue targets, and Counseling team performance.

Patient Experience

Patient satisfaction, online reviews, complaint resolution, and service improvement initiatives.

Physician Relations

External referral growth, partner engagement, practice visits, and professional outreach activities.

People & Culture

Employee engagement, retention, recruitment, onboarding, performance reviews, and employee development.

Ideal Candidate Profile

The successful candidate will be a strategic, results-oriented leader with strong experience in marketing, business development, relationship management, and people leadership.

They will demonstrate:

• Strong strategic planning, execution, and organizational skills.
• Experience leading teams, developing people, and managing performance.
• Marketing and business development expertise.
• Strong relationship-building and communication skills.
• A commitment to patient experience and employee engagement.
• Comfort working with KPIs, financial targets, and performance data.
• Sound judgment, discretion, accountability, and the ability to manage competing priorities.