Head of Professional Marketing

Welcome to Specsavers – where we’re not just about eyewear and eyecare, we’re a purpose-driven organization committed to changing lives through better sight. Ranked as the 11th Best Workplace™ in Canada and 16th Best Workplace™ in the world by Great Place to Work®, we take pride in our optometrist-owned business model, providing quality eyecare and affordable eyewear to Canadians across the country.

Our journey began 40 years ago in the UK, with visionary optometrists Doug and Mary Perkins. Today, we support over 2,700 healthcare businesses, passionately caring for more than 44 million patients and customers worldwide.

At Specsavers, we believe that access to quality eyecare should be a right, not a luxury. That’s why we go above and beyond to transform the eyecare experience in Canada. With our advanced clinical equipment and an extensive range of affordable and high-quality eyewear, we’re here to make a real difference in the lives of our customers.

But that’s not all – we’re also dedicated to fostering a positive, inclusive and supportive work culture. We strive to create an environment where our partners thrive while benefiting from the collective support and resources of our dedicated teams.

If you’re passionate about making a difference, providing incredible care, and being part of a values and purpose-driven organization, join us on our journey to revolutionize the way Canadians experience eyecare. Together, we can change lives through better sight.

What You’ll Do

Purpose of the role

Specsavers is seeking an experienced and strategic Head of Professional Marketing to lead and enhance our employer brand across Canada. Reporting to the Director of Professional Recruitment, this role is critical in strengthening Specsavers position as a Great Place to Work and as the employer and partner of choice in the optical profession. The role comes with an approximately $1,000,000 budget and a team of two, ensuring the execution of high-impact initiatives to attract, recruit, and retain optometrists and retail partners.

Key Responsibilities

Professional Brand Development

Lead the development and execution of a compelling Specsavers employer brand to attract and retain optometrists, retail partners, and key professionals.
Work collaboratively with the Marketing and Optometry Support teams to align employer branding efforts with the company’s overall recruitment and retention strategy.
Utilize data-driven insights to refine branding strategies and enhance their impact.
Trade Advertising Digital Strategy

Develop and manage a multi-channel trade advertising strategy to support business growth.
Oversee a proactive and reactive social media strategy to strengthen the Specsavers employer brand, leveraging digital platforms to enhance engagement with optometry professionals.
Own the development and maintenance of digital and non-digital collateral, including the employer brand website, recruitment tools, and marketing assets.
Events and Professional/University Relations

Execute 30+ Events each year across student, professional and partners events in Canada and the USA.
Build key external relations within the optometry industry in Canada and the US.
Trade Events Publications

Establish and maintain relationships with key industry publications to ensure strategic placement of editorial and paid content.
Oversee the development of professional PR stories to enhance Specsavers’ presence in Canadian optical trade media.
Develop and manage participation in industry events that align with recruitment and retention objectives.
Support the creation and execution of Specsavers-hosted educational and recruitment events. Read more