The Role
Leads end-to-end go-to-market strategy and growth for Adit’s optometry vertical. Owns qualified demos, pipeline generation, demand generation, events, partnerships, referrals, sponsorships, social and digital acquisition, KOL programs, and community-led growth. The role develops scalable channel programs, optimizes funnel performance and event ROI, mentors business development staff, and provides market insight to product, marketing, and sales leadership.
Summary Generated by Built In
Company: Adit
Location: Remote (U.S. / Canada)
Travel: As needed (higher during the first 6–9 months)
Reports to: VP of Business Development
Overview
Adit is seeking a Head of Go-To-Market (Optometry) to lead and scale growth within one of the company’s most strategic verticals.
This is a player–coach leadership role requiring both strategic vision and hands-on execution. The ideal candidate will bring structure, innovation, and discipline to Adit’s go-to-market efforts, with a clear mandate to drive exposure, qualified demos, and pipeline growth.
The role inherits an existing foundation, including partnerships, events, and sales execution and is responsible for transforming these inputs into a predictable, scalable growth engine.
Organizational Context
You will lead and collaborate across:
- Director of Business Development (Optometry)
- Established partner and referral networks
- Marketing and demand generation team
- Events and field marketing team
- High-performing sales team within the vertical
Key Responsibilities
- Go-To-Market Strategy & Execution
- Define and lead the end-to-end GTM strategy for the optometry vertical
- Evaluate current performance across channels and identify areas for improvement
- Establish a structured, data-driven approach to growth
- Introduce new channels, tactics, and frameworks to accelerate pipeline generation
- Balance long-term strategy with hands-on execution
Demand Generation & Pipeline Development
- Own qualified demo volume and pipeline creation as primary KPIs
- Drive growth across multiple channels, including:
- Partnerships and referrals
- Events and sponsorships
- Inbound and outbound initiatives
- Social Media and Digital Channels
- Partner closely with marketing to improve funnel performance and conversion rates
Events, Tradeshows & Industry Presence
- Lead Adit’s strategy for industry events, tradeshows, and conferences within optometry
- Partner with internal teams to:
- Identify and prioritize high-impact events
- Optimize messaging, positioning, and on-site engagement
- Execute pre-event and post-event pipeline generation strategies
- Ensure all event investments are measured against pipeline and revenue outcomes
Partnerships, Referrals & Channel Development
- Scale and optimize existing partner and referral ecosystems
- Identify and develop new opportunities across:
- Consultants
- Buying groups
- Industry vendors
- Associations
- Build structured programs that drive consistent, partner-sourced pipeline
- Lead and mentor the Director of Business Development
KOL, Influencer & Community Strategy
- Establish relationships with Key Opinion Leaders (KOLs) within optometry
- Develop programs leveraging:
- Influencers and industry experts
- Customer advocates
- Thought leadership platforms
- Drive growth through community-based channels, including private groups and peer networks
Digital Growth & Social Media Strategy
- Identify and scale high-performing digital acquisition channels
- Provide strategic input into paid and organic campaigns
- Bring expertise in:
- Facebook advertising (particularly within SMB healthcare markets)
- Community-driven growth (e.g., private Facebook groups)
- Partner with marketing to improve efficiency, testing velocity, and ROI
Sponsorships & Brand Exposure
- Identify and evaluate sponsorship opportunities across:
- Industry media and publications
- Events and associations
- Webinars, podcasts, and digital platforms
- Ensure all sponsorship investments are aligned with measurable pipeline impact
Market Insight & Internal Leadership
- Develop deep expertise in the optometry market, including customer needs and competitive dynamics
- Provide strategic guidance to leadership across product, marketing, and sales
- Introduce best practices and new approaches based on external experience
- Help the organization identify growth opportunities and areas of investment
Qualifications
Required Experience
- 5–10+ years of experience in go-to-market strategy, demand generation, growth, or business development
- Deep Understanding of Optometry Profession // Market
- Demonstrated track record of driving pipeline, demos, and revenue growth
- Experience leading or contributing to event and tradeshow strategy
- Experience building or scaling partnership, referral, or channel programs
- Strong understanding of full-funnel demand generation
Core Competencies
- Ability to operate at both a strategic and executional level
- Experience bringing structure to evolving or underdeveloped systems
- Strong analytical mindset with a focus on measurable outcomes
- Ability to translate market presence and activity into tangible pipeline
Preferred Qualifications
- Experience within optometry healthcare SaaS
- Experience building scalable partner or reseller ecosystems
- Experience with social media-driven demand generation
- Familiarity with KOL, influencer, or community-led growth strategies
- Existing network within optometry or adjacent industries
Success Profile
The ideal candidate will:
- Focus on pipeline and revenue outcomes rather than activity-based metrics
- Be comfortable identifying gaps and rebuilding ineffective processes
- Demonstrate both commercial acumen and operational discipline
- Be highly collaborative and effective in cross-functional environments
- Bring new ideas, perspectives, and proven playbooks
Key Performance Indicators
- Qualified demo volume
- Pipeline generated (by channel)
- Event ROI (pipeline per event)
- Partner-sourced revenue
- Customer acquisition cost (CAC) and channel efficiency
- Overall growth of the optometry vertical
Compensation
- Competitive base salary
- Performance-based bonus tied to pipeline and revenue outcomes
- Equity participation
- Comprehensive benefits package
Skills Required
- 5-10+ years of experience in go-to-market strategy, demand generation, growth, or business development
- Deep understanding of the optometry profession and market
- Demonstrated track record of driving pipeline, demos, and revenue growth
- Experience leading or contributing to event and tradeshow strategy
- Experience building or scaling partnership, referral, or channel programs
- Strong understanding of full-funnel demand generation
- Ability to operate at both a strategic and executional level
- Experience bringing structure to evolving or underdeveloped systems
- Strong analytical mindset with a focus on measurable outcomes
- Ability to translate market presence and activity into tangible pipeline
- Experience within optometry healthcare SaaS
- Experience building scalable partner or reseller ecosystems
- Experience with social media-driven demand generation
- Familiarity with KOL, influencer, or community-led growth strategies
- Existing network within optometry or adjacent industries
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The Company
What We Do
Adit offers the leading Dental Practice Management Software solution capable of handling 99% of practice communication and operations in one platform.
