VP Of Performance Media

Company: Aspen Dental
Location: Chicago
Posted on: November 4, 2024

Job Description:

The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 20,000 healthcare professionals and team members with close to 1,500 health and wellness offices across 48 states in four distinct categories: dental care, urgent care, medical aesthetics, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that healthcare can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of five consumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and AZPetVet . Each brand has access to a deep community of experts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.



As a reflection of our current needs and planned growth, we are very pleased to offer a new opportunity to join our dedicated team as VP Of Performance Media.

The Vice President of Performance and Digital Marketing will be a pivotal leader in driving the digital-first marketing and patient acquisition strategy for The Aspen Group/TAG. Reporting directly to the SVP of Acquisition and Digital Commerce, this role will oversee cross-channel acquisition strategies, ensuring consistent growth in patient volume across all major acquisition channels while maintaining compliance with healthcare industry regulations. This individual will be responsible for leading innovative, data-driven marketing approaches that position TAG at the forefront of digital acquisition marketing.

Key Responsibilities:

--- Develop and lead a comprehensive performance marketing strategy that maximizes patient acquisition and high value patient acquisition across a portfolio of brands.

--- Drive omnichannel acquisition across major platforms, including search, display, social media, programmatic, and emerging media.

--- Balance national strategies with hyper-localized marketing efforts tailored to individual markets and patient demographics.

--- Identify and implement cutting-edge AI-driven marketing strategies and leverage the latest advertising products to maintain a competitive edge and drive spend efficiencies.

--- Bring demonstrated expertise in digital acquisition across social channels, including Meta, TikTok, YouTube, and LinkedIn; Bring demonstrated expertise in modern paid search acquisition marketing.

--- Act as a brand steward, working with the brand and creative teams, to ensure all media content aligns with brand guidelines, enhances brand identity, and drives positive patient engagement.

--- Develop robust testing strategies to continuously refine and optimize marketing approaches.

--- Leverage advanced measurement techniques to track, analyze, and optimize marketing performance with a focus on transparency and accountability.

--- Translate data insights into actionable improvements, creating a clear path from measurement to enhanced patient engagement and acquisition.

--- Partner with various cross-functional leaders and teams to maintain a holistic view of the patient journey, ensuring all digital touchpoints are optimized for maximum conversion.

--- Ensure all digital marketing activities are in strict compliance with industry standards and regulations, upholding patient privacy standards.

--- Build and mentor a high-performing team of digital marketing professionals, fostering a culture of innovation and accountability in a fast-paced, high-growth environment

--- Provide thought leadership and support for professional development in areas such as AI in marketing, advanced analytics, and compliance-driven advertising practices.

Qualifications:

--- Bachelor's degree in Marketing, Business, or related field; MBA or equivalent advanced degree preferred.

--- 15+ years of progressive experience in performance marketing, with a strong track record in digital-first consumer acquisition and high growth, compliance-oriented industries.

--- Proven expertise in AI-driven marketing tactics, advanced measurement techniques, and the latest digital advertising products.

--- Deep expertise across performance channels, including paid search, social, programmatic, video, and affiliate.

--- Strong analytical skills with a history of translating complex data into actionable insights and strategic initiatives.

--- Experience leading national and localized marketing strategies across a diverse portfolio.

--- Excellent leadership, communication, and cross-functional collaboration skills.

If you are an applicant residing in California, please view our privacy policy here:

https://careers.aspendental.com/us/en/tag-privacy-policy-for-california-employees

Salary: $200,000 - $250,000 + bonus opportunity.

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