job overview

Marketing job in Chicago, Illinois

Director, Marketing and Promotional Strategy


Aspen Dental Management, Inc. (ADMI) is one of the largest and most trusted retail healthcare business support organizations in the U.S., supporting 15,000 healthcare professionals and team members at more than 1,000 health and wellness offices across 46 states in three distinct categories: Dental care, urgent care, and medical aesthetics. 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. ADMI provides a comprehensive suite of centralized business support services that power the impact of four consumer-facing businesses: Aspen Dental, ClearChoice Dental Implant Centers, WellNow Urgent Care and Chapter Aesthetic Studio. 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 continued growth, we have an exciting opportunity to join our Marketing Team as a Director, Marketing and Promotional Strategy.


The Director, Marketing and Promotional Strategy will champion the Aspen Dental patient and work with cross functional partners to ensure patients understand how the best of Aspen Dental can meet their needs. The role is part of the newly established Marketing and Promotional Strategy and Planning team that leads the marketing and patient growth strategy, drives promotional and value program development, develops and executes integrated messaging plans, and leads local market activation for Aspen Dental.


This role will be responsible for building a best-in-class approach to promotions and value programs, advancing the marketing and patient growth strategy to deliver business goals, and expand the marketing team’s ability to better meet patients where they are. This is an opportunity to establish the approach and build the team to deliver it.


This leader will use marketing, customer, and business data to inform insights and hypotheses for how to improve effectiveness of the marketing and promotional plan. Key to their success will be the ability to collaborate with other leads to drive integrated marketing and promotional plans that deliver against company and business line goals. S/he will lead the learning agenda in support of furthering our understanding and informing our strategies. The Director will be responsible for a team that delivers these approaches and work closely with leadership to ensure plans are aligned and goals are met.


Core responsibilities:

  • Lead a comprehensive, dynamic and high-impact promotional and value program strategy that is differentiated in the market and wins with Aspen Dental patients
    • Partner with category and product marketing and business leaders to develop promotional plan
    • Utilize quantitative and qualitative data and insights to identify levers that will drive promotional effectiveness
    • Explore and establish patient value programs including concepts like a loyalty program or discount program to foster patient loyalty
    • Drive improved conversion at each step of the business funnel
    • Implement tests to demonstrate viability of proposed promotions and value programs
    • Commission the product team to build the infrastructure necessary to deploy promotions and value programs with frictionless execution across touch points (media, CRM, web site, scheduling center, in office)
    • Identifies opportunities to increase patient lifetime value and loyalty
  • Lead development and management of the marketing and patient growth strategy that:
    • Aligns with overall business plan to drive patient demand and deliver revenue and profit goals by line of business and at the office level
    • Knits the Aspen Dental value proposition together across lines of business so the whole is greater than the sum of the parts
    • Supports category and product marketing plans for each line of business
    • Meets long term business objectives and reacts to short-term business indicators
    • Incorporates latest insights and analytics to build and optimize plans
  • Lead a learning agenda that establishes and operationalizes strong test-and-learn capabilities across marketing, media, and promotions, including accountability for test and roll-out of initiatives to advance the marketing and promotional plan


Key success measures:

  • Primary: Achieving quarterly and annual revenue and EBITDA goals
  • Secondary: Drive improvement in key marketing OKRs including patient acquisition, retention, marketing spend efficiency, NPS, and brand health metrics

Minimum Education and Experience


  • Bachelor’s degree required
  • 10+ years’ experience
  • Highly analytical: from mounds of data, uncovers key insights that drive business results
  • Passion for continuous improvement and record of setting and exceeding goals that enable organizational objectives
  • “Hands-on’ contributor able to shift from strategic thinker to a tactical expert, able to deliver on the strategies developed
  • Demonstrated ability to serve as valued counsel to internal business partners and gain organizational alignment to marketing strategies and plans
  • Entrepreneurial and nimble, takes ownership and drives forward amidst ambiguity while also building relationships and alignment
  • Desire to be part of a growth-oriented team and culture
  • Well organized with deep experience driving cross-functional initiatives
  • Ability to travel occasionally (as we emerge from the pandemic)

Available Locations

ADMI - Chicago, Illinois 60607 United States