Director, Marketing and GTM Strategy

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 at more than 1,300 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 Lovet Pet Health Care. 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.

We are seeking an experienced and highly motivated Director to lead category marketing and go-to-market strategy and execution at Aspen Dental. This role will be primarily focused on Aspen Dental’s fastest growing category - Implants.The successful candidate will be responsible for developing and executing comprehensive consumer marketing strategies and plans to drive awareness, increase market share, and attract and retain patients. This role will partner with teams across the organization to define overall category priorities and deliver on business results. This role requires excellent strategic thinking, strong leadership skills, ability to work cross-functionally and a track record of success in consumer, brand and product marketing.

Responsibilities:

• Responsible for category business results and performance
• Develop annual marketing strategy and quarterly initiatives, aligned to Aspen’s overall and category specific goals
• Possess a deep understanding of target customers, including characteristics, pain points, behaviors, decision drivers and the customer journey
• Conduct market and competitor analysis to identify trends and understand what competitors are doing and why they are winning with consumers
• Monitor business performance and develop action plans to address opportunities and improve the customer funnel
• Build strong relationships with Aspen stakeholders across operations, clinical and commercial to drive the business
• Improve effectiveness and the ROI of marketing investments through optimization in partnership with shared services (e.g., paid media, social, affiliates, CRM, web, analytics, insights)
• Identify opportunities to innovate and differentiate our product offering, including new products, value-added services, product features and experiences. Develop and execute GTM strategy for new products / offerings to effectively bring to market.
• Drive product branding, naming and promotional strategy.
• Define and articulate value proposition, specific product positioning and compelling messaging that effectively communicates benefits to target patients and differentiates from competitors
• Own the category customer experience; develop messaging and priorities by channel and part of the journey and work with channel partners to execute across media assets, social media, web experience and CRM journeys
• Drive the creation of category marketing collateral and content, working with marketing partners

Qualifications:

• Bachelor's degree in Marketing, Business Administration, or related field. Advanced degree is a plus.
• Minimum 10 years of experience in brand management, marketing strategy, product marketing or related roles
• Proven track record of developing and executing successful category marketing strategies.
• Experience developing and bringing a new product offering to market strategically and commercially.
• Excellent strategic thinking, planning, and execution skills.
• Ability to analyze performance data and develop actionable insights and opportunities
• Exceptional communication and presentation abilities.
• Experience managing teams, collaborating cross-functionally and working in a matrix organization.
• Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
• Entrepreneurial; takes ownership, innovates and drives amidst ambiguity
• Desire to be part of a growth-oriented team and culture

Annual Pay Range: $165-195k with bonus opportunity

A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match

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