Manager, Customer Relationship Marketing

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 46 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 is backed by top-tier private equity firms and 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 our newest addition 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.

Our continued growth has created an opportunity to join us as a Manager, CRM for Aspen Dental.

Position Overview

The Manager, Customer Relationship Marketing (CRM) will be a champion of CRM customer strategy growth plans for multiple service lines within the Aspen Dental portfolio. This role will implement and oversee the activation of customer data to deliver effective and accurate customer experiences that are rooted in business and brand goals while keeping the customer at the center of the experience.

It will be critical that the Manager, CRM be able to manage multiple priorities in process at the same time, seamlessly navigating both strategic and executional requirements. Execution of CRM initiatives will occur across multiple channels utilizing Salesforce Marketing Cloud.

Key Responsibilities:

• Actively support the Sr. Director, CRM and business leads in the organization to assess current needs and identify opportunities for CRM to support the brand’s business objectives
• Participate in educating the organization and build stakeholder alignment to CRM best practices and opportunities for CRM to contribute to achieving business objectives
• Lead the development of all marketing automation focused projects, develop personalized customer experiences and campaigns based upon research, customer insights and customer segmentation
• Provide strategic and technical direction for patient activation including defining targeting and personalization requirements with measurement in mind to ensure test and learn plan design is actionable
• Apply research and project learnings to determine best practices for life stage journeys (i.e. welcome, form submits and abandon, follow up and next best action journey)
• Partner with Product Marketing to build optimal customer experiences and inform requirements for marketing system applications
• Develop the usage, framework and requirements of the campaign management system and data needs that are required to meet the agreed upon channel experiences of the business
• Analyze user flows to understand where the largest conversion optimization opportunities le and provide recommendations to the extended team
• Provide on-going analysis of CRM programs, monitoring KPIs and surfacing opportunities to improve patient experiences and marketing recommendations
• Leverage and incorporate the right external partners (agencies, data and service providers, white label solutions) to bring the best digital experience to market

Qualifications/Requirements:

• Education Level: Bachelor’s Degree in Marketing, Business Administration, or related field.
• Minimum 7+ years of demonstrated marketing experience planning and overseeing the execution of CRM contact plans across all channels for brands in the retail, service, or healthcare categories (agency or brand-side)
• Minimum of 2+ years, hands on experience with Salesforce Marketing Cloud
• Demonstrated success in managing high volume integrated email and push marketing programs for consumer audiences. Expert knowledge of email marketing and ability to recommend creative solutions in-line with business objectives
• Relational marketing database knowledge, proficiency with database marketing principles, customer contact strategy and system and the design implementation of CRM, loyalty, and referral programs
• Proficient with the use of relational databases and query design to research, review, and coordinate marketing data to address complex business questions (SQL experience a plus)
• Analytically minded and able to structure and mine data, use diagnostic CRM metrics, build projections, and analyze opportunities
• Entrepreneurial and nimble, takes ownership and drives forward amidst ambiguity while also building relationships and alignment cross-functionally with internal partners to contribute to a center of excellence in a shared service model
• Strong communication skills, ability to effectively communicate technical concepts to non-technical audiences
• Extremely organized with expertise in driving cross-functional initiatives
• Salesforce Marketing Cloud Email Specialist certification highly preferred
• Ability to travel occasionally