Director, CRM

Director, CRM

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 16,000 healthcare professionals and team members at more than 1,200 health and wellness offices across 46 states in four distinct categories: Dental care, urgent care, medical aesthetic, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that health care can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of six consumer-facing brands: Aspen Dental, Motto Clear Aligners, 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.

Our continued growth has created an opportunity to join us as a Director, CRM, Motto Clear Aligners. Motto is the newest sensation in the teeth straightening industry. Using cutting edge technology, our aligners straighten teeth in as little as 6-months for half the price of traditional competitors. Motto is the fastest growing brand in the Clear Aligners industry and is looking for a talented leader to take our CRM capabilities to the next level.

Position Overview:

The Director, CRM, Motto will be responsible for defining the CRM strategy to support the accelerated growth of our brand. He/She will champion the development of new nurturing streams and campaigns, enriching and activating our customer data, and delivering best in class interactions to drive customer experience, new patient appointments, and treatment plan acceptance.

This is a hands-on position for a leader that is excited to drive exponential growth and help to build the future of the Motto business. The Director will operate in a matrix organization, creating the CRM vision, strategy, managing the day-to-day priorities, tactical implementation, and the overall performance of the CRM campaigns.

Responsibilities:

Develop and manage CRM strategies that align with the overall brand and marketing strategy, orchestrating the right messages at the right time to the right audience to drive customer engagement and revenue thru our direct-to-consumer channels.

Design and evaluate the Motto customer journey maps, ensuring each touchpoint is properly identified, defined, and quantified in terms of its relative impact on customer acquisition, experience, and engagement.

Develop and execute a rigorous testing agenda to optimize content and channel performance, leveraging iterative testing, data analysis and continuous learning and improvement that allow for rapid test and learn capabilities and quick pivots as needed.

Optimize CRM channel performance including email and SMS marketing to drive, appointments, and top line revenue as well as channel efficiency.

Measure activities against KPIs to determine success of CRM initiatives, including standard KPI dashboards as well as ad hoc and testing results.

Drive marketing automation in areas of email and mobile marketing programs with accountability for delivering efficiency and business results (traffic, open/click rates, conversion, revenue etc.

Minimum Education and Experience

Bachelor's degree in Marketing, Business, or a related field; MBA is a plus.

10+ years of progressive and broad experience in CRM marketing including cross-channel contact strategy, customer segmentation, direct marketing campaign development and execution.

5+ years of experience leading multi-functional teams.

Broad knowledge of CRM and CDP tools including marketing automation platforms and relational database (e.g., Salesforce, Segment, Snowflake, etc.). Salesforce Marketing Cloud experience required.

Experience designing and deploying a comprehensive, cross-channel CRM program (retention-focused), utilizing a variety of messages/content, incentives, and engagement best practices to establish and enhance conversion, and CLTV over time.

Deep customer journey/lifecycle marketing expertise including segmentation, and personalization and customer journey management at scale.

Excellent leadership and communication skills, with the ability to collaborate effectively with cross-functional teams.