Sr. Manager, Local Marketing Planning and Activation

Company: Aspen Dental
Location: Chicago
Posted on: February 25, 2021

Job Description:

For 22 years, Aspen Dental Management, Inc (ADMI) has been innovating and iterating on the dental services organization model. We're an entrepreneurial-minded group that relentlessly pursues new ways to break down barriers in support of the dentists and 10,000 team members who care for the 1.8 million patients that come through the doors of Aspen Dental practices every year. We believe the culture and partnership cultivated amongst the practice owners, practice teams and ADMI support team powers our collective success and makes it virtually impossible to imitate what we do.At almost 900 practices across 160 DMAs, ranging from highly rural to downtown urban cities, dental deserts to a virtual shopping mall of choices, a "one size fits all" marketing approach is a thing of the past. We are building out the team to deliver customized plans and approaches based on unique market or office characteristic.We're looking for a nimble and well-rounded marketing swiss army knife who will use data, insights, historical results and creativity to serve as the proactive delegate for the marketing function. They will have strong written and verbal communication skills with the ability to present to and persuade key stakeholders with varying levels of marketing acumen including practice owners, doctors, field leadership, new office operations and marketing team members.On a daily basis, s/he will immerse themselves in business performance data to ferret out--the root causes of office and market-level business performance, comprehending historical and current business data, sentiment and reputation management data to create the best possible actions to take. This marketing ninja will then champion and coordinate response with cross functional teams including but not limited to Media, CRM, Digital Strategy, Brand Strategy, Creative, Pricing and Promotions, and External Communications.ResponsibilitiesIdentify and drive opportunistic initiatives to create value at the local level* Proactively address differences and/or changes in demand and business performance within a subset of the total chain* Refine the proactive process to identify problems and the "early alert" system* Ideate, marshal and coordinate marketing response across functions (Media, CRM, Digital Strategy, creative, promotions/pricing, external communications) regarding demand performance or growth goalsLead response to doctor or field requests in live meetings and written communication* Break down and pinpoint source of business weakness; create a repeatable multi-point assessment process* Problem solve responses to unusual requests* Exhibit a deep understanding across ADMI corporate support functions adjacent to marketing; Answer or find answers to questions across corporate functions including call center, pricing, promotions, construction, etc.Own the grand opening strategy across all touchpoints* Own and share the denovo pipeline across marketing stakeholders; coordinate cohesive, integrated marketing plan* Identify key defining features of new offices; develop and refine grand opening and ramp plans* Represent marketing with NOO leadership to communicate marketing support* Track and respond to grand opening marketing initiatives; take action when plans are not delivering expected volumes* Support office driven grass roots marketing efforts (i.e. customized flyers, giveaways, or other marketing materials)Champion custom asset development for distressed office response, grand opening response, custom requests* Brief advertising and/or creative team to deliver on field related needs across channels: customized assets, updated assets, (for example customized OOH, updated newspaper, customized flyers, etc.)* Proof read all assets delivered to the field* Manage delivery of print production vendor for custom in office assets (grand opening flyers, stake signs, bow flags, custom requests for flyers, banner, signage, window graphics)Respond to inbound information and update requests from the field and doctor teams* Billing and budgeting requests related to office level P&LsKey success measures:* Primary: Denovo revenue and demand performance; improve revenue baseline of bottom 20% office performance* Secondary: Reduce response time to doctors and field team members; streamline resources required from marketing team to respond to office requestsMinimum Education and Experience* Demonstrated ability to serve as valued counsel to business partners and gain alignment amidst diverse (and strong) opinions* Minimum 10 years of demonstrated marketing experience and leadership within a shared services marketing team, with at least 7 years in marketing role in retail, retail/service or other multi-unit retail-like business* Analytically-minded, able to structure and mine data, build pro formas and analyze opportunity* Passion for continuous improvement and record of setting and exceeding goals that enable organizational objectives* 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)

Keywords: Aspen Dental, Chicago , Sr. Manager, Local Marketing Planning and Activation, Executive , Chicago, Illinois