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Director, Digital and Social Acquisition

Company: Aspen Dental
Location: Chicago
Posted on: April 2, 2024

Job Description:

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 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 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.

We are in search of a marketing acquisition expert and native paid social and digital leader to drive the demand, conversion and patient growth for our Aspen Dental Brand.

Position Overview: As the Director of Social and Digital Acquisition at Aspen Dental, you will develop a comprehensive paid social and digital marketing acquisition strategy to enhance our brand visibility, engage with prospective patients, and drive conversion. You will lead a team of acquisition experts, overseeing paid social and digital advertising campaigns, and leveraging data-driven insights to deliver revenue growth across Aspen's portfolio of dental service lines.

The Director of Social and Digital Acquisition will report to the Senior Director of Integrated Media.

Key Responsibilities:

  • Paid Social and Digital Media Strategy: Lead a team of acquisition experts and media agency to develop and execute a full funnel plan (reach, consideration, conversion) for customer acquisition through paid social and digital media.
  • Total Social: Accelerate social media engagement and performance, working with the organic social and content teams to redefine the role of "total social" across an integrated ecosystem.
  • Audience Targeting: Deploy audience segmentation and targeting strategies to reach and convert the highest needs patients across Aspen service lines.
  • Paid Advertising: Develop digital advertising strategies to maximize ROI across platforms, including paid social, online video, online directories, display, CTV, paid search and programmatic advertising.
  • Data Analysis: Employ analytics tools to track and measure the performance of digital media acquisition campaigns, making data-driven decisions to optimize performance.
  • Conversion Optimization: Collaborate with Digital Commerce and site team to cocreate a digital strategy that ensures landing pages and conversion funnels are optimized. Collaborate with Revenue Optimization team to drive improved funnel performance.
  • Organic Optimization: Collaborate with organic social and organic search teams to optimize performance across the consumer journey.
  • Testing: Manage a team and agency working to develop and drive a digital channel and tactic testing roadmap to continually diversify acquisition levers and improve performance.
  • Budget Management: Develop and manage the digital media acquisition budget, allocating resources effectively to achieve patient acquisition and revenue objectives.
  • Market Research: Stay informed about industry trends, competitor strategies, ad tech innovations and emerging technologies in digital media acquisition.

    Core skills:
    • Performance Marketing: Demonstrated success in rapidly expanding and improving performance of digital acquisition marketing programs.
    • Deep Understanding of Social Optimization: Proven success in managing paid social media advertising campaigns including Meta, Snapchat TikTok and YouTube
    • Optimization of Paid Social media: Leveraging organic "sparking and boosting" to enhance overall social campaign performance.
    • Measurement: Experience establishing and managing full funnel performance KPIs
    • Team Leadership: Experience managing and mentoring a team of digital marketing professionals, providing guidance, setting goals, and accelerating their subject matter expertise.
    • Cross-Functional Collaboration: Demonstrated ability to work closely with marketing, creative, and digital commerce teams to ensure alignment and integration of marketing efforts.
    • Partnership Management: Ability to lead external partners including our global media agency and analytics agencies across acquisition and measurement activities.
    • Characteristics: Relish Building New Capabilities, Focused On Business Outcomes, Brings Entrepreneurial Mindset (comfortable with a start-up culture)

      • Bachelor's degree
      • 15 years of total experience
      • Client-side experience a plus

        If you are an applicant residing in California, please view our privacy policy here:

        Salary: $160,000 - $190,000 + bonus opportunity.

Keywords: Aspen Dental, Chicago , Director, Digital and Social Acquisition, Executive , Chicago, Illinois

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