Responsibilities

• Lifecycle Strategy & SFMC Journey Leadership Lead strategy and prioritization of patient lifecycle marketing initiatives across SFMC journeys (e.g., reactivation, recall, unscheduled treatment). Define journey objectives, audience strategy, and success metrics aligned to business goals and patient lifecycle stages. Partner with marketing operations and technical teams to ensure effective configuration, execution, and scalability of journey programs. Identify opportunities to enhance journey orchestration, sequencing, and personalization across channels.
• Segmentation & Channel Strategy Define and evolve patient and office segmentation strategies to enable targeted, relevant, and personalized communications. Augment channel strategy across email, SMS, and emerging channels (e.g., direct mail, paid media), ensuring the right message reaches the right patient at the right time. Partner with cross-functional teams to integrate segmentation and channel strategies into broader marketing and operational initiatives.
• Campaign & Journey Optimization Evaluate performance of lifecycle campaigns and journeys using data-driven insights and testing frameworks. Identify optimization opportunities across targeting, messaging, timing, and channel mix to improve engagement, conversion, and ROI. Support execution of targeted campaigns within SFMC when needed, including one-off or pilot initiatives.
• Analytics, Measurement & ROI Define measurement frameworks and KPIs for lifecycle marketing programs, ensuring clear linkage to business outcomes. Analyze campaign and journey performance, translating data into actionable insights and recommendations. Partner with analytics teams to improve reporting capabilities, including segmentation analysis and performance attribution.
• Capability Development & Roadmap Play a key role in developing the lifecycle marketing roadmap, including enhancements to SFMC capabilities (e.g., dynamic content, personalization, journey orchestration). Partner with marketing operations and product teams to define future-state capabilities and prioritize enhancements. Ensure new capabilities are aligned to business impact and scalable across the organization.
• Project Management & Cross-Functional Leadership Lead cross-functional initiatives from strategy through execution, ensuring alignment, accountability, and timely delivery. Identify and address barriers to execution, proactively managing risks and dependencies. Partner with creative teams to develop campaign and journey assets, including briefing and guiding development of messaging across channels.

Requirements

• Bachelor’s degree in Marketing, Business, or related field; advanced degree preferred.
• 7–10+ years of experience in lifecycle marketing, CRM, or marketing automation in a multi-location or enterprise environment.
• Hands-on experience with Salesforce Marketing Cloud (SFMC), including managing and optimizing customer journeys.
• Strong analytical skills with experience evaluating campaign performance, ROI, and segmentation-driven insights.
• Proven ability to lead cross-functional initiatives and manage complex projects in a matrixed organization.
• Experience developing segmentation strategies and applying them to marketing programs.
• Strong communication skills with the ability to translate data into clear, actionable recommendations.
• Ability to travel on occasion throughout the year for training classes and team meetings
• The position will have access to minimum PHI necessary for performing job-related functions; regular HIPAA training, aligning with the specific role and responsibilities, will be required; and the individual will need to protect PHI and maintain data safeguards.

Preferred

• Experience in dental, healthcare, or highly regulated consumer services environments.
• Familiarity with multi-channel lifecycle marketing, including email, SMS, and direct mail.
• Experience contributing to marketing automation or personalization capability development (e.g., dynamic content, advanced segmentation).

Benefits

• We put our people first at Heartland Dental, and that shows in our generous benefits package.