Marketing Manager – Patient Lifecycle & CRM, Marketing

The Marketing Manager – Patient Lifecycle & CRM is responsible for leading the strategy, performance, and evolution of Heartland Dental’s patient lifecycle marketing programs. This role owns the strategic direction of Salesforce Marketing Cloud (SFMC) patient journeys, ensuring they are effectively designed, prioritized, and optimized to drive patient engagement, retention, and lifetime value.

Heartland Dental is the nation's largest dental support organization, providing non-clinical administrative support services to more than 3,000 supported doctors across 39 states and the District of Columbia in 1,900+ dental offices. Each Heartland Dental supported office is unique to the community and the patients they serve. Supported doctors are the clinical leaders of their practice, retain full clinical autonomy, and establish their own care philosophies. All Heartland Dental supported doctors are united by a common goal: delivering the highest quality dental care and patient experiences.

Reporting to the Vice President, Patient Experience & Growth, this role partners cross-functionally to translate business objectives into coordinated, data-driven lifecycle programs. The position focuses on journey strategy, segmentation, performance analytics, and continuous optimization—while collaborating with technical and execution teams responsible for build and deployment.

 Below is an overview of the duties and responsibilities you would take on in this role:

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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).