Vice President, GTM and Marketing

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 20,000 healthcare professionals and team members at more than 1,300 health and wellness offices across 48 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. The Vice President, Go-To-Market & Marketing Strategy is a critical leader responsible for shaping how Aspen Dental brings its products and services to market. This role will define and execute integrated goto-market strategies that drive patient growth, improve access to care, and strengthen practice performance across the Aspen Dental network. In addition, this role will lead enterprise promotional strategy-including Aspen Dental's membership program-to drive patient acquisition, engagement, and retention through compelling, data-driven offers. The ideal candidate brings a balance of strategic vision and operational rigor, with a strong ability to partner across marketing, operations, analytics, and clinical leadership to deliver measurable business impact.

Responsibilities

Go-To-Market Strategy

• Define and lead Aspen Dental's go-to-market strategy across products and services
• Develop annual marketing strategy and quarterly initiatives, aligned to Aspen's overall and category specific goals
• Possess a deep understanding of target customers, including characteristics, pain points, behaviors, decision drivers and the customer journey
• Develop clear segmentation, targeting, and positioning strategies to drive patient acquisition and lifetime value
• Conduct market and competitor analysis to identify trends and understand what competitors are doing and why they are winning with consumers
• Monitor business performance and develop action plans to address opportunities and improve the customer funnel
• Partner cross-functionally with marketing, operations, analytics, sales, clinical, and product teams to successfully execute strategies and drive the business
• Improve effectiveness and the ROI of marketing investments through optimization in partnership with marketing teams (paid media, social, CRM, web, analytics, insights)
• Identify opportunities to innovate and differentiate our product offering, including new products, value-added services, product features and experiences. Develop and execute GTM strategy for new products / offerings to effectively bring to market.
• Define and articulate value proposition, specific product positioning and compelling messaging that effectively communicates benefits to target patients and differentiates from competitors
• Own the category customer experience and drive the creation of marketing collateral and content, working with marketing partners

Promotional Strategy & Membership

• Own Aspen Dental's promotional strategy, including offer development, campaign planning, and performance optimization
• Lead the strategy and evolution of Aspen Dental's membership program to drive enrollment, utilization, and lifetime value
• Ensure all promotional efforts align with brand standards, patient needs, and financial objectives
• Leverage testing and analytics to continuously improve promotional effectiveness Leadership & Cross-Functional Collaboration
• Build and lead a high-performing team across go-to-market, field marketing, and promotional strategy
• Serve as a key strategic partner to executive leadership, helping shape enterprise growth priorities
• Drive alignment across marketing, operations, finance, sales and clinical teams Foster a culture of accountability, innovation, and continuous improvement

Requirements

• 15+ years of experience in marketing, go-to-market strategy and/or product marketing roles
• Proven success driving GTM strategy and execution in consumer-facing and/or healthcare organizations
• Experience developing and bringing a new product offering to market strategically and commercially.
• Strong analytical capabilities with a data-driven approach to decision-making Demonstrated ability to influence and lead cross-functional teams in a complex organization
• Experience leading field marketing or localized marketing programs at scale preferred
• Experience with membership, subscription, or loyalty programs preferred Excellent leadership, communication, and stakeholder management skills Ability to thrive in a fast-paced, dynamic environment and manage multiple priorities effectively.
• Entrepreneurial; takes ownership, innovates and drives amidst ambiguity
• Desire to be part of a growth-oriented team and culture

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• Salary: Annual pay range: $250,000 - $300,000, plus bonus/incentives
• A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match