Vice President, Marketing - Aspen Dental

The Vice President of Marketing for Aspen Dental is a hands-on, results-driven marketing leader responsible for owning Aspen Dental’s brand and growth strategies to accelerate patient acquisition, demand, and lifetime value. This role leads Aspen Dental’s brand, social, partnerships, and strategic planning functions in-house, while partnering closely with TAG’s Centers of Excellence, including Creative, Paid Social, CRM, and Digital, to mobilize specialized capabilities against Aspen Dental’s priorities. The VP serves as the connective tissue between brand-side strategy and COE execution, translating enterprise marketing strategy into integrated plans that deliver measurable revenue outcomes. This is a “win the day” marketer who knows how to operationalize omnichannel programs with a modern, performance-led approach.

Partnering closely with Aspen Dental brand, field, and clinical leadership, the VP of Marketing combines deep expertise in data-driven, performance-led marketing with strong people leadership and cross-functional collaboration. This role requires a digitally fluent marketer who applies analytics, testing frameworks, and AI-enabled capabilities to improve speed-to-lead, optimize conversion, and continuously enhance marketing efficiency while maintaining disciplined ROI in a retail healthcare environment.

Essential Responsibilities

Leadership and Strategy

• Lead the development and execution of Aspen Dental’s annual marketing plan, aligned with TAG’s enterprise marketing strategy and its mission to deliver consumer-centric healthcare.

• Translate enterprise strategy into integrated marketing plans spanning brand, demand generation, partnerships, and lifecycle marketing.

• Partner closely with Aspen Dental brand leadership, Field Operations, Sales, Clinical, Product, and Corporate teams to ensure marketing priorities are aligned with business needs and operational realities.

• Manage and develop a high-performing marketing team with clear accountability, strong talent development, and a culture of collaboration and executional excellence.

Brand & Integrated Marketing

• Lead brand strategy, positioning, and messaging for Aspen Dental, in alignment with enterprise brand standards, to strengthen market leadership and emotional connection with consumers.

• Ensure consistent, compelling storytelling and brand expression across all consumer touchpoints, including media, digital, in-center experiences, and partnerships.

• Own Aspen Dental’s social media strategy and editorial direction; partner with the Paid Social and Creative Centers of Excellence to extend reach, engagement, and measurable business impact across all major platforms.

• Partner with operations and clinical leaders to ensure the brand promise is delivered consistently through the patient experience.

Demand Generation & Performance Marketing

• Partner closely with TAG’s Digital, Paid Social, and CRM Centers of Excellence to drive lead generation, conversion, and patient acquisition for Aspen Dental across paid, owned, and earned channels.

• Serve as the primary brand-side owner of Aspen Dental’s briefs into the COEs, defining audiences, creative direction, and KPIs to optimize the full marketing funnel from awareness through consultation and post-consult engagement, in close partnership with the COEs, Sales, Operations, and Analytics.

• Leverage data, testing, and performance insights,including COE-delivered measurement, to continuously refine briefs, improve marketing efficiency, and increase ROI.

Strategic Planning & Performance Management

• Lead annual marketing planning for Aspen Dental, including investment prioritization, scenario planning, and quarterly performance reviews.

• Maintain clear KPIs and measurement frameworks across both in-house and COE-delivered work; regularly track performance and report results to Aspen Dental and TAG marketing leadership.

• Translate consumer, market, and performance insights into actionable strategies and recommendations.

Collaboration & Innovation

• Act as a key connector across Aspen Dental marketing, TAG’s Centers of Excellence, sales, operations, clinical, and corporate teams to ensure alignment and speed of execution.

• Leverage advanced digital, automation, personalization, and AI-enabled tools, including capabilities delivered through the COEs, to enhance acquisition performance and marketing effectiveness.

• Stay ahead of industry and consumer trends to ensure Aspen Dental remains competitive and innovative in the retail healthcare landscape.

Requirements & Qualifications

• 12+ years of progressive marketing experience, with a strong track record of driving revenue-generating growth through performance marketing, direct response, and full-funnel acquisition strategies in B2C or consumer-facing environments.

• Proven leadership experience managing high-performing marketing teams across paid media, digital commerce, lifecycle marketing, and growth functions.

• Demonstrated experience operating in a matrixed or shared-services marketing model , with proven ability to drive results through cross-functional partners and Centers of Excellence without direct line authority over every capability.

• Deep expertise in direct response marketing , including test-and-learn methodologies, conversion rate optimization, funnel analytics, and CAC/LTV optimization.

• Demonstrated ability to execute high-impact acquisition engines across paid, owned, and lifecycle channels while maintaining disciplined ROI and financial accountability.

• Advanced digital marketing acumen, including experience leveraging automation, personalization, AI-enabled tools, and intelligent content systems to improve speed-to-lead and acquisition performance.

• Strong analytical and strategic mindset, with the ability to translate data, consumer insights, and market signals into clear action and business impact.

• Experience partnering cross-functionally with Sales, Operations, Product, Clinical, and Technology teams to drive integrated growth outcomes.

• Excellent communication skills, with the ability to partner with senior leaders and align cross-functional teams around growth priorities.

• Results-oriented leader who thrives in fast-paced, complex environments and brings an execution-focused mindset to evolving organizations.

• Passion for consumer-centric healthcare and improving access, outcomes, and experiences through innovative marketing approaches.

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• Salary:Annual pay range: $250,000 - $285,000, plus bonus/incentives

• A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match