The Role
Lead the enterprise customer relationship marketing strategy across email, SMS, web, and call center channels. Manage a large CRM journey-planning team, oversee customer communications, and use AI, analytics, experimentation, and personalization to improve engagement, sales, conversion, and retention. Partner with marketing, product, technology, analytics, and business teams to deliver integrated customer experiences, drive innovation, and manage the CRM budget.
Summary Generated by Built In
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 with close to 1,500 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 Lovet Pet Health Care. 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. TAG is seeking a dynamic and strategic Senior Director of Customer Relationship Marketing (CRM) to lead and innovate our customer communications strategy. This pivotal role will oversee a large, diverse team responsible for managing customer interactions across owned and operated channels, including email, SMS, web and call center orchestration. The Senior Director of CRM will play a crucial role in driving sales, enhancing customer engagement, and fostering long-term retention through personalized customer journeys and relevant communications. This position reports directly to the VP of CRM.
Key Responsibilities
- Strategic Leadership: Develop comprehensive CRM strategy that aligns business objectives, focusing on customer engagement, driving sales and increasing retention of patients. Champion this strategy amongst peers and gain buy-in from executive leadership.
- Team Management: Lead and mentor a large CRM customer journey planning team, fostering a culture of innovation, collaboration, and excellence. Ensure the team is equipped with the necessary skills and resources to achieve their goals.
- Customer Communications: Oversee the development and deployment of high-quality customer communications across all CRM channels. Build best-in-class operational process to maximize throughput and quality.
- AI and Personalization: Leverage artificial intelligence and data analytics to enhance the personalization and relevance of customer communications, driving improved engagement and conversion rates.
- Performance Analysis: Utilize data-driven insights to measure the effectiveness of CRM initiatives. Continuously optimize strategies based on performance metrics, robust experimentation and customer feedback.
- Collaboration: Work closely with cross-functional teams, including marketing, product, technology, data analytics, and regional/category business unit teams to ensure cohesive and integrated customer experiences.
- Innovation: Stay ahead of industry trends and emerging technologies in CRM, identifying opportunities to innovate and enhance TAG’s customer relationship strategies.
- Budget Management: Oversee the CRM budget, ensuring efficient allocation of resources to maximize return on investment.
- Salesforce Marketing Cloud experience as a plus
Qualifications
Bachelor’s degree in Marketing, Business Administration, or a related field
Minimum of 10 years of experience in CRM, customer engagement, or related fields, with at least 5 years in a leadership role.
Proven track record of developing and executing successful CRM strategies in high performance teams.
Strong understanding of AI and data analytics as they apply to CRM and personalization.
Excellent leadership and team management skills, with experience managing large, diverse teams.
Exceptional communication and interpersonal skills, with the ability to influence and collaborate effectively across all levels of the organization.
Strategic thinker with a customer-centric mindset and a passion for innovation.
Experience in e-commerce or digital marketing is highly desirable.
If you are an applicant residing in California, please view our privacy policy here:
https://careers.aspendental.com/us/en/tag-privacy-policy-for-california-employees
Salary: Annual pay range: $200,000 - $225,000, plus bonus/incentives
A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match
Skills Required
- Bachelor's degree in Marketing, Business Administration, or a related field
- At least 10 years of experience in CRM, customer engagement, or related fields
- At least 5 years of leadership experience
- Proven track record developing and executing successful CRM strategies in high-performance teams
- Strong understanding of artificial intelligence and data analytics applied to CRM and personalization
- Experience managing large, diverse teams
- Excellent leadership, communication, interpersonal, influencing, and collaboration skills
- Strategic, customer-centric mindset with a passion for innovation
- Experience in e-commerce or digital marketing
- Salesforce Marketing Cloud experience
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The Company
What We Do
Aspen Dental is a nationwide network of independently owned dental practices providing accessible, affordable oral healthcare. The practices offer general dentistry, dentures, implants, clear aligners, and emergency care. They emphasize accessible, affordable treatment, accept most insurance providers, offer flexible payment options, and use onsite labs and customized care plans. Aspen Dental’s website also highlights checkups, same-day appointments, and more than 1,100 offices nationwide.
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