Senior Director Of Acquisition

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 16,000 healthcare professionals and team members at more than 1,200 health and wellness offices across 46 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.

We are in search of a performance marketing expert and native digital leader to drive the demand, conversion and GROWTH for our emerging healthcare businesses.

Job Summary:

The Senior Director of Acquisition will play a critical role in the development and execution of performance marketing and precision media. This position is a digital native and key driver of lead forecasting, planning and integration of all media (traditional and digital), and tracking of demand KPIs. Leading an external media agency, they will be the owner of all execution of digital/precision/performance media (e.g. SEM, Paid Social, Programmatic Display, OLV, Affiliate, Pay-per-call, and linear channels), driving alignment across third parties and internal cross-functional groups to deliver demonstrable performance.

This key contributor will use marketing, customer, competitive and business data to inform insights and hypotheses for how to improve the efficacy of precision media investments. They will collaborate with other marketing leads, brand and communications teams to integrate and execute media initiatives into the overall marketing plan. They will inform the learning agenda for cross channel media investment and optimization at all levels. They will be a key consultant in messaging, promotional offers, landing page experiences to drive performance

Core responsibilities:

• Drive the design and integration of go to market media strategies that effectively drive business outcomes as part of an overall marketing eco-system
• Accountable for driving strong results, on-going optimizations, testing new capabilities and cost savings for digital heavy paid media program
• Identify high-potential channels and audiences to test and incorporate into the broader lead generation and nurturing plan. Drive incorporation of third-party data segmentation to accelerate acquisition of high value leads.
• Manage channel strategies in collaboration with internal teams, media partners and agencies
• Collaborate across the marketing organization to create transparency and alignment to paid media activity
• Use data and analytics to inform optimization of precision media investments
• Understand changing consumer behaviors and the evolving media landscape, and connect that back to media planning and execution

• Achieve weekly, monthly, quarterly and annual demand goals

• Bachelor's degree
• 15+ years of total experience; demonstrated experience in building and managing performance marketing, lead generation and lead nurturing programs
• Experience establishing full funnel performance KPIs.
• Strong ability to derive actionable insights from multiple and complex data sources.
• Experience with industry trends and innovation in media, tracking, analytics and attribution.
• Experience with full media channel eco system including programmatic display, SEM, paid social, affiliate, video and mobile marketing, and offline media. Particular expertise in paid search and paid social.
• Competencies: Strategic Thinking, Cross-Functional Collaboration, Stakeholder Alignment, Team Building, Written & Verbal Communication skills, Presentation skills, Multiple Priority Focus, Analytical skills, Problem Solving
• Characteristics: Relish Driving Organizational Change, Focused On Business Outcomes, Brings Entrepreneurial Mindset (comfortable with a start-up culture)