Director, Specialty Marketing

Dental Care Alliance•, FL

About The Position

The Director, Specialty Marketing leads Dental Care Alliance’s comprehensive marketing strategy for its specialty dental practices. Reporting to the VP, Marketing Operations & Local Growth, the Director develops locally relevant growth plans that combine referring-provider relationships with direct-to-patient acquisition, digital and local marketing, reputation management, and other appropriate growth opportunities. The role is accountable for Marketing’s measurable contribution to specialty patient volume and production or revenue, while recognizing that completed care also depends on practice operations and clinical capacity. The Director directly leads a geographically dispersed field team of Referral Marketing Managers and Field Marketers focused on referral-network development and provider engagement. The role calls for a relationship-driven referral program alongside leadership of the broader specialty-practice marketing mix. The Director partners with specialty providers, Operations, Patient Acquisition, central Marketing teams, Analytics, and Finance to develop and evaluate growth plans, coordinate campaigns and field activity, manage investments within approved budgets, and establish performance reviews and follow-through.

Requirements

Bachelor’s degree in Marketing, Business, Communications, or a related discipline; an equivalent combination of education and directly relevant experience may be considered.
At least 8 years of progressive experience in marketing or business development, including substantial responsibility for provider referral development, specialty healthcare marketing, regional or multi-location marketing, or another relationship-driven growth model.
At least 3 years of direct people-management experience, ideally leading geographically dispersed field marketing, referral development, or provider relations teams.
Demonstrated ability to develop comprehensive growth strategies combining referral-based and direct-to-consumer marketing, beyond referral representative activity or event execution alone.
Strong analytical and commercial judgment, including the ability to interpret referral-source trends, patient acquisition performance, practice capacity, campaign economics, and associated revenue data and translate findings into actionable priorities.
Proven effectiveness advising clinical and operational stakeholders, influencing without direct authority, coaching teams, managing budgets, and building productive provider relationships.

Nice To Haves

Master’s degree.
Experience in dental specialties such as oral and maxillofacial surgery, endodontics, periodontics, orthodontics, or implant-focused care, or in another provider-referral-dependent healthcare service.
Experience with multi-site healthcare organizations, specialty-practice integrations, local digital patient acquisition, CRM/referral tracking, and provider relationship management tools.

Responsibilities

Own and lead integrated marketing planning for assigned specialty practices and service lines, developing differentiated strategies based on referral dynamics, patient demand, specialty mix, competitive position, access, provider capacity, and local economics.
Balance provider-referral marketing with appropriate direct-to-patient programs, including digital acquisition, local search, practice reputation, patient education, community outreach, and specialty-specific campaigns.
Evaluate practice-level performance and growth opportunities; use referral, scheduling, new-patient, and financial data to develop prioritized marketing recommendations and market-specific action plans.
Design and direct referral-growth strategies that strengthen relationships with referring general dentists and other appropriate sources; segment, prioritize, develop, and reactivate referring-provider relationships by market and specialty.
Guide the field team in disciplined referral outreach, provider education, relationship-building visits, professional events, and approved communications emphasizing clinical collaboration and ease of referral.
Partner with specialty providers and Operations to improve referral experience and continuity, including referral intake, appointment access, communication with referring offices, and follow-up processes; escalate operational barriers to accountable teams.
Lead, coach, and hold accountable Referral Marketing Managers and Field Marketers, with team size and assignments based on the approved staffing plan and market needs.
Set expectations for territory planning, referral-source prioritization, outreach quality, relationship management, activity documentation, business reviews, and measurable results; develop staff marketing judgment and consultative influence.
Build working partnerships with Practice Managers, Field Operations Leaders, Regional Clinical Leaders, and specialty providers; ensure the team provides practical marketing guidance and delivers on commitments.
Partner with the VP, Patient Acquisition and channel specialists on specialty marketing mix, target audiences, campaign priorities, investment recommendations, and performance. Centralized Patient Acquisition retains ownership of paid-media channel strategy and execution.
Coordinate specialty-specific creative, web content, reputation, lifecycle engagement, local activation, and field communications with central Marketing teams, maintaining brand, clinical, and service-line accuracy.
Align plans with operational realities such as lead handling, referral intake, provider availability, scheduling lead times, patient affordability, and treatment readiness; distinguish marketing demand shortfalls from access or capacity constraints.
Manage specialty marketing investments within budgets and financial guardrails approved by the CMO; make or recommend spending decisions according to delegated authority and company policy, with transparent tracking of commitments and budget-to-actual performance.
Use referral and direct-to-patient performance data to recommend market- and specialty-specific resource allocation; collaborate with Patient Acquisition on proposed channel and marketing-mix changes.
Establish recurring performance reviews, field reporting, clear action owners, and follow-through; reconcile material growth and financial measures with Analytics, Finance, and Operations where available.