Manager, Omnichannel Media

Dental Care Alliance•, FL

About The Position

The Manager, Omnichannel Media leads paid social and non-search media channels to drive profitable new-patient growth across Dental Care Alliance’s network of locally branded general and specialty dental practices. Reporting to the VP, Patient Acquisition, this hands-on role owns channel planning, campaign execution, testing, optimization, partner coordination, and performance analysis across paid social, programmatic/display, connected TV, out-of-home, radio, and acquisition-focused direct mail when the business case supports it. The role supports DCA’s transition from agency-led to internally managed performance marketing, including a planned handoff of paid-media responsibilities from iHeartMedia. The successful candidate combines paid social and programmatic expertise with local-market judgment, financial discipline, analytical rigor, and cross-functional collaboration. Success is measured by incremental new-patient acquisition and cost-effective growth, rather than media impressions or platform-reported conversions alone.

Requirements

Bachelor's degree in Marketing, Advertising, Business, Analytics, or a related field; an equivalent combination of education and directly relevant experience may be considered.
6+ years of progressive experience in performance media or digital patient/customer acquisition.
Hands-on ownership of paid social campaign strategy, setup, optimization, and reporting.
Demonstrated expertise in Meta Ads Manager and paid-social measurement.
Working experience in programmatic/display and at least one additional non-search acquisition channel, such as CTV, online video, OOH, radio, or direct mail.
Experience managing meaningful budgets across multiple markets, accounts, brands, or service locations and making disciplined investment recommendations using acquisition economics.
Ability to interpret channel and downstream conversion data, evaluate incrementality, design tests, and distinguish platform attribution from business outcomes.
Experience working directly with internal business partners and external agencies or buying partners.
Strong vendor oversight, creative collaboration, and campaign delivery discipline.

Nice To Haves

Experience marketing for multi-site healthcare, dental, veterinary, or other geographically distributed consumer services businesses.
Experience bringing paid media management in-house from an external agency, including account access, documentation, governance, and knowledge transfer.

Responsibilities

Own strategy, planning, launch, daily optimization, and performance of paid social programs across Meta (Facebook/Instagram) and other appropriate social platforms; develop scalable account, campaign, audience, and creative-testing structures for local practices.
Lead paid programmatic/display, online video, CTV, and selected non-digital channels, including OOH, radio, and new-patient acquisition direct mail, with channel selection guided by target audience, market opportunity, provider capacity, and expected incremental return.
Build channel-specific acquisition plans and testing roadmaps across practice types, services, geographies, and stages of maturity, tailoring media mix to market economics.
Partner with the VP, Patient Acquisition to transition relevant paid-media capabilities from iHeartMedia to internal management through a phased, risk-controlled plan that protects campaign continuity and new-patient demand.
Secure and document ownership or authorized access to ad accounts, audience assets, creative files, campaign history, conversion events, reporting, vendor agreements, and institutional knowledge; identify and resolve transition dependencies.
Build repeatable campaign launch, quality assurance, naming, optimization, testing, reporting, and vendor-management procedures with Marketing Operations.
Partner with the Director, General Practice Marketing and Director, Specialty Marketing to evaluate market-level demand, competition, referral dynamics, services, payer mix, scheduling access, capacity, and growth priorities before recommending channel investment.
Provide channel expertise and forecasted media economics to support local spending decisions made by the GP and Specialty Directors within CMO-approved budgets; execute agreed acquisition plans within delegated authority.
Coordinate with Local Marketing Managers and Specialty field teams on geographic targeting, community campaigns, local events, offers, message accuracy, and practice-specific needs, while maintaining a distinction between centralized media operations and field marketing execution.
Own channel-level reporting, analysis, forecasting, and optimization recommendations for non-search acquisition investments; connect results to DCA's enterprise attribution and reporting framework owned by the VP, Patient Acquisition.
Monitor spend, pacing, qualified response, calls, booked appointments, completed new-patient visits, cost per acquired patient, production/revenue, and return where data quality supports reliable analysis; distinguish leading indicators from verified outcomes.
Design disciplined tests of incremental impact where feasible, including geographic or matched-market comparisons, holdouts, lift studies, and controlled budget changes; account for operational capacity and market differences.
Partner with Legal/Compliance, Privacy, Technology, and IT Security on healthcare advertising restrictions, HIPAA applicability, state privacy obligations, consent, audience targeting, tracking pixels, patient-data handling, and third-party sharing before activating new tactics.
Ensure advertising claims, testimonials, financing and insurance representations, clinical content, and practice-specific messaging receive required approval; protect local-practice brand identity and patient trust.
Apply prudent controls to customer lists, remarketing, lookalike audiences, location data, and conversion APIs; do not independently determine whether protected information may be shared or used in ad platforms.