Marketing Manager – Patient Lifecycle & CRM, Marketing

Military Spouse Corporate Career Network•Effingham, IL

About The Position

The Marketing Manager – Patient Lifecycle & CRM is responsible for leading the strategy, performance, and evolution of Heartland Dental’s patient lifecycle marketing programs. This role owns the strategic direction of Salesforce Marketing Cloud (SFMC) patient journeys, ensuring they are effectively designed, prioritized, and optimized to drive patient engagement, retention, and lifetime value. Heartland Dental is the nation's largest dental support organization, providing non-clinical administrative support services to more than 3,000 supported doctors across 39 states and the District of Columbia in 1,900+ dental offices. Each Heartland Dental supported office is unique to the community and the patients they serve. Supported doctors are the clinical leaders of their practice, retain full clinical autonomy, and establish their own care philosophies. All Heartland Dental supported doctors are united by a common goal: delivering the highest quality dental care and patient experiences. Reporting to the Vice President, Patient Experience & Growth, this role partners cross-functionally to translate business objectives into coordinated, data-driven lifecycle programs. The position focuses on journey strategy, segmentation, performance analytics, and continuous optimization—while collaborating with technical and execution teams responsible for build and deployment.

Requirements

Experience leading strategy, performance, and evolution of patient lifecycle marketing programs.
Experience with Salesforce Marketing Cloud (SFMC) patient journeys.
Ability to define journey objectives, audience strategy, and success metrics.
Experience partnering with marketing operations and technical teams.
Ability to identify opportunities to enhance journey orchestration, sequencing, and personalization.
Experience defining and evolving patient and office segmentation strategies.
Experience with channel strategy across email, SMS, and emerging channels.
Experience evaluating performance of lifecycle campaigns and journeys using data-driven insights and testing frameworks.
Experience supporting execution of targeted campaigns within SFMC.
Experience defining measurement frameworks and KPIs for lifecycle marketing programs.
Ability to analyze campaign and journey performance, translating data into actionable insights and recommendations.
Experience partnering with analytics teams to improve reporting capabilities.
Experience developing lifecycle marketing roadmaps, including enhancements to SFMC capabilities.
Experience partnering with marketing operations and product teams to define future-state capabilities and prioritize enhancements.
Experience leading cross-functional initiatives from strategy through execution.
Ability to identify and address barriers to execution, proactively managing risks and dependencies.
Experience partnering with creative teams to develop campaign and journey assets.

Responsibilities

Lead strategy and prioritization of patient lifecycle marketing initiatives across SFMC journeys (e.g., reactivation, recall, unscheduled treatment).
Define journey objectives, audience strategy, and success metrics aligned to business goals and patient lifecycle stages.
Partner with marketing operations and technical teams to ensure effective configuration, execution, and scalability of journey programs.
Identify opportunities to enhance journey orchestration, sequencing, and personalization across channels.
Define and evolve patient and office segmentation strategies to enable targeted, relevant, and personalized communications.
Augment channel strategy across email, SMS, and emerging channels (e.g., direct mail, paid media), ensuring the right message reaches the right patient at the right time.
Partner with cross-functional teams to integrate segmentation and channel strategies into broader marketing and operational initiatives.
Evaluate performance of lifecycle campaigns and journeys using data-driven insights and testing frameworks.
Identify optimization opportunities across targeting, messaging, timing, and channel mix to improve engagement, conversion, and ROI.
Support execution of targeted campaigns within SFMC when needed, including one-off or pilot initiatives.
Define measurement frameworks and KPIs for lifecycle marketing programs, ensuring clear linkage to business outcomes.
Analyze campaign and journey performance, translating data into actionable insights and recommendations.
Partner with analytics teams to improve reporting capabilities, including segmentation analysis and performance attribution.
Play a key role in developing the lifecycle marketing roadmap, including enhancements to SFMC capabilities (e.g., dynamic content, personalization, journey orchestration).
Partner with marketing operations and product teams to define future-state capabilities and prioritize enhancements.
Ensure new capabilities are aligned to business impact and scalable across the organization.
Lead cross-functional initiatives from strategy through execution, ensuring alignment, accountability, and timely delivery.
Identify and address barriers to execution, proactively managing risks and dependencies.
Partner with creative teams to develop campaign and journey assets, including briefing and guiding development of messaging across channels.