VP, Brand and Integrated Marketing

The Aspen Group•Chicago, IL

About The Position

The Aspen Group (TAG) is a leading retail healthcare business support organization in the U.S., supporting numerous healthcare professionals and offices across various categories like Dental care, urgent care, medical aesthetic, and animal health. TAG partners with independent practice owners and clinicians, aiming to improve healthcare delivery. They provide centralized business support services for six consumer-facing brands, including Aspen Dental. This role is for a VP, Brand & Integrated Marketing (Aspen) who will be responsible for developing and executing a comprehensive brand and marketing strategy for Aspen Dental. The position involves leading integrated marketing campaigns across digital, social, traditional media, and in-center channels, focusing on communicating the value of Aspen's approach and differentiating their services. The VP will also manage the brand's reputation and ensure consistent messaging.

Requirements

Bachelor's degree in marketing, business, or a related field, or equivalent combination of education and experience.
15+ years of experience in brand and integrated marketing, including 5+ years in a senior leadership role managing teams of 15+.
7+ years of brand-side (client-side) experience, including at companies of comparable scale.
Experience developing and executing innovative, effective integrated marketing plans and promotional calendars.
Excellent leadership, cross-functional coordination and collaboration, and interpersonal communication skills.

Nice To Haves

Master's degree or MBA is a plus, but not essential.
Agency-side experience is a plus but does not substitute for the client-side requirement.
Experience in the healthcare industry, DTC brands, or multi-location brands is a plus.

Responsibilities

Spearhead the development and execution of a data-driven, multi-year brand and integrated marketing strategy for Aspen, driving measurable growth in patient acquisition and brand equity
Architect and lead the execution of integrated marketing campaigns across all digital and traditional channels, optimizing for performance and ROI through rigorous analytics and testing.
Cultivate and manage high-performing agency partnerships, fostering collaborative innovation and ensuring alignment with brand objectives and budget parameters.
Drive seamless integration of brand promotions and messaging across all patient touchpoints, including in-center experiences, call center interactions, and digital platforms, ensuring a consistent and compelling brand journey
Establish and refine a comprehensive promotional strategy, leveraging market insights and competitive analysis to maximize brand visibility and patient engagement across the entire Aspen ecosystem
Define and enforce brand guidelines and messaging standards, safeguarding brand integrity and ensuring consistent communication across all internal and external channels.
Hone in our brand voice and develop content that communicates to our patients clearly, directly and with a preference for action.
Conduct in-depth market research and competitive intelligence analysis, identifying emerging trends and opportunities to inform strategic decision-making and maintain a competitive edge
Champion a patient-centric culture, fostering cross-functional alignment and collaboration to deliver exceptional patient experiences and drive brand advocacy.
Develop and manage the brand's budget, ensuring optimal allocation of resources and demonstrating accountability for achieving key performance indicators (KPIs) related to brand awareness, patient acquisition, and revenue growth.
Build, lead, and mentor a high-performing marketing team, fostering a culture of innovation, collaboration, and continuous improvement.