VP, Brand & Content Optimization

TAG - The Aspen Group•Chicago, IL

23h•$220,000 - $270,000

About The Position

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 aesthetic, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that health care can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of six consumer-facing brands: Aspen Dental, Motto Clear Aligners, 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. Role Overview This role will lead the development and implementation of integrated marketing campaigns across all channels, including TV, digital, social, and in-center marketing. A close partner with the field marketing and media teams, this role owns communicating the value of Aspen’s approach to care and providing patients throughout their treatment journey with clear points of differentiation. The VP will also be responsible for advancing the brand’s reputation through thoughtful activations and content and ensuring consistent messaging across all touchpoints, while driving a highly optimized, insight-led approach to creative effectiveness and patient engagement across the funnel.

Requirements

Bachelor’s degree in marketing, business, or a related field
15+ years of experience in brand and integrated marketing, with at least 5 years in a leadership role
Proven track record of developing and executing successful, performance-driven marketing campaigns with a strong emphasis on creative effectiveness and optimization
Demonstrated experience partnering with media and digital teams to drive full-funnel performance through testing and learning
Strong analytical mindset with experience in measurement frameworks, attribution, and translating insights into actionable strategy
Excellent leadership, communication, and interpersonal skills

Nice To Haves

Experience in the healthcare industry, DTC brand, or consumer brands is a plus
Experience as a growth marketer 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, conversion, 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, creative testing, and continuous iteration.
Own the development and optimization of creative strategies that deliver the right message to the right audience at the right time, ensuring alignment to patient needs and behaviors across every stage of the funnel—from awareness through conversion and retention.
Partner closely with creative, media and digital teams to design and execute robust test-and-learn agendas, leveraging A/B and multivariate testing across creative, messaging, formats, and channels to continuously improve engagement and conversion.
Lead measurement and performance frameworks for creative effectiveness, establishing clear KPIs and feedback loops that connect creative output to business outcomes and inform ongoing optimization.
Own Aspen’s social strategy – across paid and organic – from a content and community engagement perspective, working closely with Aspen’s social team to respond and engage patients on the platforms where they are researching care.
Drive a culture of perpetual optimization, ensuring campaigns are continuously refined based on performance data, patient insights, and evolving market dynamics.
Leverage consumer and patient insights to inform tailored, audience-first funnel strategies, delivering more personalized and relevant messaging that improves connection, trust, and action at each stage of the journey.
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 experience.
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 while enabling flexibility for tailored, audience-specific messaging.
Hone in on brand voice and develop content that communicates to 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, funnel progression, and revenue growth.
Build, lead, and mentor a high-performing marketing team, fostering a culture of innovation, collaboration, accountability, and continuous improvement.