About the position
Heartland Dental is seeking a strategic, results-driven, and analytically minded marketing leader to accelerate the growth of our Invisalign service line. As the Director of Product Marketing, you will be responsible for developing and executing data-driven strategies that expand Supported Practice participation, educate and convert patients, and optimize profitability for one of our fastest-growing service lines. Heartland Dental is the nation's largest dental support organization, providing non-clinical, administrative support services to over 3,000 dentists across more than 1,800 dental offices in 39 states and Washington, D.C. Backed by KKR and Ontario Teachers' Pension Plan, Heartland Dental continues to grow through same-office expansion and new affiliations, driving annual revenues over $3B. This role offers a unique opportunity to own the end-to-end marketing lifecycle for Invisalign, leveraging creativity, content, digital innovation, analytics, and cross-functional collaboration to drive business results. This is an individual contributor role with no direct reports, very much a hands-on role, reporting to the SVP of Marketing.
Responsibilities
- Lead and coordinate cross-functional workgroups to ensure alignment on project goals, objectives, and deliverables.
- Develop and execute strategies to increase Invisalign adoption, expand patient access, and enhance practice profitability.
- Lead B2C marketing initiatives, including partnerships with Align to enhance Invisalign messaging.
- Drive strategic reactivation programs to improve treatment-planned patient acceptance and conversion.
- Build a connected digital acquisition strategy to capture market demand and increase conversion.
- Develop dedicated Invisalign campaigns with customized landing pages for every practice.
- Create video testimonials and success stories from high-performing providers.
- Align marketing strategies with operations, finance, and clinical leadership to ensure seamless execution and long-term growth.
- Manage and optimize the marketing budget, ensuring a high ROI while prioritizing strategic initiatives.
Requirements
- Bachelor's degree in marketing, business, or a related field - MBA preferred.
- 10-15 years of experience leading cross-functional teams with a focus on product marketing, strategy, or business growth.
- Proven track record in strategic planning and execution, with measurable business impact.
- Strong analytical skills, including proficiency in data visualization, segmentation, pricing analysis, and forecasting.
- Digital and traditional marketing expertise, including performance marketing, CRM, and omnichannel campaigns.
Nice-to-haves
- 5+ years of experience in product marketing, program management, or consulting—preferably in healthcare, dental, or consumer services.
- Experience in direct response and digital marketing, with a deep understanding of performance-driven campaigns.
- Knowledge of regulatory and compliance considerations in healthcare marketing.
Benefits
- Competitive compensation package including salary, bonus potential and stock options.
- Generous benefits package.
