Field Marketing Strategist, Marketing

Heartland is a Doctor-led organization. The Field Marketing Strategist [FMS] directly engages the people we ultimately serve – our Doctors. Based in the field, the FMS is their strategic advisor and one-on-one consultant. The FMS will use market, patient, and doctor data and analytics to consult and collaborate with the doctor [and their offices] to develop world-class marketing programs that build their brands and deliver a high return on investment.

 

To be successful in the role, the ideal FMS candidate is a business and relationship builder – blending a strategic, analytic and “customer service” acumen. Earning their trust and supporting each Doctor’s objectives by growing their practice with measurable marketing is the role of the FMS.

 

ABOUT HEARTLAND DENTAL

 

With more than 1,700 dental offices supported across 38 states, over 10,000 team members and over 2,300 supported doctors in our support, Heartland Dental has a proven track record of growth and success. We’re looking for professional individuals who are open, positive and mentally flexible to join our network of support.

 

In 2018, leading global investment firm, KKR, became a majority investor in Heartland Dental with Ontario Teachers’ Pension Plan becoming a minority investor. These key relationships strengthen our company’s stability and growth rate. With annual revenues exceeding $1 billion, we continue to expand our profitability and nationwide footprint. Growth is derived from same-office growth, new office development and new affiliations. 

RESPONSIBILITIES

 

Reporting to the Field Marketing Manager, the FMS is responsible for 2 territories consisting of 70-85 high-growth doctors who represent $50-65M in revenue. Interacting with Heartland’s Field Operations, Support Offices, and partner agencies, the FMS implements and optimizes local and individual doctor campaigns that drive new patient growth, office and territory production.

 

Below is an overview of the duties and responsibilities you would take on in this role:

• Intimately understand the new patient trends, local market and customer segments, and office nuances to inform marketing plan direction
• Familiarize yourself with and visit each office in the territory, building relationships with the Operations partners and supported dentists

• Serve as a trusted advisor for establishing marketing relationships and directing spend
• Influence and recommend changes in marketing spend levels and channel choices using return data available from the corporate analytics team
• Leverage data, reports and channel choices made by the corporate analytics team relevant to the Individual office
• Instruct, educate, and support each office on the best ways to spend marketing dollars
• Leverage all available tools and analyses provided to communicate a straightforward and efficient strategy that aligns with the specific needs of each office
• Emphasize earned media channels to initiate referral programs, encourage social reviews, and monitor competitors to ensure the office maintains the most favorable reputation and enhances reactivation efforts
• Serve as an educator and champion for emerging trends and marketing opportunities in communities of the supported offices
• Help oversee and facilitate programs locally and with corporate
• Leverage the marketing toolkit and media strategy provided by corporate center of excellence and localize the plan, ensuring it is effective, personalized and relevant to each supported office
• Ensure each supported office is truly represented and brought to life in the communities they serve
• Serve as the frontline marketing subject matter expert for each supported office
• Embed yourself in supported offices and activities, joining office and regional level meetings to understand their needs and what differentiates them within the community
• Understand the competitive landscape at an intimate level, visiting competitors to understand how to best differentiate the supported offices you support
• Act as the source of truth and insight around ways of generating new patients
• While not directly responsible for marketing spend, you influence spend as a trusted advisor

Minimum Requirements:

• Currently residing in or willing to relocate to one of the following states: TX, OK, AR, LA, MS, MO, AL.
• Ability to travel up to 40% - day trips and some overnight, in alignment with our travel and expense policy
• 3+ years demonstrated professional growth in multi-unit organization.
• Bachelor’s degree in marketing, business, or communications or 5+ years of experience in Marketing.
• The ability to use data and analytics to calibrate marketing programs and spend against driving new patient and case acceptance growth and scheduling availability. As well as growing doctor brand awareness and reputation. 
• Draw insight and take action from local market data – understanding local advertising, search and social media competitive dynamics to position Heartland supported offices pre-eminently 
• The ability to orchestrate the doctor’s paid, owned and earned media channel to create awareness, drive patient engagement and optimize conversions
• Strategically collaborate with supported doctors to build out an ROI-driven marketing calendar to achieve objectives and the ability to create plan optimizations and execute 
• “Portfolio” manage markets with multiple Heartland supported offices so that each doctor has the optimal individual plan and that in total Heartland dominates the market
• Demonstrated success operating in an Influence operating model where your relationships, ability to explain and support has Influenced decisions
• Decision-making ability - makes timely and quality decisions based on a mixture of priority, analysis, wisdom, experience, and judgment.
• Strong interpersonal and communications skills (written and verbal)
• Demonstrated ability to build and maintain effective working relationships with internal customers and external partners.
• Proficiency with basic computer skills (Word, Excel, PowerPoint, etc.)
• Strong analytic and fact-based decision-making skills

Desired Requirement:

• 3+ years of hands-on experience developing and implementing integrated marketing campaigns a plus.

 Physical Requirements:

• Ability to perform essential duties satisfactorily with or without reasonable accommodation. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential duties of the position
• Prolonged periods sitting at a desk and working on a computer
• Must be able to lift up to 15 pounds at times

We put our people first at Heartland Dental, and that shows in our generous benefits package.

 

Company retains the sole discretion to change the duties of the position at any time.

 

We provide all employees and applicants for employment the protections of federal, state, and local laws affording equal opportunity in employment.