Director, General Practice Marketing

Overview

The Director, General Practice Marketing leads Dental Care Alliance (DCA)'s practice-facing Marketing support for its general dentistry portfolio. Reporting to the VP, Marketing Operations & Local Growth, the Director manages six Local Marketing Managers (LMMs), each responsible for approximately 50 general practices. The Director ensures that practices receive proactive, data-driven marketing leadership, effective local-market execution, and clear, dependable communication from the centralized Marketing organization. This leader is responsible for developing the team's marketing expertise and credibility with Practice Managers, Field Operations Leaders, and Regional Clinical Leaders; translating enterprise programs into locally relevant actions; overseeing community marketing activities; and directing approved local marketing investments. The Director works closely with the VP, Patient Acquisition on marketing-mix adjustments and with Operations and Clinical Leadership to separate marketing opportunities from operational barriers to growth.

Responsibilities

Lead, coach, and hold accountable six Local Marketing Managers who act as knowledgeable, proactive Marketing advisors to their assigned general practices; establish consistent standards for consultative guidance, communication, and follow-through. 2. Build productive partnerships with Field Operations Leaders, Regional Clinical Leaders, and practice leadership; listen to business needs while using data and marketing expertise to constructively challenge low-value requests and recommend better alternatives. 3. Establish a practical field engagement model, including regular business reviews, issue escalation, commitments tracking, and clear communication of campaigns, marketing performance, decisions, and next steps. 4. Oversee assessment of local demand, practice-level marketing performance, competitive conditions, patient acquisition trends, and business opportunities; prioritize resources by practice needs, capacity, and expected return rather than a one-size-fits-all approach. 5. Guide LMMs in producing evidence-based recommendations and action plans that connect marketing initiatives to qualified demand, booked appointments, completed new-patient visits, and production or revenue where reliable measurement is available. 6. Identify and elevate non-marketing growth constraints such as unanswered calls, scheduling friction, appointment availability, provider capacity, reviews, or patient experience; partner with Operations and Clinical Leadership on accountable action plans. 7. Direct consistent, disciplined planning and execution of approved local sponsorships, community events, partnerships, outreach, and other practice-level marketing initiatives through the LMM team.

Evaluate proposed local activities against practice goals, audience relevance, cost, operational readiness, and anticipated benefit; approve discretionary spending within established budgets and delegated financial authority. 9. Coordinate the deployment of enterprise acquisition, retention, reputation, creative, and other Marketing initiatives to general practices; ensure feedback from the field informs appropriate execution adjustments. 10. Oversee local marketing budgets established and approved by the CMO; guide LMMs in maintaining accurate allocations, commitments, forecasts, invoices, and budget-to-actual reporting. 11. Make discretionary local spending decisions within approved budget limits and company policies; evaluate tradeoffs across markets and activities based on business priorities, evidence, and expected impact. 12. Work directly with the VP, Patient Acquisition to recommend and jointly coordinate changes to the marketing mix or centralized acquisition investment; respect the Patient Acquisition team's ownership of channel strategy, media execution, and optimization. 13. Set LMM goals, territories or practice assignments, capacity expectations, development plans, and performance review standards; monitor workload across a geographically dispersed portfolio and recommend service tiers when needed. 14. Implement and reinforce departmental SOPs for field requests, local planning, purchasing approvals, campaign rollout, creative requests, compliance review, and results reporting; flag recurring process failures and improvement opportunities to the VP. 15. Partner with Patient Acquisition, Brand & Patient Engagement, Creative, Analytics, Finance, Operations, Technology, and Clinical Leadership to align priorities, delivery schedules, data definitions, and practice communications.

Field Credibility Builds trust with Practice Managers and field leaders through proactive, data-driven marketing advice.

02 Team Development Coaches Local Marketing Managers to strengthen their marketing judgment, analysis, and consistency.

03 Local Market Strategy Translates enterprise programs into locally relevant plans for about 300 general practices.

04 Budget Stewardship Directs local marketing spend to the actions most likely to drive patient and practice growth.

05 Performance Focus Measures results against patient and revenue outcomes rather than activity volume.

Qualifications

Education: Bachelor's degree in Marketing, Business, Communications, or a related discipline required; an equivalent combination of education and directly relevant experience may be considered. Master's degree a plus. • Experience: 8+ years of progressive marketing experience, including substantial responsibility for field, local, regional, or multi-location marketing programs. • 3+ years of direct people-management experience, with demonstrated ability to coach teams, establish performance standards, and develop marketing judgment and analytical capability. • Demonstrated success influencing field or operating leaders as a proactive, data-driven marketing advisor rather than a transactional service provider. • Strong command of local marketing planning, community sponsorships and events, campaign coordination, budgeting, and measurement of marketing effectiveness. • Ability to interpret practice-level marketing and business reporting, evaluate local conditions and marketing-mix tradeoffs, and convert findings into prioritized recommendations and measurable action plans. • Preferred: Experience in dental, healthcare, veterinary, or another multi-site consumer service organization with close collaboration between Marketing and Field Operations. • Preferred: Experience managing geographically distributed field marketers or regional marketing teams and supporting several hundred locations.