DeNovo Campaign & Analytics Manager, Marketing

Heartland Dental; Effingham (IL); On-site; USD 90,000 - 130,000; Full time

Job summary

Heartland Dental is seeking a De Novo Campaign & Analytics Manager to drive profitable new patient growth for the De Novo portfolio. You will oversee campaigns, liaise with agency partners, and translate data into strategic insights across multiple channels.

The role blends marketing strategy, analytics, and campaign management to optimize openings and post-open performance, with a strong emphasis on data-led decision making and growth.

Qualifications

• Bachelor's degree in Marketing, Business, Analytics, or related field.
• 5-8 years of experience in performance marketing, campaign management, marketing analytics, or related field.
• Strong analytical and reporting skills with Power BI, SAP, Excel.
• Experience managing multi-channel marketing campaigns (paid media, direct mail, digital).
• Proven ability to translate complex performance data into strategic recommendations.
• Ability to travel up to 20% as needed.

Responsibilities

• Develop and optimize De Novo marketing campaigns across channel partners to drive profitable new patient growth.
• Support successful De Novo openings and post-open performance toward goals.
• Serve as liaison between agency partners and internal stakeholders for campaign execution.
• Lead planning, testing, and optimization across channels to identify effective patient acquisition strategies.
• Partner with agencies to manage campaign performance, budget pacing, and spend efficiency.
• Establish and monitor performance benchmarks and KPIs.
• Leverage Power BI, SAP, and other reporting tools to track campaign performance and spend.
• Translate data into clear, actionable insights and strategic recommendations.
• Collaborate cross-functionally to align marketing strategies with office performance goals.

Skills

Analytical thinking

Cross-functional collaboration

Data storytelling

Education

Bachelor's degree in Marketing

Tools

Power BI

SAP

Excel

Job description

De Novo Campaign & Analytics Manager, Marketing

About Heartland Dental

Heartland Dental is the nation's largest dental support organization providing non-clinical, administrative support services. What started from the entrepreneurial spirit of Rick Workman, DMD, with his single dental practice, has evolved into supporting over 3,000 dentists in more than 1,900 dental offices across 39 states and the District of Columbia.

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 $2.5 billion, we continue to expand our profitability and nationwide footprint. Growth is derived from same-office growth in addition to footprint expansion through new office development and new affiliations.

Supported doctors are the leaders of their practices and retain clinical autonomy. All Heartland Dental supported doctors are united by a common goal: delivering the highest quality dental care and experiences to the communities they serve.

More About The Position

As a key member of Heartland Dental's De Novo Marketing team, the De Novo Campaign & Analytics Manager plays a critical role in supporting one of the organization’s most important growth levers; De Novo office expansion. Reporting directly to the Field Marketing Director of De Novos, this role is responsible for helping ensure successful office openings and sustained post-open performance by driving profitable new patient growth and supporting long-term office financial success.

Serving as the primary conduit between Heartland Dental and agency partners, the De Novo Campaign & Analytics Manager oversees campaign performance, identifies optimization opportunities, and supports the onboarding of new partners, programs, and marketing innovations designed to improve patient acquisition in the communities we serve. This highly strategic role requires an open mindset, intellectual curiosity, and a continuous drive to uncover the "next best way" to attract profitable new patients to offices that open without an existing patient base, where every patient matters and every appointment counts.

Blending marketing strategy, campaign management, and analytics, this role goes beyond surface-level reporting to uncover meaningful performance drivers, identify growth opportunities, and translate complex data into actionable insights and strategic recommendations. The ideal candidate is naturally curious, highly analytical, and able to see both the granular details and the broader business picture, using data-led decision making to drive smarter investments, stronger launches, and improved post-open outcomes across the De Novo portfolio.

• Develop and optimize De Novo marketing campaigns across various channel partners to drive profitable new patient growth before and after office opening.
• Support successful De Novo openings and post-open office performance, aligning marketing strategies to new patient, financial, and ramp goals.
• Serve as the primary liaison between agency partners and internal stakeholders, ensuring campaign execution, accountability, and alignment to performance expectations.
• Lead strategic planning, testing, and optimization efforts across channels to identify the most effective patient acquisition strategies.
• Partner with agencies to manage campaign performance, budget pacing, and spend efficiency, continuously seeking innovative ways to improve results and avoid waste.
• Establish and monitor performance benchmarks and KPIs, proactively identifying opportunities and risks to office growth and sustainability.
• Leverage Power BI, SAP, and other reporting tools to accurately track campaign performance, maintain records, and monitor marketing spend across the De Novo portfolio.
• Translate complex data into clear, actionable insights and strategic recommendations, with the ability to tell a compelling story through data and identify root causes behind performance trends.
• Demonstrate strong analytical curiosity by looking beyond surface-level metrics to understand what drives successful De Novo openings, sustainable post-open growth, and profitable patient acquisition.
• Partner cross-functionally with Operations, DNI, Finance, Analytics, Community Marketing, and agency partners to align marketing strategies with office performance goals.
• Support the evaluation and onboarding of new marketing partners, programs, and acquisition channels, continuously exploring new ways to better serve the communities in which Heartland Dental operates.

Minimum Qualifications

• Bachelor's degree in Marketing, Business, Analytics, or a related field, or equivalent combination of education and experience.
• 5-8 years of experience in performance marketing, campaign management, marketing analytics, or a related field, preferably in a multi-location, healthcare, retail, or growth-focused environment.
• Strong analytical and reporting skills with demonstrated experience using Power BI, SAP, Excel, or similar reporting tools to analyze performance, maintain accurate records, and translate data into actionable business insights.
• Experience managing and optimizing multi-channel marketing campaigns, including paid media, direct mail, lead generation, or digital acquisition strategies.
• Proven ability to translate complex performance data into strategic recommendations, communicate insights clearly to stakeholders, and influence business decisions through a data-driven approach.
• Ability to manage multiple priorities in a fast-paced environment, build strong cross-functional partnerships, and travel up to 20% as needed.
• 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
• Demonstrated success operating in an Influence operating model where your relationships, ability to explain and support has Influenced decisions
• Detail-oriented, highly collaborative, and able to juggle multiple priorities in a fast-paced environment
• A strong communicator who excels at cross-functional collaboration and building trusted relationships

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.