Director, Affiliations B2B Marketing

Heartland Dental LLC; Effingham (IL); On-site; USD 150,000 - 190,000; Full time

Job summary

Heartland Dental LLC is seeking a Director, Affiliations B2B Marketing to lead the marketing strategy for attracting and converting dental practice owners considering affiliation. This leader will own the Affiliations B2B marketing growth across brand, demand generation, digital, CRM and lifecycle marketing.

The role oversees the Affiliations Marketing team, partners with senior leaders, develops audience segmentation and account-based programs, and builds a scalable, measurable engine that ties

Qualifications

• Bachelor’s degree required in marketing or related field.
• 10+ years in progressive B2B marketing roles.
• 5+ years of people leadership experience.
• Proven experience owning marketing strategy, budgets, and outcomes.

Responsibilities

• Lead the Affiliations B2B marketing strategy and annual plan.
• Own demand-generation programs across paid, search, web, email, and events.
• Develop audience segmentation and ABM programs for practice-owner journey.
• Lead CRM, marketing automation and lifecycle communications.
• Partner with cross-functional teams to improve lead quality and conversion.
• Present performance and ROI to senior leadership.

Skills

B2B marketing

Demand generation

CRM

Team leadership

Education

Bachelor’s degree in Marketing

MBA or related (preferred)

Tools

HubSpot

Marketing automation

CRM platforms

Job description

About Heartland Dental

Heartland Dental is the nation's largest dental support organization, providing non-clinical administrative support services to more than 3,000 supported doctors across 39 states and the District of Columbia in 1,900+ dental offices. Each Heartland Dental supported office is unique to the community and the patients they serve. Supported doctors are the clinical leaders of their practice, retain full clinical autonomy, and establish their own care philosophies. All Heartland Dental supported doctors are united by a common goal: delivering the highest quality dental care and patient experiences.

Founded by a doctor for doctors, Heartland Dental provides supported doctors and their teams with the resources, expertise, technology, education, and business support they need to grow their practices and deliver high-quality care.

Vision:

To be a world-class company and the leader in dentistry.

Mission:

To support doctors and their teams as they deliver the highest-quality dental care and experiences to the communities they serve while providing exceptional careers and creating value for stakeholders.

The Role

The Director, Affiliations B2B Marketing will lead the marketing strategy and function responsible for attracting, engaging, nurturing, and converting dental practice owners who may be considering affiliation with Heartland Dental.

This leader will own the Affiliations B2B marketing growth strategy across brand, demand generation, digital, CRM and lifecycle marketing, content, events, referral programs, marketing technology, analytics, and sales enablement.

The Director will lead the Affiliations Marketing team and serve as the senior marketing partner to the SVP of Affiliations and team, with accountability for building a scalable, measurable marketing engine that contributes directly to qualified opportunities and affiliation growth.

• Own the Affiliations B2B marketing strategy, annual plan, budget, priorities, and performance goals.
• Build and strengthen Heartland Dental’s value proposition and positioning with prospective dental practice owners.
• Lead integrated demand-generation programs across paid media, search, web, email, CRM, direct mail, content, events, referral programs, and other B2B channels.
• Develop audience segmentation, targeting, account-based strategies, and nurture programs across the practice-owner journey.
• Partner with Affiliations and Lead Gen and Practice Transition Representatives teams to improve lead quality, qualification, follow-up, and conversion.
• Lead CRM, marketing automation, lifecycle communications, and marketing technology strategy, including HubSpot and related platforms.
• Develop content and thought leadership that builds relationships with practice owners and supports the affiliation decision journey.
• Build internal referral programs leveraging supported doctors, industry partners, and Heartland Dental’s broader network.
• Establish reporting, attribution, and forecasting that connect marketing investment to leads, opportunities, pipeline, affiliations, and ROI.
• Lead testing and optimization across audiences, channels, messaging, creative, and conversion experiences.
• Lead, coach, and develop the Affiliations Marketing team and manage agency and vendor partners.
• Present performance, insights, opportunities, and recommendations to senior leadership.

What Success Looks Like

Success will be reflected in:

• Increased qualified practice-owner demand.
• Greater marketing contribution to affiliation pipeline.
• Improved lead-to-opportunity and opportunity conversion.
• Stronger practice-owner awareness and consideration of Heartland Dental.
• More effective CRM, nurture, referral, and lifecycle programs.
• Better visibility into attribution, forecasting, and ROI.
• A high-performing, scalable Affiliations Marketing function.

Minimum Requirements /Experience

• Bachelor’s degree in marketing, business, communications, or related field.
• 10+ years of progressive marketing experience, with strong B2B growth, acquisition, or demand-generation experience.
• 5+ years of people leadership experience.
• Proven experience owning marketing strategy, budgets, and business outcomes.
• Strong expertise in digital and performance marketing, CRM, lifecycle marketing, marketing automation, and analytics.
• Experience connecting marketing activity to leads, opportunities, pipeline, and revenue.
• Experience with platforms such as HubSpot and integrated CRM/marketing technology environments.
• Strong analytical, executive communication, and presentation skills.
• Demonstrated ability to influence senior leaders and work effectively across functions.
• Significant experience managing agencies and vendor partners.

Desirable Qualifications/ Additional Elements

• Experience marketing to dentists, physicians, healthcare professionals, business owners, or other high-consideration B2B audiences.
• Experience in dental, healthcare, professional services, multi-site businesses, or other growth-oriented organizations.
• Experience supporting M&A, affiliations, partnerships, or business development.
• Experience with long sales cycles, account-based marketing, referral programs, or partner-led growth.
• Experience building or transforming a B2B marketing function.

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.