Marketing Specialist
Orthodontic Partners' Service Center
710 Kenmoor Ave SE, Suite 105, Grand Rapids, Michigan
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Orthodontic Partners is a national Orthodontic Support Organization which acquires orthodontic practices and provides partner doctors with a full range of administrative, marketing, HR, financial support services. This enables partner doctors to maintain their clinical autonomy as well as the identity of their practice, while freeing them to focus on high quality and highly efficient patient care. Founded by Dr. Jamie Reynolds and Dr Jeff Kozlowski, two clinical experts in orthodontic efficiency, and led by Chip Hurlburt an experienced CEO, the organization is backed by FFL Partners, a long-standing healthcare investor. The founding doctors are also entrepreneurs. Both co-founded OrthoFi, a company that provides proprietary software and services to help make orthodontics more affordable. Orthodontic Partners seeks to revolutionize Orthodontics industry by making orthodontic care more convenient, affordable, faster and easier for patients.

Join our rapidly growing organization in a career you can smile about! Orthodontic Partners (OP) is a National Orthodontic Group Practice with a mission to leave the orthodontic profession in a better place than we found it. With multiple orthodontic practice brands under our umbrella, we are an Orthodontic Service Organization which acquires orthodontic practices and provides partner doctors with a full range of best practices and support in administrative, marketing, HR, and financial services so that they and their teams may focus on providing world-class, life-changing orthodontic care.

Our marketing department is a small, forward-thinking, results-focused team serving both the practices and our business headquarters team in our efforts. We partner with a few key agencies and vendors to support our marketing efforts for each practice and our business headquarters.

Our work with each practice is focused on sharing OP’s best practices as we onboard them into our marketing systems (including multi-channel digital campaigns, referral/community marketing playbooks, and a recentered focus on the connection between operational excellence and marketing), offering bespoke creative and consultative resources to each.

It’s an exciting time to join the OP marketing team as we look to the future of our business and our projected growth. We are expanding our efforts in our business development/partner acquisition marketing. Currently, the OP marketing team executes the conference exhibitions we sponsor to find new partner doctors, oversees targeted digital campaigns, and partners closely with the business development team to support internal referrals. This is an opportunity to lead new initiatives and get creative as we work to build systems to support new partner acquisition. In addition to this, we are growing our collaboration with Human Resources and Operations for various internal marketing efforts such as the HR newsletter, associate doctor and practice team member job openings, new practice marketing coordinator training, team contests, and more.

Summary of Position:

Reporting to the Marketing Manager, the Marketing Specialist will play an important role in driving growth for Orthodontic Partners (OP), leading the implementation of the OP marketing playbooks and supporting the rollout of business development/M&A marketing initiatives. They will be required to manage activity with our partner doctors, operational leadership, and marketing agencies across a variety of projects and activities.

Essential Job Functions:

  • Provide vehicles to collect feedback and new ideas to support the implementation and ongoing management of the Orthodontic Partners marketing playbook.
  • Coordinate pilots of new tactics to continuously improve the set of opportunities / best practices to leverage, including providing results/reporting and documenting processes for future use in both the practice and business development marketing strategies.

  • Coordinate handoffs between the Marketing, Operations, and Business Development team, including reengaging efforts, to drive performance around key sales and marketing playbooks.

  • Support the implementation of the OP business development marketing playbook, working closely with the Business Development team to develop campaign materials, organize doctor forums, execute sponsored exhibitions, execute CRM and direct outreach, and track results.
    • Coordinate and execute Orthodontic Partners’ presence at various sponsored conferences.
    • Coordinate development of new business development campaigns, including proposing budgets, supporting the implementation, and managing post-launch activities (including tracking).
    • Produce and/or coordinate the development of creative and content such as press releases, website content, flyers, ads, etc.
    • Create content calendar and execute posting on Orthodontic Partners’ LinkedIn, Facebook, and Instagram pages.
    • Develop content guidelines and creative for OP partner doctors to share to their personal pages for organic growth marketing.
    • Coordinate tasks associated with eCRM campaigns and implementation.
    • Issue press releases and share on OP website, social media, and with key contacts.
    • Manage Orthodontic Partners website updates, including monthly cadence of QA tests.

  • Support Human Resources in recruitment and internal marketing efforts through collateral development, team and applicant messaging, and supporting our positive work environment.

  • Support the implementation of the OP practice marketing playbook as needed, including assisting in new practice marketing launches, practice campaigns, supporting new strategies in content and other initiatives, and supporting campaigns associated with Retainer program and similar additional treatment offerings.

  • Coordinate and prepare marketing updates for operating reviews and other purposes as needed.
  • Perform assigned tasks associated with the OP integration (new practice onboarding) checklist.
  • Perform market analysis of pricing, as needed.
  • Accurately manage business development marketing spend in Accrual Report and provide accrual to manager and finance team at a regular cadence.

  • Perform other duties as necessary.

Knowledge, Skills and Abilities:

  • Highly organized and detail oriented
  • Project management
  • Self-starting, self-sufficient, resourceful
  • Excellent written and verbal communication skills
  • Proficiency with Outlook suite and all virtual meeting software required
  • Intermediate working knowledge of CRM (Infusionsoft/Keap, Hubspot, Mailchimp, or similar) with ability to learn new technology quickly
  • Intermediate working knowledge of Facebook Business Manager
  • Intermediate knowledge of graphic design and editing through Adobe Suite (Illustrator, InDesign, Photoshop) a plus
  • Basic to intermediate knowledge of Adobe Premiere Pro or similar video editing a plus
  • Please attach a portfolio of sample work (previous campaign briefs, creative collateral, writing sample, etc.) to your resume/application.

Education and Experience

  • Bachelor’s Degree or equivalent
  • At least 2 years of experience in a marketing role required
  • Event/exhibition coordination experience required
  • Social media management experience required

Key 90 Day Objectives:

  • Oversee management of Business Development digital marketing strategy launch to support business development goals.
  • Successfully manage Orthodontic Partners business development LinkedIn, Facebook, and Instagram content strategy and execution for an increase in channel-specific engagement and OP website visitors.
  • Confirm completion and delivery of Orthodontic Partners quarterly e-newsletters and evergreen prospect campaign in partnership with external vendor.

Orthodontic Partners is an equal opportunity workplace. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status.

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