Senior Manager, Marketing Operations

SGA Dental Partners is seeking a Senior Manager, Marketing Operations to own and build the technical revenue engine that powers marketing across a network of more than 260 dental practices, each operating under its own brand identity. This role is responsible for the CRM infrastructure, email and SMS lifecycle marketing programs, attribution and reporting systems, and the broader marketing technology ecosystem that enables scalable, measurable growth. The Senior Manager, Marketing Operations will serve as the architect and operator of SGA’s marketing operations function, creating a connected system that drives patient acquisition, retention, and lifetime value. Starting within the Advanced Care business line, this leader will establish standards, prove the operating model, and scale best practices across the broader portfolio. This hands-on position is ideal for a builder who enjoys designing systems, solving complex operational challenges, and leveraging AI-powered tools to increase efficiency and performance. We are seeking a strategic and technical owner who can connect these systems into a unified marketing engine that leadership trusts for budget allocation, forecasting, and growth decisions. This role is responsible for transforming a collection of tools into a scalable framework for CRM management, lifecycle marketing, attribution, reporting, and marketing automation across hundreds of locations Key Responsibilities: CRM Strategy, Health & Gover nance Serve as the portfolio owner of CRM strategy, architecture, and data quality. Responsibilities include: Establishing standardized CRM structures, pipeline stages, fields, tags, and naming conventions. Developing reusable templates and governance processes for practice-level CRM deployments. Driving CRM adoption through workflow design, lead routing, ownership configuration, and response management. Monitoring data quality, duplicate records, attribution accuracy, and reporting integrity. Maintaining change control, platform documentation, permissions, and user access standards. Lifecycle Marketing: Email & SM S Develop and manage lifecycle communication strategies that increase patient retention and lifetime value. Responsibilities include: Building and optimizing nurture, recall, reactivation, treatment follow-up, and retention programs. Designing automated email and SMS journeys with defined enrollment, branching, suppression, and staff handoff logic. Creating and testing campaign workflows to improve conversion and engagement rates. Managing content approvals and ensuring alignment with brand, compliance, and operational requirements. Using performance insights to continuously refine messaging, timing, and audience segmentation. Enterprise Email Communication s Lead the execution of large-scale communication programs across the dental network. Responsibilities include: Audience segmentation and targeting strategy. Deliverability management, including sender reputation, authentication, bounce monitoring, and complaint management. Quality assurance processes for all major communications. Performance reporting and recommendations following campaign execution. Supporting practice-level teams with templates, campaign assets, and deployment tools. Marketing Technology Strategy & Architecture Own the evolution of SGA's marketing technology stack. Responsibilities include: Evaluating, selecting, and implementing CRM, email, SMS, and attribution platforms. Assessing existing systems to determine consolidation, enhancement, or replacement opportunities. Ensuring all technology solutions meet HIPAA, security, compliance, and integration requirements. Building integrations using APIs, webhooks, automation platforms, and native connectors. Publishing and maintaining a strategic MarTech roadmap. Attribution & Performance Measureme nt Define and operationalize marketing measurement frameworks across the organization. Responsibilities include: Creating standardized definitions for leads, opportunities, appointments, calls, and patients. Building reporting systems that connect marketing activity to business outcomes. Integrating lead, scheduling, call tracking, and CRM data into unified dashboards. Developing attribution methodologies that provide leadership with confidence in marketing ROI. Supporting HIPAA-compliant conversion tracking initiatives for paid media platforms. Customer Journey Optimizatio n Design and improve the end-to-end patient journey. Responsibilities include: Mapping marketing and operational touchpoints from initial inquiry through retention. Identifying friction points and improving conversion workflows. Managing lead routing, ownership rules, and handoff processes. Optimizing forms, landing pages, scheduling experiences, and conversion tracking mechanisms. Developing scalable launch standards, templates, and implementation processes. AI & Digital Enablemen t Advance SGA's AI-first operating model within marketing operations. Responsibilities include: Leveraging AI tools and connected platforms to automate workflows and improve efficiency. Supporting website conversion optimization through forms, scheduling integrations, and tracking enhancements. Validating AI-generated content, workflows, and reporting outputs before deployment. Building reusable prompts, templates, and operational assets for the marketing organization. Compliance, Consent & Deliverabilit y Ensure marketing operations remain compliant, secure, and scalable. Responsibilities include: Managing consent, unsubscribe, access, and retention requirements for email and SMS communications. Monitoring workflow performance, delivery health, and sender reputation. Maintaining documentation, testing procedures, and disaster recovery processes. Partnering with Compliance, IT, and Legal stakeholders to maintain HIPAA-compliant operations. Knowledge/Skills/Abilities Proven success buil