Director, Product Marketing - Invisalign

Director, Product Marketing – Invisalign

Heartland Dental is seeking a strategic, results-driven, and analytically minded marketing leader to accelerate the growth of our Invisalign service line. As the Director of Product Marketing, you will be responsible for developing and executing data-driven strategies that expand Supported Practice participation, educate and convert patients, and optimize profitability for one of our fastest-growing service lines.

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 over 1,800 dental offices. Each Heartland Dental supported office is unique to the community and the patients they serve. Supported doctors are the leaders of their practice 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.

Heartland Dental is an industry leader in delivering exceptional patient experiences. This role offers a unique opportunity to own the end-to-end marketing lifecycle for Invisalign, leveraging creativity, content, digital innovation, analytics, and cross-functional collaboration to drive business results.

This is an indivdiual contributor role with no direct reports, very much a hands on role, reporting to the SVP of Marketing.

Lead and coordinate cross-functional workgroups to ensure alignment on project goals, objectives, and deliverables. Provide direction, mediate conflicts, and keep the group focused on achieving common objectives. 

Strategic Growth & Demand Generation

• Market Expansion & B2C Strategy: Develop and execute strategies to increase Invisalign adoption, expand patient access, and enhance practice profitability.
• Lead B2C marketing initiatives, including parternerships with Align to enhance Invisalign messaging, explore endorsement deals (e.g. AARP), and leveerage influencer/sports marketing insights.
• Drive strategic reactivation programs to improve treatment-planned patient acceptance and conversion.
• Partner with Align to integrate Invisalign Studios within DeNovo locations to enhance patient experience and adoption. 
• Digital Marketing & Lead Generation: Build a connected digital acquisition strategy to capture market demand and increase conversion.
• Develop dedicated Invisalign campaigns with customized landing pages for every practice.
• Incorporate HFD pre-qualification into the digital journey to improve patient conversion.
• Optimize and scale the universal connector to streamline patient engagement.
• Drive performance marketing, leveraging analytics to refine segmentation, pricing strategies, and investment decisions. 

Provider Engagement & Training

• Develop B2B engagement campaigns to increase doctor participation and Invisalign treatment confidence.
• Create video testimonials and success stories from high-performing providers, particularly DeNovo doctors scaling to 50-70 cases in their first year. 
• Establish a framework for new doctors with proven success levers to accelerate their Invisalign growth.
• Strengthen the Heartland-Align partnership, enhancing doctor education, promotional effectiveness, and service expansion.

Operational & Financial Enablement

• Partner with Align and Heartland Dental to enable pre-qualification options for Invisalign patients.
• Ensure technical and operational readiness to support these initiatives.
• Continue discussions around the development of a patient financing platform.
• Align marketing strategies with operations, finance, and clinical leadership to ensure seamless execution and long-term growth.
• Manage and optimize the marketing budget, ensuring a high ROI while prioritizing strategic initiatives.

Key Programs & Initiatives

• Patient Reactivation & Conversion: Engage treatment-planned patients to increase case acceptance.
• Invisalign Growth Acceleration: Strategies to expand adoption across Supported Practices.
• DeNovo Invisalign Studio Experience: Integrate dedicated Invisalign spaces into new practices.
• Digital Marketing & Demand Generation: Optimize digital channels, lead generation, and patient conversion pathways.
• Doctor Engagement & Training: Programs to strengthen doctor participation and expertise in Invisalign.
• Performance Marketing Optimization: Enhance data-driven marketing strategies to maximize impact

Minimum Requirements:

• Bachelor’s degree in marketing, business, or a related field - MBA preferred.
• 10-15 years of experience leading cross-functional teams with a focus on product marketing, strategy, or business growth.
• Proven track record in strategic planning and execution, with measurable business impact.
• Strong analytical skills, including proficiency in data visualization, segmentation, pricing analysis, and forecasting.
• Digital and traditional marketing expertise, including performance marketing, CRM, and omnichannel campaigns.

Desirable Qualifications:

• 5+ years of experience in product marketing, program management, or consulting—preferably in healthcare, dental, or consumer services.
• Experience in direct response and digital marketing, with a deep understanding of performance-driven campaigns.
• Knowledge of regulatory and compliance considerations in healthcare marketing.

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.

Management with Stock Options: With this position comes a competitive compensation package including salary, bonus potential and stock options (per vesting schedule).