Product Manager, CRM & Marketing Automation - Marketing - Remote

Product Manager, CRM & Marketing Automation - Marketing

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.

Role Overview

The Product Manager of CRM & Marketing Automation is a strategic leadership role responsible for overseeing and optimizing the organization’s digital product ecosystem, including CRM strategy and integrated marketing automation. The ideal candidate combines strong digital marketing experience with a deep understanding of how to deliver scalable programs that drive customer engagement, enhance digital experiences, and align digital strategies with business objectives.  The Senior Manager will work with cross-functional teams, leverage data-driven insights, and utilize tools such as Microsoft Dynamics and Salesforce Marketing Cloud to deliver measurable results.

Key Responsibilities

1. CRM & Marketing Automation

• Lead CRM platform strategy and execution (e.g., Microsoft Dynamics, Salesforce Marketing Cloud) to enable marketing automation, customer engagement, and data-driven decision-making.
• Develop integrated automation programs that nurture leads, personalize journeys, and drive retention across the patient lifecycle—from acquisition to reactivation.
• Integrate CRM with other digital tools and ensuring data integrity and automation readiness.
• Design segmentation strategies aligned with business and clinical goals, translating lifecycle stages into targeted campaigns with optimized timing, cadence, and content.
• Ensure campaign infrastructure meets best practices for compliance, deliverability, and domain warming.
• Partner with Marketing Operations and Analytics to measure performance and continuously optimize programs.

1. Collaboration with MarTech Consultants

• Serve as internal lead managing external MarTech consultants supporting CDP, CMS, and marketing automation platforms
• Translate business needs into technical requirements and system configurations
• Ensure technology architecture supports long-term scalability, personalization, and measurement
• Guide implementation planning and hold partners accountable to timelines and deliverables

1. Cross-Functional Leadership & Enablement

• Align with IT, xP&A, Field Marketing, and Operations to ensure digital tools support enterprise growth goals
• Develop training, toolkits, and playbooks to enable field teams to activate campaigns and web tools effectively
• Create closed-loop feedback processes to surface insights and improve performance

1. Performance Monitoring & Reporting:

• Establish KPIs and metrics to measure the success of digital engagement initiatives, including website performance, SEO rankings, scheduling efficiency, and CRM campaign outcomes.
• Provide regular reports to senior leadership, highlighting successes, challenges, and opportunities for improvement.
• Stay informed on industry trends, emerging technologies, and best practices to keep the organization at the forefront of digital engagement.

Qualifications

• Bachelor’s degree in Marketing, Business, Computer Science, or a related field; Master’s degree preferred.
• 8+ years of experience in digital product management
• 3+ years in a leadership role
• Proven expertise in managing CRM and marketing automation platforms.
• Hands-on experience with Salesforce Marketing Cloud, Microsoft Dynamics, and Hubspot.
• Strong understanding of digital marketing strategies, and customer journey mapping.
• Exceptional leadership and team management skills, with the ability to motivate and guide cross-functional teams.
• Analytical mindset with proficiency in data analysis and reporting to drive decision-making.
• Excellent communication and stakeholder management skills, with the ability to present complex ideas to diverse audiences.
• Experience with agile project management methodologies is a plus.

Preferred Skills

• Knowledge of UX/UI principles and website development frameworks.
• Familiarity with additional marketing automation tools or platforms.
• Experience in integrating digital tools with enterprise systems.
• Certification in SEO, digital marketing, or CRM platforms is a plus.

We put our people first at Heartland Dental, and that shows in our generous benefits package.

Heartland 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.