Director of Brand

The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 16,000 healthcare professionals and team members at more than 1,200 health and wellness offices across 46 states in four distinct categories: Dental care, urgent care, medical aesthetic, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that health care can be better and smarter for everyone. TAG provides a comprehensive suite of centralized business support services that power the impact of six consumer-facing brands: Aspen Dental, Motto Clear Aligners, ClearChoice Dental Implant Centers, WellNow Urgent Care, Chapter Aesthetic Studio, and AZPetVet. Each brand has access to a deep community of experts, tools, and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.

Position Overview:

Director of Brand & Social Content Strategy Aspen Dental is seeking a forward-thinking Director of Brand & Social Content Strategy to drive a modern, integrated approach to content creation, distribution, and optimization. Reporting to the VP of Brand / Integrated Marketing, this leader will lead content strategy for the Aspen Dental brand identifying key messaging needs, mapping content across channels, and owning the paid and organic social media strategy and execution. This role will be responsible for shaping how holistic brand content drives awareness, engagement, acquisition, and retention across all touchpoints.

This role requires a unique blend of storytelling, content strategy, and performance-minded marketing. The ideal candidate deeply understands how to build brand affinity through content, but also how to architect that content across the full acquisition funnel—from awareness to conversion—and in close partnership with the cross functional channel teams (media, CRM, web) to maximize performance.

The Director of Brand & Social Content will ensure Aspen and its family of brands remain at the forefront of consumer attention by delivering innovative, insight-driven content strategies that fuel growth, strengthen trust, and build long-term loyalty.

Responsibilities

• Brand Content Strategy Leadership
• Define and execute the Aspen Dental content strategy that balances brand storytelling with full funnel performance-driven outcomes, ensuring content is tailored to every stage of the acquisition funnel.
• Build frameworks for how content will drive awareness, consideration, conversion, and loyalty across digital, social, and owned channels.
• Champion a test-and-learn approach to creative development and distribution, optimizing content for performance in partnership with the Media team.
• Identify messaging iteration opportunities to continually maximize performance and meet business needs and demands.

Social Media Strategy

• Tailor Aspen's brand content approach to social. Bring to life a unique social strategy for the brand that drives engagement, builds brand sentiment and drives overall brand growth.
• Identify and cultivate the brand's social voice to be authentic, differentiated, and trend-forward while balancing governance and brand reputation.
• Lead the paid and organic social media strategy across platforms (Instagram, TikTok, LinkedIn, X, Facebook, YouTube, Reddit, and emerging platforms).
• Drive growth through innovative use of creator partnerships, user-generated content, and new activation models.

Cross Functional Collaboration

• Partner closely with Media, Creative, Communications, and Brand Marketing teams to ensure content is consistent, measurable, and performance-optimized across all channels.
• Translate media insights into actionable creative briefs and content strategies that drive measurable ROI.
• Build bridges between organic and paid, ensuring cohesive storytelling across campaigns and always-on initiatives.

Performance & Analytics

• Set clear KPIs and measurement frameworks for content effectiveness across the funnel.
• Partner with analytics and media teams to continuously monitor content performance, uncover insights, and optimize strategies.
• Deliver clear, data-backed recommendations and thought leadership to senior stakeholders.

Leadership & Innovation

• Lead agency relationships and external creators while ensuring brand standards are upheld.
• Stay ahead of cultural, consumer, and digital trends to ensure Aspen remains a leader in content and social innovation.
• Cultivate a culture of experimentation, learning, and agility within the broader marketing team.

Requirements

• 15 years of experience in content strategy and social media marketing, with proven leadership in consumer-facing brands.
• Demonstrated ability to build content programming for a brand and translate content into measurable business impact across the funnel.
• Demonstrated impact of content that drives breakthrough, acquisition, and brand salience
• Experience building integrated content strategies in partnership with media, brand, and creative teams.
• Deep knowledge of paid and organic social, with hands-on experience managing campaigns and content at scale.
• Brand side experience preferred.
• Strong analytical skills and proficiency with performance tracking and social listening tools.
• Excellent leadership, communication, and collaboration skills.
• Bachelor's degree in Marketing, Communications, or related field (Master's degree a plus).

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•  Salary: Annual pay range:  $155,000 - $195,000, plus bonus/incentives 

• A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match