Growth Marketing Manager

Growth Marketing Manager

Location: Canadian Dental Services Corp. Headquarters (Toronto, In Office)

Reports To: VP, Marketing & Communications

Direct Reports: Digital Marketing Strategist, Clinic Support Specialist

About Canadian Dental Services Corp.

Canadian Dental Services Corp. (CDS) is a growing network of General Dentistry, Periodontal, and Orthodontic practices across Ontario, including Davis Orthodontics. Our mission is to provide exceptional patient care while building trusted relationships within the communities we serve.

As CDS continues to grow through acquisition and organic expansion, marketing plays a critical role in driving patient growth, strengthening local brands, and creating a seamless patient experience across our network.

We are investing heavily in digital marketing, local search optimization, patient experience, analytics, and technology to support the next phase of growth. This includes a newly redesigned network-wide website modernization project, enhanced marketing automation, and a renewed focus on local market leadership.

Position Overview

We are seeking an experienced, data-driven, and results-oriented Growth Marketing Manager to lead patient acquisition, patient retention, referral growth, and local market expansion across our network of dental practices.

This role is responsible for driving measurable business growth through strategic marketing leadership, digital channel optimization, local search excellence, conversion rate optimization, and patient journey improvements. The successful candidate will own the marketing funnel from awareness to booked appointment, leveraging technology, analytics, and continuous optimization to maximize return on investment.

The Growth Marketing Manager will oversee marketing performance across paid media, organic search, local SEO, website performance, reputation management, patient reactivation campaigns, referral growth initiatives, and community engagement efforts. They will lead the ongoing optimization of CDS's newly redesigned websites data driven insights to improve lead quality, appointment conversion rates, and patient acquisition outcomes.

This role requires a strategic thinker who is equally comfortable analyzing marketing performance data, leading a team, managing agency and vendor relationships, collaborating with clinic leaders, and executing initiatives that directly impact practice growth.

Key Responsibilities

Growth Strategy & Leadership

• Develop and execute annual and quarterly marketing plans that drive patient acquisition, patient retention, referral growth, and revenue growth across the CDS network.
• Identify growth opportunities at both network and clinic levels through market analysis, performance reporting, and competitive insights.
• Collaborate closely with Operations, Clinical Leadership, and Practice Managers to support local growth initiatives and clinic-specific marketing strategies.
• Evaluate emerging marketing technologies, AI tools, and automation platforms that improve marketing performance and operational efficiency.
• Support integration and growth strategies for newly acquired clinics.

Digital Marketing & Patient Acquisition

• Own and continuously improve the digital marketing strategy across paid search, paid social, SEO, local SEO, email marketing, reputation management, content marketing, and website optimization.
• Oversee agency and vendor relationships to ensure campaigns deliver measurable results and align with organizational goals.
• Manage patient acquisition programs across General Dentistry, Speciality and Orthodontics.
• Develop and optimize patient reactivation campaigns and referral growth initiatives.
• Ensure effective lead nurturing and conversion strategies across all patient acquisition channels.

Website Performance & Conversion Optimization

• Own the completion of the CDS network-wide website modernization project and the ongoing optimization and performance of the multi-site platform.
• Partner with internal stakeholders and external vendors to improve user experience, site performance, conversion rates, and search visibility.
• Develop and execute conversion rate optimization (CRO) initiatives to increase appointment requests and patient inquiries.
• Monitor website analytics and user behavior to identify opportunities for growth and improved patient experience.
• Ensure all websites remain current, compliant, and aligned with brand standards.

Local SEO & Reputation Management

• Lead network-wide local search optimization strategies across all CDS clinics.
• Optimize and manage Google Business Profiles and local listings to improve visibility in local search results.
• Develop location-specific content and SEO initiatives that strengthen local market presence.
• Drive online review generation and reputation management programs across the network.
• Monitor local search rankings, review performance, and competitor activity.

Analytics, Attribution & Marketing Performance

• Own marketing analytics, reporting, and attribution across all channels.
• Leverage CRM and call tracking and conversation intelligence to improve lead quality, call handling, appointment conversion, and patient experience.
• Develop dashboards and reporting frameworks that provide actionable insights to clinic leaders and executive leadership.
• Analyze marketing performance and recommend adjustments to improve return on investment.
• Track and report on key growth metrics and marketing KPIs.

Team Leadership

• Lead, mentor, and develop the Digital Marketing Strategist and Clinic Support Specialist.
• Foster a culture of accountability, innovation, collaboration, and continuous improvement.
• Establish team priorities, goals, and performance expectations.
• Support professional development and ongoing skill enhancement within the marketing team.

Brand Management & Patient Experience

• Ensure brand consistency across all patient-facing channels and touchpoints.
• Oversee the development of marketing collateral, digital assets, patient communications, and clinic promotional materials.
• Support patient experience initiatives that strengthen engagement, retention, and brand loyalty.
• Protect and enhance the reputation of CDS and its affiliated practices.
• Ensure marketing materials and assets are Dental College compliant.

Budget & Vendor Management

• Manage the annual marketing budget and ensure resources are allocated effectively.
• Evaluate agency and vendor performance against established objectives and KPIs.
• Negotiate contracts and oversee external partnerships.
• Ensure marketing investments generate measurable business outcomes.

Key Performance Indicators (KPIs)

The Growth Marketing Manager will be accountable for:

• New Patient Growth
• Patient Reactivation Growth
• Cost per Lead (CPL)
• Cost per Acquisition (CPA)
• Marketing ROI
• Website Conversion Rate
• Appointment Request Volume
• Call Conversion Rate
• Local Search Visibility
• Google Business Profile Performance
• Online Review Growth and Ratings
• Organic Search Performance
• Referral Growth
• Practice-Level Growth Targets

Qualifications

Required

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 7+ years of progressive marketing experience with demonstrated success driving customer acquisition and business growth.
• 3+ years of leadership experience managing employees, agencies, or cross-functional teams.
• Proven expertise in:
• Google Ads
• Meta Ads
• SEO and Local SEO
• Google Business Profile Optimization
• Website Management and Conversion Rate Optimization (CRO)
• Marketing Analytics and Attribution
• Marketing Automation Platforms
• CRM and Lead Management Systems
• Reputation Management
• Strong analytical mindset with experience using data to drive decision-making and optimize performance.
• Experience managing marketing budgets and agency relationships.
• Exceptional communication, project management, and organizational skills.

Preferred

• Experience in dental, healthcare, orthodontic, periodontal, or multi-location service organizations.
• Experience with call tracking and conversation intelligence platforms.
• Experience supporting growth through acquisitions and newly integrated locations.
• Experience managing multi-location brands and local marketing programs.
• Familiarity with AI-powered marketing tools, automation platforms, and emerging digital marketing technologies.

Why Join CDS?

• Opportunity to lead growth marketing for one of Ontario's fastest-growing dental organizations.
• Direct influence on patient growth, brand development, and business performance.
• Exposure to cutting-edge marketing technologies, analytics platforms, and AI tools.
• Collaborative and entrepreneurial leadership team.
• Competitive compensation package, benefits, and professional growth opportunities.
• Ability to make a meaningful impact on patient care and practice success across the CDS network.