Director, Paid Social

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. Our continued growth has created an opportunity to join us as a Director of Social Media paid) (ClearChoice).

Position Overview:

We are seeking a visionary Director of Paid Social Media to lead planning, execution, and optimization across multiple platforms. This leader will drive demand generation, increase customer acquisition, and support brand growth and engagement for Clear Choice. As more and more patients turn to social platforms for healthcare information and research, you will ensure that ClearChoice is ahead of these trends and is established as the most trusted dental destination by building out a robust paid strategy across Meta, YouTube, TikTok, Reddit, and dental-specific communities. The ideal candidate will be a seasoned expert in paid social with a proven track record of delivering measurable performance outcomes while working cross-functionally with creative, organic social, and analytics partners.

Key Responsibilities:

Strategic Leadership & Demand Generation

• Develop and lead the paid social media strategy aligned with business goals including demand generation, revenue growth, and new patient/customer acquisition.
• Translate business objectives into scalable paid social programs that effectively move consumers through the funnel-from awareness to conversion.
• Own the paid social media budget and ensure efficient allocation to maximize return on ad spend (ROAS) and customer lifetime value (CLTV).
• Manage the paid social media agency

Campaign Management & Execution

• Oversee the planning, buying, and optimization of paid campaigns across key platforms including Meta (Facebook/Instagram), TikTok, LinkedIn, YouTube, Pinterest, X (formerly Twitter), Snapchat, and emerging channels.
• Manage audience segmentation, targeting strategies, and creative testing to drive performance and personalization.
• Implement and iterate on A/B and multivariate testing to continuously optimize messaging, creative, and placement.

Analytics, Reporting & Optimization

• Define KPIs and establish performance dashboards to track campaign effectiveness, uncover insights, and communicate results to senior stakeholders. Partner with analytics teams to attribute paid social performance to business outcomes such as lead volume, appointment bookings, and revenue.
• Apply insights from test results, competitive intelligence, and industry benchmarks to refine strategy and creative direction.

Cross-Functional Collaboration

• Collaborate closely with organic social, brand, and creative teams to ensure alignment across paid and owned content strategies.
• Work with CRM, digital product, and performance marketing teams to align paid social with broader digital marketing campaigns and lifecycle efforts.
• Act as a strategic partner to internal stakeholders, including clinical, retail, and product teams, to ensure campaigns reflect customer needs and market opportunities.

Qualifications:

• 10+ years of experience in digital marketing with 5+ years leading paid social campaigns, preferably in a consumer-facing or healthcare-related business.
• Proven track record of driving growth through social for consumer or healthcare brands; Strong demand generation background with hands-on experience optimizing paid social for acquisition and conversion.
• Deep knowledge of platform tools (e.g., Meta Ads Manager, TikTok Ads, LinkedIn Campaign Manager), social analytics tools (e.g., Sprinklr, Brandwatch, or native), and marketing attribution platforms.
• Expertise in platform-specific strategies for TikTok, Instagram, YouTube, Reddit, LinkedIn, and emerging platforms.
• Data-driven mindset with expertise in testing frameworks, performance analytics, and budgeting.
• Exceptional communication and stakeholder management skills; ability to present insights and strategic recommendations clearly and persuasively.
• Experience collaborating with creative teams and providing feedback on visual assets and copy that align with platform best practices and performance data.
• Bachelor's degree in Marketing, Business, Communications, or related field

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• Salary: Annual pay range: $150,000 - $175,000, plus bonus/incentives

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