Position Summary
OMS360 is seeking a strategic, analytical, and results-oriented Director of Digital Marketing & Patient Acquisition to lead and scale our digital growth engine across a rapidly growing network of oral surgery practices. This leader should have a proven track record of driving patient growth and marketing ROI in a multi-site healthcare environment, ideally across dental, specialty healthcare, or DSO/MSO platforms.
This role will own the strategy, execution, measurement, and optimization of all direct-to-consumer patient acquisition initiatives, including paid media, SEO, local search, website performance, reputation management, marketing technology, analytics, and conversion optimization.
The ideal candidate is equal parts analyst, strategist, and operator, who understands how to turn marketing investment into measurable patient growth. This leader will partner closely with the Chief Growth Officer, operations leaders, surgeons, and vendor partners to improve patient acquisition, increase conversion, and maximize marketing ROI across the platform.
This is a highly visible role responsible for building scalable growth strategies, creating performance accountability, and helping OMS360 make smarter investment decisions at both the practice and enterprise level.
Key Responsibilities
Patient Acquisition & Growth Strategy
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Own OMS360’s direct-to-consumer patient acquisition strategy across all markets and practices.
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Develop and execute growth plans that drive qualified patient volume while improving marketing efficiency and return on investment.
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Lead and optimize paid search, local SEO, reputation management, retargeting, display advertising, and emerging digital acquisition channels.
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Identify market-level growth opportunities and allocate marketing resources based on performance, capacity, and growth potential.
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Continuously test, learn, and scale initiatives that improve patient acquisition outcomes.
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Develop and deliver monthly location-level performance reports and insights to Operations and Clinical leadership, ensuring visibility into marketing performance, patient acquisition, referral trends, and growth opportunities.
Conversion Optimization & Patient Journey
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Optimize digital conversion funnels from first touch through scheduled consultation.
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Partner with patient access and operations teams to improve lead response times, scheduling conversion, and patient engagement.
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Identify and eliminate friction points throughout the patient journey.
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Improve conversion performance across websites, landing pages, forms, calls, and online scheduling experiences.
Website Strategy & Digital Experience
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Oversee website strategy, user experience, landing page development, and conversion optimization across OMS360 practices.
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Partner with internal and external stakeholders on SEO strategy, content development, technical optimization, and site performance.
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Ensure digital assets support both referral-based and direct-to-consumer growth objectives.
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Drive continuous improvement in website engagement, conversion rates, and patient experience.
Marketing Analytics & Performance Measurement
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Build and manage reporting that connects marketing activity to patient acquisition outcomes.
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Develop attribution models that provide visibility from lead generation through consultation, surgery completion, and production.
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Establish KPIs and dashboards that allow leadership to make informed growth and investment decisions.
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Analyze performance across practices, markets, campaigns, and channels to identify opportunities and drive accountability.
Marketing Technology & Automation
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Help lead OMS360’s marketing technology ecosystem, including CRM, automation, lead management, and reporting platforms.
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Partner with internal teams and vendors to improve data quality, lead attribution, and marketing automation.
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Utilize AI and automation tools to improve efficiency, scalability, reporting, and patient engagement.
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Identify and implement technology solutions that support long-term growth objectives.
Reputation & Local Market Presence
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Lead online reputation management initiatives across all practices.
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Optimize Google Business Profiles and local search visibility.
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Develop strategies that increase review volume, improve ratings, and strengthen local market presence.
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Ensure consistency across digital listings, directories, and brand assets.
Cross-Functional Leadership
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Collaborate with surgeons, practice leaders, and operations teams to understand local market dynamics and growth opportunities.
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Manage external agencies, vendors, and marketing partners while holding them accountable to clearly defined performance expectations.
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Serve as a strategic advisor to executive leadership on growth opportunities, investment decisions, and performance trends.
Qualifications
Required
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7+ years of progressive experience in growth marketing, digital marketing, or patient acquisition leadership.
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Experience managing multi- site healthcare, dental, healthcare services, or other service-based consumer businesses.
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Demonstrated success managing:
Paid Search (Google Ads)
SEO and Local SEO
Website optimization and conversion rate optimization
Marketing analytics and attribution
CRM and marketing automation platforms
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Experience with HubSpot or comparable CRM and marketing automation systems.
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Strong analytical, financial, and business acumen.
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Ability to translate complex data into actionable business recommendations.
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Proven experience managing agencies and external partners.
Preferred
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Experience within oral surgery, dental, orthodontics, healthcare services, or referral-based healthcare environments.
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Experience in private equity-backed or high-growth organizations.
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Experience building attribution models and reporting frameworks.
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Familiarity with AI-enabled marketing technologies and automation tools.
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Experience with Power BI, Tableau, Looker, or similar business intelligence platforms.
Leadership Competencies
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Strategic thinker with a strong bias toward execution.
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Highly analytical and data-driven decision maker.
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Ownership mentality with a relentless focus on results.
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Comfortable operating in a fast-paced, evolving growth environment.
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Strong communicator capable of influencing executive leadership, field teams, and external partners.
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Naturally curious, continuously seeking opportunities to improve performance, efficiency, and patient growth.
Success in This Role
Within the first 12 months, this leader will:
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Improve visibility into marketing ROI across all practices.
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Establish reliable attribution from lead to surgery.
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Improve patient acquisition efficiency and conversion rates.
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Build scalable digital growth strategies that can be replicated across the platform.
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Help OMS360 make smarter, data-driven investment decisions that accelerate patient growth and enterprise value.
About Shore Capital Partners
Shore Capital, a Chicago-based private equity firm with offices in Nashville, is an investor in lower middle market companies in the Healthcare, Food and Beverage, Business Services, Industrial, and Real Estate industries. Shore’s strategy is to support management partners to grow faster with less risk through access to capital, world-class board and operational resources, and unmatched networking, development, and shared learnings across the portfolio. From 2020-2023, Shore received recognition from Inc Magazine as a 4x Top Founder Friendly Investor and by Pitchbook Research for being the global leader in Private Equity total deal volume. Shore targets investments in proven, successful private companies with superior management teams, stable cash flow, and significant potential to grow through industry consolidation and organic growth to generate value for shareholders. Shore has $9.1 billion of assets under management and in additional investment platforms to which it provides business and operational consulting services. Shore’s exits have yielded a multiple of invested capital of 6.6x and an internal rate of return of 64% on average, which places SCP in the top 1% of private equity firms. For more information on these awards and investment platforms, please visit: www.shorecp.com.
Our Core Values
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Teamwork. We are one community; partners with a shared vision of success. We are more powerful together than alone.
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Integrity. We communicate honestly, transparently, and authentically. We take responsibility for our actions, building our reputation by doing what is right.
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Growth-Minded. We seek to constantly adapt and improve. We provide pathways for personal and professional fulfillment.
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Excellence. We are a performance-driven organization, with a passion for excellence in service and outcomes. We are committed to being the best version of ourselves each day.
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Respect: We actively listen and seek to understand. We are welcoming to all; treating others with dignity, compassion, and kindness.
We are an Equal Opportunity Employer (EEO).
