Smilist

The Company

The Smilist is a leading Dental Support Organization (DSO) based in the Northeast.  Headquartered in New York, the Smilist has 116 offices and has averaged over 50% growth per year since inception.  The Smilist has a unique history, operating playbook, and growth potential compared to many other private equity portfolio companies.  

The Smilist was founded by Rob Feuer (formerly Warburg Pincus) and Phil Toh (formerly Henry Schein) who met at Wharton and founded the business with their own capital in 2014.  They believed there was an opportunity to build a differentiated and industry-leading dental platform, one that would be tech-forward, with a maniacal focus on operational excellence, and delivering superb patient and provider experience.  The Smilist is backed by Zenyth Partners, founded in 2018 by Rob Feuer, a distinct, highly operationally focused and thesis-oriented investment firm under management focused on building healthcare companies from early stages into leading platforms.

The Smilist conscientiously operates in a concentrated footprint across seven adjacent states in the Northeast.  Further The Smilist operates under one brand, one TIN by state, and one practice management system and has a dedicated, experienced, and best-in-class management team. The company has an industry leading patient NPS of 91 owing to the differentiated experience.

The Northeast is currently underpenetrated by DSOs (<10%) vs. nationally (~20%).  Given its unified operating structure, concentrated footprint, and flexible capital structure, the Smilist is poised for continued fast growth, inclusive of both organic and inorganic.  The Smilist is currently one of the leading DSOs in the NE and aspires to become the highest quality DSO in the entire country. 

The Role 

We are looking for a Marketing Director to join our team and lead the development and execution of strategic marketing initiatives that drive brand awareness, patient acquisition, and revenue growth. This role will work closely with the executive team to define and implement comprehensive marketing strategies that align with the company's goals. The Marketing Director will oversee all aspects of marketing, including digital marketing, content strategy, advertising and public relations. 

This is a unique and rare “career accelerator” role where the explicit mandate is to break with the norm to drive specific and measurable change.  It will require strategic thinking, creativity, execution, and collaboration to contribute to the company scaling over the next 5-6 years.  Success in this role will materially expand career options within The Smilist, with other Zenyth portfolio companies, and beyond.

Duties and Responsibilities 

• Develop and execute a comprehensive marketing strategy aligned with organizational growth goals.
• Oversee planning and execution of multi-channel marketing campaigns including digital, social, search, email, and local marketing. Ability to tailor campaigns to individual offices and/or doctors 

• Ensure campaigns are data-driven, optimized for performance, and aligned with brand standards.
• Develop brand positioning and messaging that differentiates the organization in the marketplace.
• Maintain an intense focus on value creation and ROI

Qualifications:

• Bachelor’s degree in Marketing, Business, or a related field (Master’s degree or MBA preferred).
• 8+ years of experience in marketing with a proven track record in strategic planning and execution.
• Demonstrated success in digital marketing, brand management, and PR.
• Strong analytical skills with the ability to interpret data and translate it into actionable insights.
• Excellent leadership, communication, and project management skills.Can operate as a player/coach - can “think,” “do,” and “lead” 
• Ability to work collaboratively and influence cross-functional teams.
• Experience with marketing automation tools, CRM systems, and analytics platforms.

Preferred Experience and Skills:

• Multi-location or regional marketing experience.
• Healthcare, dental, retail healthcare, or service-based industry experience.
• Experience managing digital advertising and performance marketing.
• Industry expertise in marketing or experience in high-growth, fast-paced environments.
• Advanced knowledge of emerging marketing technologies and platforms.
• Excellent verbal and written communication skills.
• Excellent interpersonal and conflict resolution skills.
• Excellent organizational skills and attention to detail.
• Strong analytical and problem-solving skills.
• Strong supervisory and leadership skills.

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