Associate Director, Global GP Channel Marketing - Customer nurturing

Department: Marketing

Location: EMEA-United Kingdom

Description

Role summary

This position is ideal for experienced marketing professionals passionate about customer lifecycle growth, digital engagement, and driving measurable impact across global markets. As Associate Director, Global GP Channel Marketing (Customer Nurturing), you will lead the development and execution of a comprehensive professional customer nurturing strategy across the Align GP customer channel.

Your primary focus will include new customer onboarding, inactive customers and churn recovery, growth programs, and loyalty initiatives that elevate customer value, strengthen provider relationships, and support business growth. Partnering closely with cross‑functional teams, including regional marketing, sales, product management, MarCom, data analytics, and clinical education, you will create scalable global programs tailored to the needs of GP customers.

This role reports into the Senior Director, Global GP Channel Strategy & Marketing

Key Responsibilities

Role expectations

• Develop and lead a global customer nurturing strategy tailored for GP doctors, covering onboarding, engagement, activation, and retention.
• Build and operationalize a inactive doctor & churn recovery Strategy, using data insights to identify churn drivers and create targeted re‑engagement campaigns.
• Harmonize and optimize New Customer Onboarding Programs that accelerates time‑to‑first‑case and supports early success through tailored communication, education, and behavioral nudges.
• Harmonize, optimize and build growth and loyalty programs that increase customer lifetime value and strengthen relationships with GP customers.
• Work with customer insights & analytics teams to define existing customers segmentation, identify behavioral triggers, and create data‑driven customer journeys.

Partner with regional and local marketing teams to adapt global programs to market‑specific needs and execution.

Work cross-functionally to develop messaging, global campaign assets, toolkits, and activation guides.

Collaborate with Sales Enablement to ensure field teams understand program objectives, messaging, and KPIs.

Develop KPIs to measure program performance (activation, reactivation, loyalty, case growth, etc.) and optimize based on insights.

Manage agency partners and budgets to ensure timely, high‑quality program delivery.

Ensure all content and programs are aligned with brand, regulatory, and legal requirements.

Foster strong relationships with internal stakeholders and contribute thought leadership to enhance GP channel marketing maturity.

Skills, Knowledge & Expertise

What we're looking for

• Education: Bachelor’s degree in Marketing, Business, Communications, or related field; MBA preferred.
• Experience:
• 10+ years of experience in marketing, customer lifecycle management, CRM, or channel marketing, preferably in medical devices, healthcare, tech, or other regulated industries.
• Strong analytical and problem-solving abilities
• Proven experience building and scaling global customer or lifecycle programs
• Demonstrated success in data driven marketing, segmentation, and journey design.
• Skills:
• Strong strategic thinking with demonstrated ability to translate insights into executable plans.
• Deep understanding of customer nurturing, lifecycle journeys, retention, and loyalty programs.
• Excellent project management and organizational skills.
• Strong communication and stakeholder management abilities, with a collaborative mindset.
• Ability to thrive in a fast-paced global environment.
• Comfortable navigating matrix organizations with multiple stakeholders.

Experience with CRM, marketing automation platforms, and analytics tools.

Strong analytical thinking and ability to interpret and leverage complex datasets.

Proficiency in creating content briefs, campaign toolkits, and messaging frameworks.

Communication: Strong presentation, communication and storytelling skills.

Experience working with dental, medical, or professional B2B audiences.

Familiarity with digital education, webinar programs, or professional development pathways.

Ability to manage external agencies and workstreams efficiently.

Teamwork: Ability to work both independently and collaboratively.

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Equal Opportunity Statement

Align Technology is an equal opportunity employer. We are committed to providing equal employment opportunities in all our practices, without regard to race, color, religion, sex, national origin, ancestry, marital status, protected veteran status, age, disability, sexual orientation, gender identity or expression, or any other legally protected category. Applicants must be legally authorized to work in the country for which they are applying, and employment eligibility will be verified as a condition of hire.