About the role
The Sales & Marketing Manager grows revenue across the group by bringing more patients into the clinics and helping each clinic team turn good clinical care into accepted treatment.
The role sets the group's sales and marketing strategy. It trains and coaches clinic teams in ethical, patient-centred selling of dental treatments, plans and products. It works with the Head of Operations and the COO to turn commercial targets into day-to-day clinic practice.
Reports to: Chief Operating Officer (COO). Works closely with: Head of Operations, Practice Managers, Treatment Coordinators. Salary: £35,000 per annum plus a performance bonus.
Sales strategy and revenue growth
• Build and deliver the annual sales and marketing plan, aligned with group revenue targets set with the COO.
• Set and manage revenue targets for each clinic, covering treatment, hygiene, membership plans and retail products.
• Find growth opportunities in high-value treatments such as implants, clear aligners, whitening, composite bonding and facial aesthetics.
• Grow and keep the membership or dental plan base, cutting cancellations and lapsed patients.
• Design patient reactivation and recall campaigns to bring back lapsed and overdue patients.
• Work with the finance providers to promote patient finance options, using approved and compliant wording.
Training and coaching clinic teams
• Design and deliver a commercial training programme for dentists, hygienists, treatment coordinators, nurses and reception teams.
• Train teams in ethical treatment conversations: understanding patient needs, explaining options and costs clearly, and handling concerns.
• Coach teams in front-of-house skills: phone handling, enquiry conversion, booking, rebooking and following up treatment plans.
• Train teams to recommend relevant products and add-on services, such as hygiene appointments, whitening top-ups and oral care products.
• Run role-plays, call reviews and observed sessions, and give regular one-to-one feedback.
• Create and maintain scripts, playbooks and onboarding material for new starters.
• Run sales incentive schemes and recognition in agreement with the Head of Operations.
Marketing and patient acquisition
• Lead group and clinic-level marketing across digital, social media, email, SMS, local and print channels.
• Plan and run campaigns, open days, consultation events and seasonal promotions.
• Manage the website, Google Business Profiles, online reviews and paid advertising, including agencies and freelancers.
• Keep the brand consistent across all clinics while supporting local clinic marketing.
• Manage the marketing budget and report return on investment by channel and campaign.
• Build referral relationships with local businesses, GPs and specialist practitioners.
Performance and reporting
• Track sales and marketing KPIs by clinic, clinician and campaign.
• Produce monthly reports for the COO and Head of Operations, with clear actions.
• Spot underperforming clinics or team members and put improvement plans in place.
• Use practice management system data to measure enquiries, conversions, treatment plan uptake and patient value.
Working with operations and leadership
• Work with the Head of Operations so sales activity fits clinic capacity, diaries and staffing.
• Contribute to group strategy, pricing reviews, new service launches and clinic openings or acquisitions.
• Attend leadership and practice manager meetings as the commercial lead.
Compliance and patient trust
• Make sure all sales and marketing follows GDC standards and guidance on advertising, CQC expectations, GDPR and consumer protection law.
• Make sure treatment recommendations are always led by clinical need and patient choice, with valid consent and no undue pressure.
• Make sure patient finance is promoted only within the group's FCA-regulated arrangements.
• Handle complaints linked to sales or marketing, working with practice managers.
Key performance indicators
Success is measured on revenue growth and team capability. Targets are set each year with the COO and Head of Operations.
• Group revenue growth: year-on-year revenue across all clinics.
• Treatment plan conversion: plans accepted ÷ plans presented.
• Average patient value: revenue per active patient per year.
• New patient enquiries: enquiries per month, by channel.
• Enquiry-to-booking rate: enquiries that book a first appointment.
• Membership plan growth: net new members per month, and cancellation rate.
• Hygiene rebooking rate: patients rebooked before leaving.
• Retail product sales: product revenue per clinic per month.
• Marketing return on investment: revenue from campaigns ÷ spend.
• Online reputation: average Google rating and review volume.
• Training delivered: team members trained and assessed each quarter.
Essential
• At least 2 years in a sales, marketing or commercial management role, with a record of growing revenue.
• Experience training, coaching or managing teams to improve sales performance.
• Confident presenter and facilitator, able to train clinicians and non-clinical staff alike.
• Strong grasp of digital marketing, including social media, paid search, email, SEO and review management.
• Comfortable with data: able to read KPIs, build reports and turn numbers into actions.
• Excellent communication and relationship skills, with credibility at both leadership and clinic level.
• Organised, able to manage several clinics and projects at once.
• Full UK driving licence and willing to travel between clinics.
Desirable
• Experience in private dentistry, aesthetics, private healthcare or another patient-facing service business.
• Knowledge of dental treatments, membership plans and patient finance.
• Understanding of GDC, CQC and ASA rules on healthcare advertising.
• Experience with dental practice management software such as Dentally and CRM tools.
• A recognised qualification in marketing, sales or management.
• Treatment coordinator or dental nursing background.
Personal qualities
• Puts patients first and sells with integrity.
• Positive, energetic and motivating.
• Results-focused and accountable.
• A team player who builds trust across clinics.
Key relationships
• Chief Operating Officer: line manager. Agrees strategy, targets and budget, and receives monthly reporting.
• Head of Operations: close partner. Aligns sales activity with clinic capacity, staffing and processes.
• Practice Managers: day-to-day partners in each clinic for delivering targets, training and campaigns.
• Dentists and hygienists: training and coaching on treatment conversations and patient journeys.
• Treatment Coordinators and reception teams: main audience for sales training, scripts and conversion coaching.
• Finance team: revenue reporting, pricing and patient finance.
• External agencies and suppliers: marketing agencies, web developers, product suppliers and finance providers.
What we offer
• Salary of £35,000 per annum.
• Performance bonus linked to group revenue and KPI targets.
• 20 days' holiday plus bank holidays.
• Discounted dental treatment for you and 2 members of your family.
• Mileage allowance.
• The chance to shape the commercial direction of a growing dental group.
This job description sets out the main duties of the role. It is not exhaustive and may change as the business grows, in consultation with the post holder.