FMC - Connecting Dentistry
Senior Brand & Performance Marketing Lead
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For more than 30 years, FMC has been a trusted name at the heart of the UK dental profession. Through Dentistry Practice Services, we help dental practices operate more effectively and focus on what matters most: delivering excellent patient care. Our growing range of specialist services provides practical support across compliance, CPD, patient consent, HR and marketing, combining expert guidance with smart, easy-to-use solutions that make practice life simpler.
The role We’re looking for a commercially minded, Senior Brand & Performance Marketing Lead to own Dentistry Practice Services' brand positioning, messaging, content and creative performance while building a rigorous performance-marketing culture.
This role combines strong brand judgement and creative thinking with a detailed understanding of funnels, conversion, and campaign analysis. It offers the opportunity to make a significant impact in a growing business as the function scales.
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Key Responsibilities and Accountabilities
- Own brand positioning and messaging architecture across Dentistry Practice Services products and priority customer segments.
- Create campaign messaging frameworks covering ICP, problem, value proposition, proof, offer, CTA, objections and Sales follow-up.
- Own channel-specific content/copy and creative direction across web, landing pages, email, paid, social, WhatsApp and Sales enablement.
- Define a performance purpose, KPI and hypothesis for meaningful content/campaigns; review results and make scale / stop / change / test decisions.
- Maintain the creative/message testing backlog and ensure learning is documented and applied to the next iteration.
- Turn Sales, Customer Success, lost-deal, and campaign feedback into stronger messaging, proof and content priorities.
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Requirements, qualifications, minimum levels of experience
- 5+ years in brand, performance/growth, product/content marketing, demand generation or a hybrid commercial marketing role.
- Evidence of owning or strongly influencing measurable campaign/content performance, not only creative delivery.
- Strong understanding of digital funnels, paid-media economics, landing-page conversion, attribution and campaign reporting.
- Ability to connect CTR/CVR and top-of-funnel metrics to MQL, SQL, Opportunity, pipeline and revenue outcomes.
- Excellent commercial copywriting/editing and experience briefing or managing designers, agencies, social or creative partners.
- Leadership potential: able to set standards, challenge weak thinking, prioritise work and coach others using data and commercial judgement.
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