Western
Dental
Marketing at scale while still speaking locally.
I worked across email, SEO, paid search, content, social and CRM to support a large dental network while keeping communication useful at the neighborhood level.
A national-scale organization still had to earn trust one community at a time.
Patients choose dental care based on location, affordability, services, trust and convenience. The challenge was balancing enterprise consistency with communication that still felt useful to the individual patient.
I worked across acquisition, engagement and local discovery.
My scope included email marketing, localized SEO, paid search, content, social, CRM, lead generation and campaign reporting.
Build awareness around products and offers across channels.
My work supported orthodontic and product campaigns through web, social and promotional creative.
Use lifecycle communication to support acquisition, reactivation and patient engagement.
I worked on responsive email campaigns and automated communication across multiple audiences and needs.
Local content needed to be more than a city-name swap.
I developed store-level copy using real neighborhoods, intersections, landmarks and services so location pages could remain on-brand without sounding duplicated.
Large brands do not become local by saying they are local.
They become local by showing that they understand where the customer lives, what they need and how the service fits into their day-to-day reality.