Manager, Marketing Planning & Analytics

The Aspen Group (TAG) is one of the largest and most trusted retail healthcare business support organizations in the U.S. and has supported over 20,000 healthcare professionals and team members with close to1,500 health and wellness offices across 48 states in four distinct categories: dental care, urgent care, medical aesthetics, and animal health. Working in partnership with independent practice owners and clinicians, the team is united by a single purpose: to prove that healthcare can be better and smarter for everyone.

TAG provides a comprehensive suite of centralized business support services that power the impact of five consumer-facing businesses:
Aspen Dental, Clear Choice Dental Implant Centers, Well Now Urgent Care, Chapter Aesthetic Studio, and Lovet (formerly AZPetVet). Each brand has access to a deep community of experts, tools and resources to grow their practices, and an unwavering commitment to delivering high-quality consumer healthcare experiences at scale.

As a reflection of our current needs and planned growth we are very pleased to offer a new opportunity to join our dedicated Lovet team as a Manager, Marketing Planning and Analytics.

At Lovet Pet Health Care, our mission is simple:
to provide better care to more pets
. We're building a modern veterinary care experience that makes it easier for pet parents to access care through convenience, financial accessibility, and comprehensive services. As part of The Aspen Group (TAG), Lovet is scaling nationally while maintaining a close, collaborative, and mission-driven team. We are a group of builders who are passionate about improving veterinary care and excited about what we're creating together.

Job Overview:

We are hiring a Manager, Marketing Planning and Analytics (Performance and Growth Team) to support performance-driven growth across our markets. This role sits within TAG's Growth organization and is fully dedicated to Lovet
, acting as a key analytical partner to the Lovet Marketing team. Lovet has strong execution and integration today across paid media, CRM, site experience, product, and broader demand-driving efforts
. The opportunity is to add a dedicated analytics layer that helps us better understand:

• What is truly driving demand
• How marketing and operational inputs work together
• How much we should invest and where to maximize growth and efficiency

This role will help evolve our marketing from channel-level optimization to system-level decision-making
.

What You'll Do:

Marketing Performance & Analytics

• Analyze performance across paid media, CRM/lifecycle, site merchandising (CRO), organic/SEO, and other demand-driving efforts
• Identify drivers of traffic, leads, appointments, conversion, and revenue across markets and other dimensions including hospitals and pet type.
• Evaluate incrementality
  , distinguishing baseline demand from marketing-driven impact
• Develop insights on channel interaction and media mix
  , including how paid and non-paid efforts work together
• Synthesize multiple data sources (e.g., GA, CRM/PIMS, call data, paid platforms) into a cohesive performance view

Investment & Market Strategy Support

• Partner with channel owners to assess new opportunities, analyze results from prior efforts and experiments, and recommend whether to scale, optimize, or discontinue specific tactics.
• Partner with Marketing to evaluate how much to spend by market, location tier, and channel
• Build frameworks to understand:
• Minimum effective spend
• Diminishing returns
• Optimal allocation across channels and tactics
• Support forecasting across traffic, leads, appointments, visits, revenue
  , and both new client (NC) and existing client (EC) dynamics
• Incorporate operational context (e.g.,
  capacity, days open, DVM availability, scheduling
  ) into performance analysis

Reporting & Insights

• Lead development of integrated performance reporting for weekly, monthly, and leadership forums, connecting paid and organic performance to operational factors such as capacity, scheduling, days open, and DVM availability.
• Build clear performance narratives by synthesizing inputs from channel, site, CRM, and business owners
• Translate data into actionable recommendations that inform marketing, product, and operational decisions

Cross-Functional Partnership

• Work closely with:
• Paid Media (strategy and execution)
• CRM / Lifecycle Marketing
• Site Merchandising (CRO, test & learn)
• Organic / SEO / AI SEO
• Brand, Social, and PR (as inputs to demand and visibility)
• Product (booking experience, funnel performance)
• Finance & Operations (capacity and demand alignment)
• Ensure analytics are embedded in day-to-day decision-making
  , not operating in isolation

What Success Looks Like

Within 6-12 months, you will help Lovet:

• Understand the true incremental impact of marketing
• Define optimal spend levels by market and tier
• Improve confidence in marketing investment decisions
• Reduce ambiguity in performance discussions
• Enable more efficient scaling across markets

What We're Looking For:

Experience

• 5-8+ years in marketing analytics, growth…