Modernizing Digital Engagement & CRM Operations for a Global Dental Brand

Context
Zest Dental Solutions is a global dental implant and overdenture solutions company serving clinicians, labs, and distributors. When I joined, digital programs were fragmented, CRM usage was inconsistent, and email performance lagged due to outdated segmentation and limited testing.

My Role
I owned digital marketing and CRM operations, partnering with Product, MARCOM, and Sales to modernize our digital programs, improve data quality, and build more consistent, measurable engagement across channels.

What I Built
I rebuilt our email strategy with clearer segmentation, stronger messaging, and a more intentional testing framework. I improved Salesforce data hygiene and reporting, standardized lead management workflows, and trained the sales team to adopt more consistent CRM practices. I also implemented Sugar Market (MAP) in record time, creating automated programs that supported product launches, events, and ongoing clinician engagement.

Impact
These improvements strengthened the quality and consistency of our digital programs, increased engagement across priority clinician segments, and gave Sales better visibility into lead activity and follow‑up needs. The new CRM workflows and MAP implementation reduced manual work, improved data accuracy, and created a more scalable foundation for future campaigns and product launches.