building further growth for a brand determined to make you smile
There was plenty to sink my teeth into while in my role as the Senior Manager, Marketing and Development at Coastal Dental.
Coastal Dental Care
Role: Senior Manager, Marketing & Development
A well-known and trusted brand on the Gold Coast, Coastal Dental plays a meaningful role in the lives of many families, which meant the marketing needed to do more than just drive awareness. It needed to build trust, connection and long-term growth.
The Challenge
The focus was twofold:
Keep Coastal Dental at the front of mind for existing patients
Continue to grow and attract new patients across a competitive market
At the same time, the business was expanding, with multiple brands, practices and service offerings needing their own identity, while still sitting cohesively under the broader group.
The Strategy
The approach centred on building structured, scalable marketing across multiple brands and locations, while still allowing for local nuance.
This included:
Developing tailored marketing plans for each practice and brand
Aligning media, messaging and creative to specific audience segments
Supporting both brand-building and performance-driven activity
Ensuring consistency across all touchpoints while allowing each practice to feel locally relevant
My Role
As Senior Manager of Marketing & Development, I was responsible for leading marketing across Coastal Dental and its associated brands, including Dental Implants & Aesthetics (DIA) and The Perio Specialists.
This included:
Managing marketing strategy and development across 40+ practices and 4 brands
Leading the brand development and launch of new specialist offerings
Developing and overseeing media and creative budgets across all locations
Creating customised plans, objectives and success metrics for individual practices and owners
Managing agency partners (including Claxon) to support creative and paid execution
One of the key campaign moments was leading the launch of the Coastal Dental x Hismile partnership, supporting the rollout of in-chair treatments across the network.
Outcome
The work helped strengthen Coastal Dental’s position as a leading dental network on the Gold Coast, while supporting continued growth across multiple brands and locations.
Beyond performance, it was about building a marketing system that could scale — balancing brand, local relevance and commercial outcomes across a complex network.
You can read more about campaign work here >
Let’s Work
Together
I partner with brands and teams who need senior marketing support without the full-time hire
Current offerings include:
– Marketing audits & growth strategy
– Campaign planning & execution
– Paid media and performance support
– Contract / freelance marketing leadership