Michael Duncan

Lead marketing technology strategy, architecture, and execution across the enterprise. Manage a team of four (digital marketers, developer, analyst) and partner cross-functionally to deliver platform initiatives that drive measurable revenue.

• Architected and led enterprise Salesforce implementation — Health Cloud, Marketing Cloud, and Marketing Cloud Intelligence (Datorama) — spanning all regions and brands, from general practice to specialty units; scaled attributed revenue from $1.8M (2X ROI) in Year 1 to $10.2M (~10X ROI) in the most recent year.
• Recipient of the Dr. Will Engilman Innovation Award, awarded annually by the executive team to one member of the ~200-person corporate support organization; recognized for leadership of the enterprise Salesforce CRM implementation.
• Led implementation of Salesforce Data Cloud (CDP) integrated with Google Tag Manager for HIPAA-compliant web tracking; partnered with implementation partner Penrod on architecture and rollout.
• Owned the multi-year martech roadmap and vendor strategy across CRM, CDP, marketing automation, analytics, and attribution; led discovery and architecture evaluation for Salesforce vs. other CRMs and selected the platform direction adopted enterprise-wide.
• Designed and consolidated treatment-based customer journeys (crowns, implants, fillings) into a single journey with context-dependent messaging, scaling across all brand regions; added lead-generation journeys for prosthodontic and orthodontic consultations.
• Drove marketing alignment with Case Acceptance Rate, an established clinical KPI, by building Salesforce-enabled programs targeting existing patients with treatment-plan-context messaging.
• Built a closed-loop attribution infrastructure connecting marketing campaign data to scheduled appointments and net production revenue.
• Owned the security posture of the Salesforce environment in partnership with IT Security: directed HIPAA-compliant API development for all integrations and established an ongoing audit process for third-party connections into the platform.
• Partnered with IT Security on Randori (attack surface management) integration across all marketing websites and their underlying databases, establishing continuous visibility into vulnerabilities and exposed assets across the marketing technology footprint.
• Led migration of digital marketing tracking and analytics to HIPAA-compliant platforms in response to new HHS guidance; partnered with outside counsel (Frost Brown Todd) on privacy policies.
• Project-managed cross-functional redesign of patient web portal (React-based frontend, internal REST APIs, .NET backend) in partnership with the Software Development department; introduced multi-account profile switching, downloadable statements, and online payments.

• Partnered with incoming Marketing Director to rebuild the marketing department, scaling the team from 4 to 16; co-authored job descriptions and participated in hiring across digital, content, web, and media roles.
• Managed digital marketing team (Search Marketing Specialist and Marketing Web Developer) responsible for paid search, email, and web operations.
• Led development of redesigned brand marketing websites for all practices, including online scheduling and digital patient intake forms.
• Built marketing analytics dashboards in Google Data Studio, used by the Marketing Director, Regional Marketing Managers, and Marketing Support team members to report campaign performance to executive leadership across all regions and brands.
• Co-led the company's strategic post-COVID shutdown reopening program: orchestrated multi-channel campaigns (email, SMS via Podium, paid search) to rebook patients and rebuild revenue; partnered with Business Intelligence on list strategy and built dashboards to report campaign performance to the marketing VP and director.
• Co-led Patient Communication Channel Strategies Task Force, a cross-functional initiative to streamline patient communications across digital channels and integrate chatbot, AI, and predictive engagement capabilities.
• Partnered with HR on digital recruitment programs spanning clinical, business, hygienist, and doctor recruiting.
• Wrote SQL queries against the internal databases and partnered with Business Intelligence to build campaign target lists, attribute scheduled appointments to campaigns, and report campaign net production to leadership.

• Implemented Podium integration, enabling immediate post-appointment NPS survey collection across all offices; significantly increased Google review volume and improved local search and Google Maps visibility for all practices.
• Built and scaled the company's Mailchimp email program for all regions, including patient newsletters, practice update campaigns, and provider transition communications.
• Transitioned from engineering into marketing strategy and execution; began a direct partnership with the Marketing Director on marketing technology decisions.

• Designed, developed, and maintained brand marketing websites for multi-region healthcare organization.
• Built full-stack applications across Node.js, JavaScript, .NET / Razor Pages, SQL/MySQL, and REST APIs supporting marketing, patient-facing, and internal use cases.