Pacific Smiles promotes strategic marketing manager, CMO in new-look leadership team

Marketing chief Ciara Rocks is promoted to chief operating officer in a new round of key leadership appointments at the dental services group

From left: Alice Telford, Ciara Rocks, Paul Robertson and Louise Hayes
From left: Alice Telford, Ciara Rocks, Paul Robertson and Louise Hayes

Dentist services group, Pacific Smiles, has promoted its marketing chief to COO and elevated its strategic marketing manager as part of a new-look leadership team.

The group said its four key leadership appointments this week are about helping position the Pacific Smiles organisation for continued expansion nationally. Top of the list of changes is the promotion of chief commercial officer, Paul Robertson, to a new strategic position in the business with an emphasis on long-term planning and partnership management. Robertson had been COO for 12 years.

In his stead, Pacific Smiles has promoted chief marketing officer, Ciara Rocks, to chief operating officer. Rocks has been with the business for three years and boasts of a 20-year career in sales, marketing, product, customer experience and operations in services industries, working for the likes of Hunter Water Corporation, Commonwealth Bank, NRMA and St Vincent de Paul Society.

Pacific Smiles has now promoted strategic marketing manager, Alice Telford, to executive general manager of marketing. Telford joined the organisation in 2019 and has been leading transformation of Pacific Smiles’ consumer-oriented marketing, with an emphasis on personalisation, unifying customer data and improving revenue through more targeted and automated marketing. Telford also boasts of 20 years’ experience in marketing, working across healthcare, retail and QSR sectors and holding senior positions with McDonald’s, Luxottica Retail, Virgin Australia and The Athlete’s Foot.

The fourth leadership announcement is the promotion of Louise Hayes to executive general manager people and culture. Hayes has more than 15 years’ experience in people, culture and change management in Australia and overseas, in sectors including healthcare, financial services, government and mining.

Pacific Smiles CEO, Phil McKenzie, said he was pleased to see the promotions to senior leadership coming from within the company.

“Pacific Smiles is committed to an inclusive and positive culture - our employees own all aspects of their success and are encouraged to learn, evolve and adapt in building their careers with us,” McKenzie stated. “That approach is embodied in today’s announcement. We are delighted to see the hard work and dedication of these four executives, including three women, recognised in the form of promotions to new, challenging roles.

“Just as importantly, the appointments bolster our executive ranks as we position for continued expansion and to meet demand from dentists wanting to base their practice at a Pacific Smiles centre.”

Pacific Smiles oversees 128 dental centres nationally and opened 22 in the last year alone. In total, 800 dentists practice at the centres. The group manages the centres, allowing dentists to build their own client base and retain clinical autonomy but without startup costs and supported by trained staff.

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