Emilie “Em”

Senior Commercial Leader and strategic thinker with a proven ability to get the job done, bridging the gap between high-level planning and hands-on execution. Currently the Implant Category Manager at Rodericks Dental Partners, where I manages the commercial strategy for an £18m portfolio. I am a passionate leader who collaborates with senior stakeholders to scale operations and lead multi-site teams of 50+.

Focused on delivering measurable value through margin protection and conversion-led initiatives.

Implant Category Manager at Rodericks Dental Partners (2025-07 – Present)

• Tracking 30% ahead of budget in the first half of the year across two service categories with a combined £18m budget covering a 200+ site portfolio.
• Led the FY27 repricing of implants and extractions, supporting the wider category team with their repricing projects.
• Increased extraction-to-implant conversion from 9.6% in FY26 to 13.5% year to date in FY27 through category initiatives and targeted patient campaigns.
• Led two commercial conference sessions across the North and South, presenting to practice managers on initiatives designed to improve practice performance.
• Owned marketing strategy and execution across the implant and extraction categories, including a pilot external implant campaign and pre- and post-extraction email campaigns offering patients private options to restore gaps.
• Led projects with PMS providers to access NHS referral details for targeted conversion into private minor oral surgery, and provided technical input into the internal referral system.
• Supported clinician placement within the category by helping steer recruitment and introduced minimum hours in new contracts to improve capacity and availability.
• Set the national commercial strategy and growth plans for both categories, aligning investment and activity with commercial priorities.
• Strengthened margin protection and cost efficiency by selecting suppliers, leading negotiations and agreeing contract terms with Procurement.
• Directed marketing and promotional strategy across both categories, shaping campaigns and customer-facing assets around commercial priorities.
• Improved investment decisions by building financial models for promotional activity and assessing expected revenue, margin and return on investment before recommendations.
• Built business cases for equipment and technology investments, including CBCT imaging, digital planning software and AI smile design, to support conversion.
• Presented FY27 category priorities directly to investors alongside current-year performance and activity.
• Increased adoption opportunities by building relationships with self-employed dentists and developing education-led plans around priority brands.
• Improved leadership visibility by shaping category reporting with the data and analytics team, including average price per patient, forecasts based on open course value, category income as a percentage of available and booked hours, and like-for-like comparisons.
• Aligned category investment with broader business goals through close collaboration with Finance, Marketing and Clinical teams.
• Identified opportunities to improve lead conversion and service delivery across the end-to-end customer journey.

Commercial Manager at Pall Mall (2025-03 – 2025-07)

• Led commercial strategy for cosmetic surgery services across multiple sites, aligning marketing, clinical and commercial teams around growth, profitability and the premium patient experience.
• Managed a team of six patient coordinators and used reporting on enquiries, consultations and conversion to identify gaps and shape action plans that improved commercial performance.
• Partnered with stakeholders and surgeons to turn commercial priorities into service improvements, stronger patient journeys and more consistent operational delivery.

Business Development Manager at PortmanDentex (2024-09 – 2025-03)

• Managed a team of approximately 54, delivered growth plans across multiple sites, strengthened client relationships and helped underperforming locations improve against revenue targets.
• Led marketing initiatives, events and team development while maintaining CQC compliance and improving operational consistency.

Practice Manager at PortmanDentex (2023-03 – 2024-09)

• Promoted to Business Development Manager after delivering approx. £1.6m with 18% EBITDA over one year in a three-surgery practice.
• Grew high-value treatment from 1 case to 14 in the first year and achieved a 36% increase in conversion through the introduction and training of a new TCO.
• Registered CQC Manager for a three-surgery, fully private practice with a dedicated implant suite for full-arch cases.
• Led day-to-day practice operations, focusing on patient care and revenue growth through business initiatives and marketing campaigns.

Senior Manager at Smile Clinic (Manchester) Limited (2019-09 – 2022-12)

• Led dual-site operations, driving business growth through strategic planning, brand development and operational excellence.
• Oversaw marketing and team management, delivering measurable improvements in revenue and patient satisfaction.
• Led digital marketing, product development and process improvements, built a high-performing practice culture and created a white-label whitening brand.

Owner & Director at Casino de Cuba (restaurant and bar) (2014-11 – 2019-08)

• Owned and ran a restaurant and bar, setting the commercial strategy and leading the team.
• Oversaw day-to-day operational management and held full responsibility for the business's finances.

Loan Adviser at Banking (2008 – 2012)

Earlier Career

Receptionist (2012 – 2013)

Earlier Career

Dental Nurse (2013 – 2014)

Earlier Career