Senior Director of Marketing

Description

Job Title: Senior Director of Marketing

Compensation: $140,000 – $180,000 annually; paid bi-weekly
Employment Type: W-2 Full-Time Employee; Exempt
Schedule: Ideal working hours Monday-Friday 9am-5pm EST
Location: This is a remote position

Role Summary 

The Senior Director of Marketing is a strategic, hands-on marketing leader responsible for developing, executing, and optimizing a national paid marketing strategy for mental health services across our partner practices with specific focus on Transcranial Magnetic Stimulation (NeuroStim) and clinical research programs (APG Healthcare). This role focuses heavily on performance marketing and channel optimization to educate new patients on innovative treatments to improve access to quality mental healthcare. 

This role serves as the functional lead for performance marketing and digital media, overseeing paid media strategy and overseeing the SEO manager to ensure alignment between paid and organic efforts. Additionally, the Senior Director of Marketing works cross-functionally with the Content Creation Team, Outreach/Business Development Team, and Intake Services to drive measurable improvements in cost-effective lead generation, conversion, and ROI. This role owns the paid media budget and is accountable for decreasing CAC, improving ROI, and ensuring consistent, compliant brand messaging across all paid channels.

Responsibilities

Paid Marketing Strategy & Execution

- Develop and execute a national paid marketing strategy that fuels patient acquisition, TMS program growth, and clinical research recruitment.

- Manage and optimize all paid advertising channels, including:

- Paid Search (SEM / Google Ads / Bing)

o Paid Social (Meta, TikTok, LinkedIn, YouTube)

o Programmatic Display & Retargeting

o Direct Mail & Email Marketing

o Billboards, Transit, OOH, and DOOH

o TV, Radio, Streaming Audio, & Broadcast

- Oversee daily campaign deployment, performance monitoring, A/B testing, and continuous optimization.

- Ensure all advertising aligns with brand guidelines, clinical accuracy, and healthcare compliance (HIPAA, state-level regulations).

TMS & Clinical Research Marketing

- Build and optimize TMS-focused campaigns aimed at awareness, education, and conversion.

- Lead clinical research recruitment strategies, ensuring messaging aligns with study protocols and ethical guidelines.

- Coordinate with clinical and research teams to ensure accuracy in claims, eligibility criteria, and promotional materials.

SEO Oversight & Organic Growth Alignment

- Provide strategic and functional oversight of the SEO Manager, ensuring organic search strategy aligns with paid media, content priorities, and growth objectives.

- Partner with the SEO Manager to set quarterly priorities, KPIs, and performance targets across national and local SEO efforts.

- Align paid search insights (keywords, conversion data, audience intent) with organic optimization and content planning.

- Ensure CMS transitions for practice websites are on track

- Review SEO performance reporting and ensure visibility into organic contribution to CAC reduction and ROI.

Cross-Functional Collaboration & ROI Optimization

- Work hand-in-hand with practice leadership to develop and manage marketing campaigns to drive patient volume. 

- Work closely with the Content Creation Team to develop effective ad creative, landing pages, video assets, and educational materials.

- Coordinate with Intake Services to optimize lead-handling workflows, speed-to-lead, and attribution accuracy.

- Collaborate with the Outreach/Business Development Team to align national paid campaigns with local outreach, partnerships, and community initiatives.

- Build and maintain a cohesive analytics framework to track:

o Lead source attribution

o Cost per lead (CPL)

o Conversion rates

o CAC and ROI

o Full-funnel performance from click - intake - scheduled appointment 

Budget Ownership & Vendor Coordination

- Own and manage the paid media budget (approximately $2 -5M annually), including pacing, forecasting, and ROI reporting.

- Direct, manage, and coordinate all digital external agencies, platforms, and advertising vendors.

- Evaluate vendor performance and ensure spend is tied to measurable outcomes.

Compensation & Benefits

- Compensation: $140,000 – $180,000 annually; paid bi-weekly, commensurate with experience, scope, and market location.

- Performance Incentive: 15–20% annual bonus opportunity

- Remote-eligible role with collaboration across national markets 

- 401(k) retirement plan with employer match

- Unlimited PTO

- Comprehensive medical, dental, and vision insurance for employees and eligible dependents

- HSA (with employer contribution) and FSA options to help manage healthcare and dependent care expenses

- Employer-paid life insurance and AD&D coverage

- Employee Assistance Program (EAP) with confidential mental health and life support resources

- Billing, credentialing, scheduling, and intake support

- Flexible scheduling and telehealth options

Requirements

- 7–10+ years of experience in performance marketing, digital advertising, or growth marketing, preferably within multi-location healthcare, behavioral health, or clinical research.

- Demonstrated capability to manage multiple brands simultaneously. 

- Demonstrated expertise in SEM, paid social, display/retargeting, and offline media channels.

- Experience with website development with specific focus on marketing optimization

- Experience marketing TMS services and/or running clinical research recruitment campaigns preferred.

- Advanced analytical skills with hands-on experience developing dashboards and systems for lead tracking, attribution, and reporting.

- Proven success reducing CAC and optimizing multi-channel paid budgets in the $2M–$5M range.

- Strong understanding of healthcare advertising compliance, HIPAA, and patient privacy requirements.

- Highly collaborative, cross-functional operator.

- Excellent written, verbal, and project management skills.