Senior Director of Integrated Marketing

Responsibilities

• Channel Strategy & Leadership - Set the strategy and roadmap for digital marketing across paid media, SEO/AI-search, CRM/lifecycle, and site experience (CRO), ensuring channels work together rather than in silos
• Channel Strategy & Leadership - Own the digital marketing budget, allocating spend across channels, markets, and location tiers to maximize growth and efficiency
• Channel Strategy & Leadership - Build and lead a high-performing digital marketing team, setting clear goals, developing talent, and fostering a culture of ownership and experimentation
• Channel Strategy & Leadership - Manage relationships with media agencies and platform partners, holding them accountable to performance targets
• Performance & Growth - Direct performance measurement and reporting across the full funnel — traffic, leads, appointments, conversion, revenue, retention, and lifetime value
• Performance & Growth - Partner with analytics to evaluate incrementality and channel interaction, using insight to inform investment decisions rather than optimizing channels in isolation
• Performance & Growth - Champion a test-and-learn agenda across paid, CRM, and site experience, scaling what works and cutting what doesn\'t
• Performance & Growth - Incorporate operational context (e.g., capacity, days open, provider availability, scheduling) into strategy and investment decisions
• Cross-Functional Leadership - Represent digital marketing in leadership forums, translating performance into clear narratives and recommendations for senior stakeholders
• Cross-Functional Leadership - Ensure digital strategy reflects both acquisition and retention priorities, working closely with CRM/lifecycle teams to grow guest lifetime value

Requirements

• 10-15+ years in digital marketing, including 3-5+ years in a people-leadership role overseeing a digital marketing team
• Proven track record setting and executing multi-channel digital strategy (paid media, SEO/AI-search, CRM, site experience) at a senior level
• Experience owning a digital marketing budget and managing agency and vendor relationships
• Experience in multi-location, service-based, or medical aesthetics / healthcare-adjacent businesses is a plus
• Agency experience preferred
• Strong strategic and analytical fluency — able to move from data to insight to investment decision
• Deep knowledge of paid media, SEO/AI-search, CRM/lifecycle, and site experience (CRO), and how they work together
• Experience with marketing performance metrics (cost per appointment, CPA, ROAS, conversion rates, retention rates, LTV)
• Comfortable with budgeting, forecasting, and resource allocation across markets and channels
• Familiarity with incrementality, attribution, and media mix concepts, sufficient to direct an analytics partner

Preferred

• Experience in multi-location, service-based, or medical aesthetics / healthcare-adjacent businesses is a plus
• Agency experience preferred

Benefits

• A generous benefits package that includes paid time off, health, dental, vision, and 401(k) savings plan with match