Vice President of Marketing | Baltimore, MD (Hybrid)

Responsibilities

• Develop and execute the annual marketing and business development strategy, aligning census targets, payer mix goals, and brand objectives with clinical and operational priorities.
• Lead the Admissions and Business Development teams, including hiring, training, coaching, territory assignment, and performance management.
• Build and maintain referral relationships with hospitals, detox and residential providers, physicians, therapists, EAPs, courts and probation, drug courts, unions, alumni networks, and community organizations.
• Own the organization's website, including content strategy, conversion optimization, accessibility, and vendor or in-house development resources.
• Direct all SEO efforts, including technical and local SEO, Google Business Profile management, keyword strategy, and content production.
• Plan and manage paid search, paid social, display, and retargeting campaigns, including budget allocation and cost-per-admission targets.
• Establish end-to-end tracking across the inquiry-to-admission funnel and report to executive leadership on inquiry volume, conversion rates, cost per admission, and return on marketing spend.
• Lead market analysis, competitor research, and go-to-market planning for new locations, service lines, and levels of care.
• Manage online reputation and reviews across Google, Psychology Today, and treatment directories, and coordinate sensitive-issue communications with executive leadership.
• Ensure all marketing and business development activity complies with HIPAA, 42 CFR Part 2, EKRA, the federal Anti-Kickback Statute, state licensing requirements, and LegitScript standards.

Requirements

• Bachelor's degree in Marketing, Business Administration, Communications, or a related field.
• Minimum of seven (7) years of progressive marketing and/or business development experience, including at least three (3) years in a leadership role with direct reports.
• Proven track record managing digital marketing programs, including website strategy, SEO, and paid advertising, with accountability for lead volume and cost-per-acquisition targets.
• Strong command of Google Analytics, Google Ads, Google Search Console, Meta Ads Manager, SEO tools, CRM systems, and content management systems.
• Working knowledge of healthcare marketing regulations, including HIPAA, 42 CFR Part 2, EKRA, and LegitScript certification requirements.
• Excellent written and verbal communication skills, with the ability to present to executive leadership, referral partners, and community audiences.
• Strong analytical and strategic planning abilities, with experience managing budgets, evaluating marketing performance, and driving measurable growth.
• Demonstrated leadership and coaching skills, with the ability to build, develop, and retain high-performing teams.
• Valid driver's license and ability to travel regularly between Mainspring's Virginia facilities.

Preferred

• Master's degree in Business Administration (MBA), Healthcare Administration (MHA), Marketing, or a related field.
• Experience in behavioral health, substance use disorder treatment, or another healthcare setting.
• Experience supporting multi-site growth, new market entry, or new service line launches.

Benefits

• Retirement: 401(k) with company match.
• Health Benefits: Company contribution toward medical benefits.
• Leadership Opportunity: Build and lead a growing marketing and business development function within a mission-driven behavioral health organization.