Senior Director of Digital Media & Regional Marketing

About the Role

Key Responsibilities

• Own the strategy for paid digital media (search, social, display, video), SEO, and performance marketing, optimizing media mix and budget allocation to improve acquisition and ROI.
• Manage digital agencies and internal teams to ensure effective campaign execution.
• Lead marketing spend audits and establish a framework to optimize budget allocation.
• Define regional and co-op strategies to amplify media effectiveness and strengthen franchisee collaboration.
• Develop regional marketing playbooks aligned with national strategy, covering local store marketing, new clinic launches, and SEO.
• Lead regional marketing initiatives for the East and Midwest in partnership with development and franchise teams.
• Support local marketing activations and establish marketing spend compliance processes.
• Ensure consistency of brand voice and messaging across national, regional, and local campaigns.
• Partner with creative and content teams to deliver integrated, multi-platform campaigns.
• Lead the launch of major integrated campaigns that elevate brand awareness and relevance.
• Build a reporting framework to track digital and regional performance, using data insights and A/B testing to optimize campaigns.
• Collaborate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments.
• Lead the introduction of new products, services, or wellness programs to enhance patient acquisition and retention.
• Lead, hire, and mentor the digital media and regional marketing teams, overseeing media agency relationships and fostering a culture of accountability and innovation.

Requirements

• 10+ years of experience in digital marketing and/or regional marketing, ideally within a franchisor brand or multi-unit retail environment.
• 3+ years in a senior leadership role, successfully leading cross-functional and agency teams.
• Deep expertise in paid media, SEO, performance marketing, and regional marketing strategy.
• Strong financial and business acumen with the ability to optimize marketing spend and drive outcomes.
• Experience developing and executing integrated campaigns across national and local levels.
• Strong coaching, mentoring, and change management skills.
• Excellent strategic thinking, organizational influence, and forward vision.
• Familiarity with CRM, CMS, and marketing automation platforms is a plus.

Nice to Have

• Familiarity with CRM, CMS, and marketing automation platforms.

Benefits & Perks

• Salary: $150k - 175k DOE plus incentive compensation.
• Medical, Dental, Vision insurance.
• 401k with company match.
• Paid Time Off (PTO) accrual.
• Work/life balance with hybrid schedule and supportive environment.
• Comprehensive health benefits and a complimentary Joint membership.
• Company-sponsored events and on-site amenities like gym and fully stocked kitchen.
• Career development through coaching, training, and regular communication.
• Employee recognition initiatives including the 'Action Hero Award'.