Senior Director of Digital Media and Regional Marketing

About the Role

Key Responsibilities

• Lead strategy and execution for paid digital media channels including search, social, display, and video, as well as SEO and performance marketing.
• Optimize media mix and budget allocation to improve acquisition and ROI.
• Manage internal teams and external agencies to ensure high-performing campaign execution.
• Conduct marketing spend audits and implement frameworks to ensure budget efficiency.
• Develop and implement regional and co-op marketing strategies to enhance local impact and franchisee collaboration.
• Create regional marketing playbooks aligned with national strategy, covering local store marketing (LSM), new clinic launches (NCL), 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.
• Collaborate with creative and content teams to launch integrated, multi-platform campaigns.
• Lead the launch of major integrated campaigns that strengthen brand awareness and relevance.
• Develop a robust reporting framework to track digital and regional performance.
• Leverage data insights and A/B testing to inform decision-making and optimize campaigns.
• Ensure accurate and timely reporting of marketing performance to leadership.
• Collaborate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments.
• Lead marketing efforts for the introduction of new services, products, or wellness programs to support growth and retention.
• Recruit, mentor, and lead high-performing digital and regional marketing teams.
• Oversee media agency relationships, ensuring alignment and strong performance.
• Foster a culture of accountability, innovation, and engagement.
• Strengthen franchisee satisfaction with marketing support and agency partnerships.

Requirements

• 10+ years in digital and regional marketing within franchised, multi-unit retail environments.
• 3+ years in senior leadership, managing cross-functional and agency teams.
• Expertise in paid media, SEO, performance marketing, and local strategy.
• Strong financial and strategic insight with a proven ability to maximize marketing investments and deliver measurable results.
• Proven ability to lead integrated national and local campaigns.
• Skilled in team leadership, mentoring, and change management.
• Strategic thinker with strong organizational influence and vision.
• Experience with CRM, CMS, and marketing automation tools is a bonus.

Nice to Have

• Experience with CRM, CMS, and marketing automation tools.

Qualifications

• Educational background is not explicitly specified in the description.

Benefits & Perks

• Competitive salary in the range of $150,000 to $175,000 DOE plus incentive compensation.
• Medical, dental, and vision insurance.
• 401k with a generous company match.
• Accrued PTO.
• On-site gym, fully stocked kitchen, and complimentary membership.
• Company-sponsored events and holidays.
• “Bring Your Kid to Work Day”, frequent contests, and recognition initiatives.