Vice President, Digital Marketing

About the Role

Key Responsibilities

• Define lead generation strategy across channels to maximize qualified lead generation and minimize cost per acquisition.
• Design campaign content strategy and performance targets including lead volume, conversion, and cost.
• Coordinate with marketing functions such as PR and communications to ensure campaigns align with brand identity and regional needs.
• Develop, review, and validate monthly performance reports, identifying risks and opportunities related to campaign performance, site health, and conversion flow.
• Collaborate on PPC roadmap and media strategy with agency partners, validating spend utilization, campaign architecture, and ROI tracking.
• Act as day-to-day point of contact for internal teams and external vendors, ensuring work aligns with strategic priorities and SLAs across website maintenance, SEO, content, lead form optimization, conversion tracking, and paid marketing campaigns.
• Hold team and vendors accountable to KPI and SLA targets, including website health, content delivery, and performance improvements.
• Deliver quantifiable improvements in ROI and CPA across all channels.
• Lead regular KPI and SLA reviews, adjusting digital strategies based on market dynamics and census goals.
• Build, segment, and maintain email and SMS distribution lists, ensuring compliance with privacy regulations.
• Develop and execute email and SMS marketing campaigns, analyzing performance metrics for optimization.
• Maintain strong visibility of marketing's role in the admissions pipeline and coordinate with local facility leaders to align digital strategies.
• Partner with Business Development and Call Center leadership to ensure campaigns align with operational capacity and lead follow-through.
• Drive lead attribution clarity by optimizing form and call routing integration with CRM and call tracking platforms.
• Ensure data flows are consistent and compliant across platforms to enable collaboration between vendors and IT teams.

Requirements

• 10 years of experience in performance marketing, with at least 3 years in a leadership role overseeing internal teams and external agencies or vendors.
• Proven success managing integrated SEO, content, PPC, and conversion rate optimization efforts across multiple web properties.
• Deep understanding of Google Analytics, CRM systems (Salesforce preferred), and call tracking platforms (CallRail, Five9).
• Experience with HIPAA-compliant marketing practices and familiarity with healthcare, especially behavioral health marketing, preferred.
• Strong quantitative skills to derive actionable insights from marketing data and communicate effectively with executive and operational stakeholders.
• Exceptional project management and vendor accountability skills.
• Ability to operate with urgency, autonomy, and a performance-driven mindset.

Nice to Have

• Experience with healthcare marketing, especially behavioral health.
• Familiarity with Salesforce CRM and call tracking platforms like CallRail and Five9.
• Knowledge of HIPAA compliance in marketing practices.

Qualifications

• Educational background is not explicitly specified but implied to require extensive experience in marketing roles.

Benefits & Perks

• Company matching 401K
• Medical, dental, vision, and life insurance
• Supportive and progressive company culture that values work/life balance and education