Director of Marketing

Our client is a pioneering behavioral health organization that helped define modern outpatient addiction and mental health care. They are expanding into new markets and investing in the infrastructure to reach patients directly, building a consumer marketing capability for the first time in its history.

About the Role

As the first Director of Performance Marketing, you will stand up a direct-to-consumer, in-house marketing function owning strategy, budget, and the attribution discipline that ties marketing investment to admissions. You will report to the SVP of Growth with direct access to senior leadership, giving your work immediate visibility and real influence over how the organization grows. This role blends the budget flexibility of a growth-stage environment, the stability of a decades-old institution, and a clear path to build and lead a team as the function scales.

Responsibilities

• Own paid search and paid social strategy and spend, optimizing against cost-per-acquisition, ROAS, and admissions targets.
• Build and maintain the marketing analytics, dashboards, and attribution models needed to measure ROI and guide budget allocation.
• Plan, launch, and manage PPC and paid search across Google Ads and other platforms, continuously testing keywords, creative, and landing pages.
• Lead paid social across LinkedIn, Facebook, Instagram, and YouTube.
• Plan and manage programmatic and display advertising, including DSP selection and audience targeting.
• Lead organic social strategy, owning content calendars, community management, and engagement reporting.
• Own website strategy, content, and conversion rate optimization, partnering with developers and SEO resources to drive organic traffic and lead generation.
• Develop geofencing and geotargeted programs around key locations and referral sources, along with out-of-home media including billboards, transit, and location-based advertising.
• Oversee marketing collateral and brand messaging across programs and locations, including brochures, signage, and digital assets.
• Partner with growth, clinical, and operations leaders to align marketing with referral development, new program launches, and location expansion.
• Manage external vendors and consultants, scoping engagements and overseeing quality of deliverables.

Qualifications

• Proven success managing multi-channel marketing budgets with outcomes tied directly to cost-per-acquisition or cost-per-lead.
• 8+ years of progressive marketing experience with hands-on ownership of performance marketing, PPC and paid search, paid and organic social, programmatic, and SEO.
• Demonstrated ability to build attribution models and reporting frameworks in organizations where they do not already exist.
• Ability to set channel strategy and budget priorities while staying close enough to execution to know what is working.
• Preferred experience in healthcare, behavioral health, or another regulated consumer healthcare category, particularly where marketing must operate within compliance constraints.
• Comfort operating with autonomy in a growth-stage environment where budget flexibility exists but process and infrastructure are still being built.