Marketing Director

What You'll Do

• Own marketing KPI's across all channels including acquisition cost (CAC/CPA), cost per lead (CPL), and lifetime value (LTV) while collaborating with the Director of Contact Center to ensure leads are qualified and result in a booked appointment.
• Run direct response campaigns across paid search, paid social (Meta, TikTok, YouTube), programmatic/display/CTV, and local/geo media (radio, OOH, direct mail) with rigorous channel-level attribution.
• Build and maintain the testing roadmap including creative, audience, offer, and landing page experiments that systematically lowers CAC while scaling lead volume.
• Build email, SMS, and lifecycle programs that improve LTV, reactivate dormant patients, and increase share-of-care across Serenity's service lines.
• Own SEO and organic content as a long-term acquisition cost reduction lever while leveraging AI to become the go-to authority online for psychiatry-related content.
• Lead a mid-sized, in-house creative team of 5+ operating as a high-velocity content engine for paid, organic, and lifecycle while adhering to brand standards.
• Steward the Serenity brand across every touchpoint, ensuring direct response work reinforces, not erodes, long-term brand equity and patient trust.
• Establish creative briefs, review cadences, and production workflows that turn the team into a competitive advantage rather than a bottleneck.
• Develop repeatable marketing playbooks for new clinic launches including pre-launch awareness, local SEO, geo-targeted paid, and referral-source coordination that shorten our ramp in every new market.
• Partner with the Director of Business Development to ensure marketing materials, messaging, and automations strengthen relationships and educate referral sources.

  Requirements

  • 8+ years in performance-driven marketing with a proven track record of scaling lead volume while improving CAC/CPA, CPL, and LTV in a multi-channel, multi-market environment.
  • 3+ years leading and developing in-house creative teams of 5+ across design, video, copy, and motion graphics in a high-velocity production environment.
  • Deep direct response fluency across paid search, paid social, programmatic, lifecycle, and local/geo media, with the analytical rigor to defend every channel investment.
  • Demonstrated ability to balance direct response performance with brand stewardship, building campaigns that drive immediate conversion without compromising long-term brand equity.
  • Proven systems mindset with experience building testing roadmaps, attribution infrastructure, and reporting dashboards that turn marketing into a predictable growth engine.
  • Hands-on launch experience with a history of standing up marketing playbooks for new locations, products, or markets and shortening ramp time for new locations.
  • Ideal background as a Director or VP of Marketing, Head of Growth, or Head of Performance Marketing at a multi-location services business, DTC brand, or growth-stage company.
  • Luxury and/or female-focused brand experience is preferred.