Senior Director of Digital Media & Regional Marketing

About the role

The Joint Chiropractic is a public company that operates the nation’s largest network of chiropractic clinics. This role is critical for driving patient acquisition, enhancing brand visibility, and improving clinic-level performance through digital media and regional marketing.

Responsibilities

• Own the strategy for paid digital media (search, social, display, video), SEO, and performance marketing
• Optimize 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 (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
• 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 robust reporting framework to track digital and regional performance
• Use data insights and A/B testing to inform decision-making and optimize campaigns
• Ensure accurate and timely reporting of marketing performance to leadership
• Innovate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments
• Lead the introduction of new products, services, or wellness programs that enhance patient acquisition and retention
• Lead, hire, and mentor the digital media 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 of experience in digital marketing and/or regional marketing, specifically within a franchisor brand and multi-unit retail environment
• 3+ years in a senior leadership role, with success leading cross-functional and agency teams
• Deep expertise in paid media, SEO, performance marketing, and regional marketing strategy
• Strong financial and business acumen; 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 a plus

Benefits

• Salary: $150k - 175k DOE plus incentive compensation
• Medical, Dental, Vision
• 401k w/company match
• Paid Time Off (PTO)