Vice President of Marketing

Key Responsibilities

• Develop (in collaboration with the executive team) and execute a comprehensive marketing strategy aligned with business goals, patient acquisition, census growth, and revenue objectives.
• Lead integration and collaboration across marketing, sales, and admissions functions to ensure a unified and seamless experience from outreach to enrollment.
• Develop and maintain regular performance reports and dashboards that track KPIs across marketing, admissions, and sales efforts to inform strategic decisions.
• Own the digital marketing roadmap, including SEO/SEM, paid media, email marketing, display advertising, website management, and analytics.
• Leverage data and technology to optimize campaigns, improve patient acquisition, and reduce cost per acquisition.
• Evaluate and implement martech solutions (e.g., automation and analytics tools) to enhance marketing operations, lead conversion, and attribution modeling.
• Develop and execute a comprehensive social media strategy to enhance brand visibility, reputation, and engagement across all platforms.
• Ensure consistent, clinically-focused, mission-aligned storytelling and creative content that connects with diverse audiences.
• Monitor trends and analytics to continually improve performance and community engagement.
• Oversee the creation and distribution of compelling PR campaigns, press releases, executive communications, and brand messaging.
• Cultivate strategic relationships with media, partners, and influencers in the mental health and wellness space.
• Lead the CRM and marketing automation strategy to drive personalized engagement, improve lifecycle marketing, and boost retention.
• Integrate lead scoring, segmentation, and behavior tracking to support pipeline conversion and maximize revenue per patient.
• Ensure all communications and systems are HIPAA-compliant and privacy-first.
• Support and collaborate with the sales team to hone market positioning and collateral, in order to meet and exceed patient census growth goals.
• Create alignment between marketing-generated leads and admissions workflows to maximize conversions.
• Analyze and report on funnel performance, providing visibility into lead sources, conversion rates, and occupancy trends.

Requirements

• 7+ years of progressive marketing experience
• Proven experience in behavioral health highly-preferred
• Deep knowledge of digital marketing, CRM systems, martech platforms, and marketing analytics
• Strong command of social media strategy and community management across B2C channels
• Demonstrated success leading cross-functional teams including marketing, sales, and admissions
• Strong data and reporting skills, with the ability to generate executive-level dashboards and insights
• Excellent leadership, strategic thinking, and communication skills
• Passionate about mental health and improving access to care

Preferred Qualifications

• Experience with comprehensive CRM software suites, automation tools and middleware
• Familiarity with HIPAA-compliant marketing and privacy regulations
• Previous experience in a high-growth or multi-location healthcare organization