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Brand Marketing Director

2 months ago

Raleigh, United States Shaw Search Partners Full time

Shaw Search Partners is proud to be the retained partner to this top global medical aesthetics and plastic surgery portfolio of practices to identify a Brand Marketing Director. The Brand Marketing Director will be an integral leader responsible for building and executing the marketing strategy for all practices. The Director will own marketing and net revenue goals for two robust brands and oversee all elements of the omnichannel marketing plans to support these goals. This individual will also have a unique position within the broader ecosystem. The Brand Director will oversee and develop a small junior team of brand-level marketers and contractors who will support on-the-ground execution of select marketing channels.


Responsibilities

● Work with CMO and Regional Managers to develop marketing and promotional strategies, quarterly goals, and channel-level marketing budgets that deliver net revenue targets within brand-level marketing budgets. Planning will support organic growth at existing locations, integration of acquired brands into the portfolio, successful launch of de novo clinics in new markets, and improvements in marketing KPIs.

● Team Management: Create a results-oriented, innovation-forward, and patient-focused culture within the marketing team. Develop existing marketing talent through ongoing coaching and feedback. Manage annual review process for marketing employees, including the solicitation, aggregation, and administration of 360-degree feedback.

● Brand Alignment: Work with CMO and leadership to strengthen positioning, comparative advantages, and guardrails for both brands. Serve as owner of these brand elements, ensuring that all marketing materials (paid ads, organic content, signage, and other communications) are brand-aligned.

● Brand Awareness & Preference: Build awareness and preference for brands within their geographic areas. Increase engagement across new and additional social media channels through on-brand, informative, inspirational, and/or entertaining content. Work with CMO to develop and execute PR pitch calendar and develop influencer marketing strategy for each brand and territory location; oversee and/or execute influencer partnerships.

● Lead & Acquisition Goals: Deliver qualified leads to achieve new patient acquisition targets within budget for new and existing practices within brands. Work with digital resources to deliver qualified leads through paid digital channels, including paid search, paid social, affiliate, and programmatic display and continually improve SEO performance and new patient acquisition from organic search. Lead all local partnerships and grassroots marketing efforts, working closely with brand marketing and operations teams to execute.

● Creative Oversight: Develop creative briefs and oversee development of creative assets to deliver marketing targets, including cost per lead and cost per acquisition. Coordinate capture of ongoing social media content.

● Tracking: Develop and maintain weekly and monthly reports to monitor performance of marketing KPIs by brand, location, and service.

● Retention & Loyalty: Develop omnichannel patient engagement strategies to maximize revenue per patient through events, on-site signage, tailored promotion strategies, loyalty programs, social media, and CRM (email, phone, and SMS). Partner closely with the Senior Lifecycle Manager, Patient Journey Center Lead, and brand marketers to design and deploy tailored, on-brand communications that convert new leads, drive cross-selling for existing patients, and amplify promotions, new product launches, and key events. Ensure all patient marketing efforts comply with applicable laws and regulations, including but not limited to TCPA and HIPAA.


Qualifications

● 8+ years of professional marketing experience, including direct

experience managing partnerships, influencer, paid media campaigns, PR, CRM, and

organic social media

● Exceptional communication skills, including the ability to develop effective marketing

briefs for creative campaigns and communicate monthly marketing plans to all internal

stakeholders

● Strong creative aptitude, including the ability to ideate and execute compelling social

media content

● Quantitative skills, including the ability to develop a budget and track performance

● Experience managing both internal employees and external agencies

● Direct experience with Website management and SEO management (no coding experience required)

● Industry experience in beauty, medical aesthetics, healthcare, or hospitality preferred


*This requires on-site presence in the Raleigh, NC office. Relocation assistance is available.