Director of Growth Marketing

CBT Collective is a premier private-pay therapy practice dedicated to delivering evidence-based mental health care. The Director of Growth Marketing will develop and execute comprehensive marketing strategies to drive lead generation and enhance brand awareness, while managing all aspects of the marketing function independently.

Responsibilities:

• Own and drive all paid campaigns, with the ability to build, optimize, and analyze campaigns yourself, and the judgment to know when and how to leverage external partners effectively
• Drive consistent lead volume while continuously improving ROAS and CAC
• Build and manage retargeting campaigns to re-engage site visitors and warm leads who haven't yet converted
• Identify, test, and scale new paid acquisition channels to expand reach and reduce reliance on any single source
• Build and execute a comprehensive SEO strategy — on-page, off-page, technical, and local — with the explicit goal of growing organic lead volume, not just traffic
• Own keyword strategy, content optimization, link building, and local search visibility across our NY, NJ, and CT markets
• Monitor performance via Google Search Console and analytics platforms, iterating constantly to improve rankings and conversion from organic
• Oversee content creation across blog, social media, and email — ensuring consistent brand voice and driving meaningful engagement that converts
• Own brand positioning and messaging, keeping it aligned across all touchpoints as we grow
• Build and grow an owned email list as a long-term lead asset — develop lead magnets, opt-in strategies, and email nurture sequences that compound over time
• Develop and execute a PR and earned media strategy through local press, health publications, and relevant online communities to drive brand awareness and SEO authority
• Develop creative, non-traditional acquisition strategies that go beyond paid ads and SEO, finding innovative ways to reach and resonate with prospective clients
• Continuously optimize our website and conversion funnel to improve CRO and reduce friction in the client journey
• Design and implement nurture and re-engagement campaigns across channels to guide prospects through the funnel and maximize conversion at every stage
• Develop an event based marketing strategy to build trust, grow the email list, and capture warm leads at the top of the funnel
• Own and optimize CBT Collective's presence across key therapy directories
• Manage and grow our Google Business Profile and online reviews across platforms
• Develop a proactive strategy to grow and maintain positive reviews, and monitor and respond to feedback across platforms
• Own local marketing efforts across our New York, New Jersey, and Connecticut markets — including grassroots outreach, local business partnerships, and community presence
• Identify and engage hyperlocal channels, such as neighborhood Facebook and Instagram groups, local community boards, parenting forums, wellness directories, and area-specific online communities
• Build relationships with local businesses to drive awareness and referrals
• Develop a local SEO and Google Business Profile strategy to ensure strong visibility in neighborhood and city-level searches across all our markets
• Represent or coordinate CBT Collective's presence at local events, fairs, or gatherings
• Partner with the client acquisition team to build and manage relationships with clinical referral partners (physicians, psychiatrists, schools, and other healthcare providers) to drive high-quality client referrals
• Identify co-marketing and community-based opportunities to deepen roots in key local markets
• Own the full marketing analytics stack — build dashboards, track KPIs, and report clearly to leadership on what's driving leads and what isn't
• Make CAC, lead volume, lead quality, and funnel conversion your north star metrics. Know them cold and use them to drive every prioritization decision
• Run structured experiments across channels and use results to double down on what works and cut what doesn't
• Partner with clinical and operations teams to align marketing with service offerings, seasonal trends, and referral needs
• Collaborate with the client acquisition team to connect marketing efforts to downstream conversion outcomes — including having a strong point of view on lead response time and handoff quality, since speed-to-contact is one of the biggest drivers of lead conversion

Requirements:

• 6–8 years of hands-on growth marketing experience spanning paid, SEO, content, email, brand, and analytics — with a clear track record of driving lead volume
• You have personally built and managed paid campaigns and understand them deeply — you can run them yourself and evaluate external partners with equal confidence
• Experience building and managing retargeting campaigns across Google and Meta
• Proven ability to operate as a solo marketing owner: you've run the full function independently without an internal team or specialist support structure
• Demonstrated success growing organic lead volume through SEO — you understand technical SEO, content strategy, and local search, and have the results to show for it
• Experience building and growing an owned email list — lead magnets, opt-ins, drip campaigns, and nurture sequences
• Familiarity with online directory and reputation management — you understand how online directories drive leads for healthcare practices
• Strong conversion mindset: you've optimized funnels, improved CRO, and reduced CAC with data to back it up
• Comfortable being in the weeds when needed: writing copy, pulling reports, setting up campaigns, posting content — execution is a strength, not an afterthought
• Strong analytical skills with hands-on proficiency in Google sheets/Excel, Google Analytics, Search Console, Meta Ads Manager, and CRM platforms
• Self-starter with startup or small business experience — you thrive with autonomy, move fast, and don't wait to be told what to do
• Experience with local and community marketing — engaging neighborhood groups, local business partnerships, and hyperlocal communities to drive awareness
• Working knowledge of HIPAA-compliant marketing practices and ethical standards in healthcare
• At least 2 years of experience in healthcare or a high-consideration consumer category preferred
• Experience working with or marketing for therapy, behavioral health, or mental health organizations
• Familiarity with out-of-network insurance benefits and how they affect client acquisition strategies
• Experience with Zoho tools or Webflow
• Experience building marketing at an early-stage startup from the ground up
• Background in or exposure to sales, or prior collaboration with a sales or client acquisition function