Senior Director of Marketing, Growth and Performance

Unified Women's Healthcare is hiring a Senior Director to lead CCRM's digital growth function and drive patient acquisition, efficiency, and marketing performance measurement. The role oversees paid media, web, CRM and lifecycle marketing, marketing technology and AI adoption, attribution and reporting, compliance, and team and agency collaboration.

Responsibilities:

• Set the annual digital marketing strategy and plan, including channel mix, market budgets, and performance targets, and own results against them
• Own paid media performance across search, social, and other digital channels, directing agency partners and internal teams to deliver patient acquisition outcomes
• Own website and landing page performance, including user experience, SEO, online scheduling, and conversion rates, setting direction for the team and agency partners who execute
• Lead CRM and lifecycle marketing, including lead capture, segmentation, and email and SMS communications
• Run an ongoing testing program to improve campaign and site performance
• Partner with marketing and operations leaders to set the annual patient acquisition plan and market targets, and translate them into channel plans and budgets
• Lead regular performance reviews by market with marketing and operations leaders
• Improve the patient journey from first inquiry to first visit in partnership with Patient Services
• Own the marketing technology strategy, roadmap, architecture, and budget, and govern the tool and vendor portfolio
• Oversee CRM and marketing automation implementation and enhancements, delivering on schedule and budget
• Lead marketing's AI adoption, including use-case prioritization, governance, and measurement of impact
• Establish consistent performance definitions, attribution, and reporting across markets and channels
• Deliver regular performance reporting and insights to leadership, operations, and physicians, aligned with Finance
• Ensure digital marketing, data practices, and patient communications comply with HIPAA, TCPA, applicable privacy laws, and healthcare advertising standards
• Lead and develop the team and agency partners
• Work with Content & Brand, Provider Relations, Patient Services, Finance, IT, and regional operations to align digital growth with network priorities
• Other duties as assigned

Requirements:

• Bachelor's degree in Marketing, Business, or related field required
• 12+ years of experience in performance marketing required
• 5+ years of experience leading teams required
• experience leading managers or senior specialists and directing agency partners
• Experience owning a multi-million-dollar, multi-market paid media budget with accountability for acquisition volume and efficiency goals required
• Experience leading an enterprise CRM or marketing automation implementation and owning a marketing technology roadmap, budget, and vendor portfolio required
• Strong command of digital analytics, tracking, attribution, and testing required
• Experience in multi-site consumer healthcare or another regulated category, including HIPAA-compliant marketing, required
• Experience leading the adoption of AI or automation in marketing, including use-case prioritization, governance, and measurement of business impact, required
• Ability to translate data into investment decisions and communicate performance, trade-offs, and recommendations clearly to executive, clinical, and business audiences required
• Ability to hold agencies and vendors accountable to business outcomes required
• Experience leading cross-functional technology programs across Marketing, IT, Finance, and regional operations, delivering to schedule and budget, required
• Ability to report results transparently, whether favorable or not, required
• MBA preferred