Digital Marketing Manager

ALTER MANAGEMENT•Dana Point, CA

4d•$80,000 - $90,000•Onsite

About The Position

Alter Behavioral Health is seeking a Digital Marketing Manager to elevate its online presence, optimize performance marketing channels, and guide people seeking care toward appropriate clinical resources. The role leads digital strategy and execution across SEO and generative engine optimization, paid media, website content, analytics, and B2B initiatives, with an emphasis on qualified inquiries, patient admissions, and cost per admission rather than vanity metrics. The position oversees external agencies, offshore contributors, contractors, web developers, vendors, and AI tools, and may support affiliated entities such as CarePredictor. The manager directs partner performance through defined scopes of work, service standards, budgets, KPIs, and recurring reviews. They guide organic search and generative search visibility; supervise Google Ads, Meta, and LinkedIn campaigns; manage WordPress websites and digital content; and maintain marketing technology, attribution, and reporting. They use performance data to guide investment and optimization, apply AI tools under human supervision, and ensure marketing activities follow healthcare advertising, privacy, clinical approval, brand, and regulatory requirements. The role collaborates with executives, clinicians, vendors, and other partners to align marketing work with organizational growth. This is a full-time, salaried, exempt position based onsite at the corporate office in Dana Point, California. The schedule is 8:30 a.m. to 5:00 p.m., Monday through Friday. It reports to the Director of Business Development. The posted salary range is $80,000–$90,000 per year.

Requirements

Three to five years of hands-on digital marketing experience.
Demonstrated experience managing marketing agencies, contractors, offshore specialists, or freelance partners against measurable outcomes.
Hands-on experience with Meta Ads Manager.
Working fluency in Google Ads, LinkedIn Campaign Manager, GA4, Google Search Console, Google Business Profile, and WordPress.
Solid SEO fundamentals and practical understanding of generative engine optimization and AI-driven search.
Daily practical use of AI tools for marketing production, efficiency, reporting, or analysis, with examples of effective workflows.
Strong analytical skills, including interpreting attribution data, building performance reports, and translating findings into actions.
Ability to prioritize independently, solve problems, manage multiple vendors, and deliver results in a lean, fast-moving environment.
Clear written and verbal communication skills and ability to work with executives, clinicians, vendors, and cross-functional partners.

Nice To Haves

Experience in healthcare, behavioral health, or another regulated industry.
Experience with LegitScript certification or healthcare advertising policies.
Familiarity with HIPAA-conscious marketing workflows and privacy-safe analytics.
Experience with call-tracking platforms, healthcare CRMs, Semrush, or comparable SEO tools.
B2B demand generation or SaaS marketing experience.

Responsibilities

Direct third-party marketing firms, offshore teams, web developers, and contracted vendors across organic search, generative engine optimization, paid channels, and technical initiatives.
Set statements of work, service standards, operational KPIs, budgets, and recurring vendor evaluation schedules; conduct progress reviews and assess vendor retention, contract changes, or internal transitions using verified inquiries, admissions, and acquisition cost per admission.
Guide SEO and generative engine optimization across digital properties, facility landing pages, and clinical service offerings.
Improve website content and conversion paths for high-intent searches about behavioral healthcare programs, insurance coverage, and treatment options.
Monitor visibility in AI search features and generative summaries, including Google AI Overviews and conversational engines; maintain Google Business Profiles, directory entries, citations, and regional search presence.
Supervise Google Ads and Meta campaigns, audit campaign architecture, diagnose performance fluctuations, and make direct optimizations as needed.
Develop LinkedIn campaigns to support clinical referral networks and institutional opportunities for affiliated entities.
Create testing frameworks for audiences, messaging, creative, landing pages, and conversion optimization.
Manage WordPress websites, including building pages, updating clinical copy, creating landing pages, and overseeing essential plugin updates.
Manage external web developers through defined deliverables, scope boundaries, and fiscal controls; keep digital content current, intuitive, brand-consistent, and helpful to people seeking treatment.
Maintain marketing technology, including GA4, call attribution platforms, CRM systems, and advertising dashboards.
Connect campaign engagement to verified inquiries and patient admissions; produce weekly leadership dashboards and monthly performance reviews with metrics, observations, risks, and tactical plans.
Use performance data to guide capital allocation, experimentation, and conversion improvements.
Use AI applications for marketing workflows such as market analysis, copywriting, asset generation, and data evaluation, with human oversight and safeguards for accuracy, brand standards, and clinical compliance.
Align promotional activities with healthcare marketing guidelines, advertising platform terms, LegitScript certification requirements, and internal clinical approval processes.
Maintain privacy-focused tracking protocols and work with regulatory or legal resources on compliance requirements.
Maintain consistent, professional brand representation across digital channels and corporate properties.
Support B2B lead generation, professional networking, and marketing technology for affiliated entities, including CarePredictor.
Collaborate with executive management and key decision-makers to align marketing initiatives with organizational growth objectives.
Comply with state and federal regulations, including DHCS, DSS, and Joint Commission standards; follow safety, confidentiality, and ethical conduct policies; and participate in audits, training, and continuous quality improvement efforts.