Director, Digital Marketing

Smile Brands•Remote, Work from Home, UNAVAILABLE

16h

About The Position

Smile Brands is seeking a strategic, data-driven Director of Digital Marketing to lead digital patient acquisition and engagement initiatives across our growing network of dental practices. This role is responsible for developing and executing digital marketing strategies that drive new patient growth, strengthen brand visibility, optimize the patient journey, and support practice performance. The ideal candidate combines deep expertise in performance marketing, website strategy, SEO, healthcare marketing compliance, and customer communications. This leader will oversee digital channels, agency partnerships, website development, analytics, and patient-facing digital experiences while ensuring all marketing activities adhere to healthcare regulatory and privacy requirements.

Requirements

Bachelor's degree in Marketing, Business, Communications, or related field.
8+ years of progressive digital marketing experience, including team leadership.
Demonstrated success driving customer or patient acquisition through digital channels.
Deep expertise in paid media, website optimization, SEO, marketing analytics, and conversion rate optimization.
Experience managing website strategy, development initiatives, and digital roadmaps.
Strong knowledge of CRM, marketing automation, and customer engagement strategies.
Demonstrated success managing agencies and cross-functional stakeholders.
Excellent analytical, project management, and communication skills.

Nice To Haves

Healthcare, dental, medical, consumer health, or multi-location service industry experience.
Knowledge of HIPAA and healthcare marketing compliance requirements.
Experience with enterprise CMS platforms, Google Analytics, Google Tag Manager, SEO platforms, and digital marketing technologies.
Experience leading digital transformation and customer experience initiatives.

Responsibilities

Develop and execute digital marketing strategies that drive new patient acquisition and appointment conversions.
Own performance across paid search, paid social, display, SEO and GEO, video, and emerging digital channels.
Establish KPIs, attribution models, and reporting frameworks to optimize marketing effectiveness and ROI.
Partner cross-functionally with operations, data analytics, and contact center to support growth objectives.
Continuously test, analyze, and optimize campaigns, audience targeting, landing pages, and conversion paths.
Lead website strategy, UX, development, governance, and conversion optimization efforts.
Manage website roadmap, CMS platforms, and digital experience enhancements across desktop and mobile.
Partner with internal teams and external agencies to deliver best-in-class digital experiences.
Ensure site performance, accessibility, security, and technical health.
Drive enterprise SEO/GEO and local search strategies that increase organic traffic and patient acquisition.
Oversee technical SEO/GEO, content strategy, local listings, and reputation visibility initiatives.
Support patient engagement emails, SMS, and marketing automation programs.
Develop lifecycle marketing strategies focused on acquisition, retention, reactivation, and appointment conversion.
Build dashboards and reporting frameworks to measure marketing performance and business impact.
Translate data into actionable insights and recommendations for executive leadership.
Ensure all digital marketing activities comply with healthcare regulations, privacy standards, and company policies.
Lead and develop a high-performing digital marketing team while managing agency and vendor partnerships.
Oversee digital marketing budgets and resource allocation.