Director of Marketing

The Blanchard Institute • Charlotte, NC

8d • Onsite

About The Position

The Blanchard Institute is a family-centered behavioral health treatment center, specializing in mental health and substance use disorders. We are committed to delivering clinically sophisticated, evidence-based care while integrating the family system into the healing process. With a focus on whole-person wellness, same-day access to care, and long-term recovery outcomes, our work is rooted in compassion, integrity, and measurable impact for the individuals and families we serve. We are looking for a Director of Marketing who loves both strategy and execution and has a desire to help build a marketing function for a growing behavioral healthcare organization. You are an experienced hands-on marketing professional who can think strategically, get into the data, optimize a Google Ads campaign, understand why a landing page isn't converting, improve search visibility, strengthen our brand - and connect all of it to the people ultimately seeking care.

Requirements

• 7+ years of progressive marketing experience
• Meaningful hands-on experience with Google Ads, SEO, digital analytics, and marketing budgets
• Strong analytical and communication skills
• Sound business judgment
• Technical depth to understand what's working, what's not, and what needs to change
• Ability to know how the pieces fit together
• Willingness to get into the work
• Ability to build systems, test ideas, solve problems, and continuously improve performance
• Comfortable being accountable for results — not just marketing activity
• Understanding that healthcare marketing requires an especially high standard of ethics, accuracy, and judgment

Nice To Haves

• Healthcare, behavioral health, or addiction treatment experience is strongly preferred
• Experience managing and optimizing web page core functions including the organization’s SEO strategy across technical, local, on-page, and content production
• Experience managing organization-wide digital spend budgets
• Experience with Google Ads, GA4, SEO (technical, local, content strategy, AI-assisted search)
• Understanding of attribution and connecting marketing investment to qualified inquiries and admissions
• Strong eye for messaging, content, and creative
• Knowing when to do the work yourself, when to direct it, and when specialized outside expertise will produce a better result

Responsibilities

• Digital growth strategy, including paid search, SEO, website performance and conversion optimization
• Marketing analytics and attribution, connecting marketing investment to qualified inquiries and admissions
• Integrated marketing strategy across digital, content, brand, social media and other channels
• Brand positioning, creative direction and marketing support for programs, locations and market expansion
• Marketing partnerships, public relations and organizational visibility
• Marketing vendors, resources and tools, determining when to execute internally and when to leverage specialized expertise
• Ethical and compliant healthcare marketing practices

Benefits

• Professional Development Reimbursement
• Multiple health plan design options
• Dental and Vision plans
• Dependent Care and Healthcare FSA
• Health Savings Account (HSA) with HDHP
• Company paid Life Insurance, AD&D and STD
• Voluntary supplemental life insurance
• Optional Critical Illness, Hospital and Accident coverage
• Employee Assistance Program
• Paid Holidays
• Paid Time Off
• 401(K)

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed