Senior Director of Digital Performance Marketing

Acadia Healthcare•Franklin, TN

About The Position

The Senior Director of Digital Performance Marketing will lead enterprise-wide digital performance marketing strategy and execution. This is a mission-critical role responsible for reshaping how the organization leverages digital marketing to drive patient acquisition, strengthen digital brand communications, and optimize performance across 250+ healthcare facilities. The ideal candidate will bring a rigorous, data-driven mindset and a proactive leadership approach to unify disconnected efforts, modernize digital infrastructure, and deliver measurable ROI at scale.

Requirements

10+ years’ experience in marketing/management required, healthcare industry preferred
Master’s degree in Marketing, Communication, Management preferred
Experience developing and leading teams
Excellent interpersonal skills, including the ability to interact effectively and professionally with individuals at all levels, both internal and external.
Self-motivated with strong organizational skills and superior attention to detail.
Must be able to manage multiple tasks/projects simultaneously within inflexible time frames.
Ability to adapt to frequent priority changes.
Capable of working within established policies, procedures, and practices prescribed by the organization

Nice To Haves

healthcare industry preferred
Master’s degree in Marketing, Communication, Management preferred

Responsibilities

Digital and Performance Marketing Strategy
Define and execute a modern digital marketing strategy focused on ROI-optimized spend (growth balanced against efficiency) and excellence in execution.
Align digital and broader performance marketing efforts with broader growth, admissions, and brand goals, collaborating closely with business development teams, admissions, P&L operational leaders and other marketing functions.
Ensure a proactive, insights-driven function that serves as the key digital thought partner for the business.
Performance Marketing Optimization
Lead development and implementation of a robust attribution model, incrementality testing protocols, and CAC-to-LTV optimization tools.
Establish clear ROI-driven benchmarks across service lines and geographies and dynamically reallocate spend to maximize return.
Deliver clear, transparent, and high-confidence performance reporting to drive collaboration and continual improvement.
Lead key digital marketing adjacencies, including digital growth strategies in support of the field.
Marketing Technology & Data Governance
In partnership with the Acadia IT team, strengthen data collection and analytics in the context of evolving web browsing privacy laws / cookie restrictions.
In partnership with the Acadia IT team, optimize MarTech stack, including CRM integration, call tracking, and consent management.
Content & Brand
Partner with other marketing teams to continue to strengthen quality of performance marketing content.
Implement scalable best-in-class online review and reputation management strategies.
Team Development & Cross-Functional Collaboration
Lead and evolve a high-performing team with clear roles, accountability, and KPIs.
Collaborate across service lines to ensure digital campaigns are clinically appropriate and strategically aligned.
Serve as a key partner to P&L owners, marketing agencies, compliance, and executive leadership.
STANDARD EXPECTATIONS:
Complies with organizational policies, procedures, performance improvement initiatives and maintains organizational and industry policies regarding confidentiality.
Communicate clearly and effectively to person(s) receiving services and their family members, guests and other members of the health care team.
Develops constructive and cooperative working relationships with others and maintains them over time.
Encourages and builds mutual trust, respect and cooperation among team members.
Maintains regular and predictable attendance.