Director of Marketing

Job Description:

BrentCare Behavioral Health is seeking a strategic, hands-on marketing leader to own and grow our marketing function across all facilities. Reporting to the VP of Business Development, this role will shape and execute integrated marketing, brand, content, and sales enablement strategies that drive awareness, referrals, admissions, and revenue. You will own strategy on website design, social media, and content production, SEO/AEO, paid advertising, email, and organic social. Working closely with Clinical Outreach, Operations, and program leadership, you'll manage external partners, lead a team of Marketing Coordinators, co-manage the marketing budget, and turn performance data into clear insights that guide strategy and spend. This is an ideal opportunity for someone who blends creative direction with analytical rigor and wants to build a high-performing marketing engine in behavioral healthcare.

Key Responsibilities:

Strategy and planning

• Partner with the VP of Business Development to shape and launch integrated marketing, content, brand, and sales enablement strategies that grow awareness, engagement, referrals, admissions, and revenue.

• Plan, produce, and coordinate initiatives across owned, earned, and paid channels so every effort supports business goals and growth targets.

• Build and maintain a flexible content calendar and editorial plan, aligned with the corporate marketing team and nimble enough to react to timely opportunities.

• Work across Business Development, Clinical Outreach, Operations, Talent Acquisition, and Clinical leadership so marketing priorities reflect organizational priorities.

Bringing agency work in-house

• Lead the transition of website maintenance, social media, and content production from the current agency to the in-house team, with a clear plan, timeline, and no gaps in coverage or performance.

• Bring SEO/AEO content production in-house, keeping external partners for technical SEO support and paid media management.

Website and digital

• Own the website strategy end to end: roadmap, content architecture, user experience, SEO, conversion paths, analytics, technical needs, and ongoing improvements, in partnership with internal teams and outside developers.

• Own website operations across all facility sites, including HIPAA-compliant hosting, daily backups, security, routine maintenance, and ongoing development, using targeted technical resources where needed.

• Keep every site fast, available, and mobile-friendly by monitoring page speed, uptime, and mobile performance and resolving issues quickly.

• Build and maintain lead capture across all sites, including forms, click-to-call, and make sure every inquiry routes correctly to admissions and into the CRM.

• Make sure all tracking, including pixels, analytics, and call tracking, is HIPAA-compliant and that no protected health information reaches advertising or analytics platforms.

• Own attribution and conversion tracking so every inquiry, call, and admission can be traced accurately to its source channel.

• Direct technical SEO work, including schema markup, site architecture, indexing, and redirects, in partnership with the external SEO partner.

SEO and AEO

• Own keyword strategy and tracking for each facility and service line, and put emerging search approaches, including AEO and AI-driven search, to work across content, the website, and campaigns.

• Produce and publish roughly 5-7 SEO/AEO-optimized articles per month per site, managing content creation through posting.

• Manage local SEO for each facility, keeping Google Business Profile, Bing, Yelp, Psychology Today, and other directory listings accurate, consistent, and active.

• Strengthen credibility signals across the website and content, including clinical review of published content and clear display of accreditations and licensure.

• Run a scheduled measure-and-refresh cycle that identifies pages that rank but don’t convert, or that are losing ground, and fixes or refreshes them.

• Track and report SEO and AEO KPIs monthly to the VP of Business Development.

Paid advertising

• Own paid advertising strategy across every platform the company chooses to use, integrated with SEO/AEO so paid and organic efforts share keyword, content, and performance insights.

• Select and manage the external paid media partner, owning scope, strategy, and performance. Hold the partner accountable for daily campaign optimization and maintenance, ad creation, and monthly ROI reporting, with a focus on maximizing return and cutting wasted spend.

• Maintain LegitScript certification for all facilities and websites, including annual renewals and ongoing monitoring. Make sure every site, landing page, and ad stays compliant with LegitScript standards and each platform’s healthcare and addiction treatment advertising policies, and that any new site, domain, or location is certified before ads run.

• Lead landing page A/B testing and feed results back into campaign strategy and website improvements.

• Partner with admissions to review the quality of calls and leads from paid channels, and use those findings to guide targeting, keywords, and spend.

• Co-manage the paid media budget with the VP of Business Development.

• Track and report paid media KPIs monthly, including spend against budget, click-through rate, cost per click, impression share, landing page conversion rate, cost per lead and per call, qualified lead rate, cost per admission, and return on ad spend measured against admissions revenue.

Social media

• Own organic social media across Facebook, Instagram, and LinkedIn, maintaining 3 to 5 posts per week and 12 carousel or video posts per month, integrated with email and SEO/AEO strategy.

Email marketing

• Lead email and drip marketing strategy and execution, including audience segmentation, campaign planning, nurture streams, referral-partner and internal communications, testing, optimization, and reporting, integrated with social and SEO/AEO content.

Sales enablement

• Team with Business Development and Clinical Outreach to create the messaging, presentations, collateral, campaigns, tools, and training materials that help the field build referral relationships and grow census.

Agency and vendor management

• Manage relationships with the SEO and paid media partners, technology providers, creative partners, and other outside resources to ensure quality, efficiency, accountability, and alignment with business goals.

Brand, content, and creative

• Set the creative direction for every channel: websites and landing pages, email, articles, thought leadership, ghostwritten content, sales collateral, presentations, and other internal and external materials.

• Guide content production and brand messaging so all work educates, inspires, persuades, stays on-brand, and prompts action.

• Create and uphold marketing standards, guidelines, workflows, and best practices that protect brand consistency, quality, and governance.

• Help executive and clinical leaders develop thought leadership, communications, presentations, and other content as needed.

Team leadership

• Lead and develop Marketing Coordinators, building efficient workflows, clear accountability, and consistent, high-quality output.

Performance and budget

• Track KPIs across marketing, content, website, email, paid media, and sales enablement to confirm initiatives are delivering the intended business results.

• Pull together qualitative and quantitative data from multiple channels to surface trends, opportunities, and gaps.

• Turn analytics into clear, actionable reports for the VP of Business Development that guide strategy, spend, optimization, and future priorities.

• Co-manage monthly and annual marketing budgets with the VP of Business Development, covering forecasting, allocation, vendor spend, and performance review.

Other

• Take on additional responsibilities as assigned.

Required

• Bachelor's degree.

• 10+ years of marketing and content leadership, with deep expertise in integrated strategy, branding, content, digital, website strategy and development, email, paid media, sales enablement, SEO/AEO, communications, team leadership, vendor management, and campaign execution.

• Proven leadership with strong communication, team development, and cross-functional collaboration skills, and the ability to spark creativity and initiative in others.

• Hands-on experience building and running website strategy, including CMS management, hosting and maintenance, site optimization, content strategy, SEO, conversion optimization, analytics, and work with internal and external developers.

• Track record of building and managing email programs, including campaigns, segmentation, nurture sequences, and performance optimization.

• Experience creating sales enablement strategies and resources alongside Business Development, Sales, Clinical Outreach, or other revenue teams.

• Experience directing SEO and paid media agencies and vendors, covering strategy, budget allocation, optimization, and ROI analysis.

• Strong project management skills and an innovative, results-driven approach.

• Advanced proficiency with CMS platforms (WordPress preferred), Google Analytics, email marketing platforms, CRM systems, and emerging marketing technology.

• Advanced proficiency in Microsoft Office, including Excel.

• Outstanding written, verbal, strategic, and visual communication skills.

Preferred

• Skill in gathering data from multiple channels and combining it into a clear story that shapes strategy and business decisions.

• Experience running organic social media programs, including short-form video and carousel content.

• Working knowledge of HIPAA as it applies to healthcare websites, hosting, and marketing.

• Experience in behavioral health or healthcare marketing.