Medulla
Director of Digital Marketing
Medulla, Oak Brook, Illinois, United States, 60523
TVG-Medulla, LLC is a high-growth healthcare, high-quality chiropractic care organization with over 140+ clinics across the nation. Our mission is to lead our patients and communities to a life of optimum health and wellness through education and service. Chiro One Wellness Centers provide non-invasive, drug-free chiropractic care to thousands of patients each month. We are looking for a
Director of Digital Marketing
to drive patient acquisition growth through digital and social campaigns. He/She will work closely with other corporate marketing channel leads and clinical teams to create paid and organic digital marketing campaigns to drive ongoing growth for all three of our brands – Medulla, Chiro One Wellness Centers and MyoCore Personalized Pain Care.We are looking for a candidate who thrives in a fast-paced environment and has a passion for and proven track record of driving results via conversion-driven digital media campaigns. This includes defining the optimal digital portfolio, setting and executing channel strategies and tactics, campaign optimization and U/X improvements. This role is also responsible for creating and executing organic social media and SEO strategies.Essential Functions and Responsibilities:Set the digital strategy and roadmap, media strategy and web strategy for three brands including defining digital channel portfolios, identifying and securing the right mix of agency partners, securing the annual budget and working with the content team to co-create content plans to support web and media strategies.Drive digital leads via a combination of successful targeting, channel management, testing, analytics, agency collaboration and clinical insight. Continuously integrate new targeting tactics and U/X enhancements to more effectively target and capture leads.Improve digital conversions via the creation and optimization of effective micro-touchpoints. Build internal capabilities to create high-touch, micro-conversion opportunities via automated messaging and multi-touchpoint technologies. Work closely with IT and software agencies to identify and integrate new technologies into our digital ecosystem to enhance patient journey tracking and improve campaign performance.Identify innovative new channels, channel partners, campaign topics, etc. to continuously expand our digital programs to increase new patient volumes.Generate weekly, monthly and quarterly performance reports and dashboards for paid social campaigns for the digital media channels. Perform ongoing analytics to assess and optimize the effectiveness of paid search, SEO, social and email campaigns. Consistently analyze Cost Per Acquisition (CPA) and patient growth by channel and by agency partner. Utilize performance analytics to effectively shift funds between agencies to optimize overall volumes and cost efficiencies. Track various social and digital KPIs and tangible ROI to the business. Report results to c-suite and team.Work with agency partners to define, run and measure 2-3 week test sprints and working with the inside sales team to gain qualitative and quantitative information on lead quality and conversion.Create the annual digital budget including media investments, FTEs and department expenses. Ensure monthly spend remains within budget, including expense management, invoice tracking and approvals.Run daily standup meetings to learn to the current progress of each digital team member, align team members around company goals and address any short-term challenges that may prevent them from effectively performing tasks.Create and manage the digital media content calendar (along with content manager) and create actionable plans to both grow and maintain followers through social media platforms such as Instagram, Facebook, Twitter, YouTube and LinkedIn.Ensure brand consistency in digital, social media and web copy through tone, voice and terminology.Work with IT, U/X consultants and internal U/X specialist to maintain, improve and optimize websites for Chiro One, MyoCore and Medulla. Optimize and analyze the performance of websites, landing pages, and other digital assets, with a focus on UI/UX best practices and enhancing the digital customer experience.Work with IT on ongoing systems integrations across digital lead channels, Salesforce CRM, Talkdesk (Ccaas), Invoca, etc. to continuously improve tracking and optimization of digital campaigns.Effectively manage a team setting achievable goals, coaching, removing hurdles, identifying and implementing training, performing annual reviews and, potentially, identifying and onboarding new roles as the organization expands.Minimum Qualifications:Bachelor’s degree in marketing, business or equivalent; MBA a plus.7+ years of digital and paid social media experience with proven results in running performance-driven digital and social campaigns.3+ years of U/X experience with proven results in optimizing digital campaigns and site performance.Ability to effectively prioritize initiatives and meet volume and CPA goals.Results-focused approach to running projects, meeting timelines and working collaboratively to successfully complete initiatives.
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Director of Digital Marketing
to drive patient acquisition growth through digital and social campaigns. He/She will work closely with other corporate marketing channel leads and clinical teams to create paid and organic digital marketing campaigns to drive ongoing growth for all three of our brands – Medulla, Chiro One Wellness Centers and MyoCore Personalized Pain Care.We are looking for a candidate who thrives in a fast-paced environment and has a passion for and proven track record of driving results via conversion-driven digital media campaigns. This includes defining the optimal digital portfolio, setting and executing channel strategies and tactics, campaign optimization and U/X improvements. This role is also responsible for creating and executing organic social media and SEO strategies.Essential Functions and Responsibilities:Set the digital strategy and roadmap, media strategy and web strategy for three brands including defining digital channel portfolios, identifying and securing the right mix of agency partners, securing the annual budget and working with the content team to co-create content plans to support web and media strategies.Drive digital leads via a combination of successful targeting, channel management, testing, analytics, agency collaboration and clinical insight. Continuously integrate new targeting tactics and U/X enhancements to more effectively target and capture leads.Improve digital conversions via the creation and optimization of effective micro-touchpoints. Build internal capabilities to create high-touch, micro-conversion opportunities via automated messaging and multi-touchpoint technologies. Work closely with IT and software agencies to identify and integrate new technologies into our digital ecosystem to enhance patient journey tracking and improve campaign performance.Identify innovative new channels, channel partners, campaign topics, etc. to continuously expand our digital programs to increase new patient volumes.Generate weekly, monthly and quarterly performance reports and dashboards for paid social campaigns for the digital media channels. Perform ongoing analytics to assess and optimize the effectiveness of paid search, SEO, social and email campaigns. Consistently analyze Cost Per Acquisition (CPA) and patient growth by channel and by agency partner. Utilize performance analytics to effectively shift funds between agencies to optimize overall volumes and cost efficiencies. Track various social and digital KPIs and tangible ROI to the business. Report results to c-suite and team.Work with agency partners to define, run and measure 2-3 week test sprints and working with the inside sales team to gain qualitative and quantitative information on lead quality and conversion.Create the annual digital budget including media investments, FTEs and department expenses. Ensure monthly spend remains within budget, including expense management, invoice tracking and approvals.Run daily standup meetings to learn to the current progress of each digital team member, align team members around company goals and address any short-term challenges that may prevent them from effectively performing tasks.Create and manage the digital media content calendar (along with content manager) and create actionable plans to both grow and maintain followers through social media platforms such as Instagram, Facebook, Twitter, YouTube and LinkedIn.Ensure brand consistency in digital, social media and web copy through tone, voice and terminology.Work with IT, U/X consultants and internal U/X specialist to maintain, improve and optimize websites for Chiro One, MyoCore and Medulla. Optimize and analyze the performance of websites, landing pages, and other digital assets, with a focus on UI/UX best practices and enhancing the digital customer experience.Work with IT on ongoing systems integrations across digital lead channels, Salesforce CRM, Talkdesk (Ccaas), Invoca, etc. to continuously improve tracking and optimization of digital campaigns.Effectively manage a team setting achievable goals, coaching, removing hurdles, identifying and implementing training, performing annual reviews and, potentially, identifying and onboarding new roles as the organization expands.Minimum Qualifications:Bachelor’s degree in marketing, business or equivalent; MBA a plus.7+ years of digital and paid social media experience with proven results in running performance-driven digital and social campaigns.3+ years of U/X experience with proven results in optimizing digital campaigns and site performance.Ability to effectively prioritize initiatives and meet volume and CPA goals.Results-focused approach to running projects, meeting timelines and working collaboratively to successfully complete initiatives.
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