Position Summary

The Strategic Marketing Manager is responsible for developing and executing comprehensive marketing strategies that support patient acquisition, patient retention, revenue growth, digital visibility, brand development, and organizational expansion.

This role oversees digital marketing initiatives, website strategy, search engine optimization (SEO), paid advertising, content development, patient education resources, promotional campaigns, marketing analytics, brand management, and marketing technology, social media, and other job duties as required.  

The Strategic Marketing Manager collaborates with operational leadership and the Regional Marketing & Outreach Manager to ensure marketing initiatives align with organizational goals and measurable business outcomes.  Works collaboratively with the Regional Marketing & Outreach Manager to align field outreach initiatives with the organization's overall marketing strategy, ensuring community engagement efforts support digital marketing objectives, patient acquisition goals, and brand consistency. 

Position Overview

The Strategic Marketing Manager serves as the organization's marketing strategist, leading the planning, execution, optimization, and measurement of marketing initiatives that increase patient acquisition, strengthen brand recognition, improve digital visibility, and support organizational growth.

This position is responsible for managing marketing campaigns across multiple digital channels, overseeing website performance and search engine optimization, developing educational content and promotional strategies, monitoring marketing performance, and identifying opportunities for continuous improvement.

The ideal candidate is a strategic, analytical marketing professional with experience managing integrated marketing initiatives, interpreting marketing data, optimizing digital performance, and aligning marketing efforts with organizational objectives.

The Strategic Marketing Manager works collaboratively with the Regional Marketing & Outreach Manager to ensure community outreach initiatives, local market insights, and relationship development support the organization's overall marketing strategy, patient acquisition goals, and brand consistency.

Key Responsibilities

Marketing Strategy & Planning

• Develop and implement comprehensive marketing strategies aligned with organizational goals, growth initiatives, and revenue objectives.
• Develop annual and quarterly marketing plans that support patient acquisition, patient retention, and market expansion.
• Collaborate with leadership to establish marketing priorities, budgets, and performance objectives.
• Evaluate marketing initiatives and recommend improvements based on organizational performance and changing market conditions.
• Support strategic planning initiatives through market research, competitive analysis, and growth opportunity identification.

Digital Marketing & Patient Acquisition

• Coordinate and collaborate with the Chief Technology Officer (CTO) to develop and manage digital marketing strategies designed to increase qualified patient leads and appointments.
• Oversee paid digital advertising initiatives across multiple marketing platforms.
• Monitor campaign performance and optimize marketing investments to maximize return on investment.
• Collaborate with vendors and advertising partners to improve campaign effectiveness.
• Identify new digital marketing opportunities that support organizational growth.

Website Strategy & Search Engine Optimization (SEO)

• Oversee website performance, content updates, and ongoing optimization initiatives.
• Coordinate and collaborate with the Chief Technology Officer (CTO) in developing SEO strategies that improve search rankings, website traffic, and patient acquisition.
• Monitor website analytics and user behavior to identify opportunities for improvement.
• Collaborate with website developers and vendors to enhance user experience and website functionality.
• Support local SEO initiatives to improve visibility across all service areas.

Content Strategy & Patient Education

• Develop and maintain a comprehensive content strategy supporting patient education and organizational objectives.
• Oversee development of educational articles, blog content, newsletters, patient resources, website content, email campaigns, and digital marketing materials.
• Ensure content remains accurate, consistent, compliant, and aligned with organizational messaging.
• Maintain an editorial calendar supporting ongoing marketing initiatives.

Promotional Campaign Development

• Develop promotional campaigns supporting patient acquisition, patient retention, and seasonal marketing initiatives.
• Coordinate campaign planning across digital advertising, website, email marketing, social media, community outreach, and referral initiatives.
• Evaluate campaign effectiveness and identify optimization opportunities.
• Collaborate with the Regional Marketing & Outreach Manager to ensure campaigns are effectively supported through community outreach, events, and external partnerships.

Brand Management

• Maintain consistency across all marketing materials and communication channels.
• Ensure organizational branding remains professional, accurate, and consistent.
• Oversee development of marketing collateral supporting community outreach, events, and patient education.
• Collaborate with internal departments to maintain consistent messaging throughout the organization.

Marketing Analytics & Performance Reporting

• Develop marketing dashboards and performance reporting for leadership.
• Track and analyze key performance indicators including:
  • Patient acquisition
  • Cost per lead (CPL)
  • Cost per acquisition (CPA)
  • Website traffic
  • Search engine rankings
  • Conversion rates
  • Advertising performance
  • Campaign ROI
• Prepare reports and present marketing performance, trends, and recommendations to leadership.
• Identify opportunities to improve marketing effectiveness and maximize return on investment.

Marketing Technology & Systems

• Manage marketing technology platforms supporting organizational marketing initiatives.
• Coordinate and collaborate with the Chief Technology Officer (CTO) regarding website management, digital advertising, analytics platforms, CRM marketing tools, and marketing automation.
• Evaluate new technologies that improve marketing efficiency and effectiveness.
• Support implementation of marketing systems and process improvements.

Strategic Growth & Market Development

• Conduct competitive research and evaluate emerging market opportunities.
• Support organizational expansion initiatives through market analysis and strategic recommendations.
• Identify trends affecting patient acquisition, consumer behavior, and healthcare marketing.
• Collaborate with leadership to develop long-term marketing strategies supporting sustainable organizational growth.
• Assist with Consumer & Industry Events as needed. 

Required Qualifications

• Bachelor's degree in Marketing, Communications, Business Administration, or related field preferred; equivalent experience considered.
• Minimum of five (5) years of progressively responsible experience in marketing, digital marketing, strategic planning, brand management, or a related field preferred.
• Demonstrated experience developing and implementing comprehensive marketing strategies.
• Strong understanding of digital marketing, SEO, website optimization, paid advertising, analytics, and marketing performance measurement.
• Excellent project management, analytical, organizational, and communication skills.
• Experience managing multiple priorities while meeting deadlines.
• Proficiency with Google Workspace, CRM systems, Google Analytics, marketing platforms, and project management software.

Preferred Qualifications

• Experience in healthcare, wellness, cannabis, medical services, or other regulated industries.
• Experience managing SEO initiatives and website optimization.
• Experience overseeing digital advertising campaigns and marketing budgets.
• Experience presenting marketing performance to executive leadership.
• Experience managing marketing vendors and agency relationships.
• Knowledge of patient acquisition strategies and healthcare consumer behavior.