Vice President of Marketing and Digital Growth

Vice President of Marketing and Digital Growth JOB DESCRIPTION Location Remote Reports to Chief Operations Officer Direct reports Current and future members of the Marketing function Travel Periodic travel to practices, markets, and leadership meetings Key Responsibilities Enterprise Marketing Strategy and Leadership Develop and execute the annual enterprise marketing strategy, operating plan, and budget in alignment with Elevate's growth, patient access, revenue, and practice-performance objectives. Advise executive leadership on market positioning, patient-growth opportunities, marketing investment, emerging risks, and the expected financial impact of proposed initiatives. Establish clear marketing governance, priorities, service levels, and decision rights across corporate teams, practices, and external partners. Build, lead, coach, and develop the Marketing team while defining the future organizational capabilities required to support continued growth. Select and manage agencies, technology partners, and other vendors based on measurable performance, service, compliance, and value. Patient Growth and Performance Marketing Own the patient-acquisition strategy across paid search, paid social, programmatic media, local service channels, organic search, email, text, and emerging platforms. Establish scalable campaign frameworks that balance enterprise standards with the unique brand, market, service-line, and provider needs of each practice. Oversee media planning, budget allocation, pacing, testing, and optimization across locations, reallocating investment based on performance and business need. Partner with Operations and clinical leadership to improve the patient journey from discovery through scheduling, completed visits, optical capture, retention, and reactivation. Develop targeted strategies for underperforming practices, new service lines, provider capacity, market expansion, and seasonal demand. Brand, Reputation, and Digital Experience Lead enterprise and practice-level brand strategy while protecting the local identity and community relationships that contribute to patient loyalty. Oversee websites, local listings, online reviews, social media, content, and other digital touchpoints to create a consistent, accessible, and patient-centered experience. Establish standards for brand identity, messaging, creative quality, reputation response, and market communications across the organization. Partner with Operations, Medical Leadership, Human Resources, and Business Development on organizational communications, recruitment marketing, new-practice launches, rebrands, and market transitions. Analytics, Attribution, and Marketing Technology Lead the marketing analytics and technology strategy, including web analytics, tag management, conversion tracking, call tracking, CRM capabilities, dashboards, and reporting standards. Partner with Operations, Finance, IT, and business intelligence resources to connect marketing activity with scheduling, completed appointments, clinic performance, optical capture, and revenue outcomes. Develop practical attribution and forecasting models that improve investment decisions while recognizing the limitations of available data. Create executive and operating dashboards that provide timely visibility into performance by practice, market, campaign, service line, and channel. Maintain disciplined data definitions, quality controls, documentation, and vendor accountability across marketing platforms. Search, Content, and AI Discovery Lead an integrated strategy for traditional search, local search, content visibility, structured data, and discovery through AI-enabled platforms. Monitor how Elevate and its practices are represented across search engines, maps, directories, generative search tools, and other discovery channels. Evaluate and pilot emerging tools and practices based on measurable business value, patient trust, brand standards, and compliance considerations. Build internal knowledge and external partnerships that keep Elevate responsive to changes in patient search and discovery behavior. Acquisition and Growth Integration Lead the marketing workstream for acquisitions, including brand assessment, digital access, local listings, websites, reputation, campaign transition, and patient communications. Create repeatable integration playbooks, timelines, and success measures that preserve continuity while bringing new practices into Elevate's marketing ecosystem. Partner with Business Development, Operations, Finance, IT, and Medical Leadership to support diligence, integration planning, market launches, and post-close performance. Privacy, Compliance, and Risk Management Partner with Compliance, IT, legal resources, and operational leaders to ensure advertising, analytics, website tracking, consent management, and patient-data practices comply with HIPAA and applicable privacy requirements. Ensure marketing platforms and vendors are appropriately evaluated before protected or sensitive information is collected, transmitted, accessed, or used. Maintain accurate and supportable healthcare claims, testimonials, provider information, and patient-facing content in collaboration with clinical and compliance stakeholders. Measures of Success New patient appointment volume, completed appointments, and patient-acquisition cost. Cost per scheduled and completed appointment, conversion rates, and appointment show rates. Marketing-supported revenue, return on advertising spend, and same-store patient growth. Website and scheduling conversion, local search visibility, and online reputation performance. Optical capture and other service-line conversion measures developed with Operations and clinical leadership. Timely and effective marketing integration of acquired practices and new locations. Budget performance, vendor effectiveness, data quality, and executive reporting reliability. Team capability, accountability, engagement, and readiness to support organizational growth.