Marketing Director - Dallas or Miami Based
ABOUT AESTHETIC PARTNERS
Aesthetic Partners acquires and grows exceptional practices within the medical aesthetics & plastic surgery category. Based in Miami, Florida and with practices across the country, Aesthetic Partners specializes in high-end, patient-centric practices and provides growth capital, functional expertise, and expansion support to brands within its portfolio.
SUMMARY:
The Marketing Director will be an integral leader within the Aesthetics Partners marketing team, responsible for supporting brands within the Aesthetic Partners portfolios through innovative marketing strategies and strong omnichannel execution.
The Marketing Director will work closely with the Aesthetic Partners Chief Marketing Officer, brand-level marketers, Regional Managers, and Practice Managers to develop, execute, and track insights-driven executions within strategic marketing channels.
RESPONSIBILITIES:
Marketing Planning:
- Work with Aesthetic Partners (AP) CMO, brand-level marketers, and brand Regional / Practice Managers to develop marketing and promotional strategies, quarterly goals, and channel-level marketing budgets that deliver net revenue targets within brand-level marketing budgets. Planning will support organic growth at existing locations, integration of acquired brands into the portfolio (including, where applicable, re-branding), successful launch of de novo clinics in new markets, and improvements in marketing KPIs.
- Manage the development and execution of brand- and channel-level marketing calendars that address geographic seasonality, practice-level offerings / capacity, and merging insights related to patient journeys and marketing efficacy.
- Gather input and alignment from primary stakeholders, including key providers.
Brand Alignment:
- Work with CMO, AP partners, Brand Marketers, and Regional Managers to strengthen positioning, comparative advantages, and guardrails for AP’s brands.
- Work closely with Regional Marketers to ensure that all marketing materials (paid ads, organic content, signage, and other communications) are brand-aligned.
- Capture formal and informal patient insights to optimize brand positioning and campaign-level messaging.
Brand Awareness & Preference: Oversee brand-level execution of core awareness channels, including:
- Social Media: Consistently increase engagement across new and additional social media channels through on-brand, informative, inspirational, and/or entertaining content.
- PR: Work with the CMO to develop and execute PR pitch calendar.* (Execution responsibility may shift to internal or external resources.)
- Influencer Marketing: Work with the CMO to develop influencer marketing strategy for each brand and territory location; oversee deployment across brands.* (Execution responsibility may shift to an internal or external resource.)
Lead & Acquisition Goals: Oversee brand-level execution of core acquisition channels, including:
- Marketing Mix: With the CMO, develop and continually optimize omnichannel marketing mix.
- Digital Media: Work with the Aesthetic Partners digital resources to deliver qualified leads through paid digital channels, including paid search, paid social, affiliate, and programmatic display. Oversee the development of paid media assets and the deployment / continual optimization of digital and offline campaigns.
- Offline Media: Oversee offline digital buys as needed to support lead generation and cost per lead / cost per patient acquisition targets.
- SEO: Work with the Aesthetic Partners digital resources to continually improve SEO performance and new patient acquisition from organic search.
- Partnerships & Local Marketing: Support and track local marketing efforts, working closely with brand marketing and operations teams to develop plans and optimize execution.
Creative Oversight:
- Develop creative briefs and oversee development of creative assets to deliver marketing targets, including cost per lead and cost per acquisition.
- Ensure organic social content captured at the brand level adheres to brand guardrails and calendar
- Ensure legal and regulatory compliance of all marketing assets
Retention & Loyalty:
- Partner closely with the AP Senior Lifecycle Manager, Patient Journey Center Leads, and brand marketers to design and deploy tailored, on-brand communications that convert new leads, drive cross-selling for existing patients, and amplify promotions, new product launches, and key events.
- Ensure all patient marketing efforts comply with applicable laws and regulations, including but not limited to TCPA and HIPAA.
Reviews & Referrals:
- To support lead generation goals, execute cross-functional programs to maximize patient reviews and referrals.
Physical Footprint:
- Collaborate with AP design resources to ensure physical spaces (including signage, decor, and other elements) are aligned with their respective brand’s guidelines.
- Ideate and, where appropriate, coordinate design/development of physical elements (including signage or other footprints) to support specific marketing objectives like cross-selling, upselling, reviews, referrals, rebooking.
QUALIFICATIONS
- A minimum of six years of professional marketing experience, including direct experience managing paid media campaigns, CRM, and organic social media
- Exceptional organizational and project management skills
- Exceptional communication skills, including the ability to develop effective marketing briefs for creative campaigns and communicate monthly marketing plans to all internal stakeholders
- Strong quantitative skills, including the ability to develop a budget, track performance, and develop insights from diverse data sets
- Creative aptitude, including the ability to ideate and execute compelling social media content
- Experience managing both internal employes and external agencies
- Direct experience with the following channels preferred:
- Website and SEO management (no coding experience required)
- Partnerships
- Influencer
- PR
- Industry experience in beauty, medical aesthetics, healthcare, or hospitality preferred