Senior Director of Digital Media & Regional Marketing

About the position

We are seeking a dynamic and results-driven Senior Director of Digital Media & Regional Marketing to join our team. This critical leadership role will own the strategy and execution of digital media campaigns and regional marketing efforts to drive patient acquisition, enhance brand visibility, and improve clinic-level performance across multiple markets. The ideal candidate is both a digital strategist and a regional marketing architect - someone who can optimize paid media campaigns, lead SEO and performance marketing, and seamlessly connect national strategy with local market impact. This leader will work cross-functionally to elevate our marketing effectiveness while fostering strong relationships with franchisees and regional teams.

Responsibilities

• Own the strategy for paid digital media (search, social, display, video), SEO, and performance marketing.
• Optimize media mix and budget allocation to improve acquisition and ROI.
• Manage digital agencies and internal teams to ensure effective campaign execution.
• Lead marketing spend audits and establish a framework to optimize budget allocation.
• Define regional and co-op strategies to amplify media effectiveness and strengthen franchisee collaboration.
• Develop regional marketing playbooks aligned with national strategy, covering local store marketing (LSM), new clinic launches (NCL), and SEO.
• Lead regional marketing initiatives for the East and Midwest in partnership with development and franchise teams.
• Support local marketing activations and establish marketing spend compliance processes.
• Ensure consistency of brand voice and messaging across national, regional, and local campaigns.
• Partner with creative and content teams to deliver integrated, multi-platform campaigns.
• Lead the launch of major integrated campaigns that elevate brand awareness and relevance.
• Build a robust reporting framework to track digital and regional performance.
• Use data insights and A/B testing to inform decision-making and optimize campaigns.
• Ensure accurate and timely reporting of marketing performance to leadership.
• Collaborate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments.
• Lead the introduction of new products, services, or wellness programs that enhance patient acquisition and retention.
• Lead, hire, and mentor the digital media and regional marketing teams.
• Oversee media agency relationships, ensuring alignment and strong performance.
• Foster a culture of accountability, innovation, and engagement.
• Strengthen franchisee satisfaction with marketing support and agency partnerships.

Requirements

• 10+ years of experience in digital marketing and/or regional marketing, ideally within a franchisor brand or multi-unit retail environment.
• 3+ years in a senior leadership role, with success leading cross-functional and agency teams.
• Deep expertise in paid media, SEO, performance marketing, and regional marketing strategy.
• Strong financial and business acumen; ability to optimize marketing spend and drive outcomes.
• Experience developing and executing integrated campaigns across national and local levels.
• Strong coaching, mentoring, and change management skills.
• Excellent strategic thinking, organizational influence, and forward vision.
• Familiarity with CRM, CMS, and marketing automation platforms a plus.

Benefits

• Salary: $150k - 175k DOE plus incentive compensation
• Medical, Dental, Vision
• 401k w/company match
• PTO Accrual
• Complimentary Joint membership for regular adjustments
• On-site gym and fully stocked kitchen
• Career development through continuous coaching and training
• Employee recognition initiatives including the 'Action Hero Award'
• Diversity, Equity & Inclusion initiatives