Overview
We are seeking an energetic and strategic Marketing Director to lead and execute marketing strategies across Aestique's three core entities: Aestique Surgery Center, Aestique Medispa, and Aestique Plastic Surgical Associates. The Marketing Director will be responsible for the overall marketing strategy across all Aestique entities, aligning all marketing initiatives with organizational growth goals and increasing market share throughout Western Pennsylvania. As the driving force behind our marketing initiatives, you will develop comprehensive marketing plans, oversee multi-channel campaigns, and ensure alignment with overall business objectives. This position is on-site 5 days a week at the Greensburg, PA location, and includes travel to satellite locations as needed in Allegheny and Westmoreland Counties.
A Focus on Growth
The Marketing Director will drive business development in a growth model. To achieve this, they will:
- Develop annual marketing growth plans tied directly to revenue goals.
- Identify marketing opportunities with the highest ROI.
- Monitor provider utilization and help fill schedules.
- Support the growth of Plastic Surgery, Medispa, ASC, Wellness, and future business lines.
- Develop strategies to increase patient lifetime value.
- Improve patient retention and referral rates.
- Evaluate new market opportunities, services, and partnerships.
Strategic Leadership
Working with the management teams at Aestique's three entities, the Marketing Director will:
- Partner with executive leadership on strategic initiatives.
- Support organizational growth plans for each location and division.
- Develop annual marketing roadmaps.
- Recommend new services based on patient demand and market research.
- Participate in long-term planning.
- Provide monthly reports to management teams on campaign effectiveness, sales performance, lead generation, and ROI.
- Forecast marketing performance.
- Recommend future investments.
Community and Patient Engagement
- Build and foster relationships with local communities through events, workshops, health fairs, and sponsorship opportunities.
- Plan and host educational seminars and workshops to connect potential customers to the various services offered at each location.
- Coordinate VIP and patient appreciation events.
- Provide support for provider events.
- Attend community events sponsored by Aestique.
- Build referral partnerships and build B2B relationships.
- Increase community visibility of the Aestique brand.
- Support concierge medicine growth.
- Develop employer wellness opportunities.
Patient Relationship & CRM Marketing
- Utilize electronic medical record platforms to create patient lifecycle marketing.
- Build automated communication campaigns.
- Segment patients by interests and treatment history.
- Increase retention through personalized marketing.
- Create referral campaigns.
- Develop reactivation campaigns.
Physician & Provider Marketing
- Increase physician visibility and promote provider expertise.
- Coordinate speaking engagements in the industry.
- Develop thought-leadership campaigns.
- Highlight before-and-after outcomes of patient success.
- Support provider recruitment marketing.
- Expand physician referral networks.
Public Relations, Media Relations, & Promotions
- Develop relationships with representatives from various media channels.
- Pursue television, radio, podcasts, magazines, and digital media opportunities.
- Maintain consistent messaging and uphold the organization's reputation for excellence.
- Ensure brand guidelines are adhered to across all media channels.
- Oversee content creation efforts, ensuring high-quality copywriting, graphic design, and multimedia content aligned with the brand's voice and goals.
- Plan and execute promotional campaigns and seasonal offers to drive patient engagement.
- Identify new opportunities to attract new patients and retain existing ones through special promotions, partnerships, and media events.
- Coordinate press releases.
- Manage crisis communications.
- Increase earned media exposure.
- Position Aestique as the regional leader in aesthetics.
Digital Marketing Strategy
- Oversee all digital marketing strategies.
- Manage the digital presence, including websites, social media accounts, email marketing and online advertising.
- Optimize patient acquisition across digital channels.
- Improve website conversion.
- Ensure best SEO practices.
- Implement direct paid advertising strategies.
- Oversee agency performance.
- Continuously improve digital ROI.
AI & Marketing Innovation
- Leverage AI tools for marketing efficiency.
- Improve personalization through AI.
- Streamline content creation.
- Analyze marketing trends using AI.
- Evaluate emerging marketing technology.
Photography & Video Strategy
- Direct all photography and videography.
- Maintain before-and-after image library.
- Coordinate provider educational content.
- Ensure HIPAA-compliant media collection.
- Create high-quality visual assets.
Company Storytelling & Reputation Management
- Protect and elevate the Aestique brand.
- Share the organization's history and mission.
- Ensure consistent storytelling across all brands.
- Strengthen the emotional connection with patients.
- Develop a Google Review strategy.
- Monitor online reputation.
- Increase positive patient reviews.
- Identify trends in patient feedback.
- Improve online ratings.
- Utilize testimonials and success stories.
Measuring Success
Success in this role will be measured by:
- Growth in new patient acquisition
- Increased patient retention
- Improved marketing ROI
- Increased provider utilization
- Membership/VIP growth
- Higher website conversation rates
- Stronger community awareness
- Increased referral volume
- Revenue growth across all business divisions
KPI Ownership
The Marketing Director will be responsible for tracking:
- Marketing ROI
- Cost Per Lead (CPL)
- Cost per Acquisition (CPA)
- Conversion rates
- Website conversion rates
- Lead-to-consult conversion rates
- Consult-to-surgery conversion rates
- New patient numbers growth
- Membership/VIP growth
- Patient retention
- Provider schedule utilization
- Campaign revenue
- Referral sources
- Brand awareness metrics
Requirements
- Minimum of a bachelor's degree in marketing, communications, or related field.
- Minimum of 5 years' experience in marketing management preferred.
- Ability to lead cross-functional teams effectively while managing multiple projects simultaneously in a fast-paced environment.
- Excellent communication skills with a keen eye for detail in marketing communications.
- Experience working within the healthcare, aesthetic or beauty industry markets is highly desirable.
Join us as a Marketing Director, where your innovative ideas will shape our brand's future! Bring your passion marketing excellence to a vibrant team committed to growth - together we'll create impactful campaigns that resonate with our valued customers.
Company Overview
Aestique Surgical Center, Aestique Plasti Surgical Associates, and Aestique Medispa are leaders in the medical, aesthetic, and cosmetic industries. With multiple locations, we provide a range of surgical and non-surgical treatments designed to enhance the beauty and confidence of our patients. We are committed to delivering exceptional patient care, cutting-edge procedures, and personalized treatments.
Pay: From $80,000.00 per year
Benefits:
- 401(k)
- Dental insurance
- Flexible schedule
- Health insurance
- Life insurance
- Paid time off
- Parental leave
- Retirement plan
- Vision insurance
Work Location: In person
