Employment Type: Full-Time, Exempt
Reports To: Adrian Daniels, VP of Growth and Patient Experience
Our practice, Dermatology Associates of Rochester, located in Rochester NY, is a fast-moving, high-performing, multi-discipline practice with Dermatology, Allergy and Immunology, Plastic Surgery, and a Cosmetic Center. Our experienced Board-Certified dermatologists, allergists, plastic surgeons, skin care specialists, estheticians, and researchers are dedicated to bringing an unmatched level of Total Skin Care, offering some of the most advanced skin treatments available, in a Boutique setting.
Job Summary
The Director of Marketing is accountable for building a measurable, scalable demand-generation and patient-lifecycle engine for Dermatology Associates of Rochester, with immediate emphasis on plastic surgery and elective cosmetic services. A part of the leadership team, this individual will translate our vision into differentiated service-line strategies that increase qualified demand, conversion, retention, cross-service utilization, and sustainable growth. This is initially an individual contributor role, leading external agencies and cross-functional project teams, with the opportunity to build out internal capabilities as the business grows.
This is a highly visible, hands-on leadership role combining strategic thinking, creative excellence, analytical rigor, and disciplined execution. The Director will own brand strategy, performance marketing, social media and other relevant content, lifecycle marketing, events, agency relationships, and marketing analytics. This role recommends and manages marketing and advertising spend—including agency budgets with CGI and ETNA Interactive—within an overall budget approved by leadership; it does not hold final budget authority.
Success Measures
Performance in this role will be evaluated against outcomes such as:
- Growth in qualified consults and conversion for cosmetic and plastic surgery services
- Growth in the volume and quality of patient Google reviews
- Return on ad spend (ROAS) and overall efficiency of paid campaigns
Key Responsibilities
Tasks marked (Assignable) are tactical/execution-level and may be delegated to a marketing coordinator or other support role as the department grows.
Social Media and Content
- Develop and manage a monthly and annual content calendar for Instagram and Facebook (@dermrochester)
- Create and publish organic content 3x per week including Reels, before/after showcases, educational content, provider spotlights, and "edu-tainment" posts (Assignable)
- Plan and coordinate video content including provider "About Me" features, fun facts, fact-or-fiction segments, and staff-related content
- Collaborate with clinical and administrative staff to source authentic, on-brand content
- Coordinate with CGI on paid social ad strategy (IG/FB/YouTube), ensuring creative alignment and campaign performance review
Digital Advertising and SEO
- Serve as the internal point of contact for CGI on all paid advertising campaigns (IG, FB, YouTube)
- Develop and maintain an advertising calendar for the remainder of the year and annually going forward
- Monitor campaign analytics and provide regular performance summaries to leadership
- Coordinate with ETNA Interactive on SEO strategy and monthly blog topics; contribute practice-specific insights and updates
Budget and Agency Spend
- Recommend marketing and advertising spend, including CGI and ETNA Interactive allocations, for leadership approval
- Manage spend within the budget approved by leadership; this role does not have final budget authority
- Track and report budget-to-actual spend and campaign ROI to leadership on a regular basis
Email Marketing
- Own and execute email blast strategy using Constant Contact
- Build and manage a monthly or quarterly email schedule targeting patient segments (cosmetic, medical, spa, plastics)
- Develop content in coordination with promotions, events, and seasonal campaigns
Event Planning and Promotions
- Build and manage an annual calendar of patient events and promotional campaigns
- Plan and execute recurring events such as laser events (2x/year), plastics events (2x/year), and open house opportunities
- Coordinate logistics, invitations, promotional materials, and post-event follow-up
- Lead cross-channel communication (social, PatientPoint, email) for new provider or service/equipment launches
Patient Engagement Tools
- Manage and optimize Bonsai AI outreach campaigns, including patient re-engagement workflows and eForm integrations
- Oversee PatientPoint content in exam rooms and waiting areas, updating features to align with current services and promotions (Assignable)
- Explore cross-promotion opportunities between cosmetic, spa, and plastics service lines
- Maintain and optimize the in-office digital directory (Optisigns) for clarity and visual appeal (Assignable)
Website and Photography
- Submit timely updates to ETNA Interactive including provider bios, new device/service announcements, and photography
- Coordinate new photography sessions (building, spaces, providers, procedures) once new spaces are completed
- Develop and maintain a photo shoot checklist and shot list for future sessions
- Ensure consistency in provider bio formatting and content across all platforms
- Flag AI-generated or AI-edited imagery and advertising claims for legal review prior to publication; work with legal counsel to resolve compliance questions
Google Reviews and Online Reputation
- Monitor and manage DAR's Google Business Profile to ensure accuracy, visibility, and engagement
- Develop and execute strategies to consistently grow the volume and quality of patient Google reviews
- Respond to reviews in a timely, professional, and HIPAA-compliant manner
- Track review trends and surface insights to leadership to inform patient experience improvements
- Coordinate with ETNA Interactive to ensure Google review performance supports broader SEO strategy
Awards and Recognition
- Coordinate internal campaigns to drive award nominations and votes across staff and patient communities
Minimum Qualifications
- Bachelor's degree required in Marketing, Business Administration, Communications, or related field.
- 3–6 years of experience in marketing, preferably in healthcare, wellness, or a patient-facing service industry.
- Proven experience managing social media accounts with measurable growth and engagement
- Hands-on experience with email marketing platforms (Constant Contact or equivalent)
- Strong written and verbal communication skills with ability to produce compelling, on-brand copy
- Ability to manage multiple projects, deadlines, and vendor relationships simultaneously
- Proficiency in basic graphic design and video editing tools (Canva, CapCut, Adobe, or similar)
- Photography and video content creation skills, with an eye for composition and lighting suitable for social and before/after content.
- Understanding of HIPAA-compliant marketing practices, particularly around before/after content and patient testimonials.
- Ability to identify legal/regulatory risk in marketing content (e.g., AI-generated or AI-edited imagery, advertising claims, testimonial use) and partner with legal counsel to ensure compliance.
- Familiarity with paid digital advertising platforms (Meta Ads Manager, Google Ads, YouTube Ads).
- Experience in dermatology, plastic surgery, med spa, or aesthetics marketing preferred.
- Experience working with patient engagement or CRM platforms (Bonsai, Patient Point, or similar) preferred.
Physical Demands/Work Environment
This role is primarily sedentary, requiring extended periods of sitting at a computer workstation with frequent use of hands and fingers for typing, writing, and operating office equipment, along with close vision for computer and document work; occasional standing, walking, bending, or reaching may be required within the office and clinical environment, along with occasional lifting of materials, marketing collateral, or event supplies up to 20 lbs. The primary work setting is a professional office environment within a medical practice, with occasional travel to practice locations, community events, or agency/vendor meetings, and occasional evening or weekend hours to support events, campaigns, or deadline-driven projects; noise level is typically low to moderate, with occasional exposure to a clinical setting when working on-site with patient-facing marketing materials or photography. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of this role.
Pay: $85,000.00 - $115,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Employee assistance program
- Employee discount
- Flexible spending account
- Health insurance
- Health savings account
- Life insurance
- Paid time off
- Retirement plan
- Vision insurance
Work Location: In person
