LOCATION
Westlake Village, CA. Primarily on-site. Limited remote flexibility may be available after onboarding, but this role requires frequent in-person collaboration with the physician owner, practice manager, video editor, patient concierge, and surgical coordination team.
ABOUT THE PRACTICE
We are a boutique, high-end facial plastic surgery practice specializing in advanced facial rejuvenation, deep plane facelift surgery, and natural restoration for patients seeking refined, individualized results. The practice is led by a solo female facial plastic surgeon with a growing national reputation, a strong surgical niche, and a patient experience model that integrates surgical artistry, regenerative recovery, wellness, and long-term facial aging strategy.
Our ideal patients are discerning, research-oriented, and often considering a major facial rejuvenation procedure with a significant investment. Approximately half of our surgical patients travel from outside the local area. Our marketing must build trust before the first phone call, educate deeply, filter thoughtfully, and position the practice as a national authority rather than a local cosmetic provider.
ROLE SUMMARY
The Director of Marketing will lead the strategy, execution, measurement, and continuous optimization of the practice’s marketing function. This person will manage the marketing ecosystem across website, SEO, Google Ads, Instagram, YouTube, TikTok, email, podcasting, PR, reputation monitoring, Substack-style long-form thought leadership, and patient acquisition funnels.
This role is accountable for qualified demand, not vanity metrics. The successful candidate will help maintain a 9-12 month booked surgical schedule, improve lead quality, shorten the inquiry-to-consult booking timeline, increase website conversion, grow authority through content and PR, and build an operating rhythm that allows the surgeon to consistently create high-value educational content without becoming the marketing bottleneck.
KEY RESPONSIBILITIES
- Own the marketing plan, weekly priorities, quarterly initiatives, reporting dashboard, and performance against agreed KPIs.
- Maintain a clear understanding of the surgical pipeline: weeks booked out, case mix, average case value, patient quality, and source attribution.
- Partner with the physician owner to translate clinical philosophy, surgical differentiation, and patient education into high-converting messaging.
- Lead content strategy for Instagram, YouTube, TikTok, podcast/audio, blog, and long-form thought leadership channels.
- Create and manage a 90-day rolling content calendar that supports deep plane facelift authority, patient education, conversion, and reputation building.
- Oversee scripting, content briefs, filming priorities, editing feedback, publishing cadence, captions, titles, hooks, CTAs, and repurposing workflows.
- Work with the website redesign and SEO team to ensure the site is structured for conversion, organic search, local search, AI/LLM discoverability, and high-intent patient education.
- Manage Google Ads strategy with the SEO/paid search team, focusing on surgical lead quality, pre-qualification, landing page alignment, and reduction of low-converting paid inquiries.
- Monitor funnel performance from website visit to lead, lead to phone screen, phone screen to consultation, consultation to surgery, and surgery to long-term referral or review.
- Build reporting that distinguishes raw leads from qualified surgical leads, high-intent facelift leads, low-quality inquiries, price shoppers, and non-candidates.
- Launch and manage an audio/podcast strategy designed to deepen trust, create long-form authority assets, and repurpose clips across video and social platforms.
- Evaluate PR opportunities and potential PR firms, prioritizing credible expert placements, high-authority backlinks, meaningful publications, and strategic thought leadership rather than vanity press.
- Create a Reddit and online sentiment monitoring process that identifies recurring patient questions, concerns, misconceptions, and reputation trends without engaging in manipulative or inauthentic posting.
- Develop a Substack-style long-form content strategy to elevate authority, serve research-oriented patients, generate media-ready expert commentary, and strengthen AI/LLM visibility.
- Manage internal contributors and external vendors, including video editor, practice manager content support, SEO team, paid ads support, PR partners, photographers, contractors, and future marketing hires.
- Respond quickly to engagement opportunities across social platforms while maintaining brand tone, professionalism, patient confidentiality, and healthcare advertising boundaries.
REQUIRED QUALIFICATIONS
- Minimum 10 years of experience overseeing marketing for a business, brand, practice, or high-ticket service with responsibility for strategy, execution, and measurable results.
- Demonstrated experience growing revenue, qualified leads, booked appointments, or other business outcomes - not just followers, impressions, or engagement.
- Experience managing multi-channel marketing, including website, SEO, paid search, social media, content strategy, CRM, analytics, or email.
- Proven ability to manage creative and technical vendors, hold agencies accountable, and translate business goals into execution plans.
- Strong understanding of conversion funnels, landing pages, CTAs, lead tracking, attribution, and CRM-based reporting.
- Excellent writing, editing, and messaging judgment; able to protect a premium clinical brand voice while making content accessible and persuasive.
- Highly analytical and comfortable presenting weekly performance dashboards, explaining trends, and recommending changes.
- Strong project management skills with the ability to coordinate content, deadlines, approvals, vendors, campaigns, and internal team members.
- Professional discretion, maturity, and judgment appropriate for a healthcare environment and high-net-worth patient base.
PREFERRED QUALIFICATIONS
- Experience in aesthetic medicine, plastic surgery, dermatology, luxury healthcare, elective healthcare, med spa, dentistry, legal, financial advisory, private education, or another high-trust/high-ticket service business.
- Experience marketing to affluent, research-oriented consumers who require a long trust-building journey before conversion.
- Experience with YouTube strategy, podcast development, PR coordination, and long-form thought leadership content.
- Familiarity with Google Analytics, CRM reporting, call tracking, lead source attribution, Meta/Instagram analytics, YouTube Studio, Google Ads, Search Console, and dashboard tools.
- Experience overseeing website redesigns and collaborating with SEO teams.
WHAT SUCCESS LOOKS LIKE
- The surgical schedule remains booked 9-12 months in advance with the right patients and a strong facelift-heavy case mix.
- Qualified lead volume grows without overwhelming the team with poorly matched inquiries.
- Inquiry-to-consult booking time decreases from approximately 5 days to less than 48 hours.
- Website conversion improves from approximately 5% toward 8-10%+ through better messaging, CTAs, landing pages, and patient journey design.
- YouTube and Instagram become reliable patient education and lead-generation engines, not just visibility channels.
- PR, long-form content, and online reputation monitoring reinforce the practice as a trusted authority in deep plane facelift and natural facial rejuvenation.
WHO SHOULD NOT APPLY
- Candidates whose experience is primarily posting content without owning revenue or conversion outcomes.
- Candidates who focus on follower growth but cannot explain how marketing creates qualified demand and booked revenue.
- Candidates who need extensive daily direction and cannot independently diagnose bottlenecks, prioritize work, or manage vendors.
- Candidates who are uncomfortable with performance dashboards, accountability, and KPI-based compensation.
- Candidates who do not understand discretion, compliance, and patient confidentiality in a healthcare setting.
Base salary range: $95,000 to $120,000 annually, depending on experience, qualifications, and demonstrated performance history. Performance bonus opportunity available based on defined KPI achievement and subject to the written bonus plan. This range reflects the salary range the practice reasonably expects to pay for this role.
HOW TO APPLY
Please submit your resume and a brief cover letter describing a marketing system you have led that produced measurable business growth. Include one example of a funnel, content strategy, or campaign you improved and the specific business result achieved.
Pay: $95,000.00 - $120,000.00 per year
Benefits:
- 401(k)
- Health insurance
- Paid time off
Work Location: In person
