Director, Digital Marketing

Smile Brands Inc.; Northern (KY); On-site; USD 150,000 - 170,000; Full time

Benefits offered by this job

Health insurance

401(k)

Paid time off

Dental benefits

Career growth opportunities

Job summary

Smile Brands Inc. is seeking a strategic, data-driven Director of Digital Marketing to lead digital patient acquisition and engagement across our network of dental practices. This role oversees paid media, SEO, website strategy, and analytics while ensuring healthcare compliance.

You will build dashboards, define KPIs, and mentor a high-performing team to drive growth and improve the patient journey across multiple platforms and practice sites.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 8+ years of progressive digital marketing experience.
• Proven success driving patient acquisition through digital channels.
• Experience managing website strategy, development initiatives, and digital roadmaps.
• Strong knowledge of CRM, marketing automation, and customer engagement strategies.
• Excellent analytical, project management, and communication skills.

Responsibilities

• Develop and execute digital marketing strategies to drive patient acquisition and appointment conversions.
• Own performance across paid search, paid social, display, SEO and GEO, video, and emerging channels.
• Establish KPIs, attribution models, and reporting frameworks to optimize ROI.
• Lead website strategy, UX, development, governance, and conversion optimization efforts.

Skills

Digital marketing leadership

Customer acquisition

Analytics & ROI

Project management

Education

Bachelor's degree

Tools

Google Analytics

Google Tag Manager

CMS platforms

Marketing automation

Job description

Overview

Smile Brands is seeking a strategic, data-driven Director of Digital Marketing to lead digital patient acquisition and engagement initiatives across our growing network of dental practices. This role is responsible for developing and executing digital marketing strategies that drive new patient growth, strengthen brand visibility, optimize the patient journey, and support practice performance.

The ideal candidate combines deep expertise in performance marketing, website strategy, SEO, healthcare marketing compliance, and customer communications. This leader will oversee digital channels, agency partnerships, website development, analytics, and patient-facing digital experiences while ensuring all marketing activities adhere to healthcare regulatory and privacy requirements.

Schedule (days/hours)

Monday - Friday 8am - 5pm

Responsibilities

Digital Growth & Patient Acquisition

• Develop and execute digital marketing strategies that drive new patient acquisition and appointment conversions.
• Own performance across paid search, paid social, display, SEO and GEO, video, and emerging digital channels.
• Establish KPIs, attribution models, and reporting frameworks to optimize marketing effectiveness and ROI.
• Partner cross-functionally with operations, data analytics, and contact center to support growth objectives.
• Continuously test, analyze, and optimize campaigns, audience targeting, landing pages, and conversion paths.

Website Strategy & Digital Experience

• Lead website strategy, UX, development, governance, and conversion optimization efforts.
• Manage website roadmap, CMS platforms, and digital experience enhancements across desktop and mobile.
• Partner with internal teams and external agencies to deliver best-in-class digital experiences.
• Ensure site performance, accessibility, security, and technical health.

SEO/GEO & Patient Engagement

• Drive enterprise SEO/GEO and local search strategies that increase organic traffic and patient acquisition.
• Oversee technical SEO/GEO, content strategy, local listings, and reputation visibility initiatives.
• Support patient engagement emails, SMS, and marketing automation programs.
• Develop lifecycle marketing strategies focused on acquisition, retention, reactivation, and appointment conversion.

Analytics, Compliance & Leadership

• Build dashboards and reporting frameworks to measure marketing performance and business impact.
• Translate data into actionable insights and recommendations for executive leadership.
• Ensure all digital marketing activities comply with healthcare regulations, privacy standards, and company policies.
• Lead and develop a high-performing digital marketing team while managing agency and vendor partnerships.
• Oversee digital marketing budgets and resource allocation.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, or related field.
• 8+ years of progressive digital marketing experience, including team leadership.
• Demonstrated success driving customer or patient acquisition through digital channels.
• Deep expertise in paid media, website optimization, SEO, marketing analytics, and conversion rate optimization.
• Experience managing website strategy, development initiatives, and digital roadmaps.
• Strong knowledge of CRM, marketing automation, and customer engagement strategies.
• Demonstrated success managing agencies and cross-functional stakeholders.
• Excellent analytical, project management, and communication skills.

Preferred Qualifications

• Healthcare, dental, medical, consumer health, or multi-location service industry experience.
• Knowledge of HIPAA and healthcare marketing compliance requirements.
• Experience with enterprise CMS platforms, Google Analytics, Google Tag Manager, SEO platforms, and digital marketing technologies.
• Experience leading digital transformation and customer experience initiatives.

Compensation

$150,000 - $170,000 per year + 20% bonus potential

About Us

Benefits are determined by employment status/hours worked and include paid time off (“PTO”), health, dental, vision, health savings account, telemedicine, flexible spending accounts, life insurance, disability insurance, employee discount programs, pet insurance, and a 401k plan.

Smile Brands supports over 650 affiliated dental practices across 28 states all focused on a single mission of delivering Smiles For Everyone!® Smiles for patients, providers, employees, and community partners. Everyone. Our growing portfolio of affiliated dental brands and practice models range from large regional brands to uniquely branded local practices. This role is associated with the affiliated dental office listed at the top of the job posting on our career site.

Smile Brands Inc. and all Affiliates are Equal Opportunity Employers. We celebrate diversity and are committed to providing an inclusive workplace for all employees. We are proud to be an equal opportunity employer. We prohibit discrimination and harassment of any kind based on race, color, creed, gender (including gender identity and gender expression), religion, marital status, registered domestic partner status, age, national origin, ancestry, physical or mental disability, sex (including pregnancy, childbirth, breastfeeding or related medical condition), protected hair style and texture (The CROWN Act), genetic information, sexual orientation, military and veteran status, or any other consideration made unlawful by federal, state, or local laws. If you would like to request an accommodation due to a disability, please contact us at [e-mail]