Director of Marketing

Truss Vet-Veterinary Urgent Care; Durham (NC); Hybrid; USD 120,000 - 180,000; Full time

Benefits offered by this job

Health, vision, and dental insurance

Paid time off

401K + match

Mental wellness subscription

Parental leave

Disability and life insurance

Job summary

Truss Vet in Durham, NC is seeking a Director of Marketing to own all client/patient acquisition and urgent care awareness marketing across our growing network.

You will lead a small team, manage HQ budget, and drive digital marketing: paid search, social, analytics, and reporting, with a focus on measurable KPIs and ROI.

This first-time role offers strategic impact and hands-on execution in a hybrid 3-days-in-office setup at our Durham HQ.

Qualifications

• 10+ years marketing experience in healthcare or veterinary sectors.
• Proven ability to manage paid search and social campaigns at scale.
• Experience building marketing functions in growth-stage companies.

Responsibilities

• Develop and execute a data-driven annual marketing strategy aligned with growth targets and clinic expansion.
• Define clear, measurable KPIs for patient acquisition, awareness, reach, and cost per acquisition; establish benchmarks and track performance across all channels.
• Analyze market penetration, competitive positioning, and growth opportunities within current and expansion markets (NC, SC, TN scaling to 10 markets).
• Identify the channels (organic social, paid social, search, local activation, partnerships) that drive the highest ROI for patient acquisition in different markets.
• Translate strategy into quarterly plans and campaign roadmaps; adjust based on performance data and market feedback.
• Partner with clinical operations and the Care Partner Relationship Manager to align marketing efforts with clinical capacity and care partner development.
• Build and own a repeatable new-clinic launch marketing playbook, covering pre-opening awareness, grand-opening activation, and a 90-day ramp plan to target patient volume, for each new market entry.

Skills

Data-driven

Strategic marketing

Google Ads

Meta Ads

Analytics

Campaign optimization

Leadership

Budget management

Cross-functional

Tools

Google Ads

Meta Ads

Google Analytics

CRM software

Job description

A few years ago, we asked a question: what if pets with problems that can’t wait — but don’t belong in the ER — had somewhere great to go? And what if the people providing that care actually loved their jobs? Today the answer is Truss Vet, with five veterinary urgent care clinics across North and South Carolina, a growing community of doctors, and more on the way.

At Truss Vet, we’re on a mission to elevate the human-animal bond by removing barriers to compassionate, high- quality veterinary care. Our urgent care clinics are built for pets with non-life-threatening issues that don’t belong in the ER but can’t wait for a regular vet visit. The sweet spot between general practice and emergency care. We deliver exceptional medical outcomes while ensuring a better quality of life for our team. Yes, both. That’s the whole point.

The Director of Marketing is a strategic, data-driven leader who owns all client/patient acquisition and urgent care awareness marketing for Truss Vet. You'll build and execute a comprehensive marketing strategy grounded in measurable KPIs such as patient volume growth, care partner volume, reach, brand awareness, and cost per acquisition. You'll manage a small but growing team, oversee the HQ marketing budget, provide guidance on clinic-level marketing spend, and own the full spectrum of digital marketing execution: paid search, social media advertising, analytics, and reporting. This is a first-time role, which means you will have the opportunity to build out the Marketing function for Truss Vet!

This is a hybrid role (3 days in person) based at our Durham, NC headquarters, designed for someone who thrives at the intersection of strategic thinking and hands-on execution. The individual filling this role should be equally comfortable presenting data-backed strategy to leadership and diving into campaign optimization (pressing the buttons).

• Reports to: Chief Executive Officer
• Location: Durham, NC (Hybrid - 3 days in office)
• Direct Reports: Care Partner Relationship Manager, Marketing Coordinator

Key Responsibilities

• Develop and execute a data-driven annual marketing strategy aligned with company growth targets and clinic expansion plans
• Define clear, measurable KPIs for patient acquisition, awareness, reach, and cost per acquisition; establish benchmarks and track performance across all channels
• Analyze market penetration, competitive positioning, and growth opportunities within current and expansion markets (NC, SC, TN scaling to 10 markets)
• Identify the channels (organic social, paid social, search, local activation, partnerships) that drive the highest ROI for patient acquisition in different markets
• Translate strategy into quarterly plans and campaign roadmaps; adjust based on performance data and market feedback
• Partner with clinical operations and the Care Partner Relationship Manager to align marketing efforts with clinical capacity and care partner development
• Build and own a repeatable new-clinic launch marketing playbook, covering pre-opening awareness, grand-opening activation, and a 90-day ramp plan to target patient volume, for each new market entry.

Digital Marketing Execution & Management (35%)

• Own all Ad strategy, setup, optimization, and reporting (Google, Meta, etc.)
• Manage paid search and social campaigns across all clinic locations and markets to drive qualified patient visits
• Conduct ongoing A/B testing, audience segmentation, and bid optimization to improve campaign efficiency and reduce cost per acquisition
• Devise, optimize, and maintain reporting on campaign performance, channel mix, and budget allocation across HQ and clinic-level spend
• Ensure accurate tracking and attribution across all digital channels
• Stay current on platform changes (Google, Meta, search algorithm updates) and adapt strategy accordingly

Team Leadership & Operations (15%)

• Mentor and develop the Marketing Coordinator to build internal capabilities and support for marketing activities
• Manage the Care Partner Relationship Manager's alignment with overall marketing strategy and messaging
• Establish marketing processes, templates, and systems that scale as the company grows
• Oversee HQ marketing budget and provide recommendations for clinic-level marketing spend allocation
• Generate monthly overviews for clinic leadership on marketing performance and budget accountability

Content & Brand Execution (10%)

• Develop and execute the content calendar for organic social media posts (and/or direct the Marketing Coordinator with oversight)
• Ensure consistent messaging around urgent care value proposition, brand voice, and company values across all marketing materials
• Work cross-functionally with clinical leadership to identify compelling stories and use cases for patient awareness campaigns
• Brief creative partners or designers on campaign needs and brand guidelines

You're a Great Fit If

You’re strategically minded but operationally hands-on. You can build a marketing strategy and also jump in to optimize a campaign. You don't delegate strategy to others; you own it, but you're also comfortable with execution.

You’re obsessed with data and ROI. You make decisions based on metrics, not intuition. You can read a dashboard, spot underperforming channels, and act. You think in terms of cost per acquisition, lifetime value, and attribution.

You’ve scaled marketing from scrappy to sophisticated. You've worked in a growth-stage company where you built systems, processes, and reporting infrastructure. You understand how to scale marketing over time.

You understand healthcare or veterinary marketing. You have direct experience marketing healthcare services, B2B healthcare partnerships, or veterinary services. You understand clinic economics, referral pathways, and the patient decision-making process.

You’re organized, detail-oriented, and systems-driven. You track campaign performance, manage multiple campaigns simultaneously, and maintain reporting discipline.

You have a growth mindset. You're constantly learning new platforms, tactics, and marketing tools.

You are tied to Truss Vet’s mission. You believe in Truss Vet's mission to transform veterinary urgent care and want to be instrumental in our growth.

Qualified Candidates May Include

• Marketing leaders or senior marketers from healthcare, SaaS, or veterinary/pet health companies with 10+ years of marketing experience
• Professionals with direct experience managing paid search and social advertising campaigns at scale
• People who've built marketing functions from the ground up in growth-stage companies
• Experienced marketing operators comfortable with both strategy and hands-on execution

Key Skills

• Expert proficiency with Google Ads, Meta Ads, Google Analytics, and marketing dashboards
• Strong Excel/data analysis skills (no advanced analytics degree required; pragmatic data mindset or interest in learning more about analytics required)
• Experience with marketing automation, CRM, or clinic management software (preferred)
• Ability to manage multiple projects and priorities in a fast-moving environment
• Written and verbal communication skills
• Competitive salary (commensurate with experience)
• Health, vision, and dental insurance
• Short- and long-term disability coverage, life insurance, accident insurance, and critical illness insurance
• Paid time off (PTO)
• Mental wellness subscription
• Parental leave
• 401K + match

Support, Planning, Analytics, Resources, and Care (SPARC) Team