Senior Director of Digital Media and Regional Marketing

New Yesterday

has been engaged to conduct an immediate search for a Senior Director of Digital Media & Regional Marketing for our client, the nation’s largest operator, manager, and franchisor of chiropractic clinics. By delivering convenient, affordable, and insurance-free care to millions of patients annually, the company has become recognized as a key industry leader. We are looking for a dynamic and results-driven digital strategist and regional marketing architect to elevate the company’s marketing effectiveness while fostering strong, collaborative relationships with franchisees and regional teams.
The Senior Director of Digital Media & Regional Marketing is responsible for owning the strategy and execution of digital media campaigns and regional marketing initiatives to drive patient acquisition, elevate brand visibility, and strengthen clinic-level performance across diverse markets. This critical leadership role requires a blend of digital expertise and localized marketing insight, working cross-functionally to optimize paid media, lead SEO and performance marketing efforts, and translate national strategies into measurable local impact. This full-time, hybrid role is based in Scottsdale, Arizona.
RESPONSIBILITIES:
Digital Media Strategy and Performance Lead strategy and execution for paid digital media channels including search, social, display, and video, as well as SEO and performance marketing.
Optimize media mix and budget allocation to improve acquisition and ROI.
Manage internal teams and external agencies to ensure high-performing campaign execution.
Conduct marketing spend audits and implement frameworks to ensure budget efficiency.
Regional Marketing Leadership Develop and implement regional and co-op marketing strategies to enhance local impact and franchisee collaboration.
Create regional marketing playbooks aligned with national strategy, covering local store marketing (LSM), new clinic launches (NCL), and SEO.
Lead regional marketing initiatives for the East and Midwest in partnership with development and franchise teams.
Support local marketing activations and establish marketing spend compliance processes.
Integrated Campaign Development & Brand Messaging Ensure consistency of brand voice and messaging across national, regional, and local campaigns.
Collaborate with creative and content teams to launch integrated, multi-platform campaigns.
Lead the launch of major integrated campaigns that strengthen brand awareness and relevance.
Data Insights and Optimization Develop a robust reporting framework to track digital and regional performance.
Leverage data insights and A/B testing to inform decision-making and optimize campaigns.
Ensure accurate and timely reporting of marketing performance to leadership.
Innovation Collaborate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments.
Lead marketing efforts for the introduction of new services, products, or wellness programs to support growth and retention.
Team & Vendor Management Recruit, mentor, and lead high-performing digital and regional marketing teams.
Oversee media agency relationships, ensuring alignment and strong performance.
Foster a culture of accountability, innovation, and engagement.
Strengthen franchisee satisfaction with marketing support and agency partnerships.
QUALIFICATIONS: 10+ years in digital and regional marketing within franchised, multi-unit retail environments.
3+ years in senior leadership, managing cross-functional and agency teams.
Expertise in paid media, SEO, performance marketing, and local strategy.
Strong financial and strategic insight with a proven ability to maximize marketing investments and deliver measurable results.
Proven ability to lead integrated national and local campaigns.
Skilled in team leadership, mentoring, and change management.
Strategic thinker with strong organizational influence and vision.
Experience with CRM, CMS, and marketing automation tools is a bonus.
Apply
Location:
Scottsdale
Job Type:
FullTime

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