Director of Marketing

Description:

About Us:

At Orthodontic Experts, we are passionate about delivering exceptional patient care and advancing the standard of orthodontic excellence. With 32 locations across the greater Chicagoland area, Wisconsin, Indiana, and Indianapolis, and more on the way, we are a rapidly growing organization committed to transforming smiles and changing lives.

We are seeking dedicated team members who share our commitment to high-quality care and who embody our Core Values:

• Accountability
• Continuous Improvement
• Inclusion
• Integrity
• Respect
• Teamwork
• Transparency

If you’re looking to grow your career with a purpose-driven, patient-centered organization, please apply with us.

Learn more about our Director of Marketing position:

The Marketing Director is responsible for leading and overseeing the organization’s marketing and branding strategy across all locations to drive brand growth, patient acquisition, retention, reputation, and overall market positioning. This role manages and directs teams focused on digital marketing, traditional media, social media, SEO, website strategy, branding, patient experience, dental relations, community outreach, and reputation management.

This position manages multiple specialized teams, drives campaign effectiveness, and ensures consistent brand presence across all markets. The Marketing Director is both strategic and hands-on—balancing high-level planning with data-driven execution while optimizing marketing ROI and supporting organizational growth.

Tasks include but are not limited to:

Strategy & Leadership

• Develop and execute comprehensive marketing strategies to support company objectives (growth, brand awareness, lead generation, referral partnerships, patient retention).
• Lead and supervise multiple departmental teams:

Digital/paid and Traditional ads ? SEO/web ? Social media ? Reputation & reviews

• Dental Relations & Referral Partnerships ? Community Outreach & Events
• Patient Experience & Retention Initiatives ? Creative/Design
• Set department OKRs, KPI metrics, develop and oversee performance dashboards.
• Manage annual and quarterly marketing budgets, including forecasting, spend allocations, and ROI tracking.
• Align marketing strategy with business growth plans (De Novos/geographical expansion, possible acquisitions).

Digital & Traditional Marketing Campaigns

• Strategically plan and manage all digital and traditional marketing campaigns across PPC, social media ads, PMax, geofencing, programmatic ads, retargeting, YouTube/CTV, streaming, radio, print, and direct mail (EDDM).
• Direct advanced retargeting and remarketing strategies (Google, Meta, email/SMS) to reactivate leads, unconverted consults, insurance-pending patients, and inactive patients.
• Lead email and marketing automation, including nurture flows, post-consult follow-up, treatment reminders, benefits expiring campaigns, retention/reactivation sequences, and referral/review requests.
• Continuously analyze campaign performance, audience targeting, message effectiveness, cost efficiency, and channel ROI using CRM, PMS, and analytics tools (MML, GA4, Looker Studio, Ortho2).
• Optimize CPL, CPS, conversion rates, lead quality, patient acquisition cost, and reactivation performance based on real-time insights.
• Lead and direct the creative/design team in developing brand assets, campaigns, visuals, patient-facing materials, printed collateral, signage, landing pages, and digital graphics — ensuring brand consistency and localization across all clinic markets.

Media Buying & Vendor Management

• Oversee team members responsible for executing media buying, vendor coordination, and advertisement placements across all regions.
• Guide vendor selection, contract negotiation, media planning, placement scheduling, flight timing, and geographic coverage to support clinic growth strategies.
• Approve budget allocations, campaign calendars, and placement formats for billboards, benches, bus shelters, radio/cable TV, streaming networks, signage installs, mall displays, and print distribution.
• Ensure all externally produced materials meet brand, legal, and compliance standards (HIPAA, FTC, Medicaid eligibility), and are customized for location-specific requirements.
• Monitor vendor performance, placement quality, delivery accuracy, and enforce accountability through KPIs, performance reviews, and optimization direction.
• Foster collaboration between internal creative teams and external vendors to ensure cohesive brand visibility and market positioning.

Local Sponsorships Marketing

• Lead community engagement strategy, including partnerships with schools, PTO/PTA, park districts, municipalities, youth sports programs, healthcare providers, and dental offices.
• Direct sponsorship initiatives—health fairs, parent nights, festivals, community events, youth programs, and CE partnerships.
• Build local referral awareness through relationship-driven marketing and brand presence in neighborhoods and community hubs.
• Track impact through QR-coded materials, landing pages, call-tracking, and location-specific marketing performance.

Brand Awareness and Visibility

• Oversee expansion of digital and physical brand presence via billboards, digital signage, Waze-sponsored pins, mall kiosks, grocery screens, dental offices, and corporate partnership displays.
• Provide strategic oversight and creative direction to the internal graphic design team and external creative vendors, ensuring all visual assets align with core brand identity, clinic positioning, compliance, and regional marketing needs.
• Ensure consistency of brand identity across all platforms and locations: logos, tone, color standards, campaigns, uniforms, and physical clinic branding.
• Develop creative strategies for brand-driven campaigns.

SEO, Website Strategy & Reputation Management

• Lead SEO strategy including national and local SEO, Google Business Profile optimization, schema compliance, keyword targeting, review acquisition, and reputation monitoring.
• Oversee website content structure: service pages, location pages, pillar page architecture, conversion funnel strategy, blog and educational content.
• Monitor online rankings, brand sentiment, and digital visibility across markets (IL, WI, IN, OH, KY, MI).
• Direct review generation programs (Google, Facebook, Yelp, etc.), NPS tracking, and feedback-driven improvements.

Data, Reporting & Performance Management

• Develop performance dashboards for leads, conversion rates, new patient starts, marketing ROI, CPL, CPS, and campaign engagement.
• Analyze and compare performance across locations, media channels, offer campaigns, and referral sources.
• Present monthly and quarterly strategic reports to VP of Marketing and Business Development and executive leadership.
• Adjust strategies based on lead quality, regional competition, review trends, payer demographics, and conversion insights.

Requirements:

• Bachelor’s degree in Marketing, Communications, Business, or a related field required.
• Master’s degree in Marketing, Business (MBA), or related field strongly preferred.
• 5–7+ years of progressive marketing leadership experience, ideally within multi-location healthcare, dental, orthodontic, or professional service industry.
• Demonstrated experience overseeing digital, traditional, branding, SEO, patient experience, and referral marketing strategies.
• Proven ability to lead cross-functional teams, manage large-scale marketing budgets, and collaborate with executive leadership.

Skills & Leadership Competencies

• Strong leadership and coaching ability with proven success managing specialized marketing teams (digital, creative, outreach, reputation, etc.).
• Advanced knowledge of digital advertising, local SEO, media buying, demand generation, healthcare branding, and lead attribution.
• Highly analytical thinker with demonstrated experience using MML, GA4, Looker Studio, and other ROI and performance-tracking platforms.
• Excellent verbal and written communication skills with strengths in presenting data insights, negotiating with vendors, and aligning stakeholders.
• Strong understanding of healthcare marketing compliance, including HIPAA, FTC advertising guidelines, Medicaid messaging, privacy regulations, and ethical patient communication.

Supervisory/Management Responsibilities

This position has management oversight of the Marketing department.

Working Hours/ Location:

• Based out of: 1700 W Higgins Rd Des Plaines, IL 60018
• Hours: 8:30 AM to 5:00 PM

Benefits (for our full-time employees):

• Paid Time Off
• Holiday Pay
• Medical, Dental, Vision, and Life Insurance
• Accident Insurance
• Short-Term Disability
• Long-Term Disability
• Employee Assistance Program
• Health Savings Account
• Dependent Care Account
• 401(k) and matching
• Pet Insurance
• Tuition Assistance Program
• Identity Theft Protection
• MetLife MetLaw Legal Insurance
• Transit Reimbursement - Commuter Account
• Free and discounted Orthodontic Treatment (After 1 year of employment)