Senior Director, Practice Marketing

GENERAL STATEMENT OF DUTIES

The Senior Director of Practice Marketing is responsible for defining and leading marketing strategy that drives new patient growth, referral volume, and brand performance. This role sets direction across paid media, brand positioning, market engagement, and service-line marketing and ensures coordinated execution through close partnership with enterprise teams.

The position works cross functionally with all departments to ensure marketing strategies are aligned with access capacity, patient experience, operational readiness, and growth priorities. While primarily focused on a specific practice, the role may offer limited strategic consultation to other practices to support consistent and effective practice marketing across the organization.

ESSENTIAL FUNCTIONS

Practice Marketing Strategy & Growth Support

• Lead the development and ongoing refinement of practice marketing strategy for The CORE Institute, aligned with organizational growth plans.
• Define the new patient generation and demand strategy across markets and service lines, establishing clear growth objectives and priorities.
• Set expectations for how patient demand is generated holistically through brand visibility, market presence, referral strategies, community engagement, and coordinated marketing efforts.
• Establish strategic direction for community, physician, employer, and patient‑focused engagement initiatives, including PCP outreach, educational programs, CME events, patient events, and relationship‑building meetings.
• Guide planning and execution through collaboration with Paid Media, Digital Marketing, Communications, Creative, and Market Engagement teams, influencing outcomes without direct executional ownership.
• Develop annual marketing plans and longer‑term roadmaps that support patient growth, service‑line demand, and market expansion.
• Translate executive and practice‑level priorities into marketing initiatives with clear objectives, timelines, and success measures.
• Provide ongoing insight to leadership regarding market conditions, competitive dynamics, patient access trends, and growth opportunities.

Service‑Line and Ancillary Marketing

• Lead practice marketing strategy in support of orthopedic subspecialties and ancillary services, including:
• Sports medicine
• Joint replacement
• Spine
• Hand, foot and ankle
• Pain management
• Physical therapy
• Imaging, DME, and related services

• Define demand‑generation priorities and positioning for each service line in alignment with growth goals and provider strengths.
• Align marketing efforts with service‑line expansion plans, provider recruitment initiatives, and ASC strategies.
• Coordinate closely with operations, clinical leadership, and patient access to ensure marketing activity reflects access capacity, staffing readiness, and growth targets.
• Ensure consistent service‑line visibility and messaging across digital, referral, and market‑facing channels.

EDUCATION

• Bachelor’s degree in Marketing, Business, or related field preferred
• MBA or advanced degree preferred

EXPERIENCE

• 10 years of healthcare or multi-location services marketing experience
• Demonstrated experience defining paid media, referral growth, and brand strategy
• Experience managing referral or market engagement teams preferred
• Strong record of cross-functional partnership in complex healthcare organizations

KNOWLEDGE

• Strong knowledge of the healthcare services market.
• Knowledge of medical terminology and payor landscape.
• Business and management principles involved in strategic planning, resource allocation and coordination of people and resources.
• Principles and processes for providing customer and personal services. This includes patient needs assessment, meeting quality standards for services and evaluation of customer satisfaction.
• Knowledge of web-based strategies as well as social media content development.

SKILLS

• Proven ability to lead complex, multi‑workstream initiatives involving diverse stakeholders across clinical, operational, and corporate functions.
• Strong strategic judgment with the ability to translate growth objectives and brand strategy into actionable, measurable plans.
• Demonstrated experience building credibility and productive relationships with physicians, executives, operational leaders, and community partners.
• Deep understanding of healthcare markets, referral dynamics, patient access, and demand generation in multi‑site environments.
• Results‑oriented and disciplined, with a clear focus on outcomes, accountability, and continuous improvement.
• Effective leader through influence, able to align and guide teams without direct executional authority.
• Clear, confident communicator with the ability to convey strategy, priorities, and recommendations verbally and in writing.
• Comfortable engaging across all levels of the organization, including staff, management, providers, referring physicians, and external partners.
• Strong critical‑thinking skills with the ability to identify issues, assess impact, and recommend practical solutions to senior leadership.

ENVIRONMENTAL WORKING CONDITIONS

• Standard office environment
• Travel required

PHYSICAL DEMANDS

• Requires sitting and standing associated with a normal office environment.
• Some bending and stretching required.

ORGANIZATIONAL REQUIREMENTS

• HOPCo Mission, Vision and Values must be read and signed.
• Applicable employee training must be completed.

This description is intended to provide only basic guidelines for meeting job requirements. Responsibilities, knowledge, skills, abilities and working conditions may change as needs evolve.