Marketing Director

The Director of Marketing leads Simplicity Laser’s marketing strategy and execution across its clinic network. This role is responsible for attracting new customers, improving conversion, strengthening customer relationships, and supporting profitable growth.

The Director owns the marketing budget, campaign calendar, brand standards, and performance reporting. Working closely with Operations, Finance, and the Care Team, this person translates business priorities into measurable marketing initiatives and coordinates internal resources, agencies, and freelancers to deliver them. This is a hands-on leadership position requiring analytical ability, strong creative judgment, practical execution skills, and a collaborative approach.

Primary responsibilities

• Strategy and budget: Develop and execute the marketing plan, allocate spending across channels and markets, and adjust investment based on performance and business priorities.
• Customer acquisition: Lead coordinated campaigns across paid media, search, website, social media, referral programs, and third-party acquisition channels.
• Conversion: Partner with Operations and the Care Team to improve the customer journey from initial inquiry or starter-package purchase through program enrollment.
• Email and customer lifecycle: Own email and SMS campaigns, automated follow-up, customer segmentation, reactivation, referrals, and relevant upgrade opportunities.
• Measurement: Maintain a practical marketing dashboard tracking spending, new customers, acquisition cost, conversion, and customer value. Partner with Finance and Technology to improve attribution and data quality.
• Creative and brand: Develop campaign concepts and creative briefs, maintain consistent brand standards, and create or coordinate advertising assets, emails, landing pages, signage, and clinic materials.
• Vendor and team leadership: Set clear priorities and performance expectations for marketing employees, agencies, and freelancers; review results and address gaps.
• Testing and market insight: Evaluate customer feedback, competitors, and market trends. Run structured tests of messaging, offers, creative, and customer journeys.
• Clinic growth: Lead marketing plans for new clinic openings and local market growth, including launch campaigns, local listings, signage, and promotional materials.
• Cross-functional collaboration: Communicate plans and results clearly, seek input from clinic teams, and follow through on shared commitments.
• Own the website’s customer experience, content, and conversion performance. Develop and coordinate improvements to page layouts, landing pages, navigation, and promotional content, working with the external web developer to implement and test changes.

Qualifications

• Demonstrated experience leading measurable marketing programs for a consumer-facing business; experience with multiple locations or service businesses preferred.
• Ability to manage a budget and connect marketing decisions to customer acquisition, conversion, and profitability.
• Hands-on experience with email marketing and automation platforms such as Klaviyo, website analytics, and campaign reporting.
• Working knowledge of paid search, paid social, SEO, and website conversion sufficient to evaluate results and direct specialists.
• Strong writing, creative judgment, project management, and communication skills.
• Experience managing agencies, freelancers, or internal team members.
• A collaborative working style, willingness to accept feedback, and consistent accountability for commitments.
• Proficiency in Adobe Illustrator and working knowledge of Photoshop, Canva, or similar design tools, with the ability to create and edit digital advertising assets, email graphics, clinic signage, and print materials.
• Working knowledge of website design principles, user experience, and conversion optimization, with the ability to make routine content updates and clearly communicate requirements to an external web developer.

What success looks like

• Clear visibility into marketing spending and performance.
• More effective customer acquisition and conversion.
• Consistent execution of campaigns and customer follow-up.
• Stronger direct customer acquisition channels.
• Effective coordination with clinic teams and the Care Team.
• High-quality creative delivered consistently and within budget.