Director of Marketing

Overview

The Director of Marketing will be the senior leader responsible for driving patient growth, referral expansion, brand leadership, and market positioning for South Jersey Periodontics & Dental Implants.

This role owns the entire marketing ecosystem—digital, referral, brand, community, and experiential—and is accountable for building a scalable, predictable growth engine for the practice.

The Director will partner directly with clinical ownership, practice administrator, other clinical leaders, and office operations to align marketing strategy with production, revenue, and long-term growth goals, while positioning the practice as the premier destination for periodontal and implant care in the region.

This includes elevating both:

• SJ Perio (clinical excellence & specialty care)
• The New Washington Manor (facility, experience, and destination brand)

 Strategic Mandate

• Build a multi-channel growth platform (digital referral community analog)
• Increase high-value procedures (implants, full-arch, surgical cases)
• Develop a high-performing referral ecosystem
• Create a premium, differentiated brand presence
• Drive seamless patient and referring-provider experience
• Establish the practice as a leader within the dental community

Core Responsibilities

1. Marketing Strategy & Growth Leadership

• Develop and own a comprehensive marketing strategy across all channels:
• Digital
• Referral
• Brand
• Community & events
• Traditional/analog media
• Align marketing plans with production targets, provider capacity, and growth goals
• Lead annual and quarterly growth planning
• Identify new opportunities for expansion (services, geographies, partnerships)
• Serve as a strategic advisor to ownership and leadership

2. Patient Acquisition & Revenue Growth

• Own the end-to-end patient acquisition engine
• Drive high-value case growth (implants, surgical, full arch)
• Optimize the full funnel:
• Lead generation → consultation → case acceptance
• Partner with operations to improve:
• Scheduling speed
• Lead responsiveness
• Case presentation effectiveness
• Develop targeted campaigns for specific procedures and patient segments

3. Referral & Professional Relationship Marketing (Major Priority)

• Design and execute a comprehensive referral growth strategy
• Build strong relationships with:
• General dentists
• Specialists
• Develop programs to:
• Increase referral volume
• Improve referral retention
• Deepen loyalty and trust

Key Initiatives:

• Continuing Education (CE) Programs
• Plan and host high-value CE events
• Position providers as thought leaders
• Use events as a growth and relationship engine
• Referral Engagement Strategy
• Structured communication plans (email, updates, case follow-ups)
• Referral recognition and appreciation programs
• Tools to make referring easier and more efficient
• Experiential & Social Events
• Host events that bring together:
• Referring doctors and the team 
• The practices clinical and administrative teams
• Build familiarity, trust, and long-term partnership

4. Brand Strategy & Market Positioning

• Define and elevate the brand positioning of:
• South Jersey Periodontics
• The New Washington Manor Facility
• Ensure clear differentiation in a competitive specialty market
• Develop consistent messaging across:
• Digital
• Print
• Office experience Referral communications
• Position providers as experts and leaders in implant and periodontal care

5. Digital Marketing & Performance Execution

• Lead all digital channels:
• Paid search (Google Ads)
• SEO and local optimization
• Social media advertising
• Retargeting and display campaigns
• Optimize website performance and conversion
• Oversee online scheduling, call tracking, and lead systems
• Continuously improve conversion rates and ROI

6. Traditional & Analog Marketing (NEW EXPANSION)

• Develop and manage offline marketing strategies, including:
• Print advertising
• Direct mail campaigns
• Billboards
• Radio
• Ensure integration between digital and traditional campaigns
• Evaluate effectiveness and ROI of each channel

7. Content Strategy & Asset Creation (CRITICAL FUNCTION)

• Build a content engine to support growth and brand authority

 Content Development Includes:

• Patient education videos (procedures, expectations, outcomes)
• Patient testimonials and before/after stories
• Provider-led educational content
• Staff culture and behind-the-scenes storytelling
• Office and facility promotion (Washington Manor experience)

Responsibilities:

• Define what content to create, why, and how it will be used
• Direct production of:
• Video
• Photography
• Written content
• Create reusable marketing assets across all platforms

8. Dual Brand Promotion: SJ Perio & The New Washington Manor

• Develop a strategy to:
• Promote clinical excellence (SJ Perio)
• Highlight facility experience (Washington Manor)
• Position Washington Manor as:
• A premium destination
• A differentiator in patient and provider experience

9. Patient Experience & Journey Optimization

• Map and improve the end-to-end patient journey
• Identify friction points and improve:
• First impressions
• Communication
• Trust and comfort
• Align marketing messaging with actual patient experience

10. Analytics, Reporting & ROI Management

• Track and report key performance metrics:
• Cost per lead / cost per case
• Conversion rates
• ROI by channel
• Case mix and production impact
• Provide monthly executive dashboards
• Use data to continuously refine strategy

11. Vendor, Budget & Technology Management

• Own the marketing budget and ROI allocation
• Manage agencies and vendors (SEO, PPC, media, creative)
• Evaluate and implement marketing technologies:
• CRM
• Automation platforms
• Reputation tools
• Ensure integration with practice management systems

12. Reputation & Market Presence

• Lead online reputation strategy
• Increase positive reviews and ratings
• Monitor and respond to patient feedback
• Expand presence within the local dental and healthcare community

Key Performance Indicators (KPIs)

• New patient growth (volume and quality)
• Implant and high-value case volume
• Lead → consult → case acceptance conversion rates
• Cost per lead / cost per acquisition
• Referral growth and retention
• Marketing-driven production growth
• Website conversion rates
• Online reputation and review volume
• ROI across digital and traditional channels

Qualifications

• Bachelor’s degree in Marketing, Business, or related field
• 5 years of marketing experience with increasing responsibility
• Experience in healthcare, dental, or multi-location services
• Proven ability to drive measurable growth and ROI
• Strong knowledge of:
• Digital marketing platforms
• Traditional media channels
• Brand development
• Content creation and storytelling

Leadership Competencies

• Strategic thinker with a growth mindset
• Data-driven and results-oriented
• Strong collaboration across clinical and operational teams
• Ability to translate marketing into revenue and production outcomes
• High level of personal ownership and accountability
• Relationship builder for referral market

Compensation Structure

• Base salary level based on experience and scope of responsibilities  with additional potential for performance bonuses. Benefits package.