Digital Marketing Manager

Job Description

Job Description

Job RequisitionDigital Marketing Manager / Director

Company Dermatology Specialists of West Georgia, P.C. (DSWG) Department Marketing Reports To President Location On-site in Peachtree City, GA Classification Full-Time, Exempt Level Manager or Director, commensurate with experience Compensation Competitive base + performance bonus; full benefits (medical, dental, vision, 401(k), HSA, PTO) Position Summary

DSWG is a physician-owned, multi-location dermatology group serving West Georgia and the southern Atlanta metro through four brands: West Georgia Dermatology (Carrollton), Newnan Dermatology , Peachtree City Dermatology , and Carroll Cosmetic Club . Following rapid growth from a single location to a one of the largest dermatology practices in South Atlanta, we are hiring our first dedicated marketing leader to own the full digital marketing function.

The Digital Marketing Manager/Director will own strategy and hands-on execution across all digital channels — websites, paid media, CRM, and lifecycle marketing — managing an annual media budget of approximately $1M . This is a full-funnel role: you are accountable for the entire journey from impression to booked appointment to repeat patient, measured against new patient acquisition, cost per acquisition, and revenue attribution. You will report directly to the President and operate with significant autonomy and access to a mature data infrastructure.

Key ResponsibilitiesWebsite & Brand Management

• Own the strategy, content, performance, and conversion optimization of four brand websites (West Georgia Dermatology, Newnan Dermatology, Peachtree City Dermatology, Carroll Cosmetic Club)
• Manage SEO strategy, including local SEO, provider bio pages, service line landing pages, and Google Business Profile optimization across all locations
• Coordinate with development resources on site updates, new page builds, and technical SEO
• Maintain brand consistency and voice across four distinct brand identities (medical dermatology, surgical, and aesthetics/cosmetic)

Paid Media — Full Funnel ($1M Annual Budget)

• Plan, execute, and optimize paid media across all channels:
  • Paid Search — Google Ads, Local Services Ads, Microsoft Ads
  • Paid Social — Meta (Facebook/Instagram), and emerging platforms as appropriate
  • OTT / CTV — streaming and connected TV campaigns
  • Direct Mail — targeted campaigns including new mover, geo-targeted, and service-line promotions
• Own budget allocation, pacing, and channel mix decisions across brands and locations
• Build and maintain full-funnel measurement: impression → click → lead → booked appointment → completed visit → revenue
• Manage agency and vendor relationships where applicable, or execute in-house

CRM & Lifecycle Marketing

• Design and execute email marketing campaigns across the patient lifecycle: welcome series, recall/reactivation, cosmetic nurture sequences, membership and promotional campaigns
• Build patient segmentation and nurture programs, particularly for the cosmetic/aesthetics service lines (injectables, laser, skincare, memberships)
• Manage marketing automation and campaign tooling; coordinate with front office and clinical teams on patient communication touchpoints
• Ensure all patient-facing marketing complies with HIPAA and healthcare marketing regulations

Analytics & Reporting

• Own marketing performance reporting: CPA, ROAS, new patient volume by channel, lead-to-appointment conversion, and revenue attribution
• Work within the practice's existing analytics stack (GA4, Google Ads, Meta, Power BI dashboards) and partner with internal BI resources to improve attribution
• Present monthly performance reviews to the President with clear recommendations on budget and strategy

QualificationsRequired

• 5+ years of hands-on digital marketing experience with direct ownership of paid media budgets ($500K+ annual preferred)
• Demonstrated full-funnel expertise: campaign strategy, execution, landing page/conversion optimization, and closed-loop measurement
• Hands-on platform proficiency in Google Ads (search, LSA) and Meta Ads Manager — this is an operator role, not oversight-only
• Experience with email marketing / CRM platforms and building automated nurture campaigns
• Strong analytical skills; fluent in GA4 and comfortable working with dashboards and attribution data
• Excellent project management skills; able to run multiple brands and campaigns simultaneously without dropped balls

Preferred

• Healthcare, medical aesthetics, dental, med spa, or other local multi-location services marketing experience
• Experience with OTT/CTV buying and direct mail campaign management
• Familiarity with HIPAA-compliant marketing practices
• SEO and local search expertise (multi-location Google Business Profile management)
• Experience with Power BI or similar BI tools
• Agency management experience (or agency background transitioning in-house)

Why This Role

• Ownership — You will be the marketing leader for the organization, reporting directly to the President, with real budget authority and no bureaucracy
• Data-rich environment — Direct access to practice management data, custom Power BI dashboards, and full-funnel attribution infrastructure most marketers only wish they had
• Growth story — Join a practice that has grown 6x since 2021 and continues to expand providers, service lines, and locations
• Impact — Your work directly drives patient volume across medical, surgical, and cosmetic service lines

Success Metrics (First 12 Months)

• New patient volume growth by brand and location against targets
• Blended and channel-level CPA within target thresholds
• Measurable lift in cosmetic revenue attributable to CRM/nurture programs
• Consolidated marketing performance reporting operational within 90 days
• Media budget fully deployed with documented ROAS by channel