Director of Digital Marketing

Position: Director of Digital MarketingLocation: Alpas Wellness CentersJob Status: Full Time SalaryAt Alpas Wellness Centers, our mission is to provide a safe, inclusive, and forward-thinking environment where people heal their minds and bodies, rediscover their purpose, and forge a path of recovery toward a brighter future. Guided by our values—Authenticity, Innovation, Patient and Staff Experience, Compassion, Safety, and Autonomy—we integrate traditional, holistic, and alternative therapies to create individualized treatment plans that truly meet each person where they are.Alpas Wellness Centers is a growing network of fully licensed and accredited treatment facilities, including La Plata (Maryland), Nova (Virginia), and Woodbury (New Jersey), dedicated to transforming behavioral healthcare through a personalized, whole-person approach. We serve individuals and families navigating substance use disorder and mental health concerns with innovative, compassionate, and evidence-based care. Each thoughtfully designed facility offers welcoming and therapeutic environments, with features such as private and shared residential suites, nurses’ stations, community spaces, and biophilic design elements that support comfort and healing.We are driven by a vision to revolutionize behavioral healthcare. If you're passionate about delivering meaningful care and want to be part of a purpose-driven team shaping the future of wellness, we’d love to connect.For more information, please visit: www.alpaswellnesscenters.orgJob Summary:The Director of Digital Marketing will lead and manage digital growth through innovative, ethical, and data-driven strategies. This role will be instrumental in establishing our digital marketing infrastructure, optimizing PPC campaigns, creating and driving brand recognition, and building an integrated SEO/PPC strategy to increase qualified leads and admissions.Primary FocusEstablish high-performing PPC campaigns that maximize efficiency and measurable ROI.Build foundational expertise in the behavioral health digital landscape.Prepare to internalize SEO functions within six months, ensuring a unified digital strategy.Essential Duties and Responsibilities:Digital Strategy & ExecutionLead and execute the digital marketing strategy, with emphasis on PPC campaign management and continuous optimization.Develop a real-time marketing dashboard to track KPIs, ROI, cost-per-inquiry (CPI), and cost-per-admission (CPA).Drive qualified inquiries and admissions by reducing CPI and CPA through testing, targeting, and analytics.Shadow external SEO provider to ensure a smooth transition of SEO in-house and integrate with PPC for a cohesive growth strategy.Launch, manage, and optimize the Alpas Wellness Woodbury website in alignment with admissions and marketing goals.Strategic Leadership & CollaborationPartner with Admissions, Clinical, and Outreach teams to align digital campaigns with patient acquisition goals and ethical messaging.Collaborate with external vendors and agencies, evaluating ROI and transitioning services in-house where appropriate.Provide strategic recommendations to executive leadership on emerging digital trends and growth opportunities.Brand & Content OversightEnsure consistency of brand voice, messaging, and digital presence across websites, landing pages, and paid media.Guide content development to support SEO performance and ethical patient engagement.Monitor competitor activity and industry trends to keep Alpas Wellness at the forefront of the behavioral health digital space.Compliance & Risk ManagementEnsure all advertising practices uphold ethical standards, HIPAA compliance, and healthcare advertising regulations.Partner with Compliance and Legal teams to monitor campaigns for regulatory alignment and adjust strategies proactively.Team & Process DevelopmentBuild and mentor a small digital marketing team as organizational needs grow.Create process documentation and training resources for PPC, SEO, and analytics workflows.Budget & Vendor ManagementManage the digital marketing budget, ensuring efficient allocation of spend to maximize ROI.Negotiate vendor contracts and evaluate performance for accountability and measurable impact.Performance ReportingDeliver executive-level reporting and insights on digital marketing performance, ROI, and future strategy.Other duties as assignedKey MilestonesDemonstrated month-over-month growth in admissions driven by optimized digital campaigns.Measurable improvements in qualified inquiries, CPI, and CPA.Successful launch and optimization of the Alpas Wellness Woodbury website.Delivery of clear, actionable, executive-level performance reporting.Required Knowledge, Skills, and Experience:7+ years of experience in digital marketing, with a strong focus on PPC campaign management and optimization.Proven success in lead generation and performance marketing for healthcare or similarly regulated industries preferred.Experience with SEO strategy, execution, and integration into broader digital campaigns.Strong knowledge of analytics platforms, dashboards, and KPI reporting.Understanding of compliance standards (HIPAA, ethical advertising, behavioral health marketing best practices).Data-driven thinker with excellent problem-solving, communication, and leadership skills.Schedule: Monday - Friday with occasional weekends and holidaysCompensation:$150k + DOEBenefits:Flexible Time Off 401kMedical, Dental, Vision InsuranceTraining and Education AllowanceAlpas Wellness is an equal opportunity employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity or expression, pregnancy, age, national origin, disability status, genetic information, protected veteran status, or any other characteristic protected by law.