Director Of Marketing

Company Description Counseling Center of West Michigan (CCWM) is a large, multi-location private practice that prioritizes strong relationships among patients, providers, and staff. Therapists are highly supported with resources and collaboration while maintaining the autonomy to practice independently. CCWM emphasizes a culture where every team member is seen, heard, and known, mirroring the care provided to clients. The organization is committed to fostering a respectful, inclusive, and growth-oriented environment for all employees.

Role Description The Director of Marketing is responsible for building and maintaining the Counseling Center of West Michigan brand across all digital and print channels. This role manages social media presence, content creation, SEO strategy, new location launch marketing, referral partnership support, and community engagement efforts to increase brand awareness, support provider and patient growth, and reflect the organization's mission and values in all public-facing communications. As CCWM continues to expand into new markets, this role plays a critical part in pre-launch marketing strategy for each new location. All content must adhere to HIPAA guidelines and CCWM's established brand standards.

DUTIES & RESPONSIBILITIES

• Social Media Management
• Create, schedule, and publish engaging content across all CCWM social media platforms (Facebook, Instagram, LinkedIn, and others as applicable).
• Monitor social media channels daily; respond to comments, messages, and reviews in a timely, professional, and brand-consistent manner.
• Track performance metrics (reach, engagement, follower growth) and adjust content strategy based on results.
• Stay current on platform algorithm changes, emerging trends, and best practices in healthcare and behavioral health marketing.

Content Creation & Branding

• Design and produce on-brand visual content including graphics, reels, stories, email headers, flyers, and promotional materials using tools such as Canva, Adobe Creative Suite, or equivalent platforms.
• Ensure all content strictly adheres to CCWM's brand guidelines — including colors, fonts, tone, imagery, and messaging standards.
• Write clear, compelling, and HIPAA-compliant copy for social media, email campaigns, website pages, and printed materials.
• Develop and maintain a content calendar to ensure consistent, strategic, and timely publishing across all channels.
• Collaborate with the President & COO and department leadership to align content with organizational priorities including provider spotlights, community events, campus announcements, and hiring needs.

De Novo Location Support

• Own the pre-launch marketing playbook for each new CCWM location, serving as the marketing lead from announcement through opening.
• Set up and fully optimize Google Business Profiles for each new location, including service listings, photos, hours, and location-specific details.
• Build and publish location-specific landing pages on the CCWM website optimized for local SEO, including targeted keywords, localized content, and appropriate internal linking.
• Conduct local keyword research and implement foundational SEO groundwork for each new market to establish search visibility prior to and following launch.
• Develop and execute community awareness campaigns for new locations, including social media announcements, local outreach content, and targeted digital advertising.
• Coordinate with the CPO, leadership team, and relevant department directors to align marketing timelines with operational readiness for each new campus.
• Maintain a de novo marketing checklist and timeline for each expansion to ensure consistent execution across all new market launches.

SEO & Digital Strategy

• Conduct keyword research and implement on-page SEO best practices across the CCWM website to improve organic search visibility.
• Monitor and report on website traffic, search rankings, and user behavior using tools such as Google Analytics and Google Search Console.
• Identify and act on opportunities to improve site content, metadata, internal linking, and page structure to enhance search performance.
• Manage and optimize Google Business Profile listings across all CCWM locations to support local search visibility.
• Support paid digital advertising efforts (Google Ads, Meta Ads) as needed, including basic campaign setup, monitoring, and reporting.

Therapist Directory & Listing Management

• Own and maintain CCWM's presence across therapist and provider directories, including Psychology Today, Zocdoc, Healthgrades, and other relevant platforms.
• Ensure all provider profiles are accurate, up to date, and optimized for discoverability, including bios, specialties, insurance accepted, and location information.
• Add new providers to applicable directories during onboarding and remove or update profiles upon provider departure.
• Monitor directory listings for accuracy and flag discrepancies to the appropriate team for correction.

Email Marketing

• Build and distribute email marketing campaigns for patient outreach, provider communications, and community announcements.
• Maintain email distribution lists and ensure compliance with CAN-SPAM and applicable regulations.
• Track campaign performance (open rates, click-through rates) and provide data-driven recommendations for improvement.

Website & Online Presence

• Assist with maintaining and updating the CCWM website, including adding new providers, updating location information, and refreshing page content as needed.
• Ensure all website content is accurate, current, and consistent with brand and messaging standards.
• Coordinate with external web developers or vendors as needed for larger site updates or technical work.

Reputation & Community Management

• Monitor and respond to online reviews (Google, Yelp, Healthgrades, etc.) in a professional manner consistent with HIPAA guidelines.
• Support community outreach initiatives including event promotion, participation in some events, ordering promo material to disperse, partnership announcements, and agency tour coordination.
• Assist with the creation of recruitment marketing materials to support talent acquisition efforts across departments.

EDUCATION & EXPERIENCE

• Bachelor's degree in Marketing, Communications, Graphic Design, or a related field preferred; equivalent professional experience will be considered.
• Minimum 2 years of experience in a marketing, content creation, or social media role.
• Demonstrated proficiency with design tools such as Canva, Adobe Creative Suite, or equivalent platforms.
• Working knowledge of SEO principles, Google Analytics, and Google Search Console.
• Experience with social media scheduling and management tools (e.g., Later, Hootsuite, Meta Business Suite).
• Experience in healthcare or behavioral health marketing is a plus.

REQUIRED SKILLS & ABILITIES

• Strong creative eye with the ability to produce visually compelling, on-brand content consistently.
• Excellent written communication skills with the ability to adapt tone and style for different audiences and platforms.
• Highly organized with the ability to manage a content calendar and multiple projects simultaneously.
• Self-motivated and able to work independently with minimal day-to-day direction.
• Strong attention to detail and unwavering commitment to brand consistency.
• Collaborative, receptive to feedback, and able to take direction from organizational leadership.
• Understanding of HIPAA regulations as they apply to healthcare marketing and public-facing communications.
• Regular, predictable attendance; in-person work required at the Corporate Office.
• Ability to incorporate the use of AI in as needed and within the legal and ethical parameters as required

PHYSICAL REQUIREMENTS

• Prolonged periods sitting at a desk and working on a computer.
• Must be able to lift up to 15 pounds at times.

CORE VALUES

Integrity – Acting with honesty and maintaining strong ethical principles in all business dealings.

Innovation – Encouraging creativity, new ideas, and continuous improvement.

Excellence – Striving for high standards in performance and quality in all areas of work.

Collaboration – Promoting teamwork, open communication, and a shared vision for success.

Accountability – Taking responsibility for actions, decisions, and delivering on commitments.

Respect – Valuing diverse perspectives, treating everyone with dignity, and promoting an inclusive environment.

Patient Focus – Prioritizing patient needs and exceeding their expectations.

Empowerment – Taking initiative and developing skills.

Adaptability – Embracing change and being flexible in response to evolving business conditions.

We are an equal opportunity employer. All applicants will be considered for employment without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran, or disability status.