Director of Marketing

Director of Marketing

Department: Operational Support
Reports to: CEO
Location: Must be located in Raleigh, NC (clinic-based with remote flexibility)

Industry & Company Context

Applied Behavior Analysis (ABA) Therapy is a highly regulated, healthcare-based service focused on improving outcomes for children with Autism Spectrum Disorder and related developmental needs. Growth in this industry depends on ethical marketing, strong community trust, compliance with healthcare advertising standards, and deep relationships with referral sources (physicians, schools, care coordinators, and families).

Triangle ABA is a mission-driven clinic committed to clinical excellence, compassionate care, and sustainable growth. As the organization scales, marketing must evolve from ad hoc tactics to a disciplined, data-driven growth engine aligned with long-term strategy.

Position Summary

The Director of Marketing is a senior leadership role responsible for building and executing a scalable, ethical, and measurable marketing strategy that fuels clinic growth, brand trust, and referral partnerships. In line with Scaling Up principles, this role owns the Function of Marketing, ensuring clear priorities, execution rhythms, and results. Using WHO / Topgrading standards, the Director of Marketing is expected to be an A-player : someone who consistently delivers outcomes, builds systems, and elevates the organization.

Key Performance Indicators

1. Qualified Lead Growth: Increase monthly qualified intake inquiries by 25% within 12 months , measured by CRM-tracked leads that meet clinical and payer eligibility criteria.
2. Referral Source Expansion: Establish and maintain 15 new active referral partnerships per year (e.g., pediatricians, schools, care coordinators) with at least one referral per quarter from each.
3. Cost per Qualified Lead (CPL): Reduce or maintain CPL at or below $X benchmark (set annually) while sustaining lead volume, reviewed quarterly.

Core Responsibilities

1. Develop and execute a comprehensive annual marketing plan aligned with the company’s 3–5 year strategic priorities (Scaling Up: Priorities & Strategy).
2. Build and manage demand-generation systems across digital marketing, community outreach, events, and referral-based growth.
3. Own the brand strategy, ensuring consistent messaging that reflects Triangle ABA’s clinical quality, ethics, and values.
4. Design, implement, and optimize CRM and marketing analytics dashboards to track leads, conversions, referral performance, and ROI.
5. Lead and develop internal marketing staff and external vendors (agencies, designers, digital partners) using clear scorecards and accountability rhythms.
6. Ensure all marketing activities comply with healthcare regulations, payer requirements, and ethical standards specific to ABA services.
7. Partner closely with Operations and Clinical Leadership to align capacity, staffing, and growth pacing.

Strategic Alignment

This role directly supports Triangle ABA’s strategic goals by:

• Driving predictable, scalable growth without compromising care quality.
• Strengthening the brand as a trusted, ethical provider in the community.
• Building repeatable marketing systems that reduce founder dependency.
• Providing data-driven insights to leadership for smarter growth decisions.

Required Competencies

• Results Orientation: Proven ability to hit measurable growth targets.
• Strategic Thinking: Translates long-term vision into executable plans.
• People Leadership: Attracts, develops, and holds talent accountable.
• Execution Excellence: Builds processes, rhythms, and scorecards.
• Values Alignment: Demonstrates integrity, empathy, and respect for families served.

Education & Certifications

• Bachelor’s degree in Marketing, Business, Healthcare Administration, or related field (required).
• MBA or Master’s degree (preferred).
• Certifications in Digital Marketing, Healthcare Marketing, or HubSpot/CRM platforms (preferred).

Preferred Skills & Experience

Hard Skills:

• Healthcare or ABA marketing experience (strongly preferred).
• Digital marketing (SEO, PPC, social media, email automation).
• CRM systems and marketing analytics.
• Budget management and ROI analysis.
• Brand development and messaging.

Soft Skills:

• Clear, persuasive communication.
• Relationship-building with referral partners.
• Analytical and data-driven decision-making.
• Adaptability in a fast-growing environment.
• High emotional intelligence and empathy.

Culture & Values Fit

The Director of Marketing must embody Triangle ABA’s commitment to ethical growth, teamwork, accountability, and service to families. This role thrives in a culture that values transparency, continuous improvement, and doing the right thing—especially when scaling.

This role is critical to transforming marketing into a disciplined growth engine that supports Triangle ABA’s mission, people, and long-term success.