United Musculoskeletal Partners

Compensation

Full Description

Description: Reporting directly to the SVP of Sales and Growth, the VP of Digital Marketing is responsible for developing, executing and optimizing the digital growth engines across multiple orthopedic practices. This role owns demand generation, digital marketing and performance marketing strategies that directly drive new patient volume, conversion and revenue attribution across orthopedic, spine and ancillary services. This leader will unify paid media, AI-driven search, OTT/CTV, CRM, and marketing automation into a measurable, scalable system aligned with physician capacity, market dynamics and operational readiness. Core Responsibilities Digital Growth & Demand Generation • Own the digital new-patient growth strategy across all MSO markets and service lines • Drive patient acquisition through Google Search, Performance Max, YouTube, Meta, and programmatic media • Lead OTT / CTV advertising strategies to expand reach and influence high-intent MSK patients Develop full-funnel strategies from awareness to conversion and attribution CRM, Automation & Lifecycle Marketing • Own Salesforce Marketing Cloud strategy, architecture, and execution • Design automated patient journeys including: • Lead nurture • Reactivation and leakage recapture • Post-visit engagement • Partner with operations to align marketing automation with scheduling availability, access, and capacity Salesforce CRM & Revenue Attribution • Leverage Salesforce CRM to connect marketing activity to: • Referral tracking and measurement • Physician schedules • Service line revenue • Deliver executive-level dashboards showing ROI by market, specialty, and channel Strategy, Analytics & Leadership • Set digital KPIs tied to business outcomes (cost per NP, time-to-visit, conversion rate, ROI) • Lead A/B testing across creative, landing pages, messaging, and channel mix • Partner cross-functionally with: • Operations • Access centers • Practice leadership • IT and data teams • Build, mentor, and scale internal teams and external agency partners Requirements: Candidates will need to have experience in healthcare and understand the market dynamics that drive patient demand. Experience • 10+ years in healthcare digital marketing leadership (orthopedics, specialty care, multisite healthcare strongly desired) • Proven success driving measurable patient acquisition at scale • Experience supporting multi-location, multi-specialty organizations • Experience managing a team of creatives and marketing support roles Technical & Platform Expertise • Google Ads ecosystem (Search, PMAX, YouTube, Local, GA4) • AI-driven search and performance optimization tools • Paid media & programmatic advertising, including OTT / CTV • Salesforce Marketing Cloud (automation, segmentation) • Salesforce CRM (referral tracking, attribution, dashboards) • Physician review platform automation and optimization • Analytics, attribution modeling, and ROI forecasting Leadership & Strategic Skills • Executive-level communicator with the ability to translate data into strategy • Strong operator mindset—understands access, capacity and physician economics • Comfortable balancing awareness, demand, and performance in competitive markets • Experience managing agencies, vendors, and internal teams