The Social Media & Marketing Specialist will be responsible for developing, executing, and managing the digital marketing presence and brand strategy ofThe Maercks Institute, a premier aesthetic plastic surgery practice in Miami founded byDr. Rian A. Maercks.
This role will focus on building and elevating the Institute’s luxury brand presence through strategic social media management, content creation, patient storytelling, digital marketing campaigns, and coordination with external marketing partners including videographers, advertising teams, and public relations agencies.
The ideal candidate is a creative and strategic digital marketer who understands social media algorithms, audience behavior, luxury branding, and content performance. This individual will be responsible for creating engaging content strategies that increase brand awareness, strengthen patient relationships, and support growth through qualified patient inquiries.
Key responsibilities
Social Media Strategy & Brand Management
- Develop and execute comprehensive social media strategies across Instagram, TikTok, Facebook, YouTube, and emerging digital platforms.
- Create and manage monthly content calendars aligned with:
- Surgical campaigns
- Brand initiatives
- Practice milestones
- Develop creative marketing concepts, branding strategies, and campaign propositions that position The Maercks Institute as a leading luxury aesthetic surgery brand.
- Maintain a consistent luxury brand voice, visual identity, messaging style, and patient experience across all digital channels.
- Stay current on social media trends, platform updates, and algorithm changes to maximize content performance.
- Apply a strong understanding of social media algorithms, audience behavior, and platform best practices to improve:
- Organic reach
- Engagement
- Content visibility
- Optimize content strategies through:
- Trending formats
- Hashtag and keyword optimization
- Audience engagement tactics
- Analyze competitor activity, industry trends, and luxury healthcare marketing strategies to identify growth opportunities.
Content Creation & Patient Storytelling
- Develop, coordinate, and manage high-quality content including:
- Before-and-after transformations
- Educational procedure content
- Surgical journey storytelling
- Office culture content
- Luxury brand lifestyle content
- Develop patient storytelling campaigns that showcase:
- How patients discovered Dr. Maercks
- Their motivations and goals
- Their experience at The Maercks Institute
- Their recovery journey
- Their results and transformation
- Create patient interview questions and coordinate opportunities for authentic patient features.
- Assist with photography and video production involving:
- Clinical environments
- Surgical preparation
- Recovery milestones
- Ensure all patient-related content follows HIPAA compliance, patient privacy standards, and approved consent procedures.
Videographer & Creative Production Coordination
- Work directly with videographers and creative production partners to plan, schedule, and execute all content production.
- Coordinate:
- Photography sessions
- Video shoots
- Procedure-focused content
- Campaign production
- Develop creative concepts, production schedules, shot lists, and content objectives.
- Provide creative direction to ensure all photography and video assets align with The Maercks Institute’s luxury brand standards.
- Coordinate timelines, approvals, deliverables, and revisions with creative partners.
- Maintain an organized digital library of approved marketing assets, photography, and video content.
Advertising & Digital Marketing Coordination
- Work directly with advertising teams and marketing agencies to support paid media campaigns and patient acquisition strategies.
- Assist with development of advertising campaigns focused on:
- Brand awareness
- Signature procedures
- Coordinate campaign timelines, creative assets, approvals, and launch schedules.
- Provide advertising teams with brand guidelines, content assets, and creative direction.
- Review advertising performance metrics and provide recommendations for campaign optimization.
- Use data insights to improve conversion opportunities and marketing effectiveness.
Public Relations (PR) Agency Coordination
- Serve as the primary marketing contact for PR agency partners.
- Coordinate scheduling and planning for:
- Media opportunities
- Press features
- Events
- Brand campaigns
- Assist with development of:
- Press materials
- Procedure highlights
- Brand messaging
- Ensure all PR initiatives align with The Maercks Institute’s reputation, values, and luxury positioning.
Marketing Campaign Development
- Develop and execute creative marketing campaigns supporting:
- Signature procedures
- Events
- Brand awareness efforts
- Create marketing proposals, campaign concepts, and growth strategies.
- Identify opportunities for partnerships, collaborations, and innovative marketing initiatives.
- Support local, national, and international patient outreach strategies.
Analytics & Performance Tracking
- Monitor, analyze, and report on social media and marketing performance, including:
- Engagement rates
- Audience growth
- Reach and impressions
- Website traffic
- Translate analytics into actionable recommendations to improve content strategy.
- Track content performance and identify which formats, topics, and messaging generate the strongest results.
- Provide insights to continuously improve digital marketing efforts.
Website & Digital Presence Support
- Assist with website content updates, procedure pages, blogs, and digital campaigns.
- Support SEO initiatives and online visibility strategies.
- Assist with email marketing campaigns and digital patient communication.
- Ensure consistent brand messaging across all digital platforms.
Required Qualifications
- Bachelor’s degree in Marketing, Communications, Digital Media, or related field preferred.
- 2+ years of experience in social media management, digital marketing, content creation, or brand development.
- Proven understanding of social media algorithms, platform strategies, and digital growth tactics.
- Experience managing professional social media accounts and developing content strategies.
- Strong understanding of Instagram, TikTok, Facebook, YouTube, and emerging platforms.
- Ability to analyze social media insights and convert data into actionable strategies.
- Strong copywriting, storytelling, and communication skills.
- Experience coordinating with vendors, agencies, videographers, and creative partners.
- Strong organizational skills with the ability to manage multiple projects and deadlines.
Preferred Qualifications
Experience in:
- Plastic surgery or aesthetic medicine
- Luxury healthcare
- Hospitality or luxury brands
- Medical marketing
Preferred skills
- Photography and videography
- CapCut
- Lightroom
- Social media analytics platforms
- CRM and lead-generation platforms
- HIPAA-compliant healthcare marketing practices
KPI's
Success in this role will be measured by:
- Growth of social media presence and engagement
- Increased organic reach and visibility
- Consistent production of high-quality content
- Successful execution of marketing campaigns
- Effective coordination with external marketing partners
- Increased visibility of Dr. Maercks and The Maercks Institute brand
- Development of compelling patient-centered storytelling
- Improvement in digital audience engagement and conversion
Ideal Candidate Profile
The ideal candidate is:
- Creative, strategic, and data-driven
- Passionate about luxury branding, aesthetics, and patient experience
- Experienced in digital storytelling and social media growth
- Knowledgeable about social media algorithms and online trends
- Highly organized with strong project management skills
- Comfortable working in a fast-paced medical environment
- Proactive in identifying opportunities for brand growth
- Able to balance creativity with measurable business results
Position Goal
To elevateThe Maercks Instituteinto a globally recognized luxury aesthetic brand by creating powerful digital experiences, strategic marketing campaigns, and authentic patient stories that showcase innovation, exceptional results, and the unique patient journey offered by Dr. Rian A. Maercks.
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