Digital Marketing Manager

Job RequisitionDigital Marketing Manager / Director
Company Dermatology Specialists of West Georgia, P.C. (DSWG)Department MarketingReports To PresidentLocation On-site in Peachtree City, GAClassification Full-Time, ExemptLevel Manager or Director, commensurate with experienceCompensation Competitive base + performance bonus; full benefits (medical, dental, vision, 401(k), HSA, PTO)Position Summary
DSWG is a physician-owned, multi-location dermatology group serving West Georgia and the southern Atlanta metro through four brands: West Georgia Dermatology (Carrollton), Newnan Dermatology , Peachtree City Dermatology , and Carroll Cosmetic Club . Following rapid growth from a single location to a one of the largest dermatology practices in South Atlanta, we are hiring our first dedicated marketing leader to own the full digital marketing function.
The Digital Marketing Manager/Director will own strategy and hands-on execution across all digital channels — websites, paid media, CRM, and lifecycle marketing — managing an annual media budget of approximately $1M . This is a full-funnel role: you are accountable for the entire journey from impression to booked appointment to repeat patient, measured against new patient acquisition, cost per acquisition, and revenue attribution. You will report directly to the President and operate with significant autonomy and access to a mature data infrastructure.
Key ResponsibilitiesWebsite & Brand Management Own the strategy, content, performance, and conversion optimization of four brand websites (West Georgia Dermatology, Newnan Dermatology, Peachtree City Dermatology, Carroll Cosmetic Club)
Manage SEO strategy, including local SEO, provider bio pages, service line landing pages, and Google Business Profile optimization across all locations
Coordinate with development resources on site updates, new page builds, and technical SEO
Maintain brand consistency and voice across four distinct brand identities (medical dermatology, surgical, and aesthetics/cosmetic)
Paid Media — Full Funnel ($1M Annual Budget) Plan, execute, and optimize paid media across all channels: Paid Search — Google Ads, Local Services Ads, Microsoft Ads
Paid Social — Meta (Facebook/Instagram), and emerging platforms as appropriate
OTT / CTV — streaming and connected TV campaigns
Direct Mail — targeted campaigns including new mover, geo-targeted, and service-line promotions

Own budget allocation, pacing, and channel mix decisions across brands and locations
Build and maintain full-funnel measurement: impression → click → lead → booked appointment → completed visit → revenue
Manage agency and vendor relationships where applicable, or execute in-house
CRM & Lifecycle Marketing Design and execute email marketing campaigns across the patient lifecycle: welcome series, recall/reactivation, cosmetic nurture sequences, membership and promotional campaigns
Build patient segmentation and nurture programs, particularly for the cosmetic/aesthetics service lines (injectables, laser, skincare, memberships)
Manage marketing automation and campaign tooling; coordinate with front office and clinical teams on patient communication touchpoints
Ensure all patient-facing marketing complies with HIPAA and healthcare marketing regulations
Analytics & Reporting Own marketing performance reporting: CPA, ROAS, new patient volume by channel, lead-to-appointment conversion, and revenue attribution
Work within the practice's existing analytics stack (GA4, Google Ads, Meta, Power BI dashboards) and partner with internal BI resources to improve attribution
Present monthly performance reviews to the President with clear recommendations on budget and strategy
QualificationsRequired 5+ years of hands-on digital marketing experience with direct ownership of paid media budgets ($500K+ annual preferred)
Demonstrated full-funnel expertise: campaign strategy, execution, landing page/conversion optimization, and closed-loop measurement
Hands-on platform proficiency in Google Ads (search, LSA) and Meta Ads Manager — this is an operator role, not oversight-only
Experience with email marketing / CRM platforms and building automated nurture campaigns
Strong analytical skills; fluent in GA4 and comfortable working with dashboards and attribution data
Excellent project management skills; able to run multiple brands and campaigns simultaneously without dropped balls
Preferred Healthcare, medical aesthetics, dental, med spa, or other local multi-location services marketing experience
Experience with OTT/CTV buying and direct mail campaign management
Familiarity with HIPAA-compliant marketing practices
SEO and local search expertise (multi-location Google Business Profile management)
Experience with Power BI or similar BI tools
Agency management experience (or agency background transitioning in-house)
Why This Role Ownership — You will be the marketing leader for the organization, reporting directly to the President, with real budget authority and no bureaucracy
Data-rich environment — Direct access to practice management data, custom Power BI dashboards, and full-funnel attribution infrastructure most marketers only wish they had
Growth story — Join a practice that has grown 6x since 2021 and continues to expand providers, service lines, and locations
Impact — Your work directly drives patient volume across medical, surgical, and cosmetic service lines
Success Metrics (First 12 Months) New patient volume growth by brand and location against targets
Blended and channel-level CPA within target thresholds
Measurable lift in cosmetic revenue attributable to CRM
urture programs
Consolidated marketing performance reporting operational within 90 days
Media budget fully deployed with documented ROAS by channel

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