Digital Marketing Manager

Company: Alter Behavioral Health

Job Title: Digital Marketing Manager

Location: Corporate Office - Dana Point

Shift: 8:30am-5pm  – Monday-Friday, Onsite

Reports to: Director of Business Development  

FLSA Status: Full-Time, Salary Exempt 

Company Overview: 

Alter Behavioral Health is an innovative, evidence-based treatment program specifically designed to treat primary mental health diagnoses. Our mission is to provide the highest level of personalized care and treatment to every individual seeking support to restore and maintain their highest level of functioning. Our dedicated team of professionals employ a comprehensive, multidimensional approach to create a more well-rounded and personalized experience for each individual seeking treatment.

Job Summary:

The Manager, Digital Marketing will elevate our online presence, optimize performance marketing channels, and guide individuals in need of care toward appropriate clinical resources. Operating as an integrated function, this position leads external agency partners, offshore contributors, and AI platforms. The Manager directs strategy and execution spanning SEO, performance media, web content, analytics, and B2B initiatives—focusing strictly on generating qualified inquiries, driving admissions, and optimizing cost per admission rather than vanity metrics. 

Functioning as an integrated individual lead backed by extended resources, this individual oversees external vendor agencies, offshore contractors, and artificial intelligence solutions to construct a unified performance engine. The position directs overall marketing strategy, holding external partners strictly accountable to core metrics—emphasizing patient admissions rather than superficial metrics—while directly resolving operational challenges across channels.

This opportunity is tailored for a strategic operator who thrives on end-to-end organizational ownership. This role supports Alter Behavioral Health and may extend support to affiliate entities, such as CarePredictor, aligned with organizational growth.

Essential Duties & Responsibilities:

Agency & External Partner Oversight:

• Direct third-party marketing firms, offshore teams, web developers, and contracted vendors spanning organic search, generative engine optimization, paid channels, and technical initiatives.
• Establish precise statements of work, service standards, operational KPIs, fiscal budgets, and recurring evaluation schedules while facilitating routine progress reviews.
• Apply standardized evaluation metrics measuring verified inquiries, patient admissions, and acquisition cost per admission to determine vendor retention, contract adjustments, or internal transition.

Search Engine Optimization & Generative AI (SEO/GEO):

• Guide organic growth strategy across digital properties, facility landing pages, and clinical service offerings leveraging agency and offshore support.
• Enhance website content and conversion paths to capture high-intent user searches regarding behavioral healthcare programs, insurance coverage, and treatment options.
• Track organizational presence within artificial intelligence search features and generative summaries, including Google AI Overviews and prominent conversational engines.
• Maintain Google Business Profiles, local directory entries, business citations, and regional search presence.

Performance Media & Campaign Execution:

• Supervise Google Ads and Meta paid initiatives delivered through internal assets or external partners, ensuring campaigns prioritize high-quality inquiries and efficient admission costs.
• Retain hands-on technical capability to audit campaign architecture, diagnose performance fluctuations, and execute direct optimizations.
• Drive professional networking campaigns on LinkedIn to foster clinical referral networks and institutional opportunities for associated entities.
• Formulate structured testing frameworks for audience segments, messaging creative, landing page experiences, and conversion optimizations.

Web Administration & Content Management:

• Perform ongoing website management within WordPress, including building pages, updating clinical copy, developing landing pages, and overseeing essential plugin updates.
• Manage external web developers for technical projects using defined deliverables, clear scope boundaries, and fiscal controls.
• Guarantee digital content remains current, intuitive, compliant with brand standards, and structured to seamlessly assist individuals seeking treatment.

Marketing Intelligence & Data Attribution:

• Maintain the marketing technology environment, including Google Analytics 4, call attribution platforms, CRM systems, and advertising dashboards.
• Map campaign engagement directly to verified inquiries and patient admissions to enhance visibility into channel yield and acquisition economics.
• Deliver focused weekly leadership dashboards alongside monthly performance reviews outlining core metrics, strategic observations, potential hurdles, and tactical plans.
• Utilize performance data to guide capital allocation, experimentation, and conversion enhancement strategies.

AI Implementation & Operational Efficiency:

• Leverage artificial intelligence applications to support daily marketing workflows including market analysis, copywriting, asset generation, and data evaluation under human supervision.
• Establish scalable processes that maximize operational productivity while protecting narrative accuracy, brand standards, and clinical compliance.

Healthcare Compliance & Brand Governance:

• Align promotional activities with healthcare marketing guidelines, advertising platform terms, mandatory LegitScript certifications, and internal clinical approval processes.
• Uphold privacy-focused tracking protocols while partnering with regulatory or legal resources to address evolving compliance mandates.
• Ensure cohesive, professional brand representation across digital channels and corporate properties.

Affiliate & Enterprise Support:

• Extend support toward B2B lead generation, professional networking channels, and marketing technology resources for affiliated entities, including CarePredictor.
• Collaborate with executive management and key decision-makers to synchronize marketing initiatives with overall organizational growth objectives.

Minimum Qualifications & Requirements:

• Three to five years of hands-on digital marketing experience; experience in healthcare, behavioral health, or another regulated industry is preferred.
• Demonstrated experience managing marketing agencies, contractors, offshore specialists, or freelance partners against measurable outcomes.
• Hands-on experience with Meta Ads Manager and working fluency in Google Ads, LinkedIn Campaign Manager, GA4, Google Search Console, Google Business Profile, and WordPress.
• Solid SEO fundamentals and a practical understanding of generative engine optimization (GEO) and AI-driven search.
• Practical daily use of AI tools for marketing production, efficiency, reporting, or analysis, with examples of effective workflows.
• Strong analytical skills, including the ability to interpret attribution data, build performance reports, and translate findings into actions.
• Ability to prioritize independently, solve problems, manage multiple vendors, and deliver results in a lean, fast-moving environment.
• Clear written and verbal communication skills, including the ability to work with executives, clinicians, vendors, and cross-functional partners.

Preferred Qualifications

• Experience with LegitScript certification or healthcare advertising policies.
• Familiarity with HIPAA-conscious marketing workflows and privacy-safe analytics.
• Experience with call-tracking platforms, healthcare CRMs, Semrush, or comparable SEO tools.
• B2B demand generation or SaaS marketing experience.

Regulatory & Compliance Expectations:

• Maintain compliance with all state and federal regulations, including DHCS, DSS, and Joint Commission standards.
• Follow company policies on safety, confidentiality, and ethical conduct.
• Participate in audits, training, and continuous quality improvement efforts.

Compensation & Benefits:

• Salary: $80-90k 
• Benefits (Eligible after 30 Days of Employment):
  • Medical, Dental, & Vision Insurance
  • 401(k) 6% Match (after 90 days)
  • Life Insurance 
  • Paid Time Off 

ADA & Equal Opportunity Statement:
Alter Behavioral Health is an equal opportunity employer. We comply with the Americans with Disabilities Act (ADA) and ensure accommodations for qualified individuals with disabilities. We do not discriminate based on race, color, religion, sex, national origin, disability, or any other protected status under federal and state laws.