Director of Marketing

Position Summary

We are seeking a strategic, highly productive, and hands-on marketing leader responsible for generating qualified leads that convert into increased flight volume across two primary brands. The organization generates leads through two primary pathways: B2B industry relationships and referral partnerships, and B2C digital lead generation from patients and families. This role will support both growth paths while directly owning all digital marketing channels and the strategy, execution, and performance of B2C lead generation.

The role will own the marketing strategy, performance plan, and day-to-day execution required to grow demand while strengthening each brand’s distinct positioning, voice, and audience strategy. The ideal candidate can move comfortably between defining strategy, reporting results and recommendations to leadership, supporting relationship-driven B2B growth, directing agencies and contractors, and personally producing high-quality work in-house.

This is not an agency-management-only position. The person in this role will balance external partner oversight with direct, cross-departmental production—especially email marketing, campaign development, copywriting, testing, content, brand management, analytics, and tactical execution. Every channel and deliverable should support measurable growth in lead volume, lead quality, conversion, and ultimately flight volume.

Key Responsibilities

Lead Generation & Flight Volume Growth: Drive qualified leads that convert into increased flight volume across two primary brands. Serve as the marketing liaison to the B2B Business Development team, providing the strategy, tools, campaigns, content, collateral, and channel support needed to strengthen industry relationships and referral growth. Directly own all B2C marketing and digital lead generation, including channel strategy, campaign execution, lead volume, lead quality, conversion, cost efficiency, and results.
Develop audience segments, customer journeys, offers, calls to action, nurture strategies, and conversion paths that move prospective patients, families, and referral partners toward inquiry and action.
Growth Strategy & Planning: Build and manage annual and quarterly marketing strategies, channel plans, campaign calendars, budgets, priorities, and measurable growth goals for both brands.
Own the full digital channel portfolio—including email, web, paid media, organic search, social media, digital content, online reputation, landing pages, and conversion programs—to build awareness, capture B2C demand, nurture prospects, and generate qualified inquiries. Develop marketing tools, content, campaigns, events, and collateral that also enable B2B industry and referral relationships.
Translate business priorities, patient needs, competitive activity, and market insights into differentiated value propositions and patient-facing communications that are accurate, compelling, relevant, and conversion-focused.
Hands-On Campaign Production: Personally plan, build, launch, and optimize email campaigns, automated nurture programs, audience segments, landing-page content, campaign briefs, and other priority marketing tactics designed to generate and convert demand.
Serve as a high-output individual contributor who creates first drafts, manages revisions, solves problems directly, and owns campaign quality assurance from audience logic and tracking through launch and post-launch validation. Write and edit persuasive, brand-aligned copy for email, web, landing pages, social media, advertising, collateral, presentations, and internal communications, with clear audience intent and calls to action.
Testing, Conversion & Optimization: Establish disciplined A/B and multivariate testing across subject lines, copy, creative, offers, calls to action, audiences, forms, and landing pages.
Use testing and funnel data to improve engagement, conversion, lead quality, cost per lead, cost per opportunity, and the number of marketing-generated leads that progress toward flight volume.
Analytics & Performance Management: Define channel and funnel KPIs and build dashboards that provide clear visibility into spend, traffic, engagement, leads, qualified leads, opportunities, conversions, booked flights, cost efficiency, and return on marketing investment.
Monitor performance routinely, identify trends and gaps early, diagnose root causes, and translate findings into specific optimization actions while maintaining reliable tracking, attribution, naming conventions, and data-quality practices.
Leadership Reporting: Provide concise weekly, monthly, quarterly, and ad hoc executive readouts that communicate lead-generation performance, flight-volume contribution, what is working, what is not, current priorities, risks, opportunities, and recommended decisions.
Connect brand and channel activity to pipeline and business impact—not vanity metrics alone—through clear, decision-ready executive storytelling.
Agency, Contractor & Budget Management: Set strategy, briefs, priorities, deliverables, timelines, budgets, and performance expectations for agencies, freelancers, contractors, vendors, and other external partners. This includes holding partners accountable for quality, speed, transparency, and lead-generation KPI delivery while retaining internal ownership of strategy and results; manage spend responsibly and redirect resources toward the channels and tactics most likely to increase qualified leads and flight volume.

Qualifications & Experience

Bachelor’s degree in marketing, communications, business, or a related field, or equivalent professional experience.
Seven or more years of progressive marketing experience, including meaningful ownership of brand, digital marketing, demand generation, campaign execution, and performance reporting.
Demonstrated success managing multiple brands, business lines, or audience segments while preserving differentiated positioning and voice.
Strong hands-on email marketing and marketing automation experience, including campaign builds, segmentation, journeys, testing, deliverability, quality assurance, and performance optimization.
Excellent copywriting and editing skills, with the ability to adapt tone and message for B2B and B2C audiences across the customer journey.
Strong knowledge of A/B testing, conversion optimization, lead generation, attribution, SEO, paid and organic digital channels, content strategy, and campaign measurement.
Experience building executive dashboards and translating complex performance data into concise findings, recommendations, and decisions.
Proven ability to direct agencies, contractors, and vendors while remaining personally accountable for work quality, execution, and business outcomes.
Working proficiency with CRM, marketing automation, analytics, website content management, project management, and presentation tools; Salesforce and Marketing Cloud experience preferred.
Healthcare, medical transportation, aviation, patient services, complex logistics, or another trust-sensitive industry is preferred.

What success looks like in this role

Strategic thinker who quickly turns direction into practical plans, campaigns, and finished deliverables.
High-capacity producer who is energized by building, testing, improving, and doing the work.
Clear communicator who can simplify complex data and confidently present recommendations to senior leaders.
Strong brand steward who protects consistency without slowing down production.
Commercially minded and accountable for measurable outcomes, not activity alone.
Comfortable operating in a growing environment where priorities shift, infrastructure is still being built, and initiative is essential.

Performance Incentive Opportunity

This role includes a competitive base salary plus performance bonus eligibility. Incentive compensation will be tied to measurable business and marketing outcomes, including meeting or exceeding approved lead-generation goals, improving lead quality and conversion performance, delivering campaigns and strategic priorities on schedule, strengthening marketing efficiency and attribution, and providing accurate, decision-ready reporting to leadership. Final goals and weighting will be established through the company’s performance planning process and may evolve with business priorities.

Benefits:

401(k)
401(k) matching
Dental insurance
Health insurance
Life insurance
Paid time off
Vision insurance