Interim Director, Marketing

United Aesthetics Alliance is seeking an interim marketing leader to stabilize and advance platform-wide strategy and performance during a time-bound transition. This hybrid role provides temporary, end-to-end marketing leadership for approximately six months, with the ability to adjust by up to six weeks based on business needs and transition timing.

Reporting to the VP of Marketing, the interim Director serves as the primary marketing lead and subject matter expert for UAA’s Midwest practices, currently including Michigan and Minnesota. The position focuses on maintaining continuity across strategy, operations, campaign execution, field marketing, and analytics so performance measurement stays aligned to enterprise goals.

Role overview

• Provide interim, platform-wide marketing leadership across strategy, operations, campaigns, field marketing, and performance measurement
• Ensure continuity and stabilization of marketing strategy, including integrated cross-channel plans tied to business growth objectives and enterprise EBITDA targets
• Act as the primary marketing point of contact for in-practice marketing needs, requests, and escalations for assigned Midwest practices
• Own interim leadership and execution for assigned regional practices, with regional scope subject to evolution as the portfolio expands

Key responsibilities

• Lead interim platform marketing strategy by setting focal areas, promotional priorities, and integrated cross-channel campaign plans aligned to business growth objectives and enterprise EBITDA targets
• Own monthly marketing planning across the platform, incorporating cross-functional stakeholder input and keeping priorities visible and actionable
• Develop integrated campaign strategies across social, email/SMS, paid, events, and in-practice marketing to drive shared goals
• Translate business and practice-level growth goals into marketing strategies with objectives, channel mix, timelines, and success metrics
• Partner with the VP of Marketing and channel leads to ground plans in performance data, market opportunity, and patient lifecycle strategy
• Lead strategy and execution for special marketing initiatives, including brand campaigns, seasonal promotions, new practice integrations, and brand shoots
• Support portfolio efforts including the UAA rebrand, business development marketing, and transition documentation as needed
• Own end-to-end campaign operations during the interim period, maintaining and refining standards, workflows, and lead time requirements so campaigns launch on time, fully resourced, internally reviewed, and performance-ready
• Maintain and refine playbooks and SOPs for briefing, approval, launch, and optimization across channels and practices, closing gaps without rebuilding from scratch
• Own platform-wide marketing calendarization to plan campaigns well in advance and avoid reactive execution
• Coordinate day-to-day execution with channel marketers to ensure briefs are clear, assets are ready, and campaigns go live without friction
• Partner with agency and vendor partners to maintain quality standards and keep deliverables on track
• Manage agency and vendor relationships as the primary accountability point for scope, deliverables, timelines, and performance, including structured briefing cadences, SLA accountability, and regular performance reviews
• Maintain structured communication rhythms with practice management and operations, including campaign previews, marketing updates, and post-campaign reviews
• Maintain a feedback loop between performance data and channel marketing to translate insights into action across campaigns
• Operate platform-wide marketing analytics using and refining the existing KPI dashboard infrastructure across channels, practices, and the enterprise
• Define, track, and report core marketing performance metrics including total attributed revenue, new vs. returning patient mix, CAC, LTV, lead funnel volume and conversion rates, marketing ROI, and channel engagement by practice and platform
• Deliver a regular reporting cadence for the VP of Marketing, Senior Leadership, and Practice Management with insight-driven readouts and recommended actions
• Maintain practice-level marketing scorecards for visibility and shared accountability
• Own budget stewardship for media spend and overall marketing spend during the interim period, including monitoring pacing, identifying variances early, and recommending shifts toward higher-performing channels
• Identify near-term marketing efficiencies, consolidating spend and reallocating investment to maximize return within the assignment window
• Maintain and operate call and marketing attribution infrastructure to connect marketing activity to booked appointments, revenue, and EBITDA contribution
• Surface insights that inform budget allocation, agency performance management, and channel strategy, partnering with finance and operations to align marketing measurement to enterprise financial reporting
• Oversee field marketing strategy including virtual and in-practice events, local activations, local PR and reputation management, in-practice marketing, and community engagement frameworks
• Provide interim leadership for direct report(s) on the field marketing team, including day-to-day prioritization, coaching, workload management, and continuity of execution across practices
• Serve as dedicated marketing lead and ongoing SME for BCAPS and select UAA Midwest practices (currently Michigan and Minnesota), with regional scope subject to evolution as the portfolio expands
• Own in-practice marketing execution for assigned practices, including signage, seasonal merchandising, promotional materials, and staff enablement
• Own in-practice content collection including surgeon and provider thought leadership, video content, before and after, and optimizing patient content consent and capture
• Maintain accurate marketing documentation for assigned practices, including provider bios, service materials, marketing calendars, and event scripts
• Ensure assigned practices are supported across all marketing channels: ads, social, email/SMS, reputation management, local SEO, and events
• Foster relationships with clinical staff and operations to strengthen productivity

Location and assignment

• Location: Hybrid, with the Grand Rapids, MI office
• Assignment type: Interim, full-time
• Anticipated duration: Approximately six months, with up to six weeks of flexibility based on business needs and transition timing

Requirements

• Bachelor’s degree in Marketing, Communications, or a related field
• 9+ years of progressive marketing experience, including demonstrated success stepping into leadership roles that balance strategy and hands-on execution
• People leadership experience required; interim, fractional, consulting, or transitional leadership experience preferred
• Proven ability to build and manage marketing processes, vendor/agency relationships, and cross-functional workflows
• Strong agency and vendor management experience, with a track record of holding partners accountable and driving performance
• Analytics background, including the ability to build reporting infrastructure, interpret performance data, and translate insights into action
• Project management skills to assess priorities quickly, manage multiple deadlines and stakeholders, and create structure in a time-bound assignment
• Field marketing experience, including events and partnership management
• Proficiency with marketing platforms including Google Analytics, Google Ads, CRM tools, email/SMS platforms, and social media management tools
• Copywriting and content strategy experience, with brand stewardship skills; Canva experience preferred
• Advanced proficiency with Excel and PowerPoint
• Polished communication style, including confidence presenting to and partnering with senior leadership, providers, and operational teams
• Passion for patient experience, luxury brand standards, and building high-performing marketing functions

Technologies

• Google Analytics
• Google Ads
• CRM tools
• Email/SMS platforms
• Social media management tools
• Canva
• Excel
• PowerPoint

Note: Practice specialization assignments are subject to change as the UAA portfolio grows and regional responsibilities evolve.