Description

Interim Director, Marketing

Location: Hybrid - 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

Position Summary

The Interim Director, Marketing Strategy & Performance is a temporary marketing leadership role designed to provide immediate strategic and operational coverage for UAA's marketing function. The anticipated assignment is approximately six months, with flexibility of up to six weeks depending on business needs, hiring timeline, and transition requirements. This role owns the strategy, planning, and operational excellence that power UAA's marketing engine during the interim period, ensuring platform-wide marketing priorities, cross-channel campaigns, promotional planning, and measurement infrastructure remain aligned, visible, and moving forward.

The primary mandate of this role is continuity and stabilization: maintaining and executing against UAA's existing marketing plans, processes, and reporting infrastructure, and improving them where there are clear, immediate gaps. Net-new, long-term infrastructure builds that are not urgent should generally be scoped, documented, and handed off as recommendations for permanent leadership rather than undertaken from scratch during the interim period.

The Interim Director possesses excellent strategy and execution skills - capable of quickly stepping into a complex, fast-moving environment, leading with clarity, and staying close to the work to ensure continuity and accountability. The Interim Director works closely with channel marketers, agency and vendor partners, and practice stakeholders to keep the marketing function aligned, accountable, and performing while longer-term leadership plans are finalized. This role also oversees field marketing, including event strategy and execution, local activation, and marketing effectiveness with the practices.

In addition to platform-wide responsibilities, this interim role serves as the primary marketing lead and SME for UAA's Midwest practices, supports direct report(s) on the field marketing team, and enables a smooth handoff to permanent leadership at the end of the assignment. This role reports directly to the VP of Marketing.

Key Responsibilities

Marketing Strategy & Operations
• Lead platform-wide marketing strategy during the interim period - setting focal areas, promotional priorities, and integrated cross-channel campaign plans that align to business growth objectives and enterprise EBITDA targets
• Own interim monthly marketing planning across the UAA platform, ensuring priorities remain aligned with business needs, cross-functional stakeholder input is incorporated, and marketing plans remain visible and actionable
• Develop integrated campaign strategies across social, email/SMS, paid, events, and in-practice marketing - ensuring channels work together toward shared goals
• Translate business and practice-level growth goals into clear marketing strategies with defined objectives, channel mix, timelines, and success metrics
• Partner with the VP of Marketing and channel leads to ensure plans are grounded 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 the UAA portfolio rebrand effort, business development marketing, and transition documentation as needed
• Provide end-of-assignment transition support, including documentation of active initiatives, key decisions, vendor status, reporting cadence, and recommended next steps for permanent leadership

Marketing Operations & Campaign Excellence
• Own the end-to-end campaign operations process during the interim period - maintaining and refining the standards, workflows, and lead time requirements that ensure every campaign launches on time, fully resourced, internally reviewed, and set up to perform
• Maintain and refine existing playbooks and SOPs for how campaigns are briefed, approved, launched, and optimized across all channels and practices, closing clear gaps as needed rather than rebuilding from scratch
• Own marketing calendarization across the full platform, ensuring all campaigns and channel activities are planned well in advance to maximize flight time and eliminate reactive execution
• Work closely with channel marketers day-to-day to ensure briefs are clear, assets are ready, and campaigns go live without friction
• Partner with agency and vendor partners to coordinate execution, maintain quality standards, and keep deliverables on track
• Manage agency and vendor relationships during the interim assignment - serving as the primary point of accountability for scope, deliverables, timelines, and performance, with structured briefing cadences, SLA accountability, and regular performance reviews
• Own structured communication rhythms with practice management and operations teams, including campaign previews, marketing updates, and post-campaign reviews that keep practices informed and aligned
• Maintain a clear feedback loop between performance data and the channel marketing team, ensuring insights are translated into action across campaigns

Performance Measurement & Optimization
• Maintain and operate platform-wide marketing analytics - using and refining the existing KPI dashboard infrastructure to track performance across channels, practices, and the enterprise
• Define, track, and report on core marketing performance metrics including total attributed revenue, new vs. returning patient mix, CAC, LTV, funnel of lead volume and conversion rates, marketing ROI, and channel engagement by practice and platform
• Maintain a regular reporting cadence for the VP of Marketing, Senior Leadership, and Practice Management - delivering clear, insight-driven readouts with recommended actions and optimizations made to drive results, not just data
• Maintain practice-level marketing scorecards that give practice leaders visibility into their performance and create shared accountability for results
• Own budget stewardship across media spend and overall marketing spend during the interim period - actively monitoring pacing throughout the month and year, identifying variances early, and surfacing recommendations to shift investment toward higher-performing channels and away from underperforming ones to maximize return
• Identify near-term efficiencies and opportunities across the marketing budget - finding ways to reduce waste, consolidate spend, and reallocate investment to where it will have the greatest impact on growth within the assignment window
• Maintain and operate call and marketing attribution infrastructure - accurately connecting marketing activity to booked appointments, revenue, and EBITDA contribution
• Surface insights that directly inform budget allocation, agency performance management, and channel strategy
• Partner with finance and operations to align marketing measurement to enterprise financial reporting, ensuring marketing's contribution to EBITDA is visible and consistently reported

Field Marketing Leadership
• Oversee field marketing strategy including events (virtual and in-practice), local activations, local PR & 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

Midwest Practice Marketing

Practice specialization assignments are subject to change as the UAA portfolio grows and regional responsibilities evolve. The practices and region noted below reflect the current scope.
• Serve as the dedicated marketing lead and ongoing subject matter expert for BCAPS and select UAA Midwest practices (currently Michigan and Minnesota), with regional scope subject to evolution as the portfolio expands
• Serve as the primary point of contact for in-practice marketing needs, requests, and escalations for assigned Midwest practices
• 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 and organized marketing documentation for assigned practices, including provider bios, service materials, marketing calendars, and event scripts
• Ensure assigned practices are fully supported across all marketing channels: ads, social, email/SMS, reputation management, local SEO, and events
• Foster effective relationships with clinical staff and operations to strengthen productivity

Qualifications
• Bachelor's degree in Marketing, Communications, or a related field
• 9+ years of progressive marketing experience, with demonstrated success stepping into leadership roles that require both strategy and hands-on execution
• People leadership experience required; interim, fractional, consulting, or transitional leadership experience preferred
• Experience in medical aesthetics, beauty, luxury retail, hospitality, or a multi-unit/platform environment strongly preferred
• Proven ability to build and manage marketing processes, vendor/agency relationships, and cross-functional workflows
• Excellent agency and vendor management experience with a track record of holding partners accountable and driving performance
• Analytics background with demonstrated ability to build reporting infrastructure, interpret performance data, and translate insights into action
• Project management skills with the ability to quickly assess priorities, manage multiple deadlines and stakeholders, and create structure in a time-bound assignment
• Field marketing experience including events & partnership management
• Proficiency with marketing platforms including Google Analytics, Google Ads, CRM tools, email/SMS platforms, and social media management tools
• Copywriting, content strategy, and brand stewardship skills; Canva experience preferred
• Advanced proficiency with Excel and PowerPoint
• Polished communication style with 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