Director of Marketing

📌 Core Information

🔹 Job Title: Director of Marketing

🔹 Company: Muir Wood Adolescent & Family Services

🔹 Location: Petaluma, California

🔹 Job Type: On-site, Full-time

🔹 Category: Marketing

🔹 Date Posted: June 25, 2025

🔹 Experience Level: 6-10 years

🔹 Remote Status: On-site (10-20% travel required)

🚀 Job Overview

Key aspects of this role include:

• Leading marketing efforts during a critical growth period for a mission-driven healthcare organization
• Overseeing digital strategy, website performance, SEO, SEM, and social media management
• Collaborating with cross-functional teams to align marketing with care delivery and community reputation
• Managing local marketing initiatives and community outreach to increase awareness and trust
• Elevating Muir Wood's reputation through external communications and earned media strategy

ASSUMPTION: This role requires a balance of strategic thinking and hands-on execution, with a focus on driving admissions growth through data-driven marketing strategies.

📋 Key Responsibilities

✅ Oversee the MuirWoodTeen.com website, ensuring a high-performance, optimized, and emotionally resonant experience

✅ Own the digital growth roadmap, focusing on high-converting SEO, SEM, and web performance strategies

✅ Lead monthly reporting, analytics reviews, and data-driven insights tied to admissions growth and key KPIs

✅ Oversee end-to-end SEO strategy and execution, maintaining site EEAT, backlink strategies, and on-page optimization standards

✅ Lead SEM efforts within a lean budget, ensuring high ROI through brand protection, keyword bidding efficiency, and targeted ad creative

✅ Develop and execute a platform-specific social media strategy, managing day-to-day content planning, scheduling, and posting across key channels

✅ Partner with clinical and leadership teams to develop content that reflects Muir Wood's values and clinical excellence

✅ Lead external communications and earned media strategy to elevate Muir Wood's reputation

✅ Develop and execute local marketing campaigns and new location openings, tailored to each community where Muir Wood operates

✅ Collaborate with admissions, clinical, and operations teams to align marketing with care delivery and community reputation

ASSUMPTION: This role requires strong project management skills, the ability to balance multiple priorities, and a deep understanding of marketing analytics and optimization tactics.

🎯 Required Qualifications

Education: Bachelor’s degree required; MBA preferred

Experience: 6-10 years of marketing experience, with at least 4 years in healthcare, behavioral health, or purpose-driven consumer services

Required Skills:

• Proven success managing website optimization, SEO strategy, and paid search
• Deep understanding of marketing analytics, CRM tools (HubSpot, Salesforce preferred), CallTrackingMetrics, and Conversion Rate Optimization tactics
• Strong writing/editing instincts with the ability to translate clinical complexity into emotionally compelling language
• Experience managing external vendors and cross-functional projects
• Mission-driven mindset; able to operate both strategically and tactically with empathy, urgency, and clarity

Preferred Skills:

• Experience marketing to parents or caregivers in healthcare/education settings
• Familiarity with WordPress, GA4, and content strategy

ASSUMPTION: Candidates with a strong background in healthcare marketing and a passion for mental health will be most successful in this role.

💰 Compensation & Benefits

Salary Range: $140,000 - $170,000 base salary, plus annual bonus eligibility

Benefits:

• Health, dental, and vision insurance
• 401(k) retirement plan with company match
• Paid time off (vacation, sick, and holidays)
• Employee assistance program
• Professional development opportunities

Working Hours: Full-time, Monday-Friday, with some flexibility for meetings and events

ASSUMPTION: The salary range is competitive for the healthcare industry and reflects the importance of this role in driving Muir Wood's growth and success.

📌 Applicant Insights

🔍 Company Context

Industry: Muir Wood operates in the behavioral health industry, specializing in adolescent mental health and substance use disorder treatment

Company Size: Muir Wood is a small organization with 11-50 employees, allowing for close collaboration and impact on the company's mission and growth

Founded: Muir Wood was founded in 2013 and has since grown to offer 17 Joint Commission-accredited programs across California

Company Description:

• Muir Wood is a nationally recognized leader in adolescent behavioral health, providing individualized, compassionate, and developmentally appropriate care through both outpatient and residential treatment programs
• The organization supports teens and families in crisis, helping them rebuild connection, stability, and hope through evidence-based individual therapy, family systems work, and accredited education
• Muir Wood is committed to clinical excellence and a deep commitment to whole-family recovery

Company Specialties:

• Adolescent Mental Health and Adolescent Substance Use Disorder

Company Website: www.muirwoodteen.com

ASSUMPTION: Muir Wood's small size and focus on adolescent behavioral health present unique opportunities for growth and impact in this role.

📊 Role Analysis

Career Level: This role is a senior-level position, reporting directly to the executive team and overseeing marketing efforts across the organization

Reporting Structure: The Director of Marketing will report directly to the CEO and work closely with the executive team, admissions, clinical, and operations teams

Work Arrangement: This is an on-site role, with 10-20% travel required for Bay Area-based candidates

Growth Opportunities:

• As Muir Wood continues to grow, there may be opportunities for the Director of Marketing to expand their team and take on additional responsibilities
• This role offers the chance to make a significant impact on the organization's mission and growth
• Muir Wood values professional development and may provide opportunities for training and advancement

ASSUMPTION: The Director of Marketing will have the opportunity to shape the organization's marketing strategy and make a significant impact on its growth and success.

🌍 Location & Work Environment

Office Type: Muir Wood's headquarters is located in Petaluma, California, offering a small-town atmosphere with easy access to nearby cities and attractions

Office Location(s): 1733 Skillman Ln, Petaluma, California 94952, US

Geographic Context:

• Petaluma is located in Sonoma County, approximately 40 miles north of San Francisco
• The area offers a mix of urban and rural environments, with access to outdoor recreation, cultural attractions, and a strong local food scene
• Muir Wood's location allows for easy access to both urban and rural communities, enabling the organization to serve a diverse range of clients

Work Schedule: Full-time, Monday-Friday, with some flexibility for meetings and events

ASSUMPTION: Muir Wood's location in Petaluma provides a unique opportunity to work in a small, close-knit community while still having access to the resources and amenities of nearby urban areas.

💼 Interview & Application Insights

Typical Process:

• Online application and resume submission
• Phone or video screen with the HR team
• In-depth interview with the CEO and/or other members of the executive team
• Final interview with key stakeholders, such as clinical or admissions team members
• Background check and reference verification

Key Assessment Areas:

• Marketing expertise and strategic thinking
• Ability to translate clinical complexity into compelling language
• Mission-driven mindset and cultural fit
• Project management skills and ability to balance multiple priorities

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing experience and passion for mental health
• Be prepared to discuss your approach to SEO, SEM, and social media management, as well as your experience with marketing analytics and optimization tactics
• Demonstrate your ability to work collaboratively with cross-functional teams and manage external vendors

ATS Keywords: Marketing strategy, SEO, SEM, social media management, marketing analytics, CRM, website optimization, cross-functional collaboration, data-driven insights, mission-driven mindset

ASSUMPTION: Muir Wood's interview process is designed to assess candidates' marketing expertise, cultural fit, and ability to drive admissions growth through data-driven strategies.

🛠️ Tools & Technologies

• HubSpot or Salesforce (CRM)
• CallTrackingMetrics
• WordPress
• GA4
• SEO and SEM tools (e.g., Google Search Console, Google Ads, SEMrush, Ahrefs)
• Social media management tools (e.g., Hootsuite, Buffer, Sprout Social)

ASSUMPTION: The Director of Marketing will be expected to have experience with relevant marketing tools and technologies, as well as the ability to learn and adapt to new platforms as needed.

👔 Cultural Fit Considerations

Company Values:

• Empathy and compassion for teens and families in crisis
• Clinical excellence and a commitment to whole-family recovery
• Integrity and accountability in all aspects of the organization's work

Work Style:

• Collaborative and mission-driven, with a focus on driving admissions growth through data-driven strategies
• Adaptable and responsive to the unique needs of teens and families in crisis
• Committed to continuous learning and improvement in all aspects of the organization's work

Self-Assessment Questions:

• How do you embody empathy and compassion in your marketing strategies?
• How have you successfully translated clinical complexity into emotionally compelling language in previous roles?
• How do you balance strategic thinking with hands-on execution, and how have you demonstrated this in your past experiences?

ASSUMPTION: Muir Wood values candidates who are deeply committed to the organization's mission and able to work collaboratively with cross-functional teams to drive admissions growth through data-driven strategies.

⚠️ Potential Challenges

• Balancing multiple priorities and managing cross-functional projects
• Working within a lean budget to maximize ROI for marketing efforts
• Managing external vendors and agency partners to ensure high-quality, cost-effective results
• Adapting to the unique needs and preferences of teens and families in crisis, as well as the evolving landscape of the behavioral health industry

ASSUMPTION: The Director of Marketing will need to be highly organized, adaptable, and able to balance multiple priorities to succeed in this role.

📈 Similar Roles Comparison

• Unlike marketing roles in other industries, this position requires a deep understanding of clinical complexity and the ability to translate it into emotionally compelling language
• Marketing in the behavioral health industry presents unique challenges and opportunities, as organizations like Muir Wood often operate in a highly regulated environment and must balance clinical excellence with a strong commitment to whole-family recovery
• As a senior-level role, the Director of Marketing will have the opportunity to shape the organization's marketing strategy and make a significant impact on its growth and success

ASSUMPTION: Candidates with experience in healthcare or behavioral health marketing will be best equipped to succeed in this role and make a significant impact on Muir Wood's mission and growth.

📝 Sample Projects

• Developing and executing a comprehensive digital marketing strategy to drive admissions growth and increase brand awareness
• Managing a website redesign and optimization project to improve user experience and drive conversions
• Launching a targeted social media campaign to engage with teens and families in crisis and build trust in Muir Wood's brand

ASSUMPTION: The Director of Marketing will be expected to take on a wide range of projects, from strategic planning to hands-on execution, to drive admissions growth and increase brand awareness for Muir Wood.

❓ Key Questions to Ask During Interview

• How does Muir Wood measure the success of its marketing efforts, and how can I contribute to driving admissions growth through data-driven strategies?
• What are the biggest challenges facing Muir Wood's marketing efforts, and how can I help address them in this role?
• How does Muir Wood support the professional development and growth of its marketing team members?
• What are the key priorities for the first 90 days in this role, and how can I hit the ground running and make a significant impact on Muir Wood's mission and growth?
• How does Muir Wood's marketing strategy align with the organization's overall mission and values, and how can I help ensure that our marketing efforts reflect our commitment to clinical excellence and whole-family recovery?

ASSUMPTION: Candidates should come prepared to ask thoughtful, insightful questions that demonstrate their understanding of Muir Wood's mission, values, and marketing challenges.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing experience and passion for mental health
• Prepare for phone or video screens, in-depth interviews, and final interviews with key stakeholders
• Be ready to discuss your approach to SEO, SEM, and social media management, as well as your experience with marketing analytics and optimization tactics
• Follow up with the HR team after each interview to express your continued interest in the role

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.