- Chief Marketing Officer
- Location: United States (Southeast Preferred)
BSG has commenced an executive search for a Chief Marketing Officer for our client, a clinician-founded, high-growth, multi-site specialty healthcare services platform that recently secured its first outside institutional investment from a growth-equity firm. The company operates in a high-ticket, private-pay, considered-purchase market and is moving from a founder-led marketing model toward a metrics-driven, omnichannel growth engine. The incoming CMO will build and lead the company's first dedicated, professional marketing organization and bring new rigor to attribution, channel economics, patient acquisition, and marketing planning.
Opportunity Overview
CHIEF MARKETING OFFICER
THE COMPANY
Our client is a clinician-founded, clinician-led support organization serving a national network of affiliated specialty healthcare practices. The company provides its affiliated practices with training, administrative services, marketing, technology, and operational support while preserving clinical independence and clinician-led patient care. Individual practices retain their local brands rather than operating under a single corporate identity.
The company has grown rapidly into a national, multi-state platform and recently welcomed its first outside institutional investor as it enters its next stage of growth. It operates in a high-ticket, cash-pay, considered-purchase market, similar in many respects to elective cosmetic services, and has stated an ambition to become the largest provider in its category in the country.
The company's marketing function is at an important inflection point. It is moving from a founder-led model, with significant reliance on paid search and television, toward a metrics-driven, omnichannel growth engine.
THE POSITION
The Chief Marketing Officer will build and lead the company's first dedicated, professional marketing organization at a pivotal point in its growth. This leader will own the full patient-acquisition funnel within marketing — from demand generation and attribution through the contact center and reputation/testimonial engine — while partnering closely with Operations on post-lead sales and conversion.
This is a highly hands-on leadership role for a marketing executive who can move comfortably between strategic direction and channel-level execution. The CMO will establish the measurement, team structure, operating cadence, and investment discipline needed to turn marketing into a scalable, metrics-driven growth engine, while building trust and strong working chemistry with a founder-led leadership team.
RESPONSIBILITIES
Marketing Strategy & Growth
- Build a professional, metrics-driven, omnichannel marketing strategy aligned with the company's growth objectives and revenue outcomes.
- Build marketing attribution and data infrastructure capable of connecting advertising spend to new-patient revenue by source.
- Significantly increase new-patient consult volume across the practice network while maintaining or improving conversion.
- Diversify the advertising mix beyond paid search and traditional television, expanding social, video, referral, and emerging AI-driven discovery channels.
- Use disciplined testing, measurement, and spend-versus-yield analysis to continuously improve marketing performance.
Team Leadership & Organizational Scale
- Lead, develop, and hold accountable a distributed marketing organization with functional leadership across performance marketing, creative/video, contact center, and related disciplines.
- Assess the existing organization, retain and develop strong performers, and add the capabilities required to support increased marketing investment and patient volume.
- Build a culture of accountability, transparency, collaboration, and continuous improvement.
Full-Funnel & Customer Experience
- Own the marketing portion of the patient-acquisition funnel, including the contact center and reputation/testimonial engine.
- Improve contact-center training, accountability, call quality, and consult-to-patient conversion in partnership with the existing team.
- Strengthen patient reviews, video testimonials, and other trust-building assets that support demand generation and emerging discovery channels.
- Evaluate and, where appropriate, pilot a scalable patient-referral program across the distributed network.
Operating Discipline & Budget
- Run marketing through the company's established operating system, including quarterly priorities, KPI scorecards, and a regular meeting cadence.
- Professionalize marketing planning by moving from month-to-month spending decisions to a formal annual budget and planning process.
- Partner closely with Operations, Finance, Technology, and other leaders to translate business strategy into measurable marketing execution.
Success in this role will be defined in the first 12 months by:
- Establishing a clear marketing operating rhythm with KPIs, attribution, performance reporting, and accountability across the organization.
- Achieving 85%+ attribution of new-patient revenue to a specific advertising source and using the resulting data to guide investment decisions.
- Diversifying the advertising mix, with a target of reducing paid search to below half of total spend.
- Completing an assessment of the marketing organization within the first 120 days and building the team and capabilities required for the next stage of growth.
- Putting a new contact-center training and accountability framework in place within six months.
- Implementing a formal annual marketing budget and planning process.
- Strengthening the reputation and testimonial engine, maintaining strong average online ratings across locations and expanding testimonial content.
- Creating a clear plan to increase consult volume and establishing the marketing foundation required to support the company's longer-term growth targets.
QUALIFICATIONS
Requirements
- Significant marketing leadership experience in a multi-site, considered-purchase, private-pay service business such as cosmetic/plastic surgery, dental, veterinary, or another comparable high-ticket consumer service.
- Deep, hands-on comfort with data architecture, tracking, attribution, and marketing measurement; able to build or interrogate the underlying systems, not simply direct others.
- Omnichannel marketing fluency beyond legacy paid search and television, including social, referral, video, and emerging AI-driven discovery channels.
- A track record of both strategic leadership and hands-on execution, with the ability to move from enterprise-level strategy into channel-level detail.
- Proven people leadership experience, including developing, managing, and holding a marketing organization accountable for results.
- Experience owning or influencing the full customer-acquisition funnel and connecting marketing activity to revenue outcomes.
- Experience operating in a fast-scaling, distributed, multi-location organization with a high degree of autonomy and ambiguity.
Preferred Experience
- Experience in cosmetic/plastic surgery, medspa/aesthetics, veterinary, dental, or another high-ticket private-pay healthcare or consumer service category.
- Experience building a scalable customer or patient referral program across a distributed network.
- Experience owning a contact or call center as part of the marketing function.
- Demonstrated success with AI-driven discovery or other emerging demand-generation channels.
- Experience in a founder-led, private-equity- or growth-equity-backed, multi-site platform business.
- Experience managing a substantial monthly marketing budget.
Education/Experience
- Bachelor's degree required.
- Advanced degree preferred, but not required.
- PE or growth-equity-backed company experience preferred.
LOCATION
United States. The company is a national, remote-first organization with affiliated practices across the country and headquarters in the Southeast. Proximity to headquarters is strongly preferred, though the company is open to a remote arrangement for the right candidate who can commit to meaningful, recurring in-person time at headquarters, particularly during onboarding.
Ideal Candidate Profile
A summary of key competencies required to be successful include the following:
FUNCTIONAL EXPERIENCE
- Proven ability to develop and execute a measurable, multi-channel marketing strategy.
- Deep experience with marketing attribution, data, analytics, and performance measurement.
- Experience managing significant marketing investment and connecting spend to patient/customer acquisition and revenue.
- Ability to balance strategic leadership with hands-on involvement in channels, campaigns, and execution.
- Experience building and developing marketing teams in growing organizations.
INDUSTRY EXPERIENCE
- Experience marketing a high-ticket, considered-purchase, private-pay service.
- Experience in cosmetic/plastic surgery, dental, veterinary, legal, healthcare, or a similar consumer service environment.
- Experience with multi-location or distributed service businesses.
- Experience developing customer acquisition strategies where lead quality, conversion, and lifetime value are critical.
STAGE OF COMPANY EXPERIENCE
- Experience in high-growth companies undergoing organizational and marketing scale.
- Comfort operating in founder-led, entrepreneurial, or PE/growth-equity-backed environments.
- Experience building structure, systems, and processes within an evolving marketing organization.
- Experience supporting rapid growth across multiple locations or markets.
MANAGEMENT & LEADERSHIP EXPERIENCE
- Ability to operate as a trusted partner to a founder-led executive team.
- Strong collaboration across marketing, operations, sales, and other functional teams.
- Ability to assess, develop, and scale an existing team while adding new capabilities where needed.
- Ability to establish clear KPIs, accountability, and operating cadence.
- Experience leading distributed teams and working effectively across multiple locations.
- Strong talent development and team-building skills.
- Comfort being both a strategic leader and a hands-on operator.
GENERAL COMPETENCIES
- Strategic, analytical, and highly execution-oriented.
- Data-driven with strong commercial and customer orientation.
- Curious, hands-on, and willing to get into the details.
- Strong communicator and relationship builder.
- High energy and comfortable in a fast-moving environment.
- Comfortable challenging conventional thinking and testing new approaches.
- Strong executive presence with the ability to influence without relying on title.
- Entrepreneurial mindset with a bias toward action and continuous improvement.
- Able to telescope between big-picture strategy and channel-level execution.
Compensation
The compensation package will be competitive and structured to attract a high-caliber executive aligned with the company's growth objectives. It is expected to include a market-based base salary, performance bonus, and other potential incentives.
For more information or to express interest in this opportunity, please visit the application page.
