Vice President of Digital Media & Regional Marketing

Company Overview
The Joint Corp. in Scottsdale, AZ is a public company that revolutionized access to chiropractic care when it introduced its retail healthcare business model in 2010. Today, it is the nation’s largest operator, manager and franchisor of chiropractic clinics through The Joint Chiropractic network. The company is making quality care convenient and affordable, while eliminating the need for insurance, for millions of patients seeking pain relief and ongoing wellness. Seeing over 12 million patient visits annually, The Joint Chiropractic is a key leader in the chiropractic industry. Ranked number one on Forbes’ 2022 America's Best Small Companies list, number three on Fortune’s 100 Fastest-Growing Companies list and consistently named to Franchise Times “Top 400+ Franchises” and Entrepreneur’s “Franchise 500®” lists, The Joint Chiropractic is an innovative force, where healthcare meets retail.

Position Overview
We are seeking a dynamic and results-driven Vice President of Digital Media & Regional Marketing to join our team. This critical leadership role will own the strategy and execution of digital media campaigns and regional marketing efforts to drive patient acquisition, enhance brand visibility, and improve clinic-level performance across multiple markets.
The ideal candidate is both a digital strategist and a regional marketing architect — someone who can optimize paid media campaigns, lead SEO and performance marketing, and seamlessly connect national strategy with local market impact. This leader will work cross-functionally to elevate our marketing effectiveness while fostering strong relationships with franchisees and regional teams.

Role and Responsibilities
Digital Media Strategy and Performance

• Own the strategy for paid digital media (search, social, display, video), SEO, and performance marketing.
• Optimize media mix and budget allocation to improve acquisition and ROI.
• Manage digital agencies and internal teams to ensure effective campaign execution.
• Lead marketing spend audits and establish a framework to optimize budget allocation.

Regional Marketing Leadership

• Define regional and co-op strategies to amplify media effectiveness and strengthen franchisee collaboration.
• Develop regional marketing playbooks aligned with national strategy, covering local store marketing (LSM), new clinic launches (NCL), and SEO.
• Lead regional marketing initiatives for the East and Midwest in partnership with development and franchise teams.
• Support local marketing activations and establish marketing spend compliance processes.

Integrated Campaign Development & Brand Messaging

• Ensure consistency of brand voice and messaging across national, regional, and local campaigns.
• Partner with creative and content teams to deliver integrated, multi-platform campaigns.
• Lead the launch of major integrated campaigns that elevate brand awareness and relevance.

Data Insights and Optimization

• Build a robust reporting framework to track digital and regional performance.
• Use data insights and A/B testing to inform decision-making and optimize campaigns.
• Ensure accurate and timely reporting of marketing performance to leadership.

Innovation

• Collaborate with Clinical, Chiropractic, and Pricing teams to drive new membership models and retail experiments.
• Lead the introduction of new products, services, or wellness programs that enhance patient acquisition and retention.

Team & Vendor Management

• Lead, hire, and mentor the digital media and regional marketing teams.
• Oversee media agency relationships, ensuring alignment and strong performance.
• Foster a culture of accountability, innovation, and engagement.
• Strengthen franchisee satisfaction with marketing support and agency partnerships.

Requirements

• 10+ years of experience in digital marketing and/or regional marketin