Part-Time Marketing Director — University Chiropractic, Palo Alto

About University Chiropractic

University Chiropractic is a chiropractic wellness center in Palo Alto, California helping patients move better, feel better, and stay well through chiropractic care. We are growing and looking for a part-time Marketing Director to lead how we attract, welcome, and keep patients.

Position summary

The Marketing Director owns one core result: delivering at least 60 new patients through our doors every month, plus strong retention and a trusted local brand. Working about 5 -10 hours per week, you will plan and run campaigns across digital, community, and in-office channels, manage a modest budget and outside vendors, and report monthly on what's working. This is a focused strategy and oversight role: you direct the work, and vendors and staff carry out most of the day-to-day tasks.

Performance expectations

Success is measured by new patients who attend a first visit, not by clicks or form fills.

Timeframe

Target

Months 1–3

Tracking in place; new-patient volume climbing toward 60 per month

Month 4 onward

60+ new patients attending a first visit each month

Ongoing

Cost per new patient at or below 150 USD (about 9,000 USD total per month at 60 new patients); source tracked for every new patient

Candidates must show a track record of hitting comparable targets and will be held to this goal through quarterly reviews.

Starting marketing plan and budget

The practice will fund about 4,100 USD per month in marketing spend, aimed at roughly 100 leads and 60 new patients per month at full ramp. The Marketing Director will own and refine this plan.

Channel

Monthly spend (USD)

Leads

New patients

Google Local Services Ads

1,200

30

20

Google Search Ads (condition-specific campaigns)

1,500

20

13

Facebook/Instagram ads

800

22

10

Google Business Profile, local SEO, reviews

200

12

8

Patient referral program

150

8

6

Workshops, events, and local partners

250

6

4

Total

4,100

~98

~61

Paid ads should produce results within weeks; SEO, reviews, and referrals build over 3–6 months, so expect 35–45 new patients per month early on and 60 by about month 4. Target cost per new patient in the door: 150 USD or less. The plan assumes the front desk returns every lead within minutes.

Key responsibilities

Strategy and planning

• Build and maintain an annual marketing plan and calendar tied to new-patient and revenue goals.
• Set and manage the marketing budget; allocate spend across channels based on results.
• Define the practice's brand voice, messaging, and patient personas.

Digital marketing

• Oversee the website: content updates, local SEO, landing pages, and online booking flow.
• Manage the Google Business Profile and online reviews, including a system for requesting and responding to reviews.
• Plan and run paid campaigns (Google Ads, Meta) directly or through an agency.
• Lead social media strategy and content: educational posts, patient stories (with written consent), and team highlights.
• Run email and SMS campaigns for new-patient nurture, reactivation, and wellness education.

Community and referral growth

• Plan community events, workshops, health fairs, and spinal screenings.
• Build partnerships with gyms, yoga studios, sports teams, employers, and local businesses.
• Develop referral programs with patients and with physicians, physical therapists, massage therapists, and other providers.

Patient experience and retention

• Partner with front-desk staff on scripts, new-patient welcome materials, and follow-up that improve conversion and visit adherence.
• Create in-office marketing: signage, brochures, and promotions for wellness plans and add-on services.

Measurement and reporting

• Track key metrics: new patients by source, cost per new patient, call and form conversion, reviews, and patient retention.
• Deliver a monthly results report and recommendations to the practice owner.

Compliance

* Ensure all marketing follows HIPAA, state chiropractic board advertising rules, and FTC guidelines on testimonials and health claims.

Required qualifications

• 3+ years of marketing experience, including at least 1 year leading strategy or managing campaigns end to end.
• Documented results generating 50+ new patients or clients per month for a local healthcare, wellness, or service business, with references or reports to back it up.
• Hands-on skill with local SEO, Google Business Profile, paid social and search, and email marketing.
• Comfort with analytics (Google Analytics, ad dashboards) and turning data into clear decisions.
• Strong writing and visual judgment; able to produce or direct content with tools like Canva.
• Organized and self-directed; able to manage priorities and vendors with limited supervision.
• Bachelor's degree in marketing, communications, or related field, or equivalent experience.

Preferred qualifications

• Experience marketing a chiropractic, physical therapy, medical, or wellness practice.
• Working knowledge of HIPAA and healthcare advertising rules.
• Familiarity with practice management or patient communication software (e.g., ChiroTouch, Jane, Weave).
• Basic photo and short-form video skills for social content.
• Existing network in the local business and health community.

Schedule, reporting, and compensation

Item

Details

Hours

About 5 hours per week; flexible, with some evenings or weekends for events

Location

Hybrid: 1–2 days per week on site in Palo Alto, remainder remote

Reports to

Practice Owner / Lead Chiropractor

Works with

Front desk team, associate doctors, outside agencies and freelancers

Pay (USD)

50–75 per hour to start (about 1,100–1,600 per month at 5 hours per week), based on experience, with rate increases as new-patient targets are met; ad spend budgeted separately

Extras

Monthly bonus: 250 USD at 50+ new patients, 500 USD at 60+, 750 USD at 70+; plus a 1,000 USD quarterly bonus when all three months hit 60+ at or below 150 USD per new patient; complimentary chiropractic care; flexible schedule

Type

Part-time employee

How to apply

Send your resume, a short cover note, and 2–3 examples of campaigns you led (with results) to Patricia Kiser at [email protected] with the subject line "Marketing Director – [Your Name]." Finalists will be asked to share a 90-day marketing plan outline for the practice.

University Chiropractic is an equal opportunity employer.

Pay: From $50.00 per hour

Expected hours: 5.0 – 10.0 per week

Work Location: In person