The Head of Growth is the single point of accountability for patient volume across Apogee Behavioral Medicine. This role owns all patient acquisition channels—paid search, organic and local SEO, referral partner development, community partnerships, and brand—and is responsible for delivering scheduled and completed visit targets across every market. With Marketing reporting directly into this role, the Head of Growth sets channel strategy, directs marketing spend, and manages the agency relationship to ensure all demand generation activity converts to patients in chairs. Beyond acquisition, this role drives geographic expansion, new location launch execution, and provider ramp-up. The position requires an operator who combines strategic vision with hands-on execution, builds scalable growth systems from the ground up, and brings data-driven rigor to every growth decision.
Responsibilities
GROWTH STRATEGY & EXECUTION — Primary Focus
Market Expansion Strategy: Develop and execute geographic expansion roadmap. Identify high-opportunity markets for new clinic locations. Analyze market dynamics, competitive landscape, and demand indicators to prioritize expansion targets.
Referral Network Development: Build and optimize referral source relationships with primary care practices, hospitals, school systems, and community organizations. Own referral partner outreach strategy and relationship management systems.
Partnership Development: Identify and cultivate strategic partnerships that drive patient volume and provider recruitment. Develop partnership frameworks for health systems, ACOs, employer groups, and community organizations.
Provider Recruitment Support: Partner with Recruiting team to enhance provider recruitment pipeline. Develop employer brand presence in target markets. Support recruitment marketing initiatives and candidate sourcing strategies.
Patient Acquisition & Channel Strategy: Own the full patient acquisition funnel from initial inquiry through scheduled and completed visits. Direct multi-channel demand generation across paid search, local SEO, directories, digital advertising, and referral channels. Set channel-level volume targets, manage marketing spend allocation, and optimize cost-per-acquisition by market. Manage the agency relationship and hold external partners accountable to performance benchmarks.
New Location Launch & Provider Ramp-Up: Develop and own a repeatable market entry playbook including pre-launch countdown timelines, localized digital and referral activation strategies, and ramp-up KPIs (time-to-volume, utilization targets). Conduct variance analysis across prior launches to compress ramp time and reduce uncertainty. Standardize the market entry checklist across all new locations.
Brand Positioning & Messaging: Define and evolve Apogee’s brand positioning as a trusted regional behavioral health leader. Develop core messaging architecture by audience—patients, referring providers, health systems, and recruitment candidates. Ensure brand narrative is consistent across digital, referral, and recruitment channels and supports growth objectives.
GROWTH OPERATIONS & ANALYTICS
Growth Metrics & Reporting: Define and track key growth metrics across patient acquisition, referral development, market expansion, and provider ramp-up. Build dashboards that connect channel activity to scheduled and completed visits. Provide leadership with clear visibility into what is driving volume and where to invest.
Marketing Team Leadership: Lead the Marketing function, setting priorities, allocating resources, and holding the team accountable to patient acquisition targets. Direct campaign strategy, creative development, and channel execution. Manage agency partners and external vendors to ensure all marketing activity is measurable and aligned to growth objectives.
Attribution & Channel ROI: Build and maintain an attribution model connecting marketing channels and referral sources to scheduled and completed visits. Integrate call tracking and inquiry data with downstream outcomes. Own channel-level performance analysis and reallocate resources based on ROI.
Growth Operating Cadence: Establish and run a weekly growth operating rhythm with structured reporting, location health monitoring, and executive-ready performance summaries. Define growth KPIs and funnel stages. Own the growth dashboard and ensure leadership has visibility into what is driving volume.
Digital Authority & Reputation: Own local search visibility strategy, Google Business profile optimization, and review acquisition processes. Develop thought leadership themes and a structured content distribution plan to build Apogee’s digital authority and expert voice in target markets.
CRM & Growth Systems: Own growth technology stack including referral tracking, partnership management, and market development CRM systems. Ensure data integrity and process efficiency across growth operations.
Competitive Intelligence: Monitor competitive landscape, market trends, and industry developments. Provide regular intelligence briefings to leadership on market dynamics and growth opportunities.
Qualifications
- Bachelor’s degree required; MBA or related advanced degree preferred.
- 5+ years of experience in growth leadership, demand generation, or healthcare marketing with demonstrated results in driving patient or customer volume across multiple channels.
- Healthcare services experience strongly preferred; behavioral health or multi-site healthcare experience a plus.
- Proven ability to build growth systems and processes from the ground up.
- Strong analytical skills with ability to translate data into actionable growth strategies.
- Entrepreneurial mindset with bias toward action and comfort with ambiguity.
- Excellent relationship-building and communication skills.
- Experience with CRM systems, data analysis tools, and growth technology platforms.
- Experience building and managing patient or customer acquisition funnels across paid search, SEO, and referral channels with clear attribution to outcomes.
- Experience managing marketing teams and external agency partners with accountability to volume and ROI targets.
- Familiarity with marketing attribution, call tracking, digital analytics platforms, and performance reporting.
- Commitment to Apogee’s Mission & Vision of Making Each Day Better.