About the role
The Senior Marketing Manager owns the marketing strategy and its execution for a B2B SaaS platform serving the medical aesthetics, medspa, and wellness industry. This is a senior, hands-on role: you set the direction, then build and run the campaigns that deliver against it.
The role spans four pillars: marketing strategy, digital marketing and advertising, PR and communications, and partnerships. You will work closely with the CEO, Sales, Business Development, and Customer Success, and manage external agencies, freelancers, and specialists where required.
Marketing Strategy and Leadership
Develop and own the annual and quarterly marketing strategy, including positioning, messaging, target segments, channel mix, and budget allocation.
Translate business and revenue objectives into a measurable marketing plan with clear targets for pipeline, demos, trials, and customer acquisition.
Define and maintain buyer personas, ICP definitions, and messaging frameworks for each target segment (single-site clinics, multi-location groups, franchise networks, PE-backed platforms).
Own the marketing budget, forecast spend, and report on return across channels.
Build and manage the marketing calendar across campaigns, product launches, events, and content.
Manage external agencies, contractors, and specialists (design, paid media, PR, video, development) and hold them to agreed deliverables and performance.
Mentor junior marketing team members and set standards for quality, brand consistency, and reporting.
Digital Marketing and Advertising
Plan, launch, and optimise paid campaigns across Google Ads, LinkedIn, Meta, and other relevant platforms, from strategy and audience definition through to creative, bidding, and budget management.
Own performance against CPC, CTR, CPL, conversion rate, pipeline contribution, and blended CAC, and act on the numbers rather than reporting them after the fact.
Build and optimise full-funnel demand generation programmes covering awareness, acquisition, nurture, conversion, and expansion.
Own the company website as a growth asset: traffic, engagement, lead capture, and conversion rate.
Direct SEO strategy including keyword research, on-page and technical SEO, content optimisation, internal linking, and regular audits.
Run structured A/B and multivariate testing across landing pages, CTAs, ad creative, and email, and maintain a documented testing roadmap.
Own marketing automation, lifecycle campaigns, segmentation, lead scoring, and list hygiene in GoHighLevel (GHL).
Maintain attribution and reporting across GA4, Google Ads, GHL, and Looker Studio, and produce clear monthly performance reporting with recommendations.
PR and Communications
Own the strategy for positioning the CEO as a subject-matter expert and industry voice in the medical aesthetics, medspa, and wellness space.
Proactively identify, pitch, and secure the CEO as a guest on relevant industry podcasts, building and managing an outreach pipeline of target shows and hosts.
Source and secure webinar opportunities for the CEO, whether hosted by the company, industry associations, partners, or media outlets.
Identify relevant industry conferences and events, and secure speaking slots, panel seats, and keynote opportunities for the CEO.
Prepare the CEO for each appearance: briefing notes, talking points, likely questions, and positioning angles tailored to the audience.
Manage relationships with trade media, industry publications, podcast hosts, and event organisers to build a consistent pipeline of opportunities.
Write and distribute press releases, media pitches, and executive commentary as needed to support the SME positioning strategy.
Repurpose each podcast, webinar, and talk into supporting content (clips, quotes, articles, social posts) to extend its reach.
Track and report on PR activity: appearances secured, reach, and downstream pipeline or brand impact.
Develop customer success stories, case studies, and testimonials to support the CEO's credibility as an industry expert.
Partnerships and Channel Marketing
Identify, evaluate, and develop strategic marketing partnerships with industry associations, distributors, device and product manufacturers, consultants, advisory groups, and complementary technology providers.
Build co-marketing programmes including joint webinars, co-branded content, referral campaigns, newsletter swaps, and shared event presence.
Create partner enablement materials and manage the marketing side of partner and reseller relationships.
Work with Business Development to support the warm-introduction pipeline with campaign assets, collateral, and follow-up sequences.
Track and report on partnership-sourced pipeline and revenue.
Content and Brand
Own the content strategy across blog, website, email, social, video, and sales enablement, mapped to funnel stage and persona.
Produce and commission high-quality content for a clinical and operator audience, including articles, landing pages, whitepapers, guides, case studies, and campaign copy.
Manage and grow company social channels, with an emphasis on LinkedIn for B2B reach and engagement.
Develop content calendars and produce or direct creative using Canva or equivalent design tools.
Maintain brand consistency across every asset, channel, and partner-facing material.
Market Intelligence
Conduct ongoing competitor, market, customer, and keyword research to identify positioning gaps and growth opportunities.
Monitor developments in medical aesthetics, medspa operations, and B2B SaaS marketing, and feed insight back into strategy and product.
Gather and synthesise customer and prospect feedback to sharpen messaging and campaign targeting.
Mandatory Experience
Minimum 8 years of hands-on marketing experience, including at least 3 years at a senior or management level with ownership of strategy and budget.
That experience must come from either:
the medical aesthetics, medspa, wellness, or beauty industry, or
marketing a B2B SaaS, software, platform, or technology product.
Demonstrated ownership of a marketing strategy end to end, not solely campaign execution against someone else's plan.
Deep, current, hands-on knowledge of digital marketing and paid advertising, including Google Ads and paid social, with responsibility for meaningful budget.
Proven experience securing executive speaking opportunities — podcasts, webinars, or conference talks — including pitching, outreach, and briefing prep.
Experience building and running marketing partnerships or co-marketing programmes.
Strong command of marketing analytics and attribution, with the ability to defend spend decisions with data.
Excellent written English and the ability to write persuasive copy for a professional and clinical audience without heavy editing.
Able to provide a portfolio or evidence of campaigns, websites, content, advertising, PR coverage, and lead-generation results you personally owned.
Preferred Experience
Experience marketing to multi-location, franchise, or PE-backed healthcare, aesthetics, or wellness groups.
Understanding of the aesthetics industry landscape: clinic operations, staff training and compliance pressures, patient journey, and the main industry events and associations.
Familiarity with SaaS metrics including CAC, LTV, MRR, ARR, churn, payback period, and pipeline velocity.
Experience generating demos, free trials, sign-ups, MQLs, and SQLs, and working an enterprise or mid-market sales cycle alongside a sales team.
Experience marketing AI-enabled or workflow software.
Experience managing agencies and offshore or distributed teams.
Comfortable using AI tools to increase output and quality across content, research, and creative.
Tools
GoHighLevel (GHL), Google Ads, GA4, Google Search Console, Looker Studio, LinkedIn Campaign Manager, Meta Ads Manager, Canva or Adobe Creative Suite, SEO tooling (Ahrefs, SEMrush, or similar), and CMS/landing page platforms.
Reporting and Structure
Reports to the CEO. Works alongside Sales, Business Development, Customer Success, and Product. Manages external agencies and specialists, with scope to build an internal team as the function grows.