Marketing Director

The Marketing Director is Myo's senior marketing leader responsible for setting the strategic direction of the marketing function, owning the performance of paid acquisition and lifecycle programs, and actively developing the capabilities of the marketing team.

Myo’s marketing team is small. This is a hands-on leader who sets the bar by doing. The right person has built and shaped marketing functions before. They know how a marketing team should operate at different stages of a business, how to distinguish between what needs immediate attention and what is working well enough to leave alone, and how to make the case for marketing investments (including those without a clean attribution story) with conviction and intellectual honesty. They bring enough depth across paid media, lifecycle, launch strategy, and brand to answer most tactical questions from experience. They use AI to move faster and cover more ground, and they actively share how they think so the people around them get sharper over time.

Essential Role Functions

Growth, Acquisition & Retention Strategy

• Owns Myo's paid media program (Meta and Google Ads) across Canada and the US: strategy, testing agenda, creative briefs and channel structure. Tests additional paid channels and creative formats (TikTok, YouTube, etc.).
• Sets content strategy and creative direction across organic social, short-form video, and search (including visibility in AI search), with a clear point of view on how Myo wins on each.
• Diagnoses account performance personally, decides what to test next, and flags spend that isn't working.
• Leads the full marketing launch for each new clinic and improves the playbook so each launch goes better than the last.
• Owns lifecycle and retention strategy: welcome, early retention, post-visit follow-up, and win-back. Accountable for measurable improvement in first-30-day retention.

Measurement & Investment

• Owns the performance dashboard and the monthly channel read. Explains why results moved and brings a recommendation, not just the numbers.
• Owns marketing budget allocation across the full mix: campaign type, channel, funnel stage, and investment type, using performance data to shift spend toward the highest-returning mix.
• Sets success criteria before tests begin, reads results honestly, and reallocates budget based on results.

Team Leadership & Function Building

• Leads the marketing team by example and manages agencies, contractors and vendors, including decisions on those relationships.
• Embeds AI across the marketing workflow (creative production, analysis and reporting, lifecycle, prototyping, etc.) by building and using the workflows personally, then teaching the team to do the same.
• Decides what needs focus and what should be systematized, maintained, or left alone, and builds the structure that lets creative work happen without disrupting priority execution.
• Develops the team's judgment by sharing the thinking behind where to push, what to protect, how to argue for investment, and where to allocate attention.
• Runs the weekly rhythm that keeps priorities clear, work visible and decisions moving.

Measures of Success

• New client acquisition volume grows quarter over quarter.
• Paid media CAC trends in the right direction, not because spend decreased, but because targeting, creative, and channel decisions improved.
• First 30-day new client retention improves.
• New clinic openings hit their presale and early-volume targets.
• Brand and non-performance marketing investments are argued for clearly before funding and are tracked against success criteria.
• A performance dashboard exists that any senior stakeholder can read in 10 minutes and understand channel health.
• The marketing team demonstrates measurably stronger judgment over time, evidenced by improved independent decision-making.
• AI-enabled workflows are in production across the team, with measurable gains in speed or output.

Role Competencies

• Hands-on leadership: You’re a player-coach. You’re comfortable doing the work yourself and leading a small team by example.
• Paid media fluency: You've managed meaningful Meta and Google budgets and can diagnose performance issues and evaluate account health firsthand.
• AI fluency: You build and use AI workflows to work faster and cover more ground without lowering the quality bar.
• Function-building experience: You've shaped a marketing team, and you know what good looks like at different stages of a business.
• Investment judgment: You run clean experiments, stay skeptical of vanity metrics, balance data with intuition, and can make an honest case for spend, including brand work without clean attribution.
• Content point of view: You have strong, defensible opinions on what wins on social and in search, and can brief and critique creative at a high level.
• Teaching orientation: You build capability in the team, not dependency on yourself.
• Brand and category fluency: You protect Myo's premium positioning and know that trust and education convert better than urgency here.