Digital Marketing Director

Benefits/Perks

• Opportunities for professional development and growth
• 401(K) with matching
• Health Insurance Benefits
• 2 weeks of PTO
• Paid national holidays off
• Complimentary Monthly Facials
• Friends & Family Discount on Services
• 45% Product Discounts on Pay Day

Company Overview:

Sana is a Miami-born skin studio redefining the skincare experience for a new generation through goal driven-facials, real guidance and clean skincare. Sana currently has five locations (Wynwood, Coconut Grove, Fort Lauderdale, Aventura, West Palm Beach) and is rapidly expanding. More than a skin studio, Sana is a growing movement towards healthier skin and self love.

Sana’s operating culture is simple: the magic starts with our team. We want to create a culture built on trust, a positive working environment and accountability. Each member of our team is valued and recognized for their skills, expertise, and contributions.

Job Summary

Sana is seeking a talented, motivated and dynamic marketing expert to join our growing team as the Digital Marketing Director. The ideal candidate is passionate about digital marketing, highly analytical, and possesses a deep understanding of digital marketing strategies and project execution across various channels.

We are looking for a strategic thinker who is equally comfortable rolling up their sleeves. This is a hands-on leadership role for someone who thrives in a fast-growing, entrepreneurial environment and knows how to build systems, drive execution, and deliver measurable results.

You will be a key member of our growing team and crucial for the next level of growth as a company. You will be working closely with our CEO, CBO and COO and oversee our marketing team as it grows over the years.

Who is this role for

This role is for someone brand-minded who understands Sana aesthetically but can also sit down and say: Here is what we spent, here is what drove bookings, here is our CAC, here is what's converting, here is our attrition, and here are the three things we're changing next month.

STRATEGY & GROWTH

• Develop and execute Sana’s annual and quarterly digital marketing strategy tied to company revenue, new guest acquisition, retention, membership growth, and location-level goals.
• Own Sana’s core marketing metrics, including customer acquisition cost (CAC), customer lifetime value (LTV), retention and repeat-visit rate, membership conversion and churn, email/SMS revenue contribution, paid ROAS, and booking-funnel conversion.
• Oversee agency’s paid media strategy.
• Develop and manage Sana’s annual marketing budget and recommend resource allocation across acquisition, retention, brand initiatives and goals.
• Build a culture of continuous testing across campaigns, offers, messaging, creative, landing pages, and booking flows to improve conversion and ROI.
• Conduct ongoing market research, competitive analysis, and guest research to deeply understand the Sana guest, evolving behaviors, and opportunities within the market.
• Present a monthly marketing performance review to leadership, highlighting key metrics, revenue impact, campaign performance, challenges, and strategic recommendations for the month ahead.

PROJECT & TEAM MANAGEMENT

• Lead annual and quarterly marketing planning alongside the CBO, ensuring teams are aligned around key initiatives, campaigns, launches, and business objectives.
• Own marketing project timelines from planning through execution.
• Manage project budgets and external resources, tracking expenditures and ensuring efficient allocation.
• Foster a collaborative, accountable, and high-performing marketing team environment.

CRM & LIFECYCLE MARKETING

• Own Sana’s customer lifecycle strategy and customer segmentation strategy.
• Build and optimize automated customer journeys for key moments.
• Report regularly on CRM performance, including revenue contribution, conversion, engagement, retention, rebooking, and opportunities for optimization.

WEBSITE, E-COMMERCE & CONVERSION

• Own the digital conversion journey from discovery to booked appointment, identifying and improving points of friction across the website, landing pages, booking flow, and app.
• Lead website audits and major website optimization or redesign projects.
• Own SEO strategy in partnership.
• Identify opportunities to grow Sana’s e-commerce business.

LOCAL & INTEGRATED MARKETING

• Develop digital marketing strategies that support each studio’s individual growth goals, with particular focus on new locations and markets requiring increased awareness or acquisition.
• Ensure major brand partnerships, product launches, seasonal campaigns, studio initiatives, and special offerings are strategically activated across relevant channels including website, CRM, paid media, in-studio, and local marketing.

AI, AUTOMATION & INNOVATION

• Identify and implement AI tools, automation, and emerging technologies that can strengthen Sana’s capabilities and internal efficiency.
• Lead relevant AI and technology projects from concept through development, testing, implementation, and adoption.

What Success Looks Like in the First 12 Months

• Establish a reliable marketing dashboard connecting spend, acquisition, bookings, membership growth, and retention.
• Build a comprehensive CRM and lifecycle marketing strategy that improves repeat visits and guest lifetime value.
• Improve marketing efficiency and measurable return on investment across paid, organic, and owned channels.
• Establish clear location-level marketing strategies and performance targets.
• Create an organized, accountable, and scalable marketing operation.
• Identify and execute meaningful opportunities for digital growth, automation, and conversion optimization.

Qualifications

• 7+ years of progressive digital marketing experience, including 3+ years in a leadership or senior management role.
• Demonstrated success driving measurable customer acquisition, revenue growth, retention, and marketing ROI.
• Strong experience with CRM and lifecycle marketing, including segmentation, automation, email/SMS, and customer retention strategies.
• Hands-on familiarity with Shopify, Klaviyo, Google Analytics 4, Meta Ads Manager, and Google Ads.
• Experience with Zenoti or a comparable appointment-based CRM is a plus.
• Experience managing agencies, cross-functional teams, budgets, and multiple simultaneous initiatives.
• Strong analytical and commercial skills, with the ability to translate data into actionable business decisions.
• Excellent project management, communication, and leadership skills.
• Experience in beauty, wellness, hospitality, or multi-location consumer businesses preferred.
• Strong brand sensibility and appreciation for Sana's positioning, aesthetic, and guest experience.

Job Type

Full-time

Benefits:

• 401(k)
• 401(k) matching
• Employee discount
• Paid time off

Application Question(s):

• What are the three most important KPIs you would track for a business like Sana, and why?
• What brands do you think are doing an exceptional job at digital marketing right now, and why?
• Please list in 2-5 sentences why you would be a great fit for the Digital Marketing role at Sana. Responding to this question is essential to securing an interview with Sana.

Experience:

• Digital marketing: 7 years (Required)

Ability to Commute:

• Miami, FL 33127 (Required)

Work Location: In person