Marketing Director

Organization

Whole Woman’s Health (WWH) is an independent abortion provider providing exceptional, compassionate abortion care that puts patients first. WWH operates five clinics in four states in Baltimore, MD, Minneapolis, MN, Alexandria, VA, Charlottesville, VA, and Albuquerque, NM, as well as a virtual care service that provides abortion pills by mail to ten states. 

Independent abortion providers like WWH provide over 60% of abortions in the United States and are committed to ensuring abortion care remains accessible despite increasing barriers. We do this because we believe safe, affordable, quality abortion care should be accessible to all. 

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Opportunity

Whole Woman’s Health seeks an experienced Fractional Marketing Director to provide strategic and hands-on marketing leadership during a critical phase of organizational growth and transition. This contract role is designed for an experienced health care marketing professional who can immediately step into both strategy and execution, helping stabilize and strengthen WWH’s marketing function while building sustainable systems and partnerships for long-term success.

The ideal consultant will bring a strong track record in health care marketing and a practical, roll-up-your-sleeves approach. The incumbent will drive patient acquisition and support clinic growth across our five clinics and virtual care operations. This role will partner closely with the clinic operations team and will have primary responsibility for driving increased patient census, appointment volume, and revenue performance. The incumbent will partner closely with the clinic operations team to create, execute, and benchmark targeted, data-informed marketing strategies that ensure patients can find, trust, and access care through WWH. 

This is an excellent opportunity for a creative, results-driven, and energetic marketing professional with a deep commitment to making safe, affordable, quality abortion care accessible to all. 

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Scope of Work

The Fractional Marketing Director will have demonstrated experience and expertise in the following areas of focus:

Patient Acquisition & Clinic Performance 

• Partner closely with clinic managers and operations leadership to align marketing efforts with real-time clinic performance and capacity and integrate marketing initiatives into clinic workflows
• Identify, create, and execute marketing initiatives tailored to each clinic’s needs and growth opportunities and designed to increase patient appointments, census, and service utilization
• Align marketing activities with clinic-specific goals, capacity, and revenue targets
• Participate in regular clinic and operations meetings 
• Develop clear, accurate, and stigma-free content for digital and print channels and collateral 
• Create in-clinic marketing and patient education materials as needed 

Digital Acquisition Efforts 

• In partnership with WWH’s digital advertising partner, support and optimize paid digital campaigns, including Google Ads (search and local services) and Meta advertising (Facebook/Instagram) 
• Identify and test emerging digital channels and tools (e.g., AI-enabled platforms, Reddit, and other patient discovery channels) 
• Ensure strong visibility across search, maps, and online directories 
• Maintain and update website content, including clinic pages, service descriptions, and photography 
• Optimize user experience to improve conversion from search to appointment 
• Support and benchmark SEO and local search strategies 
• Monitor and respond to patient reviews and inquiries with professionalism and sensitivity 

Tracking and Reporting

• Monitor key metrics, including call volume, conversion rates, and website traffic and user behavior 
• Prepare regular reports on campaign performance and cost efficiency for clinic operations team and WWH leadership 
• Use data to continuously refine and improve marketing efforts

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Preferred Qualifications

Candidates should demonstrate:

• Minimum 5 years of progressive marketing experience in a health care setting
• Demonstrated success increasing patient inquiries and appointments
• Experience building or rebuilding marketing systems and infrastructure 
• Strong strategic planning and execution skills 
• Ability to work independently in a fast-paced, resource-conscious environment 
• Commitment to abortion access and reproductive justice 

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Contract Structure

• Contracted fractional engagement (15–25 hours/week anticipated; flexible based on proposal) 
• Initial engagement: 3–6 months 
• Potential for extension or long-term partnership 
• Remote work environment 
• Travel as needed (estimated 10–20%) 

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Compensation

Competitive and commensurate with experience.

Applicants should submit their preferred consulting model (hourly or retainer) and proposed fee structure.

Please note that this is a working job description that may evolve as the needs of the company change.

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How to Apply

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