Sr. Director of Performance Marketing

Company Overview

4Ever Young is a modern wellness and aesthetics franchise built on a single idea: helping patients look, feel, and perform at their best at every age.

The brand blends aesthetic services — including injectables, dermal fillers, and facials — with clinical wellness offerings such as hormone therapy, IV therapy, medical weight management, and diagnostics, delivering a comprehensive, healthcare-adjacent approach to aging optimization and long-term vitality.

Since 2014, 4Ever Young has grown into one of the largest franchise wellness and aesthetics systems in the country, with 70+ locations open and an aggressive pipeline of new units opening annually — with a clear line of sight to 200+ locations. This growth is supported by a strategic partnership with Highmount Madison, a private equity firm known for scaling franchise brands.

Under the leadership of Co-CEOs Daniel Amin and James Kapnick, 4Ever Young is committed to operational excellence and franchisee success, backed by robust corporate support and a performance-driven culture. By addressing both aesthetics and wellness, 4Ever Young meets the evolving needs of today’s health-conscious patients as the category’s Modern Wellness Leader.

The Role

The Director of Performance Marketing owns patient acquisition and marketing performance across the 4Ever Young system. This role reports directly to the head of marketing.

Agencies run day-to-day media, so this is a performance-first role for an operator who can direct those partners, jump into the platforms hands-on when results demand it, and test new channels — turning spend into booked, revenue-generating patient appointments at the clinic level.

Equally important, this leader manages the marketing coaching team — the coaches who work day-to-day directly with franchisees — and gives them the close oversight, direction, and documented playbooks they need to be effective.

This is a build-and-run role: the coaching function requires active supervision, and this person is expected to develop the SOPs that make franchisee coaching consistent, measurable, and repeatable rather than dependent on individual effort. They translate corporate strategy into clear direction for the field and hold both the internal team and agency partners accountable to results.

As 4Ever Young scales toward 200+ locations, this role builds the systems, SOPs, reporting, and communication cadence that make growth predictable.

The ideal candidate is driven and self-directed — senior enough to set strategy, hungry enough to execute it, and disciplined about accountability at every level.

KEY RESPONSIBILITIES

Performance Marketing & Paid Media (Hands-On)

• Own paid media strategy and results while directing the agencies running campaigns day-to-day — setting targets, QA’ing work, and holding partners accountable to performance.
• Maintain direct, hands-on access to all paid media platforms (Google Ads, Meta Ads Manager, etc.) to independently audit performance and step in to optimize when needed.
• Identify, test, and incubate new channels (e.g., TikTok, YouTube, programmatic) — proving them out before scaling across the system.
• Build and run testing programs across creative, audiences, and offers to continuously lower cost per acquisition and improve conversion.
• Manage system-level media investment and, where applicable, oversee allocation of the franchisee marketing fund.

SEO & Local Search at Scale

• Own SEO strategy and organic growth across the system.
• Manage local SEO at scale, including Google Business Profile optimization and hygiene across 70+ (and growing) locations, ensuring every clinic is findable and competitive in its local market.
• Lead website and landing page optimization — UX, page speed, and conversion — across service and location pages.

Growth, Analytics & Accountability

• Define and track lead-quality metrics beyond CPL — including cost-per-booked-appointment and lead-to-show rate — to ensure marketing investment is tied to revenue outcomes, not just top-of-funnel volume.
• Establish clear, outcome-based reporting frameworks and hold channels, agencies, and internal team members accountable to targets.
• Translate performance data into decisions and clear recommendations for leadership and franchisees.

Marketing Coaching Team Leadership & Franchisee Enablement

• Directly manage the marketing coaching team, who serve as the day-to-day marketing point of contact for franchisees across the system — owning their priorities, workload, and performance.
• Provide close, active oversight of the coaches: review coaching calls, franchisee action plans, and follow-through on a regular cadence rather than assuming the work is getting done.
• Build and own the SOPs that standardize the coaching function — coaching call cadence and agenda templates, franchisee onboarding and discovery checklists, goal-setting frameworks, scorecards, documentation standards, and escalation paths.
• Define exactly what a high-quality coach interaction looks like: required prep, the specific metrics each coach is responsible for moving (campaign adoption, local lead volume, Google Business Profile hygiene, lead-to-show rate), and the follow-up expected after every touchpoint.
• Set coach-level performance targets and hold the team accountable through regular 1:1s, reporting, and scorecard reviews — stepping in directly when a coach or a franchise relationship is off track.
• Serve as the escalation point for complex franchisee marketing issues that exceed the coaching team’s scope.

Experience & Competencies

• 7+ years in performance / digital marketing with deep, hands-on ownership of paid media and SEO.
• Proven hands-on-keyboard expertise in Google Ads and Meta Ads Manager — able to build, audit, and optimize campaigns directly, not just manage an agency.
• Track record tying marketing spend to revenue outcomes (booked appointments, show rate, ROAS), not just lead volume.
• Experience directing agencies and holding them accountable — while able to go hands-on, test, and stand up new acquisition channels rather than only optimizing existing ones.
• Proven experience managing and developing a team — ideally a coaching, field-marketing, or account-management team — with a track record of building the SOPs, playbooks, and scorecards that make performance consistent and repeatable, not dependent on individual effort.
• Background in high-growth, multi-unit, or multi-location environments strongly preferred.
• Comfortable communicating strategy to and influencing non-marketing stakeholders — franchise owners, operators, or business partners.
• Self-directed, accountability-driven, and energized by scaling systems in a fast-growing organization.