Leading marketing for a platform and the practices it serves
Adoreal is a vertical SaaS company building the future of consumer-led aesthetics, connecting people with the clinics that care for them. As Head of Marketing, I set the strategy for every channel, lead a 23-person team across six regions, and built the platform and automations that let that team deliver leads, booked procedures, and revenue for plastic surgery practices around the world.
- Company
- Adoreal, vertical SaaS for consumer-led aesthetics
- My role
- Head of Marketing
- Team
- 23 people across the US, Mexico, Latin America, the UK, Europe, and Ukraine
- Timeline
- 2025 – Present
- Practices served
- Plastic surgery practices in the US, UK, Sweden, and Switzerland
The challenge
Adoreal's marketing serves two audiences at once. Consumers need to feel confident exploring aesthetic treatments, and the practices on the platform need that interest turned into leads, booked procedures, and revenue. Each practice has its own brand, market, and patients, and each one is counting on us to grow.
Doing that across more than a dozen practices in four countries, with a remote team spread across six regions, takes more than talent. It takes a clear plan at every level, a team that knows exactly what to own, and systems that take the repeatable work off people's plates so they can focus on the work that needs a human.
From strategy to revenue
I own the entire marketing strategy on a yearly, quarterly, and monthly basis, then delegate it across the team and hold us to it. The plan exists to generate leads through every channel and turn them into booked procedures and revenue, and it changes when the data says it should.
Annual plans for Adoreal and for each practice, built with practice leaders and aligned before the year begins. Four of them ran in just two days.
Priorities and campaigns for every channel, broken into tasks and assigned in ClickUp so each person knows exactly what they own.
Execution, performance reviews, and lessons shared with the whole team, so what works in one practice can help the next.
When a channel underperforms, we dig into the tracking, rebalance spend, and rebuild what isn't working instead of waiting for the next plan.
Everything I oversee
Every channel and team rolls up to me. I set the priorities, standards, and voice that hold it together, and I stay close enough to the work to step in when it matters.
Brand identities, design systems, and traditional marketing materials for Adoreal and its practices, from new names and logotypes to in-clinic inserts.
Content calendars, posts, reels, and reviews across every practice account, with video production built for volume.
Meta, Google, and ChatGPT ads, including ad strategy, creative, budgets, and the tracking that proves what's working.
Site launches and migrations, treatment pages, content audits, blogs, and Google Business Profiles, all measured through GA4, Search Console, and SEMrush.
Email frameworks, patient broadcasts, and the copy behind every channel, which I still write and edit when it counts.
Intake, QA, planning, and the automations and AI skills that connect it all and keep a global team moving.
What the team delivered across the portfolio
When our practices grow, so do we
Plastic surgery practices are experts in patient care, not marketing. I built an entire platform around them, so working with us saves time on Adoreal's side and makes everything simpler on theirs, from the first request to the results report.
- One place to askA request form with ticket numbers, so practices can track every request without chasing emails.
- A plan for every practiceAnnual and quarterly plans built with each practice's leaders, so everyone agrees on the goals before work begins.
- Sites built to convertNew practice websites on Atelier, our own design system and CMS, with treatment pages built for search and bookings.
- Quality built inQA reviews across copy, design, and video, with rules tailored to each clinic.
- Proof, not promisesTracking in place for every managed practice, so results are measured rather than guessed.
An automation for every channel
I built automations for each channel, working directly with our marketing automations specialist, and I keep adding new AI skills to support the human team. The principle stays the same: let systems handle the repeatable work, so people can spend their time on strategy, creativity, and care.
Faster production of traditional marketing materials, plus image processing that handles colorizing, blurring, and mark removal.
Posts, reviews, and calendars, with a marketing suite that generates 60 posts per clinic each month and automated video labeling.
Ads and ad creative produced and adapted at speed across practices and platforms.
Content auditing and blog generation. An SEO audit now takes 15 minutes instead of four hours, saving an estimated 250 senior-engineer hours a year for under $20 a month.
Claude skills for growth plans and reports, clinic bibles, quarterly research, launch QA, and social repurposing, with new ones added as the work evolves.
Automated QA reviews of copy, design, and video, applying each clinic's own rules before anything goes live.
Leading the team
A team spread across six regions needs more than a plan; it needs to feel seen. I built the team, hiring through more than 15 candidate interviews, and I work to make sure the people doing the work know it matters.
- Started weekly wins emails so the team hears about successes, not only problems
- Give public credit for great work in team and company channels
- Bring the team's feedback to executive leadership in writing, and raise hard concerns directly
- Secured an approved raise for a team member and coached her to keep a running record of her wins
- Hold open team sessions where people can share how they're really feeling
“Only hearing about issues and where we’ve made mistakes can be demoralizing.”The team, on why the weekly wins emails matter
Navigating the hard parts
Not every metric rises. When social traffic fell for several practices one spring and a practice raised concerns about lead volume, we checked the tracking, rebalanced spend, and rebuilt key pages rather than waiting it out.
Shipping for 13 practices in a week only works if quality holds. Clinic-specific QA, clear intake, and shared standards keep every deliverable on brand.
AI can make a team faster and blander at the same time, so every system has guardrails for voice and accuracy, and a person always makes the final call.
With 23 people in six regions, work moves through clear briefs, documented plans, and tasks in ClickUp, so progress never depends on everyone being online at once.
“He did such a great job just as your entire team has… And YOUR team did it.”
“Love the fact that I can lean on you for aesthetics/brand/design.”
“I feel it totally fits my personality, philosophy and style.”
The work
What I've learned
Good systems are a form of leadership.
When a team is spread across six regions, you can't be in every conversation, but the plans and systems you build can be. Clear strategy, thoughtful automation, and well-designed tools carry your standards into work you'll never see in progress, and they give people more room for the parts only they can do.
That's how I think about AI in marketing today: not as a replacement for the team, but as a way to clear their path, so the strategy, the creative, and the care for every practice get the attention they deserve.