Senior Director of Marketing - Senior Living

Discovery Senior Living - Tampa, FL

Full-time - Senior

Remote - Tampa, FL

10,001+ employees

Nursing and Residential Care Facilities

About the position

Discovery Senior Living is seeking a Senior Director of Marketing to support its growth in the Eastern US. This remote position is ideal for candidates located in Chicago or Tampa, but we are open to considering other locations in the Southeast region near a major airport. The Senior Director will lead marketing and brand strategy for national and regional brands across multiple operating companies. This role involves developing and executing quarterly and annual community marketing strategies aimed at driving lead generation, conducting channel analysis, tracking results, and reporting on return on investment (ROI). In addition to marketing strategy, the Senior Director will manage investor relations and budget management, providing monthly performance recaps and maintaining a deep understanding of the competitive landscape and sales objections. The position requires collaboration with STAT Marketing to develop creative strategies and with the Digital Support Team to implement digital strategies for community websites, advertising, email communications, and lead generation/lead conversion. The Senior Director will work closely with corporate and regional sales leadership to support occupancy goals and address any sales-related challenges impacting marketing. This role also includes overseeing Eastern US operating company Division Marketing Managers, who will assist in executing various marketing initiatives such as collateral, advertising, direct mail, special events, social media, reputation management, and community communications. The Senior Director will be responsible for maintaining DSL brand standards across all marketing efforts and will analyze monthly lead generation performance to inform future strategies. The ideal candidate will have a strong background in marketing strategy, particularly in lead generation environments, and will possess the ability to thrive in a high-pressure environment while managing multiple projects and deadlines.

Responsibilities

• Collaborate with DSL Marketing leadership on high-level strategic marketing initiatives to support community lead generation and lead conversion efforts.
• Function as the trusted advisor on Eastern US national and regional brand marketing efforts.
• Develop and execute quarterly/annual marketing plans for communities, interpreting and synthesizing competitive knowledge and market research data to develop insight-led strategies to inform lead generation decisions, priorities, and goals.
• Become an authority on the Eastern US markets in which DSL operates and develop an understanding of community competitive landscape and sales objections, including differentiators, new opportunities and challenges, and new competition, articulating insights to transform recommendations into innovative integrated marketing campaign strategies.
• Collaborate with STAT Marketing and the Creative Project Manager to develop new, robust campaigns to support brand awareness and lead generation goals.
• Maintain DSL brand standards across all marketing efforts.
• Analyze monthly lead generation performance, conducting channel analysis, tracking results, and reporting on ROI.
• Manage investor relations pertaining to marketing strategy including data analysis, reporting, performance call presentations, and any ad hoc requests.
• Oversee and develop community budgets and analyze monthly financials.
• Partner with corporate and regional sales leadership for ongoing discussions to support occupancy goals.
• Join forces with the DSL Digital Support Team to convey digital strategies for community websites, advertising including PPC, content-rich search terms, email communications, lead generation/lead conversion, and reputation management.
• Collaborate with Marketing Communications on community public relations and media engagement.
• Strategize special Marketing events including Charity Lead Generation, Grand Unveiling, Open House, and Grand Openings.
• Manage Eastern US operating company Division Marketing Managers who will assist in executing collateral, advertising, direct mail, special event plans, social media, reputation management, new marketing program materials, professional outreach marketing support, and community communications.
• Assist with onboarding and training new team members on marketing best practices and programs.

Requirements

• Bachelor's degree in marketing or other related area of specialty.
• Eight or more years of proven marketing strategy experience, preferably in senior living, healthcare, real estate, or agency experience.
• Experience in a lead generation environment.
• Minimum five years of analysis and reporting experience.
• Experience developing short and long-term marketing strategies with traditional and non-traditional marketing channels, and creating sales-driven messaging.
• Ability to track, analyze, and report on ROI data.
• Experience with budget management, GL codes, P & L reports, and forecasting.
• Knowledge using Customer Relationship Management software.
• Ability to thrive in a high-pressure environment.
• Innovative spirit, receptive to change and substantial organizational growth.
• Superior communication skills with the ability to present to senior teams and investment partners.
• Intense work ethic with a dedication to teamwork.
• Strong attention to detail and deadlines.
• Multitasking skills for handling multiple projects, cross-divisionally.
• Critical thinking skills for identifying and addressing concerns.
• Ability to build relationships and articulate ideas well.
• Excellent grammar, editing, and copywriting skills.
• Capacity to train and mentor other team members.

Benefits

• Comprehensive medical, dental, and vision insurance.
• Life and disability insurance.
• Paid time off and paid holidays.
• 401(k) plan with company match.
• Employee Assistance Program.
• Accident insurance policies.