4679 – DIRECTOR OF MARKETING – GROWING SENIOR LIVING COMMUNITY – ANN ARBOR, MICHIGAN!

Director of Marketing | Ann Arbor, Michigan

Position Summary

The Director of Marketing is responsible for developing and executing the overall marketing strategy for
the senior living community to increase brand awareness, drive qualified leads, support occupancy goals,
and strengthen the community’s reputation.

This role leads all marketing initiatives, including digital marketing, advertising, public relations, events,
community outreach, content creation, and referral partner engagement. The Director of Marketing works
closely with sales, operations, and executive leadership to ensure consistent messaging and a strong
market presence.

Key Responsibilities

-Marketing Strategy & Brand Management
-Develop and execute an annual sales and marketing plan to achieve occupancy and revenue targets in tandem with Sales.
-Develop and implement a comprehensive annual marketing plan aligned with occupancy and revenue goals.
-Establish and maintain the community’s brand identity, messaging, and positioning in the local market.
-Ensure all marketing materials and communications reflect the mission, values, and services of the community.
-Monitor market trends, competitive activity, and resident demographics to identify opportunities and risks.
-Manage the community’s marketing calendar and campaign schedule.
-Digital Marketing & Lead Generation
-Oversee all digital marketing efforts, including website content, search engine optimization (SEO), pay-per-click advertising, email campaigns, social media, and online listings.
-Develop campaigns to generate qualified leads for independent living, assisted living, memory care, or other service lines.
-Track and analyze marketing performance metrics including website traffic, lead volume, conversion rates, cost per lead, and return on investment.
-Manage relationships with external marketing agencies, designers, photographers, and vendors.
-Ensure the community website and digital presence remain current, accurate, and engaging public relations and Community Outreach
-Plan and coordinate marketing events, open houses, seminars, resident appreciation events, and community outreach activities.
-Build and maintain relationships with local organizations, healthcare providers, senior centers, churches, and business groups to increase visibility and referrals.
-Represent the community at local networking events, health fairs, sponsorships, and industry functions.
-Develop strategic partnerships that enhance community reputation and support lead generation.
-Maintain referral partner contact lists and communication.
-Create and distribute newsletters, press releases, blog content, brochures, direct mail pieces, and other marketing collateral.
-Manage public relations efforts and maintain positive relationships with local media outlets.
-Oversee the community’s online reputation, including reviews and social media engagement.
-Ensure consistent communication with residents, families, staff, and prospective residents.

Team Leadership and Collaboration

-Lead and mentor marketing staff, coordinators, or agency partners, if applicable.
-Work closely with the Director of Sales to align marketing campaigns with sales goals and lead follow-up processes and complete tours as needed and supporting move ins to ensure over occupancy goals are achieved.
-Collaborate with operations and executive leadership to support community initiatives and special
projects.
-Participate in leadership meetings and contribute to strategic planning.
-Budget and administrative responsibilities
-Develop and manage the marketing budget.
-Monitor spending and evaluate campaign effectiveness.
-Maintain accurate records of campaigns, vendors, contracts, and results.
-Ensure compliance with company policies, brand standards, and applicable regulations.

Required Qualifications

-Bachelor’s degree in Marketing, Communications, Business, Public Relations, or a related field.
-5+ years of marketing experience, preferably in senior living, healthcare, hospitality, real estate,
or a related industry.
-Proven success developing and executing integrated marketing campaigns.
-Strong knowledge of digital marketing platforms, analytics tools, CRM systems, and social media.
-Experience managing budgets, vendors, and multiple projects simultaneously.
-Excellent written, verbal, and presentation skills.
-Strong organizational, analytical, and creative problem-solving abilities.
-Ability to work evenings or weekends as needed for events and community functions.
-Valid driver’s license and reliable transportation.

Preferred Qualifications

-Previous experience in assisted living, independent living, memory care, or continuing care
retirement communities.
-Experience with senior living lead generation and occupancy-focused marketing.
-Familiarity with platforms such as Google Analytics, Meta Ads, Google Ads, CRM systems, and
email marketing software.
-Experience supervising marketing staff or agency partners.
-Knowledge of local healthcare networks and referral sources.

Core Competencies

-Strategic thinking
-Creativity and innovation
-Brand management
-Communication and storytelling
-Relationship building
-Project management
-Data analysis and decision-making
-Leadership and collaboration
-Customer service orientation
-Initiative and accountability

Performance Metrics

Success in this role may be measured by:

-Occupancy growth and qualified lead generation
-Website traffic and digital engagement
-Cost per lead and return on marketing investment
-Campaign performance and conversion rates
-Community event attendance- Social media growth and engagement
-Brand awareness and community reputation
-Resident, family, and referral partner satisfaction

Physical Requirements

-Ability to walk throughout the community and stand for extended periods during events and
presentations.
-Ability to lift up to 25 pounds occasionally for event setup, signage, and marketing materials.
-Ability to travel locally for meetings, events, and outreach activities.