Job Specifications
Join Mather as Director of Marketing and immerse yourself in a culture that thrives on innovation, well-being, and aging well. Mather is an award-winning leader in the rapidly growing senior living industry, with services spanning from luxury senior living residences to an in-house research team and mission-driven community-based programs. With an expanding service area and growing consumer base, we are looking to add a seasoned Director of Marketing to our in-house marketing team. We’re seeking a difference-maker and self-starter with an innovator’s mindset, with skills that include strong strategic thinking, full-funnel marketing, creativity, and writing. Given Mather’s cross-functional structure your success will also be driven by your ability to lead through experience, insight, business acumen and, above all, as the voice of the consumer and the brand.
ESSENTIAL FUNCTIONS
This position leads the marketing strategies, planning, and implementation of select Mather senior living communities and special Mather projects to achieve targeted goals, primarily new lead generation/customer acquisition on a monthly and quarterly basis. Drives occupancy (working with sales and operations) through the implementation of internal and external integrated marketing efforts and strategies. Supports the overall vision, mission, and goals for the organization while being responsible for managing branded content creation to drive measured engagement and action from leads.
Creates annual and quarterly marketing plans to generate leads and conduct lead nurturing through implementation of integrated marketing strategies and increases awareness of Mather signature services and experiences to achieve occupancy and entrance fee goals.
Directs content marketing and storytelling efforts through lead nurturing strategies by creation of and distribution of content on the appropriate platforms (such as email campaigns, videos, social media, direct mail, etc.).
Analyzes marketing performance results, measures the results of marketing activity, and recommends changes based on the data. Records and reports monthly marketing results including lessons learned, best practices and insight for future tactics.
Provide creative leadership, from concept to execution, for all aspects of marketing strategies including but not limited to videos, direct mail, collateral, advertising, and e-marketing. Responsible for ensuring that all creative concepts and design are in alignment with marketing business objectives and brand attributes.
Provides overall direction of marketing budgets and takes corrective action to garner sales and marketing objectives falling within designated budgets.
Supports senior living outreach efforts and brand management to ensure the development of Mather identity, including (but not limited to) website strategies, direct mail, email, and ad campaigns.
Supports sales efforts and special events including idea generation, printed materials, publicity, and mailings.
Works in collaboration with operations and sales to develop plans and tactics. Additionally, works in tandem with other marketing professionals and follows established standards/processes within the experience center and organization.
Works with public relations representative to develop monthly priorities, press releases, and other public relations efforts for select senior living and Mather.
Establishes, operationalizes, engages team members in, and sustains a Quality Assurance Process Improvement process.
QUALIFICATIONS AND SKILLS
Required:
Marketing experience in hospitality, senior living, academic, health care, real estate, not-for-profit, or comparable industry.
Experience in developing and creating marketing strategies, content marketing, plans, budgeted, and tactics to achieve desired goals with B2C customers.
Strong planning and analysis skills.
High level of interpersonal skills to handle sensitive and confidential situations and documentation, and interaction with coworkers and management.
Strong copywriting, editorial and proofreading ability. Attention to detail to ensure accuracy and ability to prioritize work to be able to successfully complete multiple tasks within allotted time frames.
College degree.
Computer skills proficiency in Microsoft Office applications (Word, Excel, PowerPoint, and Outlook). Must be equipped to manage in multiple systems (CRMs, HubSpot, SproutSocial/Social Media).
Minimum 7 years’ experience in a marketing management role.
Ability to solve practical problems and deal with a variety of variables in situations.
This position requires some travel locally and to our out-of-state senior living communities.
Preferred:
Excellent ability to interpret data to lead to recommendations and/or business outcomes.
Experience as a supervisor.
Property experience preferred (e.g. working with onsite teams to support communication, program execution, signage).
The salary range for this position is a good faith estimate of the ran