Director of Marketing

Overview
About Us
This high-impact leadership role elevates our brand presence, drives qualified leads and applicants, and supports sustained occupancy growth through high-touch, high-value marketing campaigns for 50 communities. It requires a deep understanding of marketing to affluent consumers and prospective associates, a passion for hospitality and wellness, and a proven track record of leading marketing teams that drive results in premium service environments.
Responsibilities
Consistently and genuinely demonstrate the STARS principles of Service, Teamwork, Action, Reputation and Success in all activities and interactions.
Strategic Leadership

Lead, mentor, and inspire a high-performing marketing team of six focused on luxury brand execution, lead generation, community engagement, and increasing occupancy rates.
Develop and implement a multi-channel marketing strategy that reflects our communities' high level of service and care excellence.
Align closely with Sales, Operations, and Executive Leadership to ensure seamless collaboration across departments and consistent messaging at every touchpoint.
Oversee and manage annual marketing budgets, schedule expenditures, and ensure efficient resource allocation to drive results.
Track and analyze marketing performance, using key performance indicators (KPIs) to measure success and identify areas of improvement.
Ensure a high level of customer service is provided to prospective residents and their families throughout the buyer journey, including oversight of the contact center and virtual sales tools.
Build and maintain PR relationships to help promote the brand and communities.
Prepare and present marketing performance reports to senior management and stakeholders.
Enhance lease-up strategies and occupancy growth for new market development.
Review current marketing and industry trends to determine new strategies.
Implement new processes, technology, and resources to enhance lead generation, communications, analysis, and scale marketing operations.
Participate in broader organizational strategic planning sessions with cross-departmental leaders.
Lead Generation & Occupancy Growth

Own the strategy and execution of demand generation campaigns across digital (SEM, SEO, paid social), direct mail, event marketing, and referral networks.
Create and manage sophisticated nurturing programs tailored to families and decision-makers.
Leverage CRM and marketing automation platforms to increase lead quality and improve conversion from inquiry to move-in.
Track, analyze, and optimize marketing performance to drive maximum ROI and sustained occupancy growth.
Manage lead generation within a yearly marketing budget to ensure profitability goals.
HR Recruitment And Communications

Oversee and collaborate with marketing and HR to ensure brand awareness and applicant volume meet hiring needs.
Collaborate with internal stakeholders and communities to increase communications with all associates.
Plan and promote organizational accolades to help evaluate the brand.
Brand Stewardship & Content Strategy

Oversee brand positioning, voice, and visual identity to reflect the premium lifestyle and personalized care our communities provide.
Guide the development of compelling storytelling content, including video, testimonials, blog, and thought leadership, to attract and engage discerning audiences.
Manage reputation and review platforms, ensuring a strong digital search presence across Google, ChatGPT, and other online search directories.
Community & Experiential Marketing

Promote and support events and partnerships with referral sources.
Collaborate with each community’s sales leadership to tailor local marketing strategies that resonate with their unique prospective residents and market areas.
Cultivate and manage PR and media relationships to enhance visibility in premium regional and national publications.
Other duties as assigned.
Salary Range
USD $150,000.00 - USD $175,000.00 /Yr.
Compensation Disclosure
The salary range mentioned above reflects the potential pay for this role and does not include bonuses or additional incentives (if applicable), nor does it include the value of our benefit program. Offers will consider factors like experience, qualifications, location, community size (if relevant), certifications/training, etc. Brightview regularly reviews and adjusts compensation ranges.
Qualifications

Bachelor’s degree in Marketing, Communications, Hospitality, or a related field (MBA preferred).
8+ years of progressive marketing leadership experience, ideally in luxury senior living, hospitality, real estate, high-end healthcare/wellness, or other relevant experience.
Proven ability to lead and motivate a team and be decisive.
Innovation and creativity to create new strategies that attract customers and succeed over the competition.
Strong interpersonal skills for building cross-functional relationships to help grow the business.
Demonstrated success in developing high-performing marketing teams and executing demand generation strategies for affluent clientele.
Ability to analyze data, track performance, and make data-driven decisions.
Exceptional leadership and collaboration skills with a keen eye for design, tone, and brand experience.
Demonstrated success in planning and managing large marketing budgets.
Proficiency in digital marketing platforms, analytics tools, CRM systems, and marketing automation.
Outstanding written, verbal, and visual communication skills.
Why work at Brightview?
Discover the Brightview Senior Living Difference!

Dedicated to Excellence: We lead the industry with a passion for delivering top-notch services and groundbreaking care.
Embracing Community: Join a supportive and inclusive environment that prioritizes your professional growth, development and advancement.
Impactful Work: Make a meaningful difference in the lives of our seniors, contributing to their joy and well-being every day.
Comprehensive Benefits: Enjoy competitive salaries, health, vision and dental insurance options, retirement plans, tuition reimbursement, employee assistance programs and many more benefits that prioritize your well-being.
A Place to Flourish: Embrace diversity, foster innovation, and access the tools and resources for personal and professional growth. Join our vibrant team at Brightview Senior Living and be valued as an integral part of our community.
Equal Opportunity Employer
At Brightview, we believe that diversity of thought, experience, perspective, and backgrounds makes us stronger. We welcome and celebrate all that makes us unique and we choose not to discriminate on the basis of race, color, creed, religion, sex, pregnancy, age, marital status, national origin, citizenship status, military status, physical or mental disability, sexual orientation, genetic information or any other characteristic protected by law or not related to the specific requirements of a particular role. We are, by choice and without question, an equal opportunity employer.
For Massachusetts Applicants: It is unlawful in Massachusetts to require or administer a lie detector test as a condition of employment or continued employment. An employer who violates this law shall be subject to criminal penalties and civil liability.