Senior Director of Marketing

Job Description

Job Description

About Discovery Senior Living:

Discovery Senior Living is a family of companies that includes Discovery Management Group, Integral Senior Living, Provincial Senior Living, Morada Senior Living, TerraBella Senior Living, LakeHouse Senior Living, Arvum Senior Living, Discovery Development Group, Discovery Design Concepts, STAT Marketing, and Discovery At Home. With three decades of experience, the award-winning management team has been developing, building, marketing, and managing diverse senior-living communities across the United States. By leveraging its innovative “Experiential Living” philosophy across a growing portfolio in excess of 350 communities and over 35,000 homes in nearly 40 states, and 19,000 dedicated employees, Discovery Senior Living is a recognized industry leader for performance, innovation and lifestyle customization and, today, ranks among the 2 largest U.S. senior living operators.

POSITION SUMMARY:

The Senior Director of Marketing serves as a senior strategic leader responsible for driving lead generation, occupancy growth, brand performance, and marketing ROI across Discovery Management Group (DMG) communities nationwide. In addition to leading community marketing strategy, this role oversees and develops a team of Directors of Marketing, ensuring consistent execution, strategic alignment, accountability, and performance across the portfolio. Success in this role is achieved through enterprise-level strategic planning, performance optimization, executive communication, budget oversight, investor reporting, agency leadership, talent development, and cross-functional collaboration with Sales, Paid Media, Web Operations, and STAT Marketing.

This role is expected to dedicate the majority of its time to high-impact leadership activities, including strategic planning, portfolio performance management, stakeholder engagement, and growth initiatives. Communication, meetings, and administrative responsibilities should support these priorities but not overshadow them. The Senior Director's greatest value comes from building and developing high-performing marketing leaders, influencing executive decision-making, identifying growth opportunities, optimizing portfolio performance, and ensuring marketing investments deliver measurable business outcomes at scale.

ESSENTIAL DUTIES AND RESPONSIBILITIES:

The following duties are normal for this position. This list is not to be construed as exclusive or all inclusive. Other duties may be required and assigned.

• Lead, develop, coach, and mentor a team of Directors of Marketing, providing ongoing guidance, performance feedback, professional development, and strategic direction
• Establish performance expectations, best practices, and accountability measures to ensure consistent execution and results across the marketing organization
• Oversee the development and execution of quarterly and annual marketing strategies that drive lead generation, occupancy growth, brand awareness, and measurable ROI across assigned regions and communities
• Serve as a senior strategic partner to Operations Leadership, Regional Sales Leadership, and corporate stakeholders on marketing performance, opportunities, challenges, and growth initiatives
• Analyze portfolio-wide marketing performance, lead quality, conversion metrics, channel effectiveness, and budget utilization to identify trends, opportunities, risks, and optimization strategies
• Lead strategic planning, forecasting, occupancy support initiatives, business reviews, and performance assessments to ensure alignment with enterprise objectives
• Oversee community marketing budgets, financial reporting, ROI analysis, investor requests, and executive-level performance presentations
• Present marketing strategies, performance insights, and recommendations to executive leadership, capital partners, investors, and ownership groups
• Partner with corporate subject matter experts to develop strategies that address sales challenges, strengthen competitive positioning, and support occupancy goals through collaboration with regional sales leaders and operational teams
• Partner with STAT Marketing to guide the development, execution, and optimization of web, digital advertising, and integrated marketing strategies designed to improve lead volume, lead quality, conversion performance, and occupancy outcomes
• Provide input for creative assets, digital campaigns, websites, reputation management, public relations initiatives, and community marketing events
• Build and maintain a deep understanding of market conditions, competitive landscapes, customer behavior, industry trends, and local socioeconomic factors to inform enterprise marketing strategy
• Partner with agency and vendors to align on performance expectations, evaluate results, and ensure alignment with organizational goals and investment priorities
• Identify opportunities to improve processes, reporting, resource allocation, and operational efficiencies across the marketing organization
• Support acquisitions, community transitions, portfolio optimization efforts, and other strategic business initiatives with BAT
• Ensure compliance with Discovery Management Group brand standards across all marketing initiatives and customer-facing communications
• Develop future marketing leaders through coaching, mentorship, succession planning, and professional development initiatives
• Prioritize high-impact strategic initiatives while effectively managing reactive business needs and changing priorities

PERFORMANCE EXPECTATIONS:

• Dedicate the majority of time to strategic leadership, portfolio performance optimization, talent development, executive stakeholder engagement, and occupancy-focused growth initiatives
• Develop and empower Directors of Marketing to effectively drive performance, execute strategy, and operate with increasing levels of independence and accountability
• Deliver actionable insights and recommendations that improve lead volume, lead quality, conversion performance, occupancy, and marketing ROI across the portfolio
• Effectively communicate marketing performance and strategic recommendations to executives, investors, capital partners, and senior organizational leaders
• Lead through influence, coaching, mentorship, and strategic vision while fostering a high-performance culture focused on accountability and continuous improvement
• Leverage agency, vendor, and internal resources effectively to maximize organizational efficiency and business outcomes
• Balance short-term business needs with long-term growth objectives and strategic initiatives
• Measure success through leadership effectiveness, team development, portfolio performance, business impact, and achievement of organizational objectives rather than volume of tasks completed or administrative activity levels
• Other duties as assigned

QUALIFICATIONS:

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Educational Requirements and Experience :

• Bachelor’s degree in marketing, or other related area of specialty with ten or more years of proven marketing experience
• Preferred senior living, healthcare, real estate or agency experience

• Experience in a lead generation environment
• Minimum of 5+ years of direct people leadership experience, including managing, coaching, and developing senior-level marketing professionals and people leaders
• Minimum6+ years 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
• Financially savvy with experience managing budges, GL codes, P & L reports and forecasting
• Working knowledge of 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

Knowledge, Skills and Abilities:

Language Skills: Above average communication skills.

Mathematical Skills: Ability to calculate figures and amounts such as discounts, interest, commission’s proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.

Reasoning Ability: Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

Other Skills and Abilities: Ability to articulate data and present to senior teams and investment partners; Ability to track, analyze and report data on ROI including Cost Per Leads, Cost Per Move-In, Cost Per Channel; Excellent writing, grammar, editing, and copywriting skills required. Ability to thrive and multi-task in a fast-paced, high-pressure environment.

The physical demands described below are representative of those that must be met by an individual to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, talk or hear for extended periods of time. The employee frequently is required to use hands or fingers to handle or feel and reach with hands and arms. The employee is occasionally required to stand and walk for extended periods of time. The employee must occasionally lift and/or move up to ten pounds. Specific vision abilities required by this job include close vision, and ability to adjust focus.

DSL is an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, the employer will provide reasonable accommodations to qualified individuals with disabilities and encourages prospective employee