Director of Marketing

POSITION SUMMARY

The Director of Marketing serves as the strategic leader for Discovery Management Group (DMG) communities nationwide, responsible for developing and executing marketing strategies that drive lead generation, occupancy growth, and measurable ROI. Success in this role is achieved through strategic planning, performance analysis, budget management, investor reporting, agency and vendor leadership, and cross-functional collaboration with Sales, Paid Media, Web Operations, STAT Marketing, and corporate subject matter experts to identify opportunities, optimize results, and support business objectives.

This role is expected to dedicate the majority of its time to high-impact strategic work, including marketing planning, performance optimization, data analysis, occupancy planning, and campaign strategy (approximately 65% of time combined). Communication, creative oversight, vendor management, and administrative tasks should support these efforts but not shadow them. The Director's greatest value comes from leading strategy, influencing decisions, optimizing performance, and enabling agency, vendor, and internal teams to execute effectively while maintaining focus on driving lead quality, lead volume, and occupancy growth.

Full-time, remote position with working hours from 8:00 AM–5:00 PM EST.

We are primarily seeking candidates located in Florida, but are also open to candidates along the Northeast, Southeast or West Coast. Candidates with Senior Living experience will be prioritized.

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.

• Develop and execute quarterly and annual marketing strategies that drive lead generation, occupancy growth, and measurable ROI across assigned communities
• Serve as the strategic marketing advisor for community and regional leadership, providing insight-driven recommendations based on performance data, market trends, and competitive intelligence
• Analyze marketing performance, lead quality, conversion metrics, channel effectiveness, and budget utilization to identify opportunities and optimize results
• Lead community marketing planning, forecasting, occupancy support initiatives, and performance reviews to ensure alignment with business objectives
• Manage community marketing budgets, financial reporting, ROI analysis, investor requests, and marketing-related performance presentations
• Partner with corporate subject matter experts to develop strategies that address sales challenges, strengthen competitive positioning, and support occupancy goals with insights from regional sales leaders and operational teams
• Partner with STAT Marketing to lead the development, execution, and optimization of web, digital advertising, and integrated marketing campaigns designed to increase lead volume, improve lead quality, and support occupancy objectives
• Provide strategic input to new creative assets, digital campaigns, websites, reputation management, public relations initiatives, and community marketing events
• Build and maintain a deep understanding of assigned markets, competitive landscapes, customer behavior, and local socioeconomic factors to inform marketing strategy
• Support vendor and agency relationships, establishing performance expectations, evaluating results, and ensuring alignment with business objectives
• Ensure compliance with Discovery Management Group community brand standards across all marketing initiatives
• Assist as needed to mentor and train team members on marketing best practices, reporting, processes, and performance optimization
• Prioritize high-impact strategic initiatives while effectively managing reactive business needs and changing priorities

PERFORMANCE EXPECTATIONS:

• Dedicate the majority of time to strategic planning, performance optimization, data analysis, and occupancy-focused marketing initiatives
• Deliver actionable recommendations that improve lead volume, lead quality, conversion performance, and marketing ROI
• Leverage agency, vendor, and internal resources effectively to drive execution while maintaining focus on strategy and business outcomes
• Balance responsiveness to business needs with a disciplined focus on long-term growth objectives and measurable performance improvements
• Measure success by business impact, strategic leadership, and marketing performance outcomes 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 eight or more years of proven marketing experience
• Preferred senior living, healthcare, real estate or agency experience
• Experience in a lead generation environment
• Minimum four 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
• Experience with budget management, 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.

ENVIRONMENTAL ADAPTABILITY:

Works primarily indoors in a climate-controlled setting.

PHYSICAL REQUIREMENTS:

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.