Marketing Director

Job Description

Job Description

Job Title: Marketing Director – Independent Living

Location: Lakeland, Florida

Company Overview:

Join a growing and mission-driven senior living organization focused on delivering high-quality independent living communities. We are committed to creating vibrant, engaging environments where older adults can thrive with autonomy, connection, and purpose. Our team values innovation, compassion, and operational excellence as we expand our footprint and elevate the resident experience.

Job Description:

We are seeking a strategic and results-driven Marketing Director to lead occupancy growth and brand positioning across our independent living communities. This role requires a strong understanding of the senior housing landscape, including lead generation, conversion strategies, and relationship-based sales. The ideal candidate will blend data-driven marketing with a hospitality mindset to drive tours, move-ins, and long-term community success.

Key Responsibilities:

• Develop and execute marketing and leasing strategies to drive occupancy and revenue growth across independent living communities.
• Partner closely with Executive Directors and sales teams to optimize lead generation, tour conversion, and move-in velocity.
• Oversee multi-channel campaigns including digital marketing (SEO/SEM, paid media), social media, email, and local outreach.
• Manage and optimize CRM systems and lead tracking processes to improve conversion rates and pipeline visibility.
• Analyze market trends, competitive positioning, and demographic data to inform pricing, promotions, and targeting strategies.
• Build and maintain relationships with local referral sources, community organizations, and professional networks.
• Lead brand positioning efforts to differentiate communities in competitive senior housing markets.
• Manage marketing budgets with a focus on cost-per-lead, cost-per-move-in, and overall ROI.
• Track and report on key performance metrics including occupancy, inquiry-to-tour conversion, and tour-to-move-in ratios.

Qualifications:

• Bachelor’s degree in Marketing, Business, Healthcare Administration, or related field (preferred).
• Proven track record of driving occupancy growth in independent living or similar asset classes.
• Strong understanding of digital lead generation, CRM systems, and sales funnel optimization.
• Excellent communication, leadership, and interpersonal skills.
• Ability to work cross-functionally with operations, sales, and executive leadership.
• Data-driven mindset with strong analytical and problem-solving abilities.
• Passion for serving seniors and enhancing quality of life.

What We Offer:

• Competitive salary and performance-based bonus tied to occupancy growth.
• Comprehensive benefits package (health, dental, vision, retirement).
• Opportunities for advancement within a growing senior living platform.
• A collaborative, mission-driven culture focused on resident experience.
• The ability to directly impact community performance and resident satisfaction.

How to Apply:

Interested candidates should submit a resume outlining relevant experience in senior housing or related industries. Please include examples of occupancy growth initiatives or campaigns you have led and their results.

Join us in shaping the future of independent senior living and creating communities where residents truly feel at home.