Director of Marketing: Senior Care Services

Job Description

Job Description

Position Overview:

The Director of Marketing will oversee all marketing efforts across multiple adult day health centers, a 24-bed personal care home, structured family caregiving services, and franchise-related branding. You will manage campaigns, community outreach, brand assets, vendors, analytics, and event marketing—all while supporting the admissions and care coach teams to increase client enrollment and occupancy.

Key Responsibilities:Strategy & Leadership

• Develop, lead, and execute a comprehensive marketing strategy aligned with occupancy and admissions goals.
• Drive local brand awareness campaigns that build trust and promote services across target markets.
• Equip internal teams with marketing materials, messaging guides, and outreach tools.

Campaign Management

• Plan and execute Medicaid, VA, Private Pay, and Structured Family Caregiving promotional campaigns.
• Create local outreach initiatives for hospitals, discharge planners, churches, and employer groups.
• Design and distribute brochures, flyers, physician leave-behinds, and community referral kits.

Team Management & Execution

• Oversee or outsource social media, digital advertising, email marketing, content creation, and podcast marketing.
• Source and manage freelance vendors (photographers, designers, ad specialists) when needed.
• Plan and facilitate community events, open houses, health fairs, and Lunch & Learns.

Analytics & Reporting

• Monitor lead generation, admissions conversions, and event outcomes through CRM tracking.
• Provide weekly, monthly, and quarterly reporting on marketing KPIs.
• Manage the marketing budget and ensure cost-effective strategies.

Qualifications:

• 5+ years of experience in marketing, preferably in senior care, healthcare, franchising, or multi-location services.
• Demonstrated success in campaign planning, outreach initiatives, and brand development.
• Comfortable leading a team or coordinating freelance contractors.
• Proficiency with CRM systems (Salesforce preferred) and digital analytics tools.
• Excellent project management, communication, and event planning skills.
• Highly collaborative, hands-on, and execution-focused.

Compensation & Bonus Opportunities:

• Competitive base salary
• Performance-based bonus structure tied to meeting departmental quotas, marketing KPIs, and occupancy percentage goals
• Annual bonus eligibility based on company growth and marketing performance metrics