Digital Marketing Specialist

Role Overview
Ciela is redefining senior living by integrating hospitality, wellness, longevity science, and deeply personalized care. We are seeking a Digital Marketing Specialist to help translate this vision into measurable digital growth across awareness, engagement, and qualified lead generation.
This role will support and execute Ciela's digital marketing efforts across SEO, paid media, website optimization, content, email marketing, analytics, and earned media outreach. The ideal candidate is both strategic and hands-on-comfortable working across data, platforms, and storytelling-and motivated by building trust with families navigating complex and emotional decisions.
This role plays a meaningful part in strengthening Ciela's brand authority, increasing high-quality inquiries, and supporting the continued growth of a category-defining senior living community. Key Responsibilities
Digital Strategy & Planning

• Support the development and execution of integrated digital marketing strategies aligned with business goals and admissions priorities.
• Conduct ongoing market research and competitive analysis to identify audience behavior, emerging trends, and opportunities for differentiation.
• Stay current on digital marketing best practices, tools, and platform changes to ensure continuous improvement and relevance.

SEO & Content Optimization

• Support SEO strategy and execution to improve organic visibility, qualified traffic, and brand authority.
• Conduct keyword research, on-page optimization, and collaborate on technical SEO improvements.
• Partner with content creators to ensure blogs, landing pages, and educational resources are optimized for search, clarity, and user intent.
• Monitor evolving search behavior, including generative AI and semantic search, to maintain visibility and relevance.

Lead Generation & Conversion Optimization

• Support the design, optimization, and ongoing improvement of conversion funnels across the website, landing pages, and inquiry forms.
• Improve lead quality by aligning messaging, content depth, and form strategy with different stages of the decision journey.
• Contribute to repeatable playbooks for landing page optimization, A/B testing, and nurture workflows.
• Collaborate with admissions and sales teams to ensure digital efforts drive meaningful, sales-ready inquiries.

Paid Media & Performance Marketing

• Support planning, execution, and optimization of paid media campaigns across search, social, retargeting, and display platforms.
• Monitor and analyze performance metrics including CPA, CTR, and conversion rate, surfacing insights and optimization opportunities.
• Work with external agencies as needed while maintaining hands-on visibility into campaign performance and execution.

Website & Digital Experience

• Support ongoing improvements to Ciela's website to ensure clear storytelling, strong trust signals, and intuitive user flows.
• Collaborate with design, development, and content partners to test and implement improvements that increase engagement and inquiries.

Media Outreach & Earned Visibility

• Lead proactive outreach to relevant media outlets, industry publications, blogs, podcasts, and creators to secure earned coverage and strengthen Ciela's brand visibility.
• Build and maintain relationships with journalists, editors, and creators aligned with wellness, longevity, lifestyle, and senior living.
• Support the development of press materials, story angles, and thought leadership content in collaboration with internal teams and external partners.
• Coordinate outreach around key moments such as community milestones, new programming, partnerships, and leadership perspectives.
• Track earned media placements, referral traffic, and visibility impact to inform future outreach efforts.

Social Media & Community Engagement

• Support social media strategy and execution, with a focus on wellness, vitality, longevity, and community life.
• Assist with content planning, posting cadence, and performance analysis to improve engagement and reach.
• Leverage modern tools, including AI where appropriate, to improve efficiency while maintaining an authentic brand voice.

Email Marketing & Marketing Automation

• Support email marketing and nurture campaigns that educate, build trust, and move prospects closer to inquiry and tour.
• Assist with segmentation, cadence, and content strategy across different audience types.
• Align email workflows with CRM data and admissions processes.

Analytics, Reporting & Optimization

• Track and report on key performance indicators across digital channels, with a focus on business outcomes.
• Build and maintain dashboards and reports that translate data into actionable insights.
• Support structured testing and experimentation to improve performance across campaigns, content, and user experience.

Qualifications & Experience

• Bachelor's degree in Marketing, Communications, or a related field preferred (or equivalent experience).
• 5-8+ years of experience in digital marketing, ideally within services, healthcare, hospitality, or mission-driven organizations.
• Hands-on experience across SEO, paid media, analytics, lead generation, and email marketing.
• Comfort working with data and translating insights into practical recommendations.
• Strong communication, organization, and cross-functional collaboration skills.
• Experience with media outreach or earned media support is a plus.

Tools & Platform Experience

• Analytics & Measurement: Google Analytics 4 (GA4), Google Tag Manager, Google Search Console, Looker Studio.
• SEO & Content: SEMrush, Ahrefs, Screaming Frog, or similar tools.
• Paid Media: Google Ads, Meta Ads Manager, LinkedIn Campaign Manager.
• Email & Marketing Automation: HubSpot, Marketo, Pardot (Account Engagement), Salesforce Marketing Cloud, or similar platforms.
• CRM: Experience working alongside CRM systems and sales/admissions workflows.

Why Ciela
Ciela is not a traditional senior living community. We are building a wellness-driven environment rooted in dignity, purpose, and human potential. This role offers the opportunity to help shape how a new vision of aging is communicated, discovered, and understood-by families, professionals, and the broader community.
If you are a thoughtful, data-informed digital marketer who values meaning as much as performance, we would love to hear from you.