POSITION SUMMARY

The Director of Marketing, Business Optimization serves as the strategic marketing leader for communities assigned to the Business Optimization Group. The role develops and executes focused marketing strategies that stabilize performance, accelerate lead generation, improve lead quality and conversion, support occupancy growth, and deliver measurable return on investment. This leader brings together performance data, market intelligence, financial discipline, and cross-functional expertise to diagnose business challenges and translate them into prioritized, actionable marketing plans. Success requires close partnership with Business Optimization leadership, community and regional teams, Sales, STAT Marketing, Paid Media, Web Operations, corporate subject matter experts, agencies, vendors, and investment partners.

The Director leads short- and long-term planning, performance analysis, budget management, investor reporting, campaign strategy, and optimization across assigned communities, with particular focus on positioning each community for sustained improvement and an effective transition back to its original region or division. The role is focused on high-impact strategic work, including performance diagnosis, marketing planning, occupancy support, data analysis, forecasting, campaign optimization, and cross-functional decision support. This role may also support Marketing Assimilation activities as needed. This position is fully remote and requires approximately 10–20% travel. Candidates located near a major airport will be considered. Preferred locations include Atlanta, Georgia; Dallas, Texas; Chicago, Illinois; and Denver, Colorado. The typical hours for this position are Monday - Friday, 8:00 AM - 5:00 PM EDT.

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.

• Serve as the trusted strategic marketing advisor for communities assigned to the Business Optimization Group, developing focused recovery, stabilization, and growth plans aligned with lead generation and occupancy objectives.
• Develop and execute quarterly, annual, and community-specific marketing strategies that address immediate performance needs while building sustainable long-term demand.
• Analyze lead volume, lead quality, conversion performance, channel effectiveness, market conditions, competitive activity, budget utilization, and ROI to identify root causes, risks, and optimization opportunities.
• Translate performance findings into clear recommendations, priorities, action plans, and success measures for Business Optimization, community, regional, and executive leadership.
• Lead the marketing component of Business Optimization reviews, focus-community meetings, financial presentations, investor updates, performance calls, and ad hoc reporting requests.
• Manage community marketing budgets, forecasts, monthly financial reviews, GL coding, spend pacing, and ROI analysis to ensure resources are directed toward the highest-impact opportunities.
• Build a deep understanding of each assigned community, including its competitive landscape, customer behavior, local socioeconomic factors, product differentiators, sales objections, and occupancy barriers.
• Partner with Business Optimization leadership, Sales, regional leaders, and operational teams to align marketing priorities with occupancy plans and address community-specific business challenges.
• Partner with STAT Marketing, Paid Media, Web Operations, and other corporate subject matter experts to lead the development, execution, and optimization of integrated campaigns across web, digital advertising, email, direct mail, social media, reputation, public relations, events, and local outreach.
• Provide strategic direction for creative briefs, messaging, audience targeting, offers, landing pages, websites, media plans, community collateral, and sales-support materials designed to increase traffic, improve conversion, and support move-in goals.
• Use market research and competitive intelligence to shape differentiated positioning, locally relevant messaging, and integrated campaign strategies for national and regional brands.
• Ensure all marketing activity aligns with applicable Discovery brand standards and effectively promotes relevant programs, services, amenities, and community differentiators.
• Service as a partner to agencies and vendors to resolve execution gaps, and ensure external partners remain aligned with business objectives.
• Identify emerging performance concerns early, recommend corrective action, and maintain disciplined follow-through against agreed plans and measures.
• Balance urgent business needs with a sustained focus on strategic priorities, measurable performance improvement, and long-term community health.
• Leverage internal, agency, and vendor resources effectively as to remain focused on strategy, optimization, decision support, and business outcomes.
• Create clear transition plans, marketing documentation, and performance narratives that support continuity when optimized communities return to their original regions or divisions.
• Assist with training and mentoring team members on marketing strategy, reporting, processes, financial stewardship, and performance optimization.
• Travel to communities and business meetings as needed.
• Perform other duties as assigned.

SUCCESS MEASURES

• Improved lead volume, lead quality, conversion performance, occupancy support, and marketing ROI across assigned communities.
• Clear, insight-led strategies that address root causes and align cross-functional teams around prioritized action.
• Effective budget stewardship, forecast accuracy, and timely, credible reporting for leadership and investment partners.
• Consistent execution of integrated marketing plans with measurable optimization and documented follow-through.
• Sustainable performance improvement and an organized transition of communities back to their original regions or divisions.

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 paid media, digital strategy, or related fields.
• Preferred senior living, healthcare, real estate, or agency experience.
• Experience in a lead generation environment.
• Minimum five years of analysis and reporting experience, able to translate data into actionable insights.
• Deep understanding of integrated marketing channels across both digital and traditional platforms, including paid media (search, display, video, social, native, affiliate), email, direct mail, events, sponsorships, and other performance-driven tactics.
• Ability to track, analyze and report on spend by channel and ROI data.
• Experience working in or supporting multi-location businesses (senior living, hospitality, healthcare, or similar industries is a plus).
• Meticulous attention to detail and a relentless commitment to accuracy and consistency.
• Excellent communication skills with the ability to present to teams.
• Experience with budget management.
• Knowledge of using Customer Relationship Management software.
• Ability to thrive in a high-pressure environment.
• Innovative spirit, receptive to change and substantial organizational growth.
• Intense work ethic with dedication to teamwork.
• Exceptional time management and project ownership, consistently delivering against deadlines in a fast-paced, detail-intensive environment.
• 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.

JOB CODE: 1007127