Director of Marketing

About the role

Great Lakes Management is seeking a strategic, creative, and results-driven Director of Marketing to oversee the marketing performance of a portfolio of senior living communities. This role is responsible for developing quarterly marketing strategies, executing those plans with internal teams and outside vendors, and continually improving marketing performance across the portfolio. The Director of Marketing will partner closely with Operations and Sales leadership to drive qualified leads, increase tours and reservations, reduce resident acquisition costs, and support occupancy goals. This is a business leadership role that requires both strategic thinking and strong creative instincts.

Responsibilities

• Develop and execute quarterly marketing strategies for an assigned portfolio of communities.
• Manage digital marketing efforts, including agency relationships, advertising budgets, SEO, social media, and paid search.
• Analyze marketing performance and continually optimize campaigns to improve lead generation and reduce resident acquisition costs.
• Design, update, and maintain marketing collateral, brochures, direct mail, signage, advertisements, and other creative assets.
• Coordinate print marketing, direct mail, newspaper inserts, photography, and creative projects.
• Ensure consistent branding across all communities while highlighting each location's unique identity.
• Partner with Executive Directors and Directors of Sales to support occupancy goals and local marketing initiatives.
• Manage marketing vendors, timelines, budgets, and project execution.
• Track key marketing metrics and provide recommendations to improve performance.

Performance Expectations

Success in this role is measured by results. The Director of Marketing will be expected to:

• Increase qualified leads, tours, reservations, and move-ins.
• Reduce resident acquisition costs while maximizing marketing ROI.
• Hold vendors accountable to performance standards.
• Develop proactive marketing strategies that support occupancy goals.
• Deliver creative work that strengthens the Great Lakes Management brand and drives measurable business outcomes.

Qualifications

• Bachelor's degree in Marketing, Communications, Business, Graphic Design, or a related field preferred.
• Marketing experience, preferably managing multiple locations or brands.
• Experience with digital marketing, branding, and vendor management.
• Strong creative, organizational, analytical, and communication skills.
• Ability to manage multiple priorities in a fast-paced environment.

Pay

• Salary: $75,000-$80,000 per year
• Bonus: Up to 15% annual performance bonus

Benefits

• Full Benefit package and 401k match

Why Great Lakes Management?

At Great Lakes Management, marketing directly impacts occupancy, growth, and the success of our communities. We're looking for someone who combines creativity with accountability, someone who enjoys building great marketing while constantly looking for ways to improve results.