Director of Marketing, Business Optimization

Strategic marketing leader for communities in the Business Optimization Group, developing and executing focused marketing strategies to stabilize performance, accelerate lead generation, improve lead quality and conversion, support occupancy growth, and deliver measurable return on investment.

About the role

This role brings together performance data, market intelligence, financial discipline, and cross-functional expertise to diagnose business challenges and translate them into prioritized, actionable marketing plans. The Director leads short- and long-term planning, performance analysis, budget management, investor reporting, campaign strategy, and optimization across assigned communities, with a focus on positioning each community for sustained improvement and an effective transition back to its original region or division.

The 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. Typical hours are Monday - Friday, 8:00 AM - 5:00 PM EDT.

Responsibilities

• 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.
• Serve 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 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.

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.

Requirements

• 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.

Skills

• Language Skills: Above average communication skills.
• Mathematical Skills: Ability to calculate figures and amounts such as discounts, interest, commissions, 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.

Work Environment

Works primarily indoors in a climate-controlled setting.

Physical Requirements

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.

• Regularly required to sit, talk, or hear for extended periods of time.
• Frequently required to use hands or fingers to handle or feel and reach with hands and arms.
• Occasionally required to stand and walk for extended periods of time.
• Must occasionally lift and/or move up to ten pounds.
• Specific vision abilities required include close vision and ability to adjust focus.