Senior Director of Marketing

About the Company

Discovery Senior Living is a family of companies that includes Discovery Management Group, Integral Senior Living, Provincial Senior Living, Morada Senior Living, TerraBella Senior Living, LakeHouse Senior Living, Arvum Senior Living, Discovery Development Group, Discovery Design Concepts, STAT Marketing, and Discovery At Home. With three decades of experience, the award-winning management team develops, builds, markets, and manages diverse senior-living communities across the United States. Leveraging its innovative “Experiential Living” philosophy, Discovery Senior Living operates over 350 communities and 35,000 homes in nearly 40 states, employing 19,000 dedicated professionals. Recognized as an industry leader for performance, innovation, and lifestyle customization, Discovery ranks among the 2 largest U.S. senior living operators.

About the Role

The Senior Director of Marketing serves as a senior strategic leader responsible for driving lead generation, occupancy growth, brand performance, and marketing ROI across Discovery Management Group (DMG) communities nationwide. This role oversees and develops a team of Directors of Marketing, ensuring consistent execution, strategic alignment, accountability, and performance across the portfolio. Success is achieved through enterprise-level strategic planning, performance optimization, executive communication, budget oversight, investor reporting, agency leadership, talent development, and cross-functional collaboration with Sales, Paid Media, Web Operations, and STAT Marketing. The role prioritizes high-impact leadership activities, including strategic planning, portfolio performance management, stakeholder engagement, and growth initiatives.

Responsibilities

• Lead, develop, coach, and mentor a team of Directors of Marketing, providing ongoing guidance, performance feedback, professional development, and strategic direction.
• Establish performance expectations, best practices, and accountability measures to ensure consistent execution and results across the marketing organization.
• Oversee the development and execution of quarterly and annual marketing strategies that drive lead generation, occupancy growth, brand awareness, and measurable ROI across assigned regions and communities.
• Serve as a senior strategic partner to Operations Leadership, Regional Sales Leadership, and corporate stakeholders on marketing performance, opportunities, challenges, and growth initiatives.
• Analyze portfolio-wide marketing performance, lead quality, conversion metrics, channel effectiveness, and budget utilization to identify trends, opportunities, risks, and optimization strategies.
• Lead strategic planning, forecasting, occupancy support initiatives, business reviews, and performance assessments to ensure alignment with enterprise objectives.
• Oversee community marketing budgets, financial reporting, ROI analysis, investor requests, and executive-level performance presentations.
• Present marketing strategies, performance insights, and recommendations to executive leadership, capital partners, investors, and ownership groups.
• Partner with corporate subject matter experts to develop strategies addressing sales challenges, strengthening competitive positioning, and supporting occupancy goals through collaboration with regional sales leaders and operational teams.
• Partner with STAT Marketing to guide the development, execution, and optimization of web, digital advertising, and integrated marketing strategies designed to improve lead volume, lead quality, conversion performance, and occupancy outcomes.
• Provide input for creative assets, digital campaigns, websites, reputation management, public relations initiatives, and community marketing events.
• Build and maintain a deep understanding of market conditions, competitive landscapes, customer behavior, industry trends, and local socioeconomic factors to inform enterprise marketing strategy.
• Partner with agencies and vendors to align on performance expectations, evaluate results, and ensure alignment with organizational goals and investment priorities.
• Identify opportunities to improve processes, reporting, resource allocation, and operational efficiencies across the marketing organization.
• Support acquisitions, community transitions, portfolio optimization efforts, and other strategic business initiatives with BAT.
• Ensure compliance with Discovery Management Group brand standards across all marketing initiatives and customer-facing communications.
• Develop future marketing leaders through coaching, mentorship, succession planning, and professional development initiatives.
• Prioritize high-impact strategic initiatives while effectively managing reactive business needs and changing priorities.

Performance Expectations

• Dedicate the majority of time to strategic leadership, portfolio performance optimization, talent development, executive stakeholder engagement, and occupancy-focused growth initiatives.
• Develop and empower Directors of Marketing to effectively drive performance, execute strategy, and operate with increasing levels of independence and accountability.
• Deliver actionable insights and recommendations that improve lead volume, lead quality, conversion performance, occupancy, and marketing ROI across the portfolio.
• Effectively communicate marketing performance and strategic recommendations to executives, investors, capital partners, and senior organizational leaders.
• Lead through influence, coaching, mentorship, and strategic vision while fostering a high-performance culture focused on accountability and continuous improvement.
• Leverage agency, vendor, and internal resources effectively to maximize organizational efficiency and business outcomes.
• Balance short-term business needs with long-term growth objectives and strategic initiatives.
• Measure success through leadership effectiveness, team development, portfolio performance, business impact, and achievement of organizational objectives.

Requirements

• Bachelor’s degree in marketing or a related field with ten or more years of proven marketing experience.
• Preferred experience in senior living, healthcare, real estate, or agency environments.
• Experience in a lead generation environment.
• Minimum of 5+ years of direct people leadership experience, including managing, coaching, and developing senior-level marketing professionals and people leaders.
• Minimum 6+ years of analysis and reporting experience.
• Experience developing short- and long-term marketing strategies with traditional and non-traditional marketing channels, and creating sales-driven messaging.
• Ability to track, analyze, and report on ROI data.
• Financially savvy with experience managing budgets, GL codes, P&L reports, and forecasting.
• Working knowledge of Customer Relationship Management software.
• Ability to thrive in a high-pressure environment with an innovative spirit, receptive to change and substantial organizational growth.
• Superior communication skills with the ability to present to senior teams and investment partners.
• Intense work ethic with a dedication to teamwork.
• Strong attention to detail and deadlines.
• Multitasking skills for handling multiple projects across divisions.
• 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 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: Ability to articulate data and present to senior teams and investment partners; ability to track, analyze, and report data on ROI, including Cost Per Lead, Cost Per Move-In, and Cost Per Channel; excellent writing, grammar, editing, and copywriting skills; ability to thrive and multitask in a fast-paced, high-pressure environment.

Work Environment

Works primarily indoors in a climate-controlled setting.

Physical Requirements

• 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 the ability to adjust focus.