VP of Marketing

Essential Duties and Responsibilities

• Develop and implement comprehensive marketing strategies that support occupancy growth, service line expansion, and organizational priorities.
• Serve as the steward of the MorseLife brand, ensuring consistent identity, transparency, messaging, and positioning across all communications.
• Oversee advertising, marketing campaigns, and promotional initiatives across digital, print, and broadcast channels.
• Develop compelling messaging that highlights MorseLife’s mission, programs, and community impact.
• Oversee the organization’s website, digital platforms, and social media presence.
• Lead digital marketing initiatives including SEO, online advertising, and content marketing.
• Ensure digital platforms effectively support lead generation and brand awareness.
• Manage creation of multimedia content that tells the MorseLife story and showcases its services.
• Oversight of the ongoing collection, management, and reporting of marketing and sales/admissions data that helps optimize ROI and identifies trends for planning efforts.
• Administer repository of market research, which includes information related to MorseLife’s core service area, competitors, and industry trends; monitor key trends and competitive activities.
• Supervise MorseLife’s external market research efforts as they relate to planning, new business, and/or product development efforts, which may include competitive market position analysis, demand projections, and consumer perception studies.
• Ensure the regular delivery of market intelligence to help guide executive-level decision making.
• Direct media relations efforts to strengthen MorseLife’s reputation and visibility.
• Oversee external communications, press releases, publications, and institutional messaging.
• Lead crisis communications planning and response as needed.
• Develop internal communications strategies that keep employees informed and engaged.
• Support leadership messaging and organizational announcements.
• Ensure consistent communication across departments and service lines.
• Support the organization’s strategic planning process in collaboration with executive leadership.
• Facilitate planning sessions and provide strategic insights based on market and competitive analysis.
• Track progress on strategic initiatives and provide updates to leadership.
• Oversee market analysis, competitive market intelligence, and demographic research.
• Provide insights that inform marketing strategies, business development initiatives, and service planning.
• Monitor industry trends and emerging opportunities in senior living and healthcare.
• Cross-functional collaboration with the Vice President of Sales and Business Development to ensure marketing strategies generate qualified leads.
• Collaborate with operations and program leaders to support service line growth.
• Work with development and philanthropy teams to support fundraising communications.
• Lead and mentor marketing and communications professionals.
• Manage external vendors, agencies, and consultants.
• Oversee marketing and communications budgets and ensure efficient resource allocation.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or related field required.
• Master’s degree preferred (MBA, Communications, or similar).
• Minimum of 10–15 years of progressive leadership experience in marketing, communications, or strategic planning.
• Experience in healthcare, senior living, nonprofit, or mission-driven organizations preferred.
• Demonstrated expertise in brand strategy, digital marketing, public relations, and integrated marketing campaigns.
• Strong analytical, strategic thinking, and leadership skills.

Supervisory Responsibility

• This position provides direct supervision of the Film Festival Manager, Director of Business Intelligence Development, Director of Sales and Marketing, Community Liaison, and Director of Creative Design.