Overview

Voted by Newsweek in 2024 as one of America's Greatest Workplaces for Diversity Make Lives Better Including Your Own. If you want to work in an environment where you can become your best possible self, join us! You’ll earn more than a paycheck; you can find opportunities to grow your career through professional development, as well as ongoing programs catered to your overall health and wellness. Full suite of health insurance, life insurance and retirement plans are available and vary by employment status. Additional benefits offered include, but are not limited to:

• Tuition Reimbursement
• Pet Insurance
• Adoption Reimbursement Benefits
• Variety of Associate Discounts

 Veterans, transitioning active duty military personnel, and military spouses are encouraged to apply. Please note, Brookdale is committed to complying with all applicable laws and regulations regarding mandatory COVID-19 vaccination. To support our associates in their journey to become a U.S. citizen, Brookdale offers to advance fees for naturalization (Form N-400) application costs, up to $725, less applicable taxes and withholding, for qualified associates who have been with us for at least a year.

Responsibilities

The Product Marketing Manager is responsible for development and execution of key initiatives to differentiate the Brookdale product portfolio driving leads, visits and move-in growth. This position will be responsible for leveraging a knowledge base of marketing strategy, industry insights and internal product line expertise to brief interdepartmental teams and drive our go-to-market strategy for the entire Brookdale product portfolio. This role will be responsible for ongoing planning and management of Brookdale product positioning and messaging that is differentiated, clear and with the ability to be leveraged by the sales and marketing teams. 

Leads Brookdale product line positioning (ongoing) from inception to end results: understand product line unique selling propositions, points of difference, product messaging, and influence of the product line creative execution.

Leads market analysis at the DMA (designated market area) level to identify gaps and key opportunities for the Brookdale product portfolio, including but not limited to; product line media mix, competitive analysis, brand perceptions, and definition of program success measures, aligning with corporate objectives on all aspects of the program.

Develops and presents written briefs to define specific product marketing situations and opportunities, ensuring that resulting strategies and execution are aligned among marketing, sales and field operations leadership.

Develops proactive strategies to scale local and corporate marketing programs for maximum reach and continued industry leadership across the full Brookdale product portfolio.

Owns product marketing campaign reporting and optimization, working with key channel leaders to make performance strategy recommendations for sales and marketing leaders.

Partners with Field Marketing leaders to identify key points of difference for the Brookdale product portfolio at the market and community level.

Drives special projects as assigned, including market research initiatives, high-opportunity corporate and community strategies, and referral source targeted programs.

Partners with cross-functional leaders in various centers of excellence (including, but not limited to, sales, clinical, operations) to develop messaging and content throughout the sales lifecycle, including collateral, case studies, FAQs, data or feature/benefit sheets and more.

Ensure consistent product/service messaging is maintained and leveraged across marketing, sales and communication channels.

Act as a center of excellence for marketing and outreach best practices and responsible for communications of best practices to internal departments, divisions, districts, and communities.

This job description represents an overview of the responsibilities for the above referenced position. It is not intended to represent a comprehensive list of responsibilities. An associate should perform all duties as assigned by his/her supervisor.

Qualifications

Education and Experience

• Bachelors’ degree in marketing, advertising, communications, journalism or business-related field required.
• Minimum 3 to 5 years of professional experience in a sales/marketing, advertising or communications discipline from a national organization.
• Multi-site marketing experience preferred, but not required.
• Senior living and/or healthcare industry experience strongly valued.
• Experience working in a matrix organization helpful, but not required.

 Certifications, Licenses, and Other Special RequirementsNone Management/Decision MakingUses good independent judgement to make local marketing strategy decisions, and occasional local marketing budget decisions, using provided market, demographic, performance and budgetary data. Good at collaborative problem solving. Works confidently with sales team district-level leaders and community level peers to guide local marketing strategy decision, and for assigned areas of responsibility, can do so with trusted independence. Communicates clearly and frequently with supervisor, and knows when to bring supervisor into decision-making. Partners well with marketing leadership and peers. Knowledge and SkillsSelf-motivated with a demonstrated ability to ramp-up quickly and balance multiple tasks. Demonstrates strong project management skills. Professional and positive approach, self-motivated, team player, ability to work on own initiative. Strong written and oral communication skills Proficiency in Microsoft Office Suite, including PowerPoint, Excel and Word. Physical Demands and Working Conditions 

• Standing
• Walking
• Sitting
• Use hands and fingers to handle or feel
• Reach with hands and arms
• Stoop, kneel, crouch, or crawl
• Talk or hear
• Ability to lift: up to 25 pounds
• Vision
• Requires interaction with co-workers, residents or vendors
• Requires Travel: Occasionally
• Requires Driving: Drives self (Tier 2)

 Brookdale is an equal opportunity employer and a drug-free workplace.