Vice President of Marketing

The VP of Marketing will serve as a key member of the senior leadership team, responsible for the development, execution, and oversight of national and local marketing strategies that drive revenue, occupancy, sales performance, and brand distinction in the senior living sector. Our client’s focus is to differentiate itself in the active adult and independent living space, leveraging their trademarked program and quarterly resident-focused magazine to further elevate the organization’s identity and market position.

This individual will oversee all marketing activities including digital, traditional, creative, and communications and will lead internal teams and external marketing partners to achieve aggressive growth and occupancy objectives. The ideal candidate brings a balance of hands-on expertise and high-level strategy, with the ability to implement scalable systems, build strong cross-functional partnerships, and produce measurable results.

Key Responsibilities

Strategic Leadership & National Brand Direction

• Develop and execute a cohesive nationwide marketing vision that strengthens brand identity, supports revenue and occupancy targets, and positions the company as an industry leader.
• Provide strategic leadership across all marketing channels, including digital marketing, creative, communications, public relations, and advertising.
• Lead the strategic extension and promotion of trademarked brand programs and branded publications.
• Collaborate with executive leadership to align marketing strategies with organizational priorities and growth objectives.

Sales & Occupancy Growth

• Develop and implement comprehensive sales and marketing plans that drive occupancy performance across multiple communities nationwide.
• Partner closely with regional and property-level leasing and operations teams to improve lead conversion, enhance customer experience, and exceed performance targets.
• Ensure consistency in messaging, positioning, and execution across all communities.

Digital Marketing & Innovation Oversight

• Oversee and guide all digital strategy, including SEO, paid advertising, email marketing, social media campaigns, website optimization, and digital brand presence.
• Manage and evaluate the performance of third-party agencies and consulting partners to ensure strong ROI and measurable results.
• Leverage emerging trends and technologies to continuously innovate and enhance competitive advantage.

Data & Analytics

• Establish and monitor KPIs to measure marketing performance and market conditions; use data to make informed strategic decisions.
• Produce regular executive-level reporting and presentations that translate complex analytics into proactive business recommendations.

Site-Level Strategy & Local Market Enablement

• Support property-level teams in developing localized marketing plans that reflect unique market demographics and demand drivers.
• Provide training, tools, and resources that empower site teams to execute effectively and deliver consistent results.

Executive Communication & Collaboration

• Serve as the primary marketing voice within the executive leadership team.
• Present strategic plans, performance insights, and growth opportunities clearly and persuasively to ownership and senior leadership.

Team Leadership

• Build, mentor, and lead a high-performing marketing department, including digital, creative, and communications functions.
• Foster a collaborative culture that values innovation, accountability, and excellence.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field; advanced degree preferred.
• 8 years of progressive marketing leadership experience, preferably within property management, senior living, or residential real estate; proven ability to drive sales and occupancy performance.
• Demonstrated expertise in digital marketing strategies including SEO, paid media, social media, email campaigns, and analytics.
• Experience overseeing and evaluating outside marketing partners and agencies.
• Strong data analytics skills with the ability to analyze and interpret metrics to guide decision-making.
• Exceptional executive-level communication, presentation, and leadership capabilities.
• Proven ability to anticipate challenges, develop innovative solutions, and ensure tactical execution.
• Highly organized, detail-oriented, and able to manage multiple priorities and deadlines.
• Proficiency in Microsoft Excel for reporting and analysis.
• Strategic and visionary mindset with deep experience executing both high-level planning and tactical implementation.