Digital Performance & Analytics Specialist

Sonida Senior Living is one of the nation’s leading operators of independent living, assisted living and memory care communities for senior adults. The Company operates 96 communities that are home to nearly 12,000 residents across 20 states providing comfortable, safe, affordable communities where residents can form friendships, enjoy new experiences and receive personalized care from dedicated team members who treat them family. 

Job Description: 

The Digital Performance & Analytics Specialist is a hands-on digital operator and analyst responsible for both measuring and actively managing Sonida’s digital marketing ecosystem. This role owns digital performance insight and analysis and directly implements improvements across the website, paid media, and local discovery channels.

This role blends analytical rigor with practical execution. The Specialist analyzes performance trends, translates insight into recommendations, and personally executes digital updates, including website edits, campaign optimizations, and local listing management. Working closely with marketing leadership, this role ensures digital channels are accurate, optimized, and continuously improving in support of visibility, engagement, and lead conversion.

Digital Performance & Optimization

• Own digital performance across the company’s website, paid media, local listings, and organic discovery.
• Monitor and optimize conversion paths, landing pages, and lead capture flows.
• Identify friction points in the digital journey and implement improvements to conversion paths and lead capture flows.
• Ensure campaigns and digital touchpoints are technically sound, properly tracked, and optimized.
• Evaluate performance trends and proactively identify what is working, what is not, and why.

Analytics & Performance Insight

• Serve as the primary analyst for digital marketing performance.
• Monitor, analyze, and interpret performance across website traffic, paid media, and digital discovery channels.
• Build and maintain dashboards and reports that provide clear, actionable insight.
• Identify trends, risks, and opportunities tied to visibility, engagement, and conversion.
• Translate performance data into specific optimization recommendations.

Website Ownership & Management

• Own day-to-day website updates, edits, and maintenance within WordPress.
• Implement content updates, page edits, and structural changes using established templates and components.
• Maintain website accuracy, performance, and reliability across marketing initiatives.
• Identify opportunities to improve usability, structure, and conversion.

Paid Media & Local Listings Execution

• Manage and optimize PPC campaigns, primarily within Google Ads.
• Own campaign setup, structure, optimization, and ongoing performance management.
• Manage and monitor performance across a portfolio of campaigns.
• Identify optimization opportunities tied to spend efficiency, engagement, and conversion.
• Own the accuracy, consistency, and optimization of community-level online listings.

Qualifications:

• Hands-on experience managing and maintaining websites, preferably within WordPress, including page edits, content updates, and basic structural changes.
• Direct experience managing PPC campaigns, particularly Google Ads, across multiple campaigns, including setup, optimization, and performance monitoring.
• Strong experience analyzing digital performance data and translating insights into actionable recommendations.
• Experience working with digital analytics and reporting tools to monitor traffic, engagement, and conversion.
• Understanding of conversion optimization, attribution, and digital performance metrics.
• Experience owning or supporting the accuracy and optimization of online listings (e.g., Google Business Profile or similar platforms).
• Comfortable balancing analysis with execution and moving from insight to implementation.
• Detail-oriented, self-directed, and confident owning systems and outcomes.

Experience in senior living, healthcare, or regulated industries is a plus but not required