Director of Digital Marketing

3 weeks ago

Newton, United States AlerisLife Inc. Full time

About the Team

We’re a team of mission-driven individuals with a hunger for purposeful innovation and making a difference in the lives of others. We keep our values of People First, Trust Matters, Moving Forward and Passion for Life at the center of what we do and who it serves - our people. We welcome diverse backgrounds, ideas and life experiences. At AlerisLife and our Operating Divisions you’ll find a dedication to one another that’s profound, where everyone plays a role in the success of others. What’s more, we have a respect for the commitments we all have outside of work - and the trust and flexibility to attend to them.


Summary:
Newton, MA fixed hybrid schedule, 3 days in office

As the Director of Digital Marketing, you will manage the digital marketing ecosystem of Aleris Life/Five Star Senior Living to help our 136 senior living communities achieve their business goals while standardizing corporate processes and maximizing return on investment.


Responsibilities:

  • Lead a team of three including a website manager, an email marketing manager, and a social media manager as well as 3rd party agencies to develop and execute a holistic digital marketing strategy.
  • Drive and execute data-driven lead generation campaigns via SEM, SEO, paid and organic search, display advertising, email marketing, social media marketing, and other appropriate channels.
  • Continually optimize each stage of the marketing funnel to increase qualified leads and conversion.
  • Calculate and execute digital marketing plans to help each community to meet their stated sales goals.
  • Ensure brand and community websites provide optimal, customer-focused user experiences.
  • Lead Digital Marketing’s collaboration with Brand and Content teams to develop campaigns built around segmentation, opportunity stage, business line, persona, and other attributes to achieve business goals.
  • Partner with IT business teams to ensure full integration of software applications, data flow and classification.
  • Proactively improve overall campaign processes, including AI conversion, and identify new opportunities to test, measure, and scale.
  • Establish and continue to evaluate and scale best practices, KPIs, and conversion metrics.
  • Analyze campaign reporting, dashboards, and return on advertising spend (ROAS) to optimize digital marketing efforts and investments on an ongoing basis.
  • Stay current on marketing, media, technology, and industry trends and requirements.

Requirements:

  • Bachelor’s degree required with a major in Digital Marketing, or related field.
  • Minimum 7-10 years of hands-on experience in growth marketing and/or acquisition/performance marketing, within senior living, hospitality, or other complex, customer-focused, multi-site businesses/industries.
  • Evangelist for rigorous, data-driven, test-and-learn marketing.
  • Direct experience building end-to-end customer campaigns using Salesforce/Sales Cloud and Pardot.
  • Tech-savvy and current on digital marketing tools, platforms, and best practices.
  • Strong working knowledge to confidently lead technical conversations that include tagging, conversion tracking, and audience segmentation.
  • Excellent written and communication skills.
  • Strong business acumen with a data-driven approach to generating qualified sales leads, improving processes, and optimizing digital customer experience.
  • Player/coach mentality and ability to achieve results with a small team.
  • Strategic thinker and team player who listens, learns, and leads.
  • Strong relationship management and team-oriented skills to influence and partner across functions and organizations.
  • Action-oriented and able to manage and prioritize deadlines and requests.
  • Self-starter with ability to solve business challenges and act as an advocate for positive transformation.
  • Ability and willingness to work in a hybrid environment, 3 days in-office in Newton, MA + 2 days remote.
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