Senior Director of Marketing
4 weeks ago
Description:
The Senior Director of Marketing will work to strengthen and grow Bayley’s brand and engage stakeholders across sectors as a leading senior care organization in greater Cincinnati and our region. The Senior Director of Marketing will be responsible for overseeing admissions, sales, and marketing for Bayley as well as the Bayley at Green Township campus. This includes understanding organizational, industry and market trends to best connect Bayley with target audiences; developing and implementing a strategic marketing plan; directing the creation of content for all of Bayley’s collaterals and marketing materials; ensuring that content is relevant and compelling to Bayley’s diverse audiences. The Senior Director will set organizational tone, voice and brand and ensure adherence. This position reports to both the President/CEO and the Vice President of Operations. The Senior Director is also responsible for managing all Marketing and Communications staff.
Duties to include but not limited to:
Work with the Director of Communications to strategize, manage and create compelling and engaging content for all Bayley.
Manage consumer and market research to understand current senior living trends.
Effectively leverage communication channels to drive census, influence consumer behavior, and keep abreast of industry markets.
Identify and create compelling, emotional stories that resonate, inspire and motivate engagement with Bayley.
Lead marketing and communications for all Bayley critical products and organizational positioning in the region.
Lead Bayley’s brand to ensure a compelling and consistent experience for stakeholders.
Strategize and manage Bayley’s brand and ensure alignment and adherence across entire organization.
Drive alignment of all copy and content with brand positioning of Bayley.
Lead a team of marketing and communications professionals and coordinate external supports.
Direct and coordinate purchase and/or negotiate paid and donated media placements across multiple channels.
Liaise with creative agencies to assist with Bayley’s creative and brand strategy.
Create a collaborative environment for the marketing team.
Serve on cross-functional committees and teams in support of the organization's mission and goals.
Maintain and support mission, philosophy, goals, and objectives of Bayley.
Responsible for the general morale of all staff. Provide a quality work environment through teaming principles, effective team leadership, and a demonstrated positive attitude. Participate and/or approve the hiring, discipline, development, and evaluation of personnel.
Proactive in the development, maintenance and updating of policies and procedures for the Marketing department functions.
Prepare and implement annual operating budget necessary to support proposed marketing programs and marketing department.
Communicate directly with the Executive Development Director regarding development activities affecting marketing objectives and goals.
Attend and may facilitate monthly Marketing/Sales staff meetings.
Schedule and participate in community presentations to promote programs and services.
Foster, develop and maintain positive and effective relationships with development staff, board members, local community leaders, residents, members and their families.
Serve on community and professional associations in support of the strategic plan and mission of Bayley.
Perform other duties as requested or assigned.
REQUIRED
Bachelor’s degree in related field or equivalent background required.
Demonstrated career experience in admissions, sales, and marketing in senior living to ensure that targeted census and occupancy levels are maintained.
Experience with Customer Relations Management Software programs and data.
Various experiences building a brand in multiple markets, keeping in mind cultural differences across audience segments.
Management experience, including recruiting, training and building teams, preferred.
Superior writing and editing skills; knowledge of AP style; ability to write in a variety of styles/voices.
Excellent verbal communication skills required, including public speaking and presentation skills.
Excellent project management skills, including the ability to balance multiple projects in varying degrees of implementation and understand and manage priorities.
Demonstrated ability to work cooperatively and flexibly as part of a team.
Ability to lift up to 20 pounds.
Occasional local travel to events within the regional area.
Minimum of 5-7 years of editorial, content marketing, senior living sales experience.
CORE COMPENTENCIES:
Accountability to team and self.
· Knowledge of social media including Facebook, Twitter, and Instagram.
· Journalism, PR/communication, agency, publishing and/or professional writing/storytelling background preferred.
PREFERRED
· Graduate degree or equivalent background preferred.
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