Marketing Brand Strategist

About Discovery Senior Living

Discovery Senior Living ranks prominently among the 8 largest senior housing providers in the US, and is nationally renowned for designing, developing, marketing, and operating a multi-brand portfolio of upscale, luxury senior-living communities.

With a 30-year reputation and almost 14,000 existing homes or homes under development, our company is a recognized industry leader with a penchant for excellence and innovation.

Discovery Senior Living is looking for a Marketing Brand Strategist to join our home office team in Bonita Springs, FL.

** POSITION SUMMARY**

This collaborative position will lead marketing and brand strategies for Discovery Senior Living communities across national brands and regional brands. This includes developing quarterly/annual community marketing plans with strategies to support lead generation goals, channel analysis, tracking results and reporting on ROI, investor relations, budget management, monthly performance recaps, and a robust understanding of the competitive landscape and sales objections. They will partner with the Digital Team to communicate digital strategies for community websites and advertising associated with community-wide marketing campaigns, email communications, and platforms designed to support lead generation, lead conversion optimization and reputation marketing. They will also partner and work closely with both the corporate and regional sales teams to develop marketing strategies to support sales occupancy goals and address any sales-related challenges

The Marketing Brand Strategist is directly responsible for managing a Brand Specialist, who will assist in executing collateral, advertising, direct mail, special events plans, social media campaigns, new program launch materials, and community communications.

ESSENTIAL DUTIES AND RESPONSIBILITIES

• Work with the VP of Marketing, on high-level, DSL strategic initiatives to support the current enterprise and future acquisitions and community transitions

• Function as the trusted advisor on brand marketing efforts, developing and executing quarterly/annual marketing plans and strategies for communities across varying brands in order to support lead generation goals.

• Interpret and synthesize competitive knowledge and market research data to develop insight led strategies to inform lead generation decisions and priorities

• Responsible for presenting the marketing component of assigned communities for the company-wide, financial presentations and any monthly focus-community meetings/presentations.

• Manage investor relations including data analysis, reporting, performance calls and any ad hoc requests

• Analyze monthly lead generation performance, tracking results and reporting on ROI by channel

• Oversee and develop community budgets and analyze monthly financials

• Maintain in-depth knowledge and market where appropriate DSL specific programs, such as FlexChoiceSM, FitCamp®, Be Our Guest, Resident Ambassador, Home Sellers, SHINE® Memory Care, etc.

• Become an expert of current and future DSL markets, taking ownership of the business unit through the understanding of the competition and local socioeconomic factors

• Develop a robust understanding of community competitive landscape and sales objections, articulating insights to transform recommendations into innovative integrated marketing campaign strategies

• Partner with corporate and regional sales leaders for ongoing discussions including overall strategy, differentiators, new opportunities and challenges, new competition, and lead generation channel performance to meet occupancy goals

• Strategize special Charity Lead Generation, Grand Unveiling, Open House and Grand Opening events

• Collaborate with Discovery’s in-house creative arm, Discovery Marketing Group to develop new, robust campaigns to support brand awareness and lead generation goals

• Maintain DSL brand standards across all marketing

• Collaborate with the Marketing Communications & Content Manager on community public relations, media engagement, advertorials, editorials and unique, SEO rich community specific content

• Join forces with the Digital Team to communicate strategies for community websites and advertising associated with community-wide marketing campaigns, email communications, and platforms designed to support lead generation, lead conversion optimization and reputation marketing

• Manage a Brand Specialist who will:

• Develop support materials including flyers, advertising, brochures, direct mail, special event plans, new program and presentation materials, community communications, etc. to drive traffic, convert leads and drive revenue growth and move-in goals

• Grow social media engagement through community social channels

• Respond to community reviews

• Assist with onboarding and training new team members on marketing best practices and programs

• Other duties as assigned.

** QUALIFICATIONS**

** Educational Requirements and Experience** :

• Bachelor’s degree in marketing, or other related area of specialty with seven or more years of proven marketing experience
• Preferred senior living, healthcare, real estate or agency experience
• Experience in a lead generation environment
• Minimum four years analysis and reporting experience
• Experience developing short and long-term marketing strategies with traditional and non-traditional marketing channels, and creating sales-driven messaging
• Ability to track, analyze and report on ROI data
• Experience with budget management, GL codes, P & L reports and forecasting
• Knowledge using Customer Relationship Management software
• Ability to thrive in a high-pressure environment
• Innovative spirit, receptive to change and substantial organizational growth
• Superior communication skills with the ability to present to senior teams and investment partners
• Intense work ethic with a dedication to teamwork
• Strong attention to detail and deadlines
• Multitasking skills for handling multiple projects, cross-divisionally
• Critical thinking skills for identifying and addressing concerns
• Ability to build relationships and articulate ideas well
• Excellent grammar, editing and copywriting skills
• Capacity to train and mentor other team members

Benefits:

In addition to a rewarding career and competitive salary, Discovery offers a comprehensive benefit package.

Eligible team members are offered a comprehensive benefit package including medical, dental, vision, life and disability insurances, paid time off and paid holidays. Team members are eligible to participate in our outstanding 401(k) plan with company match our Employee Assistance Program and accident insurance policies.

EOE D/V