Job Description

Job Description

Job Description

ESL Marketing Manager

Overview
We are seeking a dynamic and experienced Marketing Manager to join our team and drive brand growth and consistency across our senior living communities. This role offers the opportunity to influence brand strategy, oversee marketing effectiveness, and shape our presence in both existing and new markets. The ideal candidate will possess a strong background in the senior living industry, exceptional project management skills, and the ability to collaborate within a matrixed organization. This role will require close coordination with ESL leadership, community teams, and the NexCore Marketing Team to promote and maintain brand standards, execute marketing initiatives, and optimize resource utilization.

Responsibilities

1. Brand Management:

• Establish and maintain clear marketing brand standards for all five brands, ensuring consistency across existing assets and new developments.
• Serve as the central marketing lead for ESL, providing clear guidance to community teams on brand adherence and resources.
• Act as the final approver for all items featuring the company logo, including uniforms, swag, and marketing materials.
• Oversee the creation and distribution of branded collateral to maintain alignment with brand identity.
• Integrate industry trends by using measurable branding strategies like increasing visibility via referral programs or contributing to thought leadership through articles and white papers.
• Leverage the CRM tools for integrated email drip campaigns to maintain brand consistency across all channels.

1. New Market Development:

• Develop and execute innovative brand strategies for new developments and markets to build excitement and attract attention.
• Ensure a "best-in-class" marketing approach for new community openings, creating compelling campaigns that reflect the ESL brand and our company’s compelling purpose – to disrupt the experience of ageing.

1. Website Management:

• Fully own and manage the look, feel, functionality, and effectiveness of the ESL website.
• Continuously evaluate and improve the website for user experience, SEO performance, and alignment with branding goals.

1. Digital Marketing Strategy:

• Evaluate and oversee digital marketing spend, including SEO and paid advertising, ensuring campaigns deliver maximum ROI.
• Provide actionable insights and manage digital marketing strategies to enhance online visibility and lead generation.
• Set targeted goals for increasing web conversions, informed by inquiry-to-tour conversion benchmarks.

1. Collaboration and Communication:

• Work closely with ESL leadership and the NexCore Marketing Team to align marketing initiatives with organizational goals.
• Foster strong relationships with community teams, ensuring marketing resources and support are readily available and effective.
• Provide consistent updates and reporting on project statuses, outcomes, and budget utilization.

1. Project Management and Execution:

• Act as the primary intake point for marketing requests, prioritizing, managing, and delegating tasks effectively.
• Oversee the creation and execution of marketing collateral, leveraging technology and templates to reduce time and costs.
• Collaborate with internal and external resources, including NexCore’s marketing team and vendors, to deliver on marketing needs.
• Evaluate marketing efforts regularly and recommend strategies for continuous improvement by establishing goals based on sales cycle lengths and activities to yield move-ins. Monitor the impact through CRM dashboards for real-time adjustments.

1. Budget and Resource Management:

• Manage the marketing budget effectively, reallocating resources as needed to optimize results.
• Use historical data and predictive analytics from the CRM reporting to allocate budget efficiently across campaigns.
• Explore cost-effective solutions, such as technology-driven templates, to streamline processes and reduce expenses.

1. Additional Responsibilities:

• Collaborate on PR initiatives as needed, working in partnership with the NexCore team.
• Travel to communities quarterly to twice per year to provide hands-on support, training, and ensure alignment with marketing goals.
• Stay updated on trends in the senior living industry and marketing best practices to maintain a competitive edge.

Qualifications

• Bachelor’s degree in Marketing, Communications, or a related field; equivalent experience in the senior living industry will be considered.
• Proven experience in marketing management, with a strong understanding of brand standards, SEO, and digital marketing.
• Exceptional project management skills, including the ability to manage multiple priorities and deadlines.
• Strong analytical skills, with the ability to interpret data and make informed decisions.
• Excellent relationship-building and communication skills, with experience working in a matrixed environment.
• Willingness to travel to senior living communities as needed.
• Proficiency in marketing technologies and tools for creating, managing, and evaluating campaigns.

If you are passionate about senior living, skilled in project management and marketing execution, and thrive in a collaborative environment, we encourage you to apply for this exciting opportunity.

Disclaimer:

To All Recruitment Agencies – Experience Senior Living does not accept unsolicited third-party resumes.

Experience Senior Living knows that when we welcome different points of view, it makes us better, stronger, and moves us boldly forward in becoming a world-class company. That is why we’re proud to be an Equal Opportunity Employer and encourage all qualified talent to apply. Your application will be reviewed regardless of race, religion, gender, sexual orientation, national origin, disability, age, or veteran status.

If you are interested in applying for a position with Experience Senior Living and need special assistance or an accommodation to use our website, please contact HR@ESLliving.com

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