Job DescriptionResponsibilitiesThe Field Marketing Manager is strategic, detail-oriented, and highly execution-focused. This role leads field marketing programs that support more than 500 senior living communities across the organization to drive REVPAR and move-ins, while ensuring alignment with the priorities and needs of Brookdale's six individual regions. The Field Marketing Manager analyzes community, market, and regional performance needs to identify gaps, develop scalable marketing solutions, and support local execution through campaigns, toolkits, reporting, and events. This role requires the ability to operate with urgency and accuracy in a fast-paced, ever-changing environment while managing multiple priorities, stakeholders, budgets, timelines, third-party vendors, and deliverables.
- Own and manage field marketing programs supporting 500+ Brookdale Senior Living communities from initial planning through development, execution, reporting, and optimization to drive REVPAR and move-ins, while ensuring alignment with the priorities and needs of Brookdale's six individual regions.
- Strategize with marketing, sales leaders, operations leaders, and managers to identify gaps in community marketing performance and build targeted lead generation and lead nurture marketing campaigns at the community, market, district, and regional level.
- Analyze community, market, and regional performance data to identify marketing opportunities, source group trends, source group gaps, and priority audiences, including medical and non-medical professionals, prospects, influencers, friends/family/resident, and other locally relevant sources.
- Develop and present written field marketing strategic briefs that define specific marketing situations, regional needs, source group opportunities, target audiences, recommended strategies, execution plans, and success measurements, ensuring resulting strategies are actionable, aligned, and scalable.
- Define program objectives and success measurements, ensure alignment with business objectives, and deliver all aspects of programs locally while ensuring field needs are met.
- Identify key points of difference at the market and community level in collaboration with sales and ensure those differentiators are reflected in related marketing materials, media campaigns, local outreach strategies, events, and field marketing programs
- Own field marketing campaign reporting and optimization, including performance insights, source group learnings, recommendations, and strategic support for sales and operation leaders.
- Drive and execute special projects as assigned, including Program Max/renovations, selected focus markets, high-opportunity community strategies, and local source group targeted programs, such as professional outreach, prospect experience, and friends/family/resident referral initiatives.
- Train sales leaders on market-level implementation of campaigns and toolkits, including any current sales enablement, market planning, marketing materials and/or workflow management systems.
- Partner with marketing and other departmental leaders in various centers of excellence, including but not limited to sales, clinical, operations, creative, and program owners, to problem-solve, share marketing insights, and create aligned marketing strategies.
- Maintain and communicate marketing best practices executed by communities including common themes, successful tactics, and opportunities for broader application.
- Act as a center of excellence for marketing and outreach best practices and responsible for communications of best practices to districts, and communities.
- Ensure all programs are executed on time, on budget, on brand, and in alignment with Brookdale standards, business goals, and community needs.
This job description represents an overview of the responsibilities for the above referenced position. It is not intended to represent a comprehensive list of responsibilities. An associate should perform all duties as assigned by his/her supervisor.
QualificationsEducation and Experience- Bachelors' degree in marketing, advertising, communications, journalism or business-related field required.
- Minimum 5 years of professional experience in a sales/marketing, advertising or communications discipline from a national organization.
- Multi-site marketing experience preferred, but not required.
- Senior living and/or healthcare industry experience strongly valued.
- Experience working in a matrix organization helpful, but not required.
Certifications, Licenses, and Other Special Requirements None
Management/Decision Making Uses good independent judgement to make local marketing strategy decisions, and occasional local marketing budget decisions, using provided market, demographic, performance and budgetary data. Good at collaborative problem solving. Works confidently with sales team district-level leaders and community level peers to guide local marketing strategy decision, and for assigned areas of responsibility, can do so with trusted independence. Communicates clearly and frequently with supervisor, and knows when to bring supervisor into decision-making. Partners well with marketing leadership and peers.
Knowledge and Skills Self-motivated with a demonstrated ability to ramp-up quickly and balance multiple tasks. Demonstrates strong project management skills. Professional and positive approach, self-motivated, team player, ability to work on own initiative. Strong written and oral communication skills Proficiency in Microsoft Office Suite, including PowerPoint, Excel and Word.
Physical Demands and Working Conditions- Standing
- Walking
- Sitting
- Use hands and fingers to handle or feel
- Reach with hands and arms
- Stoop, kneel, crouch, or crawl
- Talk or hear
- Vision
- Requires interaction with co-workers, residents or vendors
- Requires Travel: Occasionally
- Requires Driving: Drives self (Tier 2)
