Senior Vice President of Marketing & CommunicationsPosition SummaryThe Senior Vice President of Marketing & Communications is a strategic executive leader responsible for shaping the organization's brand, lead generation strategy, and internal and external communications. This role drives enterprise-wide marketing initiatives that directly support occupancy growth through high-quality lead generation, brand differentiation, and customer engagement.
As a player/coach, the SVP remains actively engaged in the field, traveling to communities to partner with local teams, evaluating marketing effectiveness, and ensuring strong alignment between marketing strategy and on-the-ground execution. This leader plays a critical role in enabling sales success by delivering effective tools, campaigns, and lead sources that convert to move-ins.
Core ResponsibilitiesStrategic Marketing & Growth Leadership- Develop and execute an enterprise-wide marketing strategy focused on lead generation, brand positioning, and measurable impact on occupancy and revenue growth.
- Drive a diversified lead generation strategy across digital, referral, local outreach, partnerships, and emerging channels to support community sales performance.
- Partner with Executive Leadership and Ownership to align marketing strategy with growth objectives, acquisitions, and new developments.
- Establish clear KPIs tied to lead volume, lead quality, cost per lead, and marketing ROI.
Player/Coach Leadership & Community Engagement- Act as a hands-on, field-engaged leader, regularly traveling to communities to assess marketing effectiveness and support local execution.
- Partner with community leaders and sales teams to ensure marketing efforts are effectively generating and converting leads.
- Provide coaching and guidance on local marketing execution, events, partnerships, and outreach strategies.
- Identify gaps in lead generation or brand execution and implement targeted solutions.
- Reinforce accountability and best practices across all communities.
Lead Generation & Marketing Execution- Oversee development and execution of integrated marketing campaigns that drive qualified traffic and inquiries.
- Ensure all communities have effective, localized marketing plans aligned with enterprise strategy.
- Lead digital strategy, including website optimization, SEO/SEM, social media, paid campaigns, and reputation management.
- Continuously evaluate and improve lead sources, conversion pathways, and customer journey performance.
- Support new development and acquisition communities with pre-opening marketing strategies and brand rollout.
Communications & Brand Leadership- Own the organization's internal and external communications strategy, ensuring clear, consistent, and compelling messaging.
- Lead corporate communications, including executive messaging, organizational updates, and change management initiatives.
- Oversee public relations, media engagement, and reputation management efforts.
- Provide leadership in crisis communications, ensuring preparedness and effective response.
- Ensure brand integrity and consistency across all marketing channels, materials, and community touchpoints.
Team Leadership & Development- Build and lead a high-performing marketing and communications team.
- Foster a culture of innovation, accountability, and continuous improvement.
- Mentor and develop team members while encouraging professional growth and capability building.
- Promote cross-functional collaboration between marketing, operations, and community teams.
Operational Excellence- Oversee marketing budgets, ensuring efficient allocation of resources and strong return on investment.
- Establish scalable processes, tools, and standards to support consistent execution across the portfolio.
- Utilize data and analytics to drive decision-making and continuous improvement.
- Monitor trends, identify recurring challenges, and implement long-term solutions.
Travel & Field Expectations- Travel required to communities to maintain strong field connection and ensure effective execution of marketing strategies.
- Serve as a visible leader and brand ambassador across the organization.
- Maintain direct insight into market conditions, customer experience, and competitive dynamics.
Qualifications- Bachelor's degree required; advanced degree preferred.
- Minimum 10+ years of progressive leadership experience in marketing, communications, or related fields, with multi-site or regional responsibility.
- Senior housing or multi-location service industry experience preferred.
- Proven success in lead generation, brand leadership, and marketing strategy execution.
- Strong analytical skills with expertise in marketing performance metrics and ROI.
- Exceptional communication, executive presence, and presentation skills.
- Demonstrated ability to operate strategically while remaining tactically engaged in the field.
Leadership Competencies- Strategic and data-driven decision-making
- Influential communicator and brand storyteller
- Collaborative and field-engaged leadership style
- Results-oriented with focus on measurable impact
- Talent development and team leadership
