Five Star Senior Living
VP of Marketing
Five Star Senior Living, Boston, Massachusetts, us, 02298
Key Responsibilities
ABOUT THE JOB
The VP of Marketing will be responsible for creating and executing the vision and marketing strategy based on the overall mission, vision, values, customer promise and enterprise strategy. The Head of Marketing will provide leadership and management of the company's marketing function. The primary goal of the position will be to drive the company's marketing efforts to develop brand awareness, drive revenue, and provide the tools and resources for geographically distributed sales teams and community leaders to achieve goals through effective marketing strategies and programs. This role will work extremely closely with the Leader of Sales to co create and execute the end-to-end customer journeys. Both the marketing and sales leader roles are critical to improve and accelerate performance of the business. Performance Marketing is the genesis of one-third of our customers, with partnerships and localized efforts responsible for the balance. This position will cultivate and expand our ability to drive demand online and offline. The role requires a strong communicator and collaborator who builds trust cross functionally.
ABOUT YOUPurpose and Meaning
- You have an authentic connection to our vision, mission and values that helps you advance our culture and keep People First at all times.Advancing Others
- Whether it's for our customers or team members, you are known as someone committed to advancing others by supporting their continuous growth and leading them to achieve results. You get it - positive team experiences lead to incredible customer moments.Operational Excellence
- You are a systems thinker who encourages a mindset of continuous process improvement and outcomes, believes that ideas can come from everywhere and empowers people to find ways to improve how and what we deliver for our customers and each other.You Are Accountable
- to our team, our customer and our brand(s). You believe that how we achieve results is just as important as what we accomplish together.Let's Do This -
Fast is as slow as we go! You thrive on maintaining the focus on what's now while managing multiple priorities, projects and competing demands and helping others anticipate and embrace what's next.WHAT YOU WILL DO
Lead the corporate marketing function.
Develop, design, implement and promote the marketing vision and strategy for all lines of business across the organization.Manage a team of corporate marketing professionals and provide ongoing leadership, coaching and development.Oversee and enhance digital lead generations strategy, and social media campaigns.Oversee relationships with external digital and creative agency partners.Own the end to end digital and analogue customer journeys as related to communication and demand generation (lead Marketing Cloud configuration & implementation)Track and assess metrics and success criteria for all marketing programs and activities.Analyze target customer information to identify and recommend effective marketing approaches.Develop and manage overall marketing budget
Develop strategic direction for local marketing activities.
Promote an environment designed to develop, coach and mentor sales & marketing professionals throughout the organization.Develop and maintain marketing collateral; training; market studies; competitive analysis and overall marketing support.Direct national, field and community-level activities to craft solutions to occupancy initiatives, and to support local external business development.Support ongoing resident and family engagement as a key source of referrals.
Play a key role in the development and execution of a fully integrated internal and external brand strategy:
Partner with corporate people team & communication function to establish a visual brand identity and messaging architecture; actively promote a widespread and deep understanding of AlerisLife's, mission, vision, values, customer promise and strategy; and reflect throughout content strategy for all 3 corporate brands.Support business growth by enhancing brand equity, awareness and competitive positioning within the marketplace.
THE EXPERIENCES AND SKILLS YOU'LL BRING
Education: Bachelor's degree in Marketing, Business or related field required; Master's degree or MBA preferred.10+ years marketing experience, ideally with multi-unit operations, with a heavy emphasis on digital and brand development.Background in senior living and/or hospitality industries a plus.Vision for and ability to configure optimal digital customer journeysStrong leadership skills. Experience in developing integrated stakeholder engagement and brand reputation management strategies.Successful track record of managing geographically distributed marketing channels in a multi-unit organization, as well as corporate staff.Proven track record of establishing a trusted advisor relationship with key members of the executive leadership team, including the CEO, COO & CFO.Exceptional track record of developing and implementing marketing strategies that have consistently met or exceeded planned objectives - both digitally and offline.Disciplined approach to measuring performance vs pre aligned success criteria and ROI.Ability to think both strategically and tactically, solid business acumen, strategic planning, problem solving and relationship building skills.Excellent communication, analytical, and presentation skills.Interest in developing a deep understanding of consumer preferences within the older adult demographic.Strong team builder with player/coach mentality.Strategic mindset, with ability to make difficult decisionsThe following will be included as key job responsibilities for all people manager roles:
Hires and retains talent that is aligned to the goals and mission of the organization.Builds strong collaborative teams and leads our values by example.Establishes clear goals and expectations for team that advance organizational goals.Provides constructive feedback to reinforce positive behaviors and redirect team members as needed.Encourages open dialogue with team members about growth and development opportunities to help them reach their full potential.
Location Information
Five Star Senior Living's corporate headquarters are located in Newton, Massachusetts. Just 20 minutes outside of downtown Boston, the building features easy access to public transportation and the Massachusetts Turnpike.
ABOUT THE JOB
The VP of Marketing will be responsible for creating and executing the vision and marketing strategy based on the overall mission, vision, values, customer promise and enterprise strategy. The Head of Marketing will provide leadership and management of the company's marketing function. The primary goal of the position will be to drive the company's marketing efforts to develop brand awareness, drive revenue, and provide the tools and resources for geographically distributed sales teams and community leaders to achieve goals through effective marketing strategies and programs. This role will work extremely closely with the Leader of Sales to co create and execute the end-to-end customer journeys. Both the marketing and sales leader roles are critical to improve and accelerate performance of the business. Performance Marketing is the genesis of one-third of our customers, with partnerships and localized efforts responsible for the balance. This position will cultivate and expand our ability to drive demand online and offline. The role requires a strong communicator and collaborator who builds trust cross functionally.
ABOUT YOUPurpose and Meaning
- You have an authentic connection to our vision, mission and values that helps you advance our culture and keep People First at all times.Advancing Others
- Whether it's for our customers or team members, you are known as someone committed to advancing others by supporting their continuous growth and leading them to achieve results. You get it - positive team experiences lead to incredible customer moments.Operational Excellence
- You are a systems thinker who encourages a mindset of continuous process improvement and outcomes, believes that ideas can come from everywhere and empowers people to find ways to improve how and what we deliver for our customers and each other.You Are Accountable
- to our team, our customer and our brand(s). You believe that how we achieve results is just as important as what we accomplish together.Let's Do This -
Fast is as slow as we go! You thrive on maintaining the focus on what's now while managing multiple priorities, projects and competing demands and helping others anticipate and embrace what's next.WHAT YOU WILL DO
Lead the corporate marketing function.
Develop, design, implement and promote the marketing vision and strategy for all lines of business across the organization.Manage a team of corporate marketing professionals and provide ongoing leadership, coaching and development.Oversee and enhance digital lead generations strategy, and social media campaigns.Oversee relationships with external digital and creative agency partners.Own the end to end digital and analogue customer journeys as related to communication and demand generation (lead Marketing Cloud configuration & implementation)Track and assess metrics and success criteria for all marketing programs and activities.Analyze target customer information to identify and recommend effective marketing approaches.Develop and manage overall marketing budget
Develop strategic direction for local marketing activities.
Promote an environment designed to develop, coach and mentor sales & marketing professionals throughout the organization.Develop and maintain marketing collateral; training; market studies; competitive analysis and overall marketing support.Direct national, field and community-level activities to craft solutions to occupancy initiatives, and to support local external business development.Support ongoing resident and family engagement as a key source of referrals.
Play a key role in the development and execution of a fully integrated internal and external brand strategy:
Partner with corporate people team & communication function to establish a visual brand identity and messaging architecture; actively promote a widespread and deep understanding of AlerisLife's, mission, vision, values, customer promise and strategy; and reflect throughout content strategy for all 3 corporate brands.Support business growth by enhancing brand equity, awareness and competitive positioning within the marketplace.
THE EXPERIENCES AND SKILLS YOU'LL BRING
Education: Bachelor's degree in Marketing, Business or related field required; Master's degree or MBA preferred.10+ years marketing experience, ideally with multi-unit operations, with a heavy emphasis on digital and brand development.Background in senior living and/or hospitality industries a plus.Vision for and ability to configure optimal digital customer journeysStrong leadership skills. Experience in developing integrated stakeholder engagement and brand reputation management strategies.Successful track record of managing geographically distributed marketing channels in a multi-unit organization, as well as corporate staff.Proven track record of establishing a trusted advisor relationship with key members of the executive leadership team, including the CEO, COO & CFO.Exceptional track record of developing and implementing marketing strategies that have consistently met or exceeded planned objectives - both digitally and offline.Disciplined approach to measuring performance vs pre aligned success criteria and ROI.Ability to think both strategically and tactically, solid business acumen, strategic planning, problem solving and relationship building skills.Excellent communication, analytical, and presentation skills.Interest in developing a deep understanding of consumer preferences within the older adult demographic.Strong team builder with player/coach mentality.Strategic mindset, with ability to make difficult decisionsThe following will be included as key job responsibilities for all people manager roles:
Hires and retains talent that is aligned to the goals and mission of the organization.Builds strong collaborative teams and leads our values by example.Establishes clear goals and expectations for team that advance organizational goals.Provides constructive feedback to reinforce positive behaviors and redirect team members as needed.Encourages open dialogue with team members about growth and development opportunities to help them reach their full potential.
Location Information
Five Star Senior Living's corporate headquarters are located in Newton, Massachusetts. Just 20 minutes outside of downtown Boston, the building features easy access to public transportation and the Massachusetts Turnpike.