Director of Marketing

Let us welcome you to Optima Living.

Optima Living—founded in 2007—owns and operates innovative seniors’ living communities throughout Alberta and BC, taking an unprecedented approach to senior life. Our unique company culture is one where both residents and team members are family.

Optima Living’s North Star, Let us welcome you home, speaks to our underlying principles and the experience seniors discover in our communities. When residents are home, they feel safe, respected, and welcome. Home is where one’s voice is heard, their views matter, and they have freedom of choice.

Optima Living’s mission, vision, and values—respect, dignity, teamwork, and doing the right thing—support and build upon our North Star. Optima Living operates over 2,200 beds providing congregate living options for seniors. These options range from subsidized to luxury, Independent to Assisted Living, Long-term Care to Memory Care, and Residential Mental Health. Summary
The Director of Marketing is responsible for developing and executing marketing and communications strategies. The Director has oversight of all internal and external communications media and investor relations communications. This role leads the conceptualization and implementation of Optima Livings voice internally and externally and drives the strategy for the company through these channels. The Director leads the team to success and collaborates with cross functional internal teams, manages external vendors, and analyzes marketing and communications metrics to optimize performance. Key Responsibilities:
Strategy Development and Implementation

• Formulate overarching marketing and communications strategies for a portfolio of senior communities, in alignment with organizational objectives and industry trends.
• Develop comprehensive marketing plans tailored to target demographics, fostering brand growth, market presence, and awareness.
• Maintain and refine strategies over time, ensuring adaptability to evolving market conditions and consumer preferences.
• Establish key performance indicators (KPIs) and metrics to measure the effectiveness of implemented strategies.
• Regularly assess and analyze campaign performance, leveraging insights to optimize future initiatives and maximize ROI.

Sales Enablement and Lead Generation

• Oversee effective development of sales collateral and resources, enhancing lead conversion efforts.
• Provide guidance and training to sales personnel on effective marketing messaging and strategies.
• Implement lead generation tactics to attract prospective residents, while designing lead nurturing programs to foster engagement and conversion.
• Have clear metrics for measuring effectiveness of such tactics and be nimble to move budget spend to reflect higher value outcomes.

Internal and External Communications

• Establish and drive a multi-channel communications strategy, including but not limited to employees, prospects, residents and investors.
• Oversee and manage the conceptualization, preparation and implementation of all communications material.
• Develop unity of brand voice and maintain brand integrity across all platforms

Team Leadership and Management

• Provide visionary leadership and mentorship to the marketing/communications team, establishing clear objectives and performance goals.
• Implement performance management systems to evaluate individual and team performance, providing regular feedback and coaching for professional development.
• Monitor team performance against goals and objectives, identifying areas for improvement and implementing corrective actions as needed.
• Proactively address team conflicts or issues, fostering a collaborative and supportive work environment.

Digital and Traditional Marketing Implementation

• Oversee digital marketing initiatives encompassing website management, SEO, PPC advertising, email campaigns, and social media outreach including traditional marketing channels, including print ads, direct mail endeavors, and community engagement initiatives.
• Be vigilant in measuring progress and outcomes of spend vs output; ROI on advertising, SEO, paid search, etc.

Budget Administration

• Develop and manage marketing budgets across a network of 35 plus homes, optimizing resource allocation for optimal return on investment.
• Monitor expenses and track marketing expenditures against budgetary constraints and report monthly and forecast quarterly.

Analytics and Reporting

• Assess and refine the performance of marketing campaigns.
• Oversee and review reports on key marketing metrics, leveraging insights to enhance future campaign effectiveness.

Brand Management

• Spearhead the maintenance and reinforcement of the parent brand and individual community brands' identity, ensuring seamless coherence across all marketing platforms and communications.
• Craft brand positioning and messaging strategies to resonate with target audiences, distinguishing the community from competitors.
• Establish and enforce brand guidelines to maintain consistency in visual and verbal brand elements.
• Oversee and implement initiatives to enhance brand awareness for both the parent brand and individual community brands within the local community and target markets.

Brand Swag Management and Online Store Oversight

• Oversee the creation, procurement, inventory management, and distribution of branded merchandise (swag) for both the parent brand and individual community brands.
• Supervise the operation of an online store for branded merchandise, ensuring a seamless and user-friendly experience for internal teams.

Acquisitions

• Oversee the seamless transition of marketing and internal/external communication materials for newly acquired senior homes, including branding, collateral, signage, employee and internal stakeholder communications and digital assets, while adhering to budgetary constraints.

Core Competencies

• Excellent leadership skills with a successful track record of accomplishing strategic and operational goals and objectives.
• Demonstrated success in developing and managing marketing campaigns, advertising, social media, and communications plans.
• Excellent negotiation and communication skills, with the ability to build and maintain effective relationships with internal and external stakeholders.
• Proven ability to plan, schedule and direct employees in a deadline-driven environment in which all team members optimize resources, have an eye for detail, and consistently meet deadlines and project requirements.
• Strong understanding of and experience with digital marketing, responsive websites, online advertising, SEO/SEM, mobile marketing, email marketing, social media, and its effective use.
• Strong management skills; calm and professional as well as the ability to manage multiple and changing priorities with competing deadlines.
• Experienced in successfully leading major change initiatives in a complex matrixed organization.
• Demonstrated ability to function with a high degree of tact and diplomacy.
• Ability to maintain confidentiality.

Education and Experience

• Master's degree in business, marketing or communications is preferred.
• 7 to 10 years of senior management experience in marketing and communications, performing at a strategic level.
• Experience in a complex and highly unionized environment is required.

Benefits of working with Optima Living

• Truly awesome teammates
• Welcoming work environment
• All the usual perks:
  -Dental care
  -Extended health care
  -Life insurance
  -RRSP match
  -Paid time off
  -On-site parking
  -Employee assistance program
  -Vision care

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