Vice President, Marketing

3 months ago

Markham, Canada Sienna Senior Living Full time

Sienna Senior Living (TSX: SIA), is one of Canada’s largest owners and operators of 81 seniors’ living residences, in addition to managing 12 residences for third parties. We offer care, support, services and housing in Aspira Retirement and Long Term Care to seniors/residents and their families. At Sienna, we empower our 12,000 team members across Ontario, British Columbia, Saskatchewan and Alberta to help residents live the life they desire and deserve. Our purpose is simple: to cultivate happiness in daily life

**What you will be doing**:

- Develop a deep understanding of the customer journey, perceptions, segments, and expectations to effectively articulate and refine the brand promise. Ensure that all marketing strategies and plans are aligned with our business metrics and overarching company goals.
- Craft and implement comprehensive marketing strategies that drive leads, increase occupancy, and enhance customer satisfaction. Oversee the planning process to ensure that marketing efforts are coordinated and cohesive.
- Regularly assess the effectiveness of our product offerings, pricing strategies, promotional activities, and distribution channels. Utilize data-driven insights to optimize marketing campaigns and increase leads for occupancy.
- Utilize the Net Promoter Score (NPS) to gauge and improve customer satisfaction, aligning efforts to boost overall experience and satisfaction levels.
- Use analytics, comprehensive reporting, and competitor comparison to identify strategic gaps and opportunities for improvement in our marketing efforts.
- Conduct customer research, competitive tracking and marketing analysis to maintain a comprehensive understanding of customer needs and enhance marketing programs.
- Oversee the management of the brand website to ensure consistent brand representation and end user functionality.
- Collaborate and influence across the business to balance national and local marketing requirements, optimizing results while maintaining brand integrity.
- Effectively manage the marketing budget to optimize the media mis and performance marketing metrics.
- Develop and execute a content strategy and plan to attract prospects, engage with customers and connect with industry partners, building trust and an emotional connection with the brand
- Lead the marketing team with a focus on fostering expertise, sharing best practices, and developing skillsets. Inspire and mentor team members to achieve excellence through strategic guidance and professional development.

**Who you are**:

- You hold a Degree in Business and/or Marketing.
- You bring 10 years plus of progressive senior leadership experience in marketing within hospitality, retail, consumer packaged goods, or a related industry, preferably within a publicly traded company.
- You have a proven track record of successfully building and enhancing brands in highly competitive markets, ensuring they stand out distinctly.
- You possess the capability to generate substantial leads, meeting short-term business objectives with a high degree of accountability.
- You possess strong leadership skills with the ability to manage and motivate a diverse team.
- You have expertise in developing and executing marketing strategies that are tightly aligned with business objectives.
- You exhibit excellent analytical abilities and excel at data-driven decision making.
- Your superior communication and interpersonal skills enable you to collaborate effectively and influence at all organizational levels.

**What you need to know**:

- You must successfully pass a Background Check.
- Sienna Senior Living is committed to employment equity, diversity, and inclusion in the workplace. In accordance with provincial regulations, upon request, support will be provided for accommodations throughout the recruitment, selection, and assessment process_

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