Director of Marketing

7 months ago


Vancouver, Canada Optima Living Full time

**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**
- 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 bran



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