Job Details

Senior Marketing Manager – Senior Living & Healthcare

CommonSail Investment Group

Overview

The Senior Marketing Manager is responsible for driving the marketing performance of assigned communities across the senior living and healthcare portfolio. This role partners closely with the Director of Marketing to optimize lead generation, enhance the customer journey, strengthen brand presence, and ensure communities achieve their lead and occupancy goals. The Senior Marketing Manager collects market assessments, oversees campaign planning, reviews analytics with digital agency partners, and day-to-day marketing needs—acting as the primary marketing liaison for communities and a strategic connector across internal departments and digital agency partners.

This position requires for a leader who truly understands local market dynamics, built through strong, direct relationships across their region and specifically, close partnership with regional sales and operations leaders. With a deep grasp of senior living and healthcare buyer behavior and a commitment to trust-first communication, the Senior Marketing Manager ensures every initiative is on-brand, clearly coordinated across teams, and purposefully designed to deliver measurable growth.

Focus Areas

1. Communities & Markets

Knowledge

• Deep understanding of community-level goals, audience segments, market dynamics, competitive landscape, and revenue insights.

Plans

• Lead Community Assessment Marketing Plans.
• Define measurable goals and expected outcomes for each community.
• Manage plan approval, rollout, and performance evaluation.

Messaging

• Develop market-specific messaging tailored to seniors, families, and healthcare decision-makers.
• Ensure alignment with corporate brand voice, standards, and visual identity.

Tactics

• Lead project intake and direction-setting for community marketing needs.
• Gather project details, develop creative briefs, and guide deliverables.
• Stay aligned on all community-level initiatives, collaborating closely with the project management team to ensure timelines are met.

2. Client Relationships

• Serve as the primary point of contact for assigned region communities—owning the relationship between marketing, operations, and sales.
• Act as the first touchpoint for any issues, opportunities, or needs that impact a community's marketing performance.
• Travel to markets and communities to gather insights, strengthen relationships, and support on-the-ground initiatives.
• Maintain constant communication with internal subject-matter experts across Insights, Digital, Social, Earned Media, Creative, and Operations.
• Manage agency and vendor relationships to ensure high-quality work aligned with objectives.
• Prioritize marketing work and resources based on sales/revenue opportunity and community needs.

4. Marketing Initiatives

• Lead one-off or cross-portfolio marketing initiatives as assigned (e.g., service line campaigns, brand rollouts, digital pilots, special projects).
• Ensure initiatives integrate seamlessly across channels and support organizational goals.

Core Responsibilities

• Conduct market visits, competitive research, and community assessments to identify opportunities, threats, and messaging strategies.
• Enforce and elevate brand standards across all communities, campaigns, and communication channels.
• Lead the development and execution of marketing plans, leveraging both internal teams and agency partners.
• Create and analyze reporting across multiple platforms; extract insights, identify trends, and develop recommendations for campaign optimization.
• Partner closely with Sales to ensure every lead is nurtured effectively and conversions are supported through the customer journey.
• Develop creative briefs and provide clear direction to both internal teams and agency partners.
• Lead the creation and execution of multi-channel campaigns that support occupancy, lead generation, referral engagement, and brand awareness.
• Collaborate with Insights and Digital teams to use data-driven strategies that increase qualified leads and improve customer conversions.
• Present marketing strategies, performance results, and recommendations to internal stakeholders and senior leadership.

Metrics for Success

• Marketing and Sales Goal Targets (KPIs)
  • Monthly lead goals
  • Rolling lead qualification goals
  • Deposits and move-ins
• Leads by Channel
  • Performance and efficiency by digital, referral, offline, and community-level tactics
• Brand Consistency
  • Quality and consistency of messaging and creative across all communities
• Revenue to Target
  • Achievement of occupancy, census, and revenue goals for assigned communities

Required Qualifications

• Bachelor's degree in marketing, Communications, Business, or a related field.
• 5–8+ years of progressive marketing experience; senior living, healthcare, multi-site, or service-based industry experience strongly preferred.
• Demonstrated success managing integrated marketing campaigns, lead generation, and community-level marketing programs.
• Strong analytical skills with the ability to interpret data and translate insights into strategy.
• Excellent communication, relationship-building, and presentation abilities.
• Highly organized with the ability to manage multiple markets and priorities simultaneously.

Preferred Experience

• Familiarity with CRM and marketing automation platforms (Salesforce, Yardi, HubSpot, Canva, Marketing Cloud, etc.).
• Digital understanding in various strategies such as Performance Max (Pmax), retargeting, etc.
  • Being a liaison for digital agency
• Experience managing agency partnerships and cross-functional teams.
• Strategic thinking
• Relationship management
• Creative problem-solving
• Cross-functional collaboration
• Accountability & ownership
• Strong communication and presentation skills