Assistant Vice President of Marketing

Discovery Senior Living•Bonita Springs, FL

4d•Remote

About The Position

The Assistant Vice President (AVP) of Marketing is a senior leader responsible for supporting occupancy and NOI growth across various management company portfolios (national, regional, or provincial) through strategic oversight of lead generation and marketing performance. Serving as a trusted advisor to Management Company (ManCo) Marketing teams, this role evaluates campaign effectiveness, identifies opportunities for optimization, provides strategic guidance to maximize marketing ROI, and supports NOI growth. The AVP of Marketing monitors key performance metrics, diagnoses performance gaps, and collaborates with cross-functional partners to enhance lead quality, improve conversion rates, and strengthen overall market competitiveness. This leader ensures marketing initiatives are effectively executed within ManCo organizations and aligned to enterprise and departmental objectives, delivering measurable growth and continuous performance improvement. Reporting directly to the SVP of Strategic Marketing, this leader brings a strong blend of strategic insight, expertise across digital and traditional marketing channels, local-market sensibility, financial acumen, and collaborative leadership. They oversee strategic marketing performance across the assigned management company(s) to drive lead generation efforts through indirect partnership and influence, in partnership with ManCo marketing leaders.

Requirements

Bachelor’s degree in marketing, or other related area of specialty with ten or more years of proven paid media, digital strategy, or related fields
Preferred senior living, healthcare, real estate, or agency experience
Experience in a lead generation environment
Minimum eight years analysis and reporting experience—able to translate data into actionable insights
Deep understanding of integrated marketing channels across both digital and traditional platforms, including paid media (search, display, video, social, native, affiliate), email, direct mail, events, sponsorships, and other performance-driven tactics
Ability to track, analyze and report on spend by channel and ROI data
Experience working in or supporting multi-location businesses (senior living, hospitality, healthcare, or similar industries is a plus).
Meticulous attention to detail and a relentless commitment to accuracy and consistency
Excellent communication skills with the ability to present to teams
Experience with budget management
Knowledge of using Customer Relationship Management software
Ability to thrive in a high-pressure environment
Innovative spirit, receptive to change and substantial organizational growth
Intense work ethic with dedication to teamwork
Exceptional time management and project ownership, consistently delivering against deadlines in a fast-paced, detail-intensive environment
Multitasking skills for handling multiple projects, cross-divisionally
Critical thinking skills for identifying and addressing concerns
Ability to build relationships and articulate ideas well
Excellent grammar, editing and copywriting skills
Capacity to train and mentor other team members
Above average communication skills.
Ability to calculate figures and amounts such as discounts, interest, commission’s proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.
Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.
Ability to articulate data and present to senior teams and investment partners; Ability to track, analyze and report data on ROI including Cost Per Leads, Cost Per Move-In, Cost Per Channel; Excellent writing, grammar, editing, and copywriting skills required. Ability to thrive and multi-task in a fast-paced, high-pressure environment.

Responsibilities

Partner with Marketing leadership on current-year oversight of key initiatives supporting community-level lead generation performance, ensuring alignment, consistency, and operational efficiency across ManCo processes
Oversee the effective implementation of high-impact strategies within ManCo teams to improve lead generation outcomes, enhance lead quality, and accelerate conversion across communities
Function as the trusted advisor on marketing efforts across various management company portfolios, ensuring strategies align with occupancy growth goals and NOI goals
Mentor and support ManCo marketing team members in developing and executing effective marketing strategies that drive community-level impact, providing guidance, coaching, and strategic oversight to strengthen local marketing efforts within their management companies
Assist in onboarding and training marketing team members, sharing best practices and ensuring a consistent approach to program execution
Collaborate with Discovery Senior Living (DSL) Marketing leadership on high-level strategic initiatives to strengthen community lead generation and conversion efforts across the national management company (ManCo) portfolio
Develop deep expertise in the markets DSL serves, understanding the competitive landscape, sales objections, differentiators, new opportunities, and challenges, translating these insights into innovative, integrated marketing campaign strategies
Offer strategic oversight and expertise for annual marketing plans, interpreting competitive intelligence and market research to develop insight-led strategies that inform lead generation priorities, decisions, and goals
Stay informed on market trends, competitor activity, and emerging opportunities to refine lead generation strategies and maintain a competitive edge
Maintain in-depth knowledge of proprietary DSL programs to leverage in market-facing campaigns
Maintain a deep understanding of market-level dynamics, including competitive landscapes and audience behaviors, to inform strategy and performance decisions
Maintain DSL brand standards across all marketing activities, ensuring consistency and alignment with brands
Drive a culture of testing, experimentation, and continuous learning to foster innovation and measurable improvement
Monitor, analyze, and report on lead generation performance trends to inform strategy and enable data-driven decision-making at the enterprise level
Collaborate cross-functionally to identify performance gaps and implement solutions that improve funnel efficiency and overall marketing ROI
Support investor relations by providing marketing strategy insights, data analysis, reporting, performance call presentations, and ad hoc requests
Partner with ManCo Marketing leader on budget development, monthly financial oversight, and strategic allocation of resources for optimal marketing impact
Partner with leadership and ManCo Marketing Leaders to develop and execute high-impact strategies that elevate lead generation, improve lead quality, and accelerate conversion across communities
Partner with In and out of house agencies and ManCo Marketing teams to conceptualize and launch robust campaigns that drive brand awareness, high-quality leads, and measurable occupancy growth as needed
Work closely with sales and operations SME leadership to align marketing strategies to support sales efforts and occupancy goals, ensuring cohesive cross-functional collaboration
Review performance results on a regular basis and provide direction and guidance for best outcomes
Connect with Business Optimization and Assimilation Marketing and Sales leaders to ensure smooth transitions into the established management structure and optimal performance enhancements
Other duties as assigned