Director, Digital Marketing

Life Care Services•Des Moines, IA

About The Position

The Director, Digital Marketing leads LCS’s enterprise digital marketing strategy, capabilities, and technology ecosystem to drive consumer engagement, qualified inquiries, conversion, and measurable business results. This hands-on leadership role owns the digital roadmap and key execution across enterprise and community websites, paid search, technical and on-page SEO, conversion optimization, marketing technology, and digital analytics. The Director partners with Marketing, Sales, Operations, Technology, Data & AI, and community leaders to translate business and consumer needs into integrated digital strategies. The role progressively expands selected digital capabilities in-house, establishes a reliable operating model, and ensures platforms, data, and digital experiences support corporate and community growth while maintaining privacy, security, brand quality, and operational continuity. This position reports to the SVP, Chief Marketing Officer and provides leadership oversight for the Marketing Manager and Marketing Technology Manager. The Director is responsible for identifying and planning staged capability hiring with an approved business plan, and for effectively managing and leading the team, including hiring, training, coaching, performance management, compensation allocation, employee relations, and terminations. The role leads the development and execution of the enterprise digital marketing strategy; oversees websites, SEO, AI/search visibility, paid search, landing pages, conversion optimization, email marketing, automation, and related digital capabilities; and evolves the digital customer journey. It manages the marketing technology ecosystem and works with the internal Salesforce team and Marketing Technology Manager on automation, lead routing, attribution, integrations, and data flows. The Director establishes digital standards, governance, performance measures, reporting, and analytics, manages agency and vendor relationships, evaluates emerging technologies and practices, and continuously improves enterprise and community websites and digital programs. LCS describes itself as an organization serving seniors, with a collaborative culture, volunteer and community involvement, professional growth opportunities, and a commitment to integrity and transparency. The position requires travel 11–25%. Estimated salary is $133,000–$166,000; actual title and salary may reflect a range of relevant factors. A post-offer background check, including references, is required.

Requirements

Bachelor’s degree in Computer Science, Information Systems, Digital Marketing, or a related field, or an equivalent combination of education and experience.
10+ years of progressively responsible experience in digital marketing, marketing technology, digital strategy, web development, or a related discipline, including strategic ownership, hands-on delivery, and leadership experience.
Demonstrated experience personally developing, launching, or materially operating complex enterprise or multi-site websites and digital programs.
Direct operating knowledge of technical and on-page SEO, Google Ads and Microsoft Ads, website strategy, landing pages, conversion optimization, digital customer journeys, and digital analytics; agency oversight alone does not meet this requirement.
Ability to establish reliable conversion tracking; use GA4, Google Tag Manager, and Google Search Console; recognize unreliable data; and connect digital activity to lead quality, downstream sales activity, and financial outcomes where data are available.
Experience leading cross-functional initiatives and partnering effectively with Marketing, Sales, Technology, and business stakeholders.
Strong business acumen and ability to connect digital marketing strategy and technology investments to organizational objectives.
Strong leadership, communication, relationship-management, and change-management skills.
Demonstrated ability to lead and develop teams while managing multiple strategic initiatives and priorities.

Nice To Haves

Experience leading digital marketing in a multi-location, multi-brand, senior living, healthcare, hospitality, real estate, or consumer services organization.
Experience with Salesforce CRM and Salesforce Marketing Cloud or alternative marketing automation platforms.
Experience putting AI-powered tools to practical use in marketing operations, including content creation, SEO and AI/search visibility, reporting, audience insights, and workflow improvement.
Experience implementing or evolving marketing technology, attribution, and lead management.

Responsibilities

Lead development and execution of the enterprise digital marketing strategy, including priorities, roadmaps, releases, and a phased insourcing plan.
Provide strategic and hands-on leadership for websites, technical and on-page SEO, AI/search visibility, Google Ads, Microsoft Ads, landing pages, conversion optimization, email marketing, marketing automation, and related capabilities.
Improve the digital customer journey in partnership with Marketing and Sales.
Oversee marketing technology, including website development and management, forms, lead routing, campaign attribution, field mapping, data flows, analytics, platforms, integrations, and emerging technologies.
Translate B2C, community, brand, content, and campaign strategies into effective digital experiences and channel strategies in partnership with marketing leaders.
Partner with Sales, Operations, and community leadership to support lead generation, prospect engagement, occupancy, revenue, and business objectives.
Establish digital performance measures, conversion tracking, reporting, and analytics; evaluate effectiveness, identify opportunities, optimize investment, and provide actionable insights.
Lead agency, technology vendor, and external partner relationships within assigned areas, setting performance expectations and ensuring business value.
Evaluate emerging technologies, platforms, AI capabilities, consumer behaviors, and digital marketing practices, and recommend opportunities to strengthen marketing capabilities and competitiveness.
Develop, manage, and continuously improve enterprise and community websites, including landing pages, forms, integrations, testing, and publishing workflows.
Partner with the internal Salesforce team and the Marketing Technology Manager to improve marketing automation, lead routing, campaign attribution, and marketing data flows.
Establish digital marketing and marketing technology standards, governance, processes, and best practices to support consistency, scalability, data integrity, and effective execution.
Manage and lead the team, including hiring, training, coaching, evaluating performance, allocating compensation, handling employee relations issues, and managing terminations.
Identify and plan staged capability hiring with an approved business plan.
Perform other duties and responsibilities as assigned.