Director, Digital Marketing

Regency Oaks Clearwater•Des Moines, IA

8h•$133,000 - $166,000

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 will progressively expand selected digital capabilities in-house, establish a reliable operating model, and ensure 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 Digital Marketing Manager, Marketing Specialist, and Marketing Technology Manager. The Director will also identify and plan staged capability hiring with an approved business plan. LCS is a growing organization focused on making a positive difference in the lives of seniors. Its culture emphasizes hospitality, community involvement, professional growth, and collaboration.

Requirements

Bachelor's degree in Marketing, Business, Communications, 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.
Ability to lead and develop teams while managing multiple strategic initiatives and priorities.

Nice To Haves

Experience leading digital marketing within a multi-location, multi-brand, senior living, healthcare, hospitality, real estate, or consumer services organization.
Experience with Salesforce CRM and Salesforce Marketing Cloud and alternative marketing automation platforms.
Experience putting AI-powered tools to practical use in day-to-day 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 supporting corporate, community, consumer, and growth objectives.
Provide strategic and hands-on leadership for websites, technical and on-page SEO, AI/search visibility, Google Ads and Microsoft Ads, landing pages, conversion optimization, email marketing, marketing automation, and related digital capabilities.
Lead the evolution of LCS's digital customer journey in partnership with Marketing and Sales to improve how prospective residents and customers discover, engage with, and convert through digital experiences.
Oversee the marketing technology ecosystem, including website development and management, web forms, lead routing, campaign attribution, field mapping, data flows, analytics, digital platforms, integrations, and emerging technologies.
Partner with the Senior Director, Marketing and other marketing leaders to translate B2C, community, brand, content, and campaign strategies into effective digital experiences and channel strategies.
Partner with Sales, Operations, and community leadership to ensure digital marketing programs support lead generation, prospect engagement, occupancy, revenue, and broader business objectives.
Establish digital performance measures, conversion tracking, reporting, and analytics using tools such as GA4, Google Tag Manager, and Google Search Console; evaluate effectiveness, identify opportunities, optimize investment, and provide actionable insights.
Lead digital agency, technology vendor, and external partner relationships within assigned areas, setting performance expectations and ensuring investments deliver appropriate business value.
Evaluate emerging technologies, platforms, AI capabilities, consumer behaviors, and digital marketing practices, recommending opportunities to strengthen LCS's marketing capabilities and competitive position.
Hands-on development, management, and continuous improvement of enterprise and community websites, including landing pages, forms, integrations, testing, and publishing workflows; partner with the internal Salesforce team and 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 that promote consistency, scalability, data integrity, and effective execution.
Lead and manage the team, including hiring, training, coaching, performance evaluation and management, compensation allocation, employee relations, and terminations.
Perform other duties and responsibilities as assigned.
Identify and plan staged capability hiring with an approved business plan.