Director of Marketing, Business Optimization

Discovery Senior Living•Dallas, TX

19h•Remote

About The Position

The Director of Marketing, Business Optimization serves as the strategic marketing leader for communities assigned to the Business Optimization Group. The role develops and executes focused marketing strategies that stabilize performance, accelerate lead generation, improve lead quality and conversion, support occupancy growth, and deliver measurable return on investment. This leader brings together performance data, market intelligence, financial discipline, and cross-functional expertise to diagnose business challenges and translate them into prioritized, actionable marketing plans. Success requires close partnership with Business Optimization leadership, community and regional teams, Sales, STAT Marketing, Paid Media, Web Operations, corporate subject matter experts, agencies, vendors, and investment partners. The Director leads short- and long-term planning, performance analysis, budget management, investor reporting, campaign strategy, and optimization across assigned communities, with particular focus on positioning each community for sustained improvement and an effective transition back to its original region or division. The role is focused on high-impact strategic work, including performance diagnosis, marketing planning, occupancy support, data analysis, forecasting, campaign optimization, and cross-functional decision support. This role may also support Marketing Assimilation activities as needed.

Requirements

Bachelor’s degree in marketing, or other related area of specialty with eight or more years of proven paid media, digital strategy, or related fields
Minimum five years of 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
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
Ability to thrive and multi-task in a fast-paced, high-pressure environment.

Nice To Haves

Preferred senior living, healthcare, real estate, or agency experience
Experience in a lead generation environment

Responsibilities

Serve as the trusted strategic marketing advisor for communities assigned to the Business Optimization Group, developing focused recovery, stabilization, and growth plans aligned with lead generation and occupancy objectives
Develop and execute quarterly, annual, and community-specific marketing strategies that address immediate performance needs while building sustainable long-term demand
Analyze lead volume, lead quality, conversion performance, channel effectiveness, market conditions, competitive activity, budget utilization, and ROI to identify root causes, risks, and optimization opportunities
Translate performance findings into clear recommendations, priorities, action plans, and success measures for Business Optimization, community, regional, and executive leadership
Lead the marketing component of Business Optimization reviews, focus-community meetings, financial presentations, investor updates, performance calls, and ad hoc reporting requests
Manage community marketing budgets, forecasts, monthly financial reviews, GL coding, spend pacing, and ROI analysis to ensure resources are directed toward the highest-impact opportunities
Build a deep understanding of each assigned community, including its competitive landscape, customer behavior, local socioeconomic factors, product differentiators, sales objections, and occupancy barriers
Partner with Business Optimization leadership, Sales, regional leaders, and operational teams to align marketing priorities with occupancy plans and address community-specific business challenges
Partner with STAT Marketing, Paid Media, Web Operations, and other corporate subject matter experts to lead the development, execution, and optimization of integrated campaigns across web, digital advertising, email, direct mail, social media, reputation, public relations, events, and local outreach
Provide strategic direction for creative briefs, messaging, audience targeting, offers, landing pages, websites, media plans, community collateral, and sales-support materials designed to increase traffic, improve conversion, and support move-in goals
Use market research and competitive intelligence to shape differentiated positioning, locally relevant messaging, and integrated campaign strategies for national and regional brands
Ensure all marketing activity aligns with applicable Discovery brand standards and effectively promotes relevant programs, services, amenities, and community differentiators
Service as a partner to agencies and vendors to resolve execution gaps, and ensure external partners remain aligned with business objectives
Identify emerging performance concerns early, recommend corrective action, and maintain disciplined follow-through against agreed plans and measures
Balance urgent business needs with a sustained focus on strategic priorities, measurable performance improvement, and long-term community health
Leverage internal, agency, and vendor resources effectively as to remain focused on strategy, optimization, decision support, and business outcomes
Create clear transition plans, marketing documentation, and performance narratives that support continuity when optimized communities return to their original regions or divisions
Assist with training and mentoring team members on marketing strategy, reporting, processes, financial stewardship, and performance optimization
Travel to communities and business meetings as needed
Perform other duties as assigned