Senior Manager / Assistant Director of Paid Media Advertising

Discovery Senior Living-posted 18 days ago
Full-time • Mid Level
Bonita Springs, FL
5,001-10,000 employees
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The Senior Manager / Assistant Director of Paid Media Advertising is a strategic, data-driven marketing leader responsible for developing, executing, and optimizing paid media programs that drive high-quality leads and accelerate occupancy growth across a large portfolio of senior living communities. This role manages the relationship with an external agency, ensuring performance excellence, innovation, and accountability. The ideal candidate brings deep expertise in digital advertising, strong analytical acumen, and a proven ability to manage large, multi-location campaigns at scale.

  • Develop and oversee the paid media strategy across search, social, display, video, programmatic, and other digital channels to support lead generation and occupancy goals.
  • Provide leadership, coaching, and day-to-day management for direct report(s), including goal-setting, performance development, and ensuring high-quality execution of paid media responsibilities
  • Partner closely with the external media agency to set clear strategies, establish performance expectations, and ensure flawless execution.
  • Serve as the internal subject-matter expert on paid media trends, targeting tactics, audience strategies, and emerging technologies.
  • Maintain a deep understanding of market-level dynamics, including competitive landscapes and audience behaviors, to inform strategy and performance decisions
  • Assist with onboarding and training new team members on paid media and conversion optimization best practices
  • Other duties as assigned
  • Review and guide the agency’s campaign builds, optimizations, and creative recommendations to ensure brand alignment and maximum ROI.
  • Own forecasting, pacing, and performance oversight across all channels, ensuring spend efficiency and lead volume predictability.
  • Implement a rigorous test-and-learn roadmap, including creative, audience segments, bidding strategies, and landing page performance, to continuously improve results.
  • Monitor KPIs including cost per lead, conversion rates, occupancy impact, and marketing efficiency ratios.
  • Translate complex performance data into actionable insights and recommendations for senior leadership and community stakeholders.
  • Partner with analytics, CRO, and CRM teams to ensure accurate tracking, attribution, and full-funnel visibility.
  • Work in Microsoft Power BI for reporting and generating insights
  • Collaborate with regional sales leaders, marketing teams, and community leadership to understand occupancy needs and ensure paid media supports priority communities.
  • Work with brand, creative, and content teams to develop high-performing ad assets, messaging, and audience-specific campaigns.
  • Align paid media initiatives with CRM workflows and nurture strategies, ensuring seamless lead management.
  • Manage the ongoing relationship with an external media agency, including deliverable management, and quarterly business reviews.
  • Oversee the annual paid media budget, ensuring accurate allocation across communities, channels, and seasons.
  • Ensure all campaigns comply with industry regulations, accessibility requirements, and brand standards.
  • 6–10+ years of experience in digital marketing or paid media, preferably at scale or within a multi-location environment.
  • Hands-on experience with Google Ads, Meta Ads, Bing Ads, programmatic platforms, and performance analytics tools.
  • Strong analytical skills with the ability to interpret data, identify trends, and guide optimizations.
  • Experience managing agency relationships or leading cross-functional teams.
  • Excellent communication and presentation skills, with the ability to translate technical insights into business-level implications.
  • Bachelor's degree in Marketing, Communications, Business, or equivalent experience.
  • Meticulous attention to detail and a relentless commitment to accuracy and consistency
  • Excellent project management and communication skills with the ability to present to teams
  • Experience with budget management
  • Ability to thrive in a high-pressure environment
  • Innovative spirit, receptive to change and substantial organizational growth
  • Intense work ethic with a 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.
  • Background in senior living, healthcare, or real estate preferred but not required.
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