Sr. Director of Marketing

Goodwin Living•Alexandria, VA

12d

About The Position

The Sr. Director of Marketing and Communications is a key member of the General Management Team reporting to the CSMO. Overview of Key Responsibilities · Lead and mentor a high-performing team to oversee internal and external marketing and communications functions and serve as a senior leader for relevant business partner relationships · Lead the development of strategic marketing and communications plans and corresponding performance measurement systems for service lines and departments aligned to mission and business goals and with management of internal and external resources to achieve goals · Develop and ensure consistent brand management, messaging and positioning across all channels to achieve mission, culture and business goals · Proactively bring forward new approaches, tools and practices that can lift the impact and goal attainment of marketing and communications plans · Monitor and report on relevant competitor marketing and communications approaches

Requirements

Bachelor’s degree in Marketing, Communications, Business, or related field; Master’s degree preferred.
8+ years of progressive leadership experience in marketing, communications, or brand management.
Proven success developing and implementing integrated marketing strategies that drive growth and brand equity.
Strong leadership, communication and analytical skills.
Experience managing teams, business partners, budgets and complex projects across multiple channels.
Experience in client/business partner relationships with a range of internal stakeholders.
Familiarity with digital marketing tools, CRM platforms, analytics, and content management systems.

Nice To Haves

Master’s degree preferred.

Responsibilities

Planning and Strategy: Develop and implement data-driven, multi-channel marketing and communications strategies, campaigns and projects that align with the organization’s long-term business and culture goals and objectives and those of specific service lines and departments. Serve as primary MarComms lead and advisor for the Goodwin Senior Living Campus Sales Department and thus as a primary developer of strategies, campaigns and projects for campuses. Provide strategic oversight to the Marketing & Communications team members as they draft strategies, campaigns and projects for other internal partners.
Brand and Reputation Management: Oversee brand management, ensuring consistency in messaging and visual identity across all platforms, and guide the maintenance and updates to Goodwin Living brand standards.
Digital Marketing and Content Strategy: Direct digital marketing efforts (AEO, SEO, SEM, social media, email marketing) and content creation (blogs, case studies, website content, social media posts) to generate leads and position the company as a thought leader, inclusive of timely reporting and analytics provided to key stakeholders. Proactively monitor new platforms, tools and resources and bring them forward to consideration.
Internal Communications: Partner with HR and senior leadership to develop and implement an internal communications program that is multi-channel, capable of targeting by service line/department, aligned to strategic business and culture goals and is measured and analyzed regularly for refinement and adjustment.
Creative Development: Develop or guide business partners in the development of overall creative direction generally and for high level campaigns for advertising, collateral and storytelling that highlight experiences and organizational impact.
Business Partner Management: Serve as day-to-day leader for assigned business partner relationships, ensuring planning and alignment on goals, executions and budget. Ensure regular (a minimum of semi-annual) reviews of work performed with and for internal business partners.
Crisis Management: Provide counsel and recommendations for crisis management planning and implementation. Direct any MarComms support needed in the development of content, the execution of communications and any monitoring that is within MarComms purview.
Public Relations: Provide counsel and generate ideas in support of the organization’s PR strategies. Direct any MarComms support such as creating content and coordinating posting to the organization’s website and social media platforms.
Budget Oversight and ROI: Prepare, recommend, and administer assigned components of the corporate marketing budget, ensuring efficient allocation of internal and external resources and monitoring performance metrics and ROI to optimize performance against budget.
Emotional Resilience and Mindfulness: Cultivate a calm, strategic, and resilient team culture by demonstrating mindfulness, particularly in managing (avoiding) negative energy, communicating from a place of seeking to understand, focusing on long-term goals over minor distractions and receiving feedback.
Team Leadership and Development: Lead, mentor, and develop a diverse marketing and communications team, promoting a culture of high performance, accountability, autonomy and continuous improvement.
Cross-functional Collaboration: Work closely with other departments to support their efforts directly or through the development of self-serve tools and resources as well as initial and refresher training provided by Marketing and Communications.