Senior Director of Marketing and Brand Experience - South Jordan, United States - Western States Lodging & Management

Description

Are you looking to take the next step in your Marketing career? Western States Lodging and Management is looking for a visionary leader ready to drive a comprehensive marketing strategy within our growing real estate development and management company.

Why Western States Lodging and Management?

At Western States Lodging and Management, we pride ourselves on our commitment to excellence and our unwavering dedication to providing exceptional service to our residents and partners. As a leader in senior living management, we offer a dynamic and collaborative work environment where your talents and ideas are valued. Here's why Western States Lodging is a great place to work:

• Personal Touch Culture: At Western States Lodging, we believe in the power of personal connections. Our Personal Touch culture emphasizes building relationships, understanding individual needs, and delivering tailored solutions to exceed expectations. As a Senior Living Acquisitions Associate, you'll have the opportunity to make a meaningful impact on the lives of seniors and their families through your work.
• Growth Opportunities: Western States Lodging is committed to the professional development and growth of our team members. As part of our team, you'll have access to ongoing training and opportunities for career advancement. We encourage our employees to take ownership of their roles and contribute to the success and growth of the company.
• Collaborative Environment: We believe that the best ideas are born from collaboration and teamwork. As a Senior Living Acquisitions Associate, you'll work closely with a diverse and talented team of professionals who are dedicated to achieving our shared goals. Whether you're brainstorming new acquisition strategies or negotiating contracts, you'll have the support and guidance of your colleagues every step of the way.

What does this role look like?

The Senior Director of Marketing and Brand Experience is our expert in all facets of marketing, directing our organization's brand experience efforts focused on creating guest, resident, and business partner happiness. In this crucial leadership position, you will report directly to the Chief Revenue Officer and will be responsible for the creation, execution, and optimization of our marketing efforts within our three business lines. Your role will focus on market research, creative development and production, advertising, digital marketing oversight, and crafting exceptional customer experiences. You will manage and mentor a high-caliber team, fostering an environment that encourages creativity, accountability, and continuous learning. This is an exciting opportunity for an intrapreneurial-minded professional to significantly influence our WSLM brand and sub brands through innovative marketing solutions to grow our business internally and externally.

Marketing Plan Development and Execution:

• Lead the creation, execution, and optimization of integrated and data-driven marketing plans across WSLM's hospitality and multi-family housing business lines, focus areas of real estate development, pharmacy, and human resources, and external business development plans.
• Working with the Director of Brand and Communications, optimize target audience personas along the customer journey for each sector within this role's purview, ensuring strategic alignment with overall business goals and internal and external growth revenue targets.

Team Leadership and Agency Management:

• Mentor and manage a high-caliber in-house marketing team, and agency or freelancer relationships, setting clear objectives and fostering a culture of creativity, innovation, accountability, and continuous learning with the agility to consistently meet the business needs of assigned areas.

Market Insights and Research:

• Develop and maintain a deep understanding of market dynamics, customer insights, and competitive trends through comprehensive market research. Use these insights to inform and adjust marketing strategies and initiatives for all properties within the portfolio.

Collaboration and Alignment:

• Collaborate closely with the Chief Revenue Officer (CRO), sales leaders, brand experience teams, directors of external business development, and other key stakeholders such as VPs to ensure that marketing strategies are well integrated with sales activities, online reputation management, and other corporate initiatives.

Campaign Management:

• Oversee the complete marketing campaign lifecycles, from conceptualization and creation to execution, performance analysis, and refinement to performance. Ensure consistency and performance to identified KPIs across all channels and customer segments.
• Utilize advanced attribution models to evaluate marketing performance and investment, making data-driven decisions to improve ROI.

Digital Transformation, Innovation and Systemization:

• Lead digital transformation initiatives within the marketing function by leveraging the latest technologies in automation, AI, and analytics to enhance bandwidth and performance of in-house marketing team.
• Enhance brand visibility and engagement through innovative multi-channel campaigns, focusing on superior customer experience and engagement.

Strategic Partnerships and Vendor Management:

• Establish and nurture strategic partnerships with external agencies, freelancers, vendors, technology providers, and platform representatives to enhance marketing effectiveness.
• Manage relationships with lead generation channel vendors and stay abreast of the latest marketing tactics and best practices.

Demand Generation:

• Oversee demand generation campaigns on paid and affiliate digital lead generation channels, including PPC and PPI. Coordinate with internal/external resources to meet budgetary forecasts and targets.
• Maintain active communication with regional and corporate sales and business development leaders to optimize sales funnel conversions through continuous troubleshooting and optimization strategies.

Performance Analysis and Reporting:

• Manage comprehensive reporting on campaign spend, efficiency, quality, and volume metrics.
• Conduct regular reporting on the success of campaign KPIs, providing actionable insights and recommendations to drive continuous improvement.

Marketing Funnel Management:

• Develop and implement robust strategies for each segment of the digital marketing funnel: TOFU (awareness), MOFU (consideration), and BOFU (conversion). Coordinate these initiatives with the sales team to ensure alignment with sales goals.

Public Relations:

• Develop and implement a comprehensive public relations strategy for WSLM, aimed at enhancing brand visibility and reputation across key media platforms and stakeholder groups.
• Manage crisis communication, ensuring rapid and effective responses to any negative publicity or emergencies, while maintaining the integrity and positive image of both WSLM and Legacy Retirement Living.

Thought Leadership and Social Media Management:

• Spearhead initiatives to position WSLM as a thought leader in the industries it serves, leveraging media, speaking opportunities, and research publications.
• Collaborating with the Director of Brand and Communications, oversee and drive the social media strategy for WSLM, key corporate executives and it's hospitality business line, including developing and executing a comprehensive process for content creation, approval, and distribution.

Customer Relationship Management:

• Drive initiatives to reduce customer churn, expand lifetime value, and increase the length of stay in our facilities.

Connected Brand Experience:

• Collaborate with operations team to identify and build connected brand experience that anticipate customers wants, needs and desire and deliver accordingly. Create and implement strategies to enhance experiences at each touchpoint, promoting upselling and cross-selling opportunities intra and cross business lines.

Qualifications:

• Bachelor's degree or higher in Marketing, Advertising, Digital Marketing, or a related field
• Minimum of 10 years of experience in marketing, with at least 5 years in a leadership role
• Proven experience in building, leading, and inspiring high-performing marketing teams.
• Demonstrated expertise in strategizing and executing marketing initiatives across various business sectors, especially in real estate, hospitality, or similar industries.
• Solid track record of managing third-party marketing vendors, including agencies and contractors.
• Advanced experience in digital marketing strategies, including paid media channels, SEO, content marketing, data analytics, and technology-driven marketing solutions.
• Proficient in MS Office applications and possess a strong background in database management, able to analyze data and make decisions to optimize agreed-upon performance.
• Outstanding management skills, including remote team management experience
• This is a hybrid position which would require you to be available to be in our South Jordan, Utah office periodically,