Director Of Digital Marketing

Work With Purpose

At AlerisLife we’re dedicated to advancing the lives of all we serve - from our residents to each and every one of our team members. With a mission-driven mindset and a desire to make a difference in the lives of others, our team members enjoy a work culture that is uniquely supportive of their professional and personal lives. A place where they can advance others, and themselves.

About the Team

We’re a team of mission-driven individuals with a hunger for purposeful innovation and making a difference in the lives of others. We keep our values of People First, Trust Matters, Moving Forward and Passion for Life at the center of what we do and who it serves - our people. We welcome diverse backgrounds, ideas and life experiences. At AlerisLife and our Operating Divisions you’ll find a dedication to one another that’s profound, where everyone plays a role in the success of others. What’s more, we have a respect for the commitments we all have outside of work - and the trust and flexibility to attend to them.

About you. . .

• Purpose and Meaning – You have an authentic connection to our vision, mission and values that helps you advance our culture and keep People First at all times.
• Advancing Others – Whether it’s for our customers or team members, you are known as someone committed to advancing others by supporting their continuous growth and leading them to achieve results. You get it - positive team experiences lead to incredible customer moments.
• Operational Excellence – You are a systems thinker who encourages a mindset of continuous process improvement and outcomes, believes that ideas can come from everywhere and empowers people to find ways to improve how and what we deliver for our customers and each other.
• You Are Accountable – to our team, our customer and our brand(s). You believe that how we achieve results is just as important as what we accomplish together.
• Let’s Do This - Fast is as slow as we go! You thrive on maintaining the focus on what’s now while managing multiple priorities, projects and competing demands and helping others anticipate and embrace what’s next.

Summary: As the Director of Digital Marketing, you will manage the digital marketing ecosystem of Aleris Life/Five Star Senior Living to help our 136 senior living communities achieve their business goals while standardizing corporate processes and maximizing return on investment.

Responsibilities:

• Lead a team of three including a website manager, an email marketing manager, and a social media manager as well as 3rd party agencies to develop and execute a holistic digital marketing strategy.
• Drive and execute data-driven lead generation campaigns via SEM, SEO, paid and organic search, display advertising, email marketing, social media marketing, and other appropriate channels.
• Continually optimize each stage of the marketing funnel to increase qualified leads and conversion.
• Calculate and execute digital marketing plans to help each community to meet their stated sales goals.
• Ensure brand and community websites provide optimal, customer-focused user experiences.
• Lead Digital Marketing’s collaboration with Brand and Content teams to develop campaigns built around segmentation, opportunity stage, business line, persona, and other attributes to achieve business goals.
• Partner with IT business teams to ensure full integration of software applications, data flow and classification.
• Proactively improve overall campaign processes, including AI conversion, and identify new opportunities to test, measure, and scale.
• Establish and continue to evaluate and scale best practices, KPIs, and conversion metrics.
• Analyze campaign reporting, dashboards, and return on advertising spend (ROAS) to optimize digital marketing efforts and investments on an ongoing basis.
• Stay current on marketing, media, technology, and industry trends and requirements.

Requirements:

• Bachelor’s degree required with a major in Digital Marketing, or related field.
• Minimum 7-10 years of hands-on experience in growth marketing and/or acquisition/performance marketing, within senior living, hospitality, or other complex, customer-focused, multi-site businesses/industries.
• Evangelist for rigorous, data-driven, test-and-learn marketing.
• Direct experience building end-to-end customer campaigns using Salesforce/Sales Cloud and Pardot.
• Tech-savvy and current on digital marketing tools, platforms, and best practices.
• Strong working knowledge to confidently lead technical conversations that include tagging, conversion tracking, and audience segmentation.
• Excellent written and communication skills.
• Strong business acumen with a data-driven approach to generating qualified sales leads, improving processes, and optimizing digital customer experience.
• Player/coach mentality and ability to achieve results with a small team.
• Strategic thinker and team player who listens, learns, and leads.
• Strong relationship management and team-oriented skills to influence and partner across functions and organizations.
• Action-oriented and able to manage and prioritize deadlines and requests.
• Self-starter with ability to solve business challenges and act as an advocate for positive transformation.
• Ability and willingness to work in a hybrid environment, 3 days in-office in Newton, MA + 2 days remote.

We Got You

We see and support the whole you. Because investing in you, and all our team members, is the first step in making a difference in the lives of others.

• Comprehensive Medical/Dental/Vision
• 401k + Match
• Bonus Opportunity
• Competitive PTO, Sick & Holidays
• Life, Disability & other supplemental benefits
• Flexible Workplace
• Professional Development Funds
• Wellness Coaching & Personal Support Benefits
• Recognition & Reward Programs

Is This You?

Beyond checking off the boxes, we’re looking for someone who shares our passion and commitment.

• Purpose and Meaning – You have an authentic connection our vision of a world in which the quality of life is ageless, and a desire to advance our culture and keep People First at all times.
• Advancing Others – You advance others, supporting their continuous growth and enabling their achievements. You get it – positive team experiences lead to incredible customer moments.
• You Are Accountable – To our team, our customers and our brand(s). You firmly believe that the way in which we achieve results is just as important as what we accomplish together.
• Operational Excellence – You encourage a mindset of continuous improvement, respect ideas from everywhere, and empower others to elevate how and what we deliver for our customers and each other.
• Let’s Do This – Fast is as slow as we go! You thrive with a focus on the here-and-now, while managing multiple priorities, projects and competing demands, helping others anticipate and embrace what’s next.

EEOC

Alerislife prohibits discrimination against any applicant or employee with regard to or on the basis of race, color, religion, national or ethnic origin, age, ancestry, sex, pregnancy (including pregnancy, childbirth, lactation and related medical conditions), gender, gender identity and expression (including transgender), sexual orientation, mental or physical disability, military status, certain criminal records, genetic information (including characteristics and testing), HIV testing, a personal admission to a facility for the care and treatment of a mentally ill person and taking of parental leave or membership in any other category protected by applicable law. In addition to federal requirements, AlerisLife complies with applicable state and local laws governing nondiscrimination in employment in every location in which the company has communities and/or facilities. This policy applies to all terms and conditions of employment, including, but not limited to, recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.

In addition, AlerisLife expressly prohibits any form of workplace harassment based on race, color, religion, national or ethnic origin, age, ancestry, sex, pregnancy (including pregnancy, childbirth, lactation and related medical conditions), gender, gender identity and expression (including transgender), sexual orientation, mental or physical disability, military status, certain criminal records, genetic information (including characteristics and testing), HIV testing, a personal admission to a facility for the care and treatment of a mentally ill person and taking of parental leave or membership in any other category protected by applicable law. We will not tolerate harassment of employees in the workplace, or in other settings in which employees may find themselves in connection with their employment. Improper interference with the ability of AlerisLifeTesting of New Employment Application’s employees to perform their job duties may result in discipline up to and including discharge. Additionally, retaliation, including intimidation, threats, or coercion, because an employee or applicant has objected to discrimination harassment or retaliation, engaged or may engage in filing a complaint, assisted in a review, investigation, or hearing or have otherwise sought to obtain their legal rights under any federal, state, or local law is prohibited and will not be tolerated.