About the Role

The Vice President of Marketing is a senior leadership position responsible for shaping, directing, and executing comprehensive marketing strategies that enhance brand visibility, drive occupancy, and support overall organizational growth. This role will oversee all marketing functions for B2K Development and Ultimate Care brand portfolios, including The Bristal, 305 West End, Encore Luxury Living, Sutton Landing, The Seasons, The Breeze, Elegance at Home, and B2K Development.

As the executive leader of a high-performing marketing team, the Vice President will partner closely with cross-functional departments to ensure cohesive branding, consistent messaging, and strong market positioning across all brands and business lines. This individual must bring a strategic mindset, strong leadership capabilities, and deep experience developing impactful marketing initiatives within the senior living or hospitality sector.

Key Duties & Responsibilities

1. Strategic Planning

• Develop and implement strategic marketing plans aligned with organizational objectives.
• Identify market trends, competitive landscape, and opportunities to position the organization effectively.

2. Team Leadership

• Lead, mentor, and manage a team of marketing professionals.
• Foster a collaborative and high-performance culture within the marketing department.

3. Marketing Policies and Procedures

• Develop, implement, and maintain marketing policies and procedures.
• Ensure compliance with industry regulations and ethical standards.

4. Brand Management

• Oversee the organization's brand strategy and ensure consistent messaging across all channels.
• Maintain brand integrity and positioning in the senior living market.
• Implement brand guidelines and standards across all marketing channels.

5. Campaign Development

• Create and execute integrated marketing campaigns to drive brand awareness, lead generation, and resident acquisition.
• Collaborate with the marketing team to develop marketing material.

6. Digital Marketing

• Lead digital marketing initiatives, including online advertising, social media, blogs and email marketing.
• Stay abreast of digital marketing trends and implement innovative strategies.

7. Website Management

• Oversee the strategic development and maintenance of the organization's website, ensuring it aligns with brand standards and effectively communicates key messages.
• Collaborate with web development teams and vendors to implement enhancements, optimize user experience, and incorporate the latest technologies.
• Lead the creation and execution of a comprehensive content strategy for the website, including relevant and engaging content that appeals to the target demographic.
• Ensure website content remains current, accurate, and reflects the organization's values and services.
• Focus on enhancing the overall user experience on the website, optimizing navigation, and ensuring accessibility for all users, including seniors and their families.

8. Public Relations

• Develop and maintain relationships with media outlets, industry influencers, and community partners.
• Oversee public relations efforts to enhance the organization's reputation.

9. Market Research

• Conduct market research to identify target demographics, assess customer satisfaction, and make data-driven marketing decisions.
• Utilize research findings to refine marketing strategies.

10. Budget Management

• Develop and manage the marketing budget, ensuring cost-effectiveness and maximum return on investment.
• Monitor and report on key performance indicators related to marketing initiatives.

11. Collaboration

• Collaborate with cross-functional teams, including sales, operations, and executive leadership, to align marketing efforts with overall business goals.

12. Additional Responsibilities

• All other tasks as assigned by COO.