Senior Vice President Marketing & Communication

Senior Vice President of Marketing & Communications   Position Summary The Senior Vice President of Marketing & Communications is a strategic executive leader responsible for shaping the organization’s brand, lead generation strategy, and internal and external communications. This role drives enterprise-wide marketing initiatives that directly support occupancy growth through high-quality lead generation, brand differentiation, and customer engagement.   As a player/coach, the SVP remains actively engaged in the field, traveling to communities to partner with local teams, evaluating marketing effectiveness, and ensuring strong alignment between marketing strategy and on-the-ground execution. This leader plays a critical role in enabling sales success by delivering effective tools, campaigns, and lead sources that convert to move-ins.   Core Responsibilities Strategic Marketing & Growth Leadership Develop and execute an enterprise-wide marketing strategy focused on lead generation, brand positioning, and measurable impact on occupancy and revenue growth. Drive a diversified lead generation strategy across digital, referral, local outreach, partnerships, and emerging channels to support community sales performance. Partner with Executive Leadership and Ownership to align marketing strategy with growth objectives, acquisitions, and new developments. Establish clear KPIs tied to lead volume, lead quality, cost per lead, and marketing ROI.   Player/Coach Leadership & Community Engagement Act as a hands-on, field-engaged leader, regularly traveling to communities to assess marketing effectiveness and support local execution. Partner with community leaders and sales teams to ensure marketing efforts are effectively generating and converting leads. Provide coaching and guidance on local marketing execution, events, partnerships, and outreach strategies. Identify gaps in lead generation or brand execution and implement targeted solutions. Reinforce accountability and best practices across all communities.   Lead Generation & Marketing Execution Oversee development and execution of integrated marketing campaigns that drive qualified traffic and inquiries. Ensure all communities have effective, localized marketing plans aligned with enterprise strategy. Lead digital strategy, including website optimization, SEO/SEM, social media, paid campaigns, and reputation management. Continuously evaluate and improve lead sources, conversion pathways, and customer journey performance. Support new development and acquisition communities with pre-opening marketing strategies and brand rollout.   Communications & Brand Leadership Own the organization’s internal and external communications strategy, ensuring clear, consistent, and compelling messaging. Lead corporate communications, including executive messaging, organizational updates, and change management initiatives. Oversee public relations, media engagement, and reputation management efforts. Provide leadership in crisis communications, ensuring preparedness and effective response. Ensure brand integrity and consistency across all marketing channels, materials, and community touchpoints.   Team Leadership & Development Build and lead a high-performing marketing and communications team. Foster a culture of innovation, accountability, and continuous improvement. Mentor and develop team members while encouraging professional growth and capability building. Promote cross-functional collaboration between marketing, operations, and community teams.   Operational Excellence Oversee marketing budgets, ensuring efficient allocation of resources and strong return on investment. Establish scalable processes, tools, and standards to support consistent execution across the portfolio. Utilize data and analytics to drive decision-making and continuous improvement. Monitor trends, identify recurring challenges, and implement long-term solutions.   Travel & Field Expectations Travel required to communities to maintain strong field connection and ensure effective execution of marketing strategies. Serve as a visible leader and brand ambassador across the organization. Maintain direct insight into market conditions, customer experience, and competitive dynamics.   Qualifications Bachelor’s degree required; advanced degree preferred. Minimum 10+ years of progressive leadership experience in marketing, communications, or related fields, with multi-site or regional responsibility. Senior housing or multi-location service industry experience preferred. Proven success in lead generation, brand leadership, and marketing strategy execution. Strong analytical skills with expertise in marketing performance metrics and ROI. Exceptional communication, executive presence, and presentation skills. Demonstrated ability to operate strategically while remaining tactically engaged in the field.   Leadership Competencies Strategic and data-driven decision-making Influential communicator and brand storyteller Collaborative and field-engaged leadership style Results-oriented with focus on measurable impact Talent development and team leadership