Assistant Vice President of Marketing

About Discovery Senior Living

Discovery Senior Living is a family of companies that includes Discovery Management Group, Integral Senior Living, Provincial Senior Living, Morada Senior Living, TerraBella Senior Living, LakeHouse Senior Living, Arvum Senior Living, Discovery Development Group, Discovery Design Concepts, STAT Marketing, and Discovery At Home. With three decades of experience, the award-winning management team has been developing, building, marketing, and managing diverse senior-living communities across the United States. By leveraging its innovative “Experiential Living” philosophy across a growing portfolio in excess of 395 communities and over 35,000 homes in nearly 40 states, and 25,000 dedicated employees, Discovery Senior Living is a recognized industry leader for performance, innovation and lifestyle customization and, today, ranks as the largest U.S. senior living operator.

• Remote Position: Salary + an annual bonus of up to 20% based on performance
• Travel: approximately 10%-20% travel, and follows a typical schedule of 8:00 AM-5:00 PM EST with availability needed outside of regular business hours, including evenings and weekends. Candidates located in the Eastern, Central, or Mountain time zones are preferred.

POSITION SUMMARY

The Assistant Vice President (AVP) of Marketing is a senior leader responsible for supporting occupancy and NOI growth across various management company portfolios (national, regional, or provincial) through strategic oversight of lead generation and marketing performance. Serving as a trusted advisor to Management Company (ManCo) Marketing teams, this role evaluates campaign effectiveness, identifies opportunities for optimization, provides strategic guidance to maximize marketing ROI, and supports NOI growth.

The AVP of Marketing monitors key performance metrics, diagnoses performance gaps, and collaborates with cross-functional partners to enhance lead quality, improve conversion rates, and strengthen overall market competitiveness. This leader ensures marketing initiatives are effectively executed within ManCo organizations and aligned to enterprise and departmental objectives, delivering measurable growth and continuous performance improvement.

Reporting directly to the SVP of Strategic Marketing, this leader brings a strong blend of strategic insight, expertise across digital and traditional marketing channels, local-market sensibility, financial acumen, and collaborative leadership. They oversee strategic marketing performance across the assigned management company(s) to drive lead generation efforts through indirect partnership and influence, in partnership with ManCo marketing leaders.

ESSENTIAL DUTIES AND RESPONSIBILITIES

The following duties are normal for this position. This list is not to be construed as exclusive or all inclusive. Other duties may be required and assigned.

Leadership

• Partner with Marketing leadership on current-year oversight of key initiatives supporting community-level lead generation performance, ensuring alignment, consistency, and operational efficiency across ManCo processes
• Oversee the effective implementation of high-impact strategies within ManCo teams to improve lead generation outcomes, enhance lead quality, and accelerate conversion across communities
• Function as the trusted advisor on marketing efforts across various management company portfolios, ensuring strategies align with occupancy growth goals and NOI goals
• Mentor and support ManCo marketing team members in developing and executing effective marketing strategies that drive community-level impact, providing guidance, coaching, and strategic oversight to strengthen local marketing efforts within their management companies
• Assist in onboarding and training marketing team members, sharing best practices and ensuring a consistent approach to program execution

Strategy & Tactics

• Collaborate with Discovery Senior Living (DSL) Marketing leadership on high-level strategic initiatives to strengthen community lead generation and conversion efforts across the national management company (ManCo) portfolio
• Develop deep expertise in the markets DSL serves, understanding the competitive landscape, sales objections, differentiators, new opportunities, and challenges, translating these insights into innovative, integrated marketing campaign strategies
• Offer strategic oversight and expertise for annual marketing plans, interpreting competitive intelligence and market research to develop insight-led strategies that inform lead generation priorities, decisions, and goals
• Stay informed on market trends, competitor activity, and emerging opportunities to refine lead generation strategies and maintain a competitive edge
• Maintain in-depth knowledge of proprietary DSL programs to leverage in market-facing campaigns
• Maintain a deep understanding of market-level dynamics, including competitive landscapes and audience behaviors, to inform strategy and performance decisions
• Maintain DSL brand standards across all marketing activities, ensuring consistency and alignment with brands
• Drive a culture of testing, experimentation, and continuous learning to foster innovation and measurable improvement

Performance

• Monitor, analyze, and report on lead generation performance trends to inform strategy and enable data-driven decision-making at the enterprise level
• Collaborate cross-functionally to identify performance gaps and implement solutions that improve funnel efficiency and overall marketing ROI
• Support investor relations by providing marketing strategy insights, data analysis, reporting, performance call presentations, and ad hoc requests
• Partner with ManCo Marketing leader on budget development, monthly financial oversight, and strategic allocation of resources for optimal marketing impact

Partnership & Collaboration

• Partner with leadership and ManCo Marketing Leaders to develop and execute high-impact strategies that elevate lead generation, improve lead quality, and accelerate conversion across communities
• Partner with In and out of house agencies and ManCo Marketing teams to conceptualize and launch robust campaigns that drive brand awareness, high-quality leads, and measurable occupancy growth as needed
• Work closely with sales and operations SME leadership to align marketing strategies to support sales efforts and occupancy goals, ensuring cohesive cross-functional collaboration
• Review performance results on a regular basis and provide direction and guidance for best outcomes
• Connect with Business Optimization and Assimilation Marketing and Sales leaders to ensure smooth transitions into the established management structure and optimal performance enhancements
• Other duties as assigned

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skills, and abilities required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Educational Requirements and Experience:

• Bachelor’s degree in marketing, or other related area of specialty with ten or more years of proven paid media, digital strategy, or related fields
• Preferred senior living, healthcare, real estate, or agency experience
• Experience in a lead generation environment
• Minimum eight years analysis and reporting experience—able to translate data into actionable insights
• Deep understanding of integrated marketing channels across both digital and traditional platforms, including paid media (search, display, video, social, native, affiliate), email, direct mail, events, sponsorships, and other performance-driven tactics
• Ability to track, analyze and report on spend by channel and ROI data
• Experience working in or supporting multi-location businesses (senior living, hospitality, healthcare, or similar industries is a plus).
• Meticulous attention to detail and a relentless commitment to accuracy and consistency
• Excellent communication skills with the ability to present to teams
• Experience with budget management
• Knowledge of using Customer Relationship Management software
• Ability to thrive in a high-pressure environment
• Innovative spirit, receptive to change and substantial organizational growth
• Intense work ethic with dedication to teamwork
• Exceptional time management and project ownership, consistently delivering against deadlines in a fast-paced, detail-intensive environment
• Multitasking skills for handling multiple projects, cross-divisionally
• Critical thinking skills for identifying and addressing concerns
• Ability to build relationships and articulate ideas well
• Excellent grammar, editing and copywriting skills
• Capacity to train and mentor other team members

Knowledge, Skills, and Abilities:

Language Skills: Above average communication skills.

Mathematical Skills: Ability to calculate figures and amounts such as discounts, interest, commission’s proportions, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.

Reasoning Ability: Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form. Ability to deal with problems involving several concrete variables in standardized situations.

Other Skills and Abilities: Ability to articulate data and present to senior teams and investment partners; Ability to track, analyze and report data on ROI including Cost Per Leads, Cost Per Move-In, Cost Per Channel; Excellent writing, grammar, editing, and copywriting skills required. Ability to thrive and multi-task in a fast-paced, high-pressure environment.

ENVIROMENTAL AVAILABILITY

Works primarily indoors in a climate-controlled setting.

PHYSICAL REQURIEMENTS

The physical demands described below are representative of those that must be met by an individual to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. While performing the duties of this job, the employee is regularly required to sit, talk or hear for extended periods of time. The employee frequently is required to use hands or fingers to handle or feel and reach with hands and arms. The employee is occasionally required to stand and walk for extended periods of time. The employee must occasionally lift and/or move up to ten pounds. Specific vision abilities required by this job include close vision, and ability to adjust focus.