Director of Digital Marketing

The Director, Digital Marketing will lead the digital marketing function across the enterprise while translating the digital marketing vision into a cohesive website, mobile, and social media presence experience.  This role will develop and integrate overall strategy with broader company plans to build a world class digital platform that attracts customers and drives brand and business growth.

Key Responsibilities

• Develop and oversee the execution of annual and seasonal digital marketing plans to acquire and inspire customers, grow Revera’s brand relevance and meet financial goals and KPIs;
• Lead the strategic development of all external paid digital channels, from conception to execution. Prioritizes & allocate investments according to a thoughtful balance of brand goals and business requirements;
• Drive the development of our digital footprint analytics infrastructure to track, monitor and report on customer acquisition performance, campaign engagement/retention metrics to identify best practices and continually optimize digital marketing strategies;
• Establish and track key brand and business performance metrics, including but not limited to, customer acquisition & retention by digital channels, cost per lead, site traffic, search engine ranking, online brand reputation, email subscription, open rate, click through, revenue, conversion and unsubscribe rate;
• Develop and manage customer life cycle strategy with careful thought given to the various elements (e.g., awareness, consideration, acquisition, length of stay, customer lifetime value) and the balance and interaction of contributing factors (e.g., personalization, attribution, segmentation, loyalty);
• Ensure a consistent customer experience and executional excellence across all digital marketing touch points along the customer journey;
• Work closely with the VP Marketing to strategize initiatives, propel brand positioning and attain all financial metrics and lead generation goals;
• Balance branding and ROI-generating activations by implementing ideas that profitably grow the business while advancing brand positioning and relevance;
• Understand the competitive landscape, customer trends and demand to better segment, target, position and differentiate Revera’s senior living solutions;
• Collaborate with Operations, Sales, Regional Marketing and Communications to gather intelligence and feedback in order to develop relevant and compelling digital marketing strategies and messages;
• Define the vision of marketing technology and oversee related partnerships (e.g., search engines, marketing automation software, ad tech platforms, data companies, publishers, etc.);
• Consults with website manager to ensure website performance and online experience is best-in-class to attract and convert new customers;
• Analyze all traffic to website, social media, apps, and more to better understand the sources and pathways which lead to stronger sales conversion.  Continuously optimize and prioritize growth channels;
• Manage budgets relating to advertising, distributions and events;
• Hire, train and oversee digital marketing team and act as a visionary leader inspiring the team to greater creativity as well as pragmatic business growth;
• Uphold and promote the organization’s values and philosophy relating particularly to ethics, morality, and integrity as set out in Revera’s Code of Conduct; and
• Other duties as assigned.

Qualifications

• 8 – 10 years' experience in digital marketing strategy, media and advertising, and a deep understanding across the digital landscape in senior level roles with direct reports;
• Demonstrated leadership in driving business results and motivating and leading team members;
• Proven track record of effective vendor and budget management;
• Strong critical thinking and analytical experience in using multiple data sets to understand customer insights and behaviour, campaign performance to inform customer acquisition and retention strategies;
• Creative and proactive communication skills both written and verbal;
• Operates with a test and learn entrepreneurial mindset;
• BA/BS degree required, MA/MS/MBA a plus;
• Tech savvy; able to manage marketing activities across multiple CRM and marketing platforms.