ESSENTIAL DUTIES AND RESPONSIBILITIES

Marketing Strategy and Brand Leadership

• Develop and implement comprehensive marketing strategies that support occupancy growth, service line expansion, and organizational priorities.
• Serve as the steward of the MorseLife brand, ensuring consistent identity, transparency, messaging, and positioning across all communications.
• Oversee advertising, marketing campaigns, and promotional initiatives across digital, print, and broadcast channels.
• Develop compelling messaging that highlights MorseLife’s mission, programs, and community impact.

Digital Marketing, Business Intelligence, and Content Strategy

• Oversee the organization’s website, digital platforms, and social media presence.
• Lead digital marketing initiatives including SEO, online advertising, and content marketing.
• Ensure digital platforms effectively support lead generation and brand awareness.
• Manage creation of multimedia content that tells the MorseLife story and showcases its services.
• Oversee the ongoing collection, management, and reporting of marketing and sales/admissions data that helps optimize ROI and also identify trends to be considered for planning efforts.
• Administer repository of market research, which includes information related to MorseLife’s core service area, competitors, and industry trends; monitor key trends and competitive activities.
• Supervise MorseLife’s external market research efforts as they relate to planning, new business, and/or product development efforts, which may include competitive market position analysis, demand projections, and consumer perception studies.
• Ensure the regular delivery of market intelligence to help guide executive-level decision making.

Communications and Public Relations

• Direct media relations efforts to strengthen MorseLife’s reputation and visibility.
• Develop public relations strategies that highlight organizational achievements and thought leadership.
• Oversee external communications, press releases, publications, and institutional messaging.
• Lead crisis communications planning and response as needed.

Internal Communications

• Develop internal communications strategies that keep employees informed and engaged.
• Support leadership messaging and organizational announcements.
• Ensure consistent communication across departments and service lines.

Strategic Planning

• Support the organization’s strategic planning process in collaboration with executive leadership.
• Facilitate planning sessions and provide strategic insights based on market and competitive analysis.
• Track progress on strategic initiatives and provide updates to leadership.

Market Research and Business Intelligence

• Oversee market analysis, competitive market intelligence, and demographic research.
• Provide insights that inform marketing strategies, business development initiatives, and service planning.
• Monitor industry trends and emerging opportunities in senior living and healthcare.

Cross-Functional Collaboration

• Partner with the Vice President of Sales and Business Development to ensure marketing strategies generate qualified leads.
• Collaborate with operations and program leaders to support service line growth.
• Work with development and philanthropy teams to support fundraising communications.

Leadership and Team Development

• Lead and mentor marketing and communications professionals.
• Manage external vendors, agencies, and consultants.
• Oversee marketing and communications budgets and ensure efficient resource allocation.

SUPERVISORY RESPONSIBILITIES

This position provides direct supervision of the Film Festival Manager, Director of Business Intelligence Development, Director of Sales and Marketing, Community Liaison, and Director of Creative Design.