Let us welcome you to Optima Living.

Optima Living-founded in 2007-owns and operates innovative seniors' living communities throughout Alberta and BC, taking an unprecedented approach to senior life. Our unique company culture is one where both residents and team members are family.

Optima Living's North Star, Let us welcome you home, speaks to our underlying principles and the experience seniors discover in our communities. When residents are home, they feel safe, respected, and welcome. Home is where one's voice is heard, their views matter, and they have freedom of choice.

Optima Living's mission, vision, and values-respect, dignity, teamwork, and doing the right thing-support and build upon our North Star. Optima Living operates over 2,200 beds providing congregate living options for seniors. These options range from subsidized to luxury, Independent to Assisted Living, Long-term Care to Memory Care, and Residential Mental Health.

Summary

Are you a strategic visionary with a passion for driving growth and shaping brand narratives? We are seeking a Director of Marketing who can blend creative vision with tactical execution to drive brand growth and market leadership. In this role, you will spearhead innovative campaigns, craft and shape internal and external communications, leverage analytics for strategic insights, and lead a talented team to achieve exceptional results. If you thrive in a fast-paced environment and are eager to make a significant impact, we invite you to drive our marketing efforts forward and lead us into an exciting future.

• Formulate overarching marketing and communications strategies for a portfolio of senior communities, in alignment with organizational objectives and industry trends.
• Establish and maintain key performance indicators (KPIs) and metrics to measure the effectiveness of implemented strategies by leveraging insights to optimize future initiatives and maximize ROI.
• Oversee effective development of sales collateral and resources, enhancing lead conversion efforts.
• Implement lead generation tactics to attract prospective residents, while designing lead nurturing programs to foster engagement and conversion.
• Establish and drive a multi-channel communications strategy, including but not limited to employees, prospects, residents and investors.
• Oversee and manage the conceptualization, preparation and implementation of all communications material and branding
• Provide visionary leadership and mentorship to the marketing/communications team, establishing clear objectives and performance goals, identifying areas for improvement and implementing corrective actions as needed
• Oversee digital marketing initiatives encompassing website management, SEO, PPC advertising, email campaigns, and social media outreach including traditional marketing channels, including print ads, direct mail endeavors, and community engagement initiatives.
• Develop and manage marketing budgets across a network of 35+ homes, optimizing resource allocation for optimal return on investment.
• Monitor expenses and track marketing expenditures against budgetary constraints and report monthly and forecast quarterly.
• Manage and review reports on key marketing metrics, leveraging insights to enhance future campaign effectiveness.
• Spearhead the maintenance and reinforcement of the parent brand and individual community brands' identity, ensuring seamless coherence across all marketing platforms and communications.
• Craft brand positioning and messaging strategies to resonate with target audiences, distinguishing the community from competitors.
• Foster the creation, procurement, inventory management, and distribution of branded merchandise (swag) for both the parent brand and individual community brands.
• Supervise the operation of an online store for branded merchandise, ensuring a seamless and user-friendly experience for internal teams.
• Oversee the seamless transition of marketing and internal/external communication materials for newly acquired senior homes, including branding, collateral, signage, employee and internal stakeholder communications and digital assets, while adhering to budgetary constraints.

• Bachelors degree in business, marketing, communications or a related field and or a combination of education and experience.
• Ability to communicate effectively both verbally and in writing
• Strong organizational skills and attention to detail.
• Commitment to upholding Optima Livings values
• Ability to thrive in a fast-paced, dynamic environment and effectively manage multiple priorities.
• Knowledge of search engines optimization, email marketing, lead generation, and other marketing methods.
• Extensive understanding of the products or services the company sells and the industry it operates in.

Benefits of working with Optima Living

• Truly awesome teammates
• Welcoming work environment
• All the usual perks:

-Dental care

-Extended health care

-Life insurance

-RRSP match

-Paid time off

-Employee assistance program

-Vision care