Director, Digital Marketing

Responsibilities

• Lead the development and execution of the enterprise digital marketing strategy, establishing priorities, roadmaps, releases, and a phased insourcing plan that support corporate, community, consumer, and growth objectives.
• Provide strategic and hands-on leadership for websites, technical and on-page SEO, AI/search visibility, Google Ads and Microsoft Ads, landing pages, conversion optimization, email marketing, marketing automation, and related digital capabilities.
• Lead the evolution of LCS's digital customer journey, partnering across Marketing and Sales to improve how prospective residents and customers discover, engage with, and convert through digital experiences.
• Oversee LCS's marketing technology ecosystem, including website development and management, web forms, lead routing, campaign attribution, field mapping, data flows, analytics, digital platforms, integrations, and emerging technologies.
• Partner with the Senior Director, Marketing and other marketing leaders to translate B2C, community, brand, content, and campaign strategies into effective digital experiences and channel strategies.
• Partner with Sales, Operations, and community leadership to ensure digital marketing programs effectively support lead generation, prospect engagement, occupancy, revenue, and broader business objectives.
• Establish dependable digital performance measures, conversion tracking, reporting, and analytics using tools such as GA4, Google Tag Manager, and Google Search Console to evaluate effectiveness, identify opportunities, optimize investment, and provide actionable insights to marketing and business leaders.
• Lead digital agency, technology vendor, and external partner relationships within assigned areas, establishing performance expectations and ensuring investments deliver appropriate business value.
• Evaluate emerging technologies, platforms, AI capabilities, consumer behaviors, and digital marketing practices, recommending opportunities that strengthen LCS's marketing capabilities and competitive position.
• Own the hands-on development, management and continuous improvement of LCS enterprise and community websites, including landing pages, forms, integrations, testing and publishing workflows, while partnering with the internal LCS Salesforce team and the Manager, Marketing Technology to improve marketing automation, lead routing, campaign attribution and marketing data flows.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Digital Marketing, or a related field, or an equivalent combination of education and experience.
• 10+ years of progressively responsible experience in digital marketing, marketing technology, digital strategy, web development, or a related discipline, including demonstrated strategic ownership, hands-on delivery, and leadership experience.
• Demonstrated experience personally developing, launching or materially operating complex enterprise or multi-site websites and digital programs.
• Direct operating knowledge of technical and on-page SEO, Google Ads and Microsoft Ads, website strategy, landing pages, conversion optimization, digital customer journeys, and digital analytics. Agency oversight alone does not meet this requirement.
• Demonstrated ability to establish reliable conversion tracking; use GA4, Google Tag Manager, and Google Search Console; recognize unreliable data; and connect digital activity to lead quality, downstream sales activity, and financial outcomes where data are available. Experience leading cross-functional initiatives and partnering effectively with Marketing, Sales, Technology, and business stakeholders.
• Strong business acumen with the ability to connect digital marketing strategy and technology investments to organizational objectives.
• Strong leadership, communication, relationship-management, and change-management skills.
• Demonstrated ability to lead and develop teams while managing multiple strategic initiatives and priorities.

Preferred

• Experience leading digital marketing within a multi-location, multi-brand, senior living, healthcare, hospitality, real estate, or consumer services organization.
• Experience with Salesforce CRM and Salesforce Marketing Cloud and alternative marketing automation platforms
• Experience putting AI-powered tools to practical use in day-to-day marketing operations, including content creation, SEO and AI/search visibility, reporting, audience insights, and workflow improvement.
• Experience implementing or evolving marketing technology, attribution, lead-management.

Benefits

• Competitive pay, great benefits and vacation time.
• We are an equal opportunity employer with benefits including medical, dental, life insurance, disability, 401(K) with company match and paid parental leave.