Senior Manager of Digital Marketing

Benchmark Senior Living (“Benchmark”) was founded in 1997 by Tom Grape, CEO, and is the largest provider of senior housing in New England. The Company, with its corporate offices located in Waltham, MA, offers a high level of services and care with the warmth and hospitality of home. Benchmark is a leading service provider in several key areas including independent living, assisted living, memory care, skilled nursing, and short stay programs. With a choice of lifestyles and differing levels of care, the company can tailor its products and services and/or living arrangements to suit the needs of each resident.

Benchmark’s purpose is to transform lives through human connection. Benchmark takes great pride in the quality of services that it provides, as well as the trust that families place in us.

Benchmark currently operates 64 communities in seven states.

Culture

The corporate culture is very collaborative and the corporate values, which stress mutual respect and a commitment to excellence, are embraced by all associates in their daily interactions with both residents and teammates alike. Employees bring a “nothing is impossible” attitude to work each day. Rigidity is not permitted, but intelligence, drive and collaboration are expected.

Commitment to Diversity & Inclusion

Benchmark strongly supports diversity in its workforce and vision. The organization and its employees believe that diversity of all kinds - race, class, religion, gender identity, nationality, age, disability, veteran status, marital status, sexual orientation, experience, perspective - makes their organization a stronger and sharper one, better equipped to meet its ambitious goals. Benchmark is an Equal Opportunity Employer.

Further Information

For more information on the organization, please visit: http://www.benchmarkseniorliving.com

Benchmark Senior Living is seeking an experienced Senior Manager of Digital Marketing possessing both technical and analytical skills to lead our digital channel’s technical operations on Benchmark’s marketing team. This role will lead the digital arm of the marketing team with approximately 40% of company leads coming in through digital marketing. Primary responsibilities include oversight of our significant digital media advertising spend including PPC and paid social, agency partnership, ownership of the Benchmark website, SEO, marketing automation, email marketing, analytics, and reporting. The primary goal for this role is to drive quality leads into the Benchmark marketing funnel, ensuring those leads are captured, converted, and tracked thorough our systems. The role reports directly to the VP of Marketing. The position is hybrid and will work 2 days from our Corporate Office and 3 days remote.

Key Responsibilities

• Partner with Marketing, media agency, IT and with other departments to execute the technical operations of digital lead-generation and engagement campaigns, including (but not limited to): Paid Search, Paid Social, Retargeting, Email.
• Responsibility for the technical operations all digital advertising channels and work with agencies and vendors as needed to achieve optimal return on investment. Report on success and problem solve in partnership with our sales teams to optimize ad performance.
• Product and technical ownership of the Benchmark website, including management developer team, budget, SEO execution, new page builds, change requests, bug fixes, new features and functionality, quality assurance, and managing all the vendor relationships that keep the website healthy and effective.
• Oversight and reporting of consumer data tracking on website, insights and reporting to the greater organization.
• Define, measure, and analyze campaign metrics (i.e. open, click-through, conversions, engagements, MQL, SQL, etc.); communicate results and implement actions that enhance effectiveness.
• Own monthly reporting on all things Digital, including advertising, website, and email programs to be reported out a monthly meetings and quarterly executive updates.
• Design marketing experiments to optimize program output and increase conversion rates at every stage of the funnel.
• Manage the flow of lead attribution from campaigns and events into marketing automation systems, and develop follow-up plans with sales team stakeholders to maximize pipeline generation and conversion. Partner with IT to ensure lead attribution is accurate and reporting through BI dashboards properly.
• Help coordinate with multiple vendors to ensure all program timelines are met and all deliverables are of the highest quality.
• Technical product ownership for HubSpot Marketing Automation, including list segmentation, email nurture, workflows, forms, landing pages, and reporting.
• Technical product owner of CallRail call tracking system and reporting

EDUCATION/CERTIFICATIONS

• Bachelor’s Degree in Business Systems Management, Digital Marketing, or similar required; advanced degree preferred

FUNCTIONAL COMPETENCIES — SKILLS, KNOWLEDGE & EXPERIENCE

• 5+ years of B2C marketing experience
• Proficiency in marketing automation – experience with HubSpot a plus
• Proficiency in technical operations of website management– experience with WordPress a plus
• Must be metrics driven and a strong analytical thinker with the ability to tell a story with data
• Ability to blend big-picture, strategic thinking with a highly tactical mindset
• Strong verbal and written communication skills
• Experience in and proven track record in developing the operational backbone and managing multi-touch, integrated marketing campaigns within the digital environment
• Excellent project and people management skills, with a demonstrated ability to consistently orchestrate, prioritize, and manage multiple projects, from concept through implementation

LEADERSHIP & MANAGEMENT/ BEHAVIORAL COMPETENCIES

• Demonstration of leadership, diplomacy, detail-mindedness, and interpersonal savvy as it relates to communications with internal and external stakeholders is mandatory
• Accountability for driving team results with key performance indicators and metrics
• Ability to make decisions, exercise judgment, and interface effectively with all partners
• Proven ability as a collaborative, team player
• Outstanding problem-solving skills with a client-focused mindset

PERSONAL CHARACTERISTICS

• Positive; can-do attitude regardless of the task at hand
• Excellent interpersonal and collaboration skills to achieve results
• Proactive drive to take initiative and resourcefully execute
• A person of unquestionable integrity, moral character, and that others can trust without reservation
• Entrepreneurial and creative spirit with a strong work ethic and a “roll-up-your-sleeves” mentality
• Self-starter, self-motivating individual and who can operate successfully in a fast-paced culture
• A bright businessperson with strong analytical and process skills