34 Broad Street, Charleston, South Carolina 29401

Job Description

The Digital Advertising Director is responsible for leading all digital advertising initiatives to drive brand awareness, lead generation, and occupancy growth across the corporation and its communities. This role oversees paid media campaigns including SEM, Display, Pre-roll video, and ensures optimization of all digital assets such as Google Business Profiles and location-specific listings. The Director will partner closely with the Social Media Manager to identify and execute key social advertising opportunities and ensure all campaigns are tracked accurately using UTM codes, pixels, landing pages, and dedicated phone numbers.

Key Responsibilities

• Digital Advertising Strategy & Execution
  • Develop and manage comprehensive digital advertising strategies across SEM, Display, Pre-roll, and paid social channels.
  • Optimize campaigns for performance, budget efficiency, lead generation and ROI.
  • Ensure proper tracking of all campaigns using UTM codes, pixels, and analytics tools to identify campaign performance drivers.
  • Oversee creation of landing pages and dedicated phone numbers for campaign attribution.

• Asset Optimization & Location Management
  • Maintain and optimize Google Business Profiles for all communities.
  • Ensure accurate and consistent digital presence across all location listings.
  • Implement best practices for local SEO and location-based advertising.

• Collaboration & Integration
  • Partner with Social Media Manager to identify and execute paid social opportunities.
  • Work closely with marketing, operations, and sales teams to align advertising efforts with occupancy goals.

• Analytics & Reporting
  • Monitor campaign performance and provide actionable insights.
  • Deliver monthly and quarterly reports to leadership with recommendations for improvement.

• Bachelor’s degree in Marketing, Advertising, or related field.
• 5+ years of experience in digital advertising, preferably in multi-location or franchise environments.
• Expertise in Google Ads, Display Networks, YouTube Pre-roll, and paid social platforms.
• Strong understanding of tracking technologies (UTM, pixels), analytics tools, and conversion optimization.
• Excellent project management and communication skills.

Preferred Skills

• Experience in senior living or healthcare industry.
• Familiarity with marketing automation and CRM systems.
• Knowledge of local SEO and Google Business Profile optimization.

Key Performance Indicators (KPIs)

• Lead Generation & Conversion
  • Achieve 5% increase in qualified leads from digital campaigns annually.
  • Maintain a cost per lead (CPL) within target range set by leadership.

• Campaign Performance
  • Achieve 10% average click-through rate (CTR) across SEM and Display campaigns.

• Tracking & Attribution
  • Ensure 100% implementation of UTM codes and pixels on all campaigns.
  • Deliver accurate attribution reporting for 100% of campaigns .

• Asset Optimization
  • Maintain 100% accuracy of Google Business Profiles and location listings.
  • Achieve 10 % improvement in local search visibility year-over-year.

• Collaboration & Efficiency
  • Launch paid social campaigns per quarter in partnership with Social Media Manager for 30-40% of the communities each year.
  • Deliver monthly performance reports within 5 business days of month-end.

Why Harmony?