Vice President of Marketing

Vice President of Marketing (Remote)

Position Summary:

The Vice President of Marketing will be responsible for designing, building, and leading a best-in-class marketing function to support Charter Senior Living’s mission of enhancing the human spirit through exceptional service and care. This role will bring a fresh, modern perspective to a time-honored industry, ensuring that our story resonates authentically with residents, families, team members, and investors. The VP of Marketing will scale brand presence, drive demand generation across communities, and partner with cross-functional leaders to align marketing strategies with enterprise-wide goals.

Key Responsibilities:

Marketing Strategy & Brand Development

• Build and scale a dynamic marketing function that balances strategic brand development with measurable business impact
• Translate Charter’s mission and culture into authentic messaging that elevates the resident and family experience while reinforcing our position as a trusted industry leader
• Lead brand strategy, creative development, and storytelling with a focus on consistency, authenticity, and innovation
• Champion new ideas and fresh approaches while respecting the legacy of compassionate care that defines Charter

Growth & Business Impact

• Develop and execute comprehensive marketing strategies across digital, traditional, and community channels to drive occupancy and engagement
• Leverage brand storytelling that drives measurable business outcomes, connecting emotional engagement with occupancy growth and revenue performance
• Align marketing strategy with operational priorities, ensuring campaigns directly support community-level goals and enterprise growth initiatives
• Build a data-informed marketing framework that ties creative storytelling to ROI, demonstrating clear impact on the bottom line

Cross-Functional Partnership

• Partner closely with all Charter functions to ensure marketing initiatives support growth, retention, and culture
• Customize marketing approaches to reflect the unique needs of each community and the families we serve, balancing consistency of brand with local relevance
• Partner with operations and sales leaders to design marketing initiatives that translate into improved occupancy, retention, and overall financial performance

Marketing Function Oversight

• Manage vendor partners to ensure digital, traditional, and other marketing channels are aligned with Charter’s strategic goals of driving occupancy and engagement
• Establish clear KPIs for marketing performance, analyzing data to inform decision-making and continuous improvement

Qualifications:

Education & Experience

• Bachelor’s degree in Marketing, Business, Communications, or related field required; MBA or advanced degree preferred
• 10+ years of progressive marketing leadership experience, ideally in multi-site, service-driven, or healthcare-related industries
• Demonstrated success in building and scaling marketing functions, including team development, budget oversight, and strategic planning
• Proven track record of creating and executing integrated marketing campaigns that generate measurable growth and financial performance
• Strong background in digital marketing, demand generation, and customer engagement strategies
• Experience partnering with operations and sales to align marketing with community and enterprise objectives

Key Competencies

• Ability to leverage brand storytelling to drive measurable business outcomes, connecting emotional engagement with occupancy growth and revenue performance
• Strong skill in aligning marketing strategy with operational priorities, ensuring campaigns directly support community-level goals and enterprise growth initiatives
• Expertise in customizing marketing approaches to reflect the unique needs of each community and the families we serve
• Data-driven mindset with the ability to tie creative storytelling to ROI, demonstrating clear impact on the bottom line
• Proven strength in translating culture and mission into compelling, differentiated brand positioning
• Proficiency in digital marketing channels (social media, website management/analysis, SEO/PPC), with the ability to integrate insights across traditional, community, and online strategies to drive traffic, engagement, and conversions
• Experience leveraging emerging technologies, including AI tools, to enhance marketing efficiency, personalization, and scalability
• Inspirational leadership that fosters creativity, accountability, and alignment with Charter’s values of compassion, service, and excellence

Preferred Qualifications:

· Experience in multi-site healthcare, senior living, or service-focused industries · Familiarity with private equity-backed or investor-owned business models

• Understanding of resident and family decision-making dynamics in senior living environments
• Proven ability to oversee digital marketing vendor partners, ensuring alignment with Charter’s strategic goals and delivering transparent performance reporting that builds confidence with investors and stakeholders
• Advanced expertise in digital marketing disciplines and digital campaign optimization.

Key Cultural Behaviors:

Company Mission:

To Enhance the Human Spirit

Core Values:

• Serve with Courage
• Serve with Heart
• Serve with Purpose
• Have Fun while Serving

Physical Demands and Work Environment:

• Frequent travel to communities across the portfolio to understand markets, support local teams, and strengthen brand execution
• Ability to navigate diverse community environments, which may include resident-facing settings, offices, and active project areas
• May include periods of standing, walking, and engaging with residents, families, and community team members