Blue Skies of Texas: Seeking Director of Marketing

With Who:  Blue Skies of Texas

Location:  San Antonio, TX

Type of Employment:  Full-Time

Position Description:  The Director of Marketing oversees all marketing operations at a two campus Continuing Care Retirement Community (CCRC)/Life Plan Community (LPC).  Blue Skies of Texas provides all levels of care for senior living; independent living, assisted living, skilled nursing, memory care and hospice. The Director provides daily liaison and coordination with our marketing partner, Love & Company, and monitors all budget expenditures for marketing and branding related operations.  The Director works closely with both our marketing partner and the Director of Sales to develop and implement the Community’s marketing strategy.  The Director is delegated the authority, responsibility and accountability necessary for carrying out assigned duties and achieving the department’s goals.

Responsibilities: 

• Successfully execute community marketing events both in-person and through virtual methods.
• Works with Director of Sales to support the maximum exploration of generated leads.
• Develops and implements a communication strategy to educate senior leadership, board members, residents, and other constituents on the Marketing and Branding Plan.
• Conducts competitor research and works with the Sales Director and Chief Financial Officer to develop pricing strategies to maximize revenue and market share while continuing to grow customer satisfaction.
• Works with Sales Director to develop and promote promotions and specials in order to maximize sales.
• Develops the department budget.
• Works with Consultant to build and implement advertising campaigns, build brand awareness and define market positioning.
• Oversees the social media and marketing strategy.
• Acts as the Company Public Relations Representative coordinating and supporting senior leadership as required.

Essential Duties and Responsibilities: 

• Working with our Marketing partner and in collaboration with the Director of Sales, develops and implements a marketing plan with measurable outcomes defining overall strategy, occupancy and sales goals, positioning in the market and the tactics to be used to achieve stated goals.
• Develops and oversees deliverables from the contracted partner to include: execution of media, direct mail, and social media strategies, including creation and placement of advertising materials such as electronic and print media ads, media selection and contracting for media ads and materials prepared by commercial agencies, messaging and format of direct mail, purchase of mailing list, and use of database for mailing; manages distribution of community marketing videos including format and platforms.
• Works to optimize effectiveness of BST website for generating qualified leads.
• Recruits, trains and manages assigned staff which includes: establishing measurable and attainable production goals; tracking outcomes, identifying and analyzing trends.
• Oversees development, editing, and publishing of promotional and collateral materials including annual update of the schedule of fees, floor plans, direct mailings and social media platforms and related items.  Ensures compliance with all applicable Fair Housing and State statutes in developing promotional materials.  Works with the CFO to approve and provide documentation required by State information disclosure law.
• Initiates marketing programs and events such as resident networking, telemarketing, promotional programs and group displays; actively engages with, provides tours for and conducts informational briefings at gatherings of organizations with potential prospects.
• Works with the Director of Sales to ensure maintenance of current resident marketing files and computer database of committed prospective residents (those who have made an initial deposit toward residency), as well as prospect listings and the lead follow-up system.
• Works with our marketing partner to develop periodic written reports and presentations evaluating the effectiveness of marketing branding goals and progress, including gap analysis with executable action plans
• Interfaces with the Board of Directors; addresses marketing and policy issues, .
• Works with Director of Compliance to draft and coordinate Residency and Care Agreements in addition to other contracts used for marketing operations.
• Will coordinate logistical efforts for presentations, events, etc. with appropriate departments within BST.
• Works with other Community Directors to develop and coordinate internal policies and plans of action pertaining to events that impact campus occupancy such as in-house moves, changes in resident marital status, transition into and thru the Health Care Operations continuum of care, contract terminations and deaths
• Works with the Director of Sales to maintain, mine and analyze marketing and admissions statistical data to consistently identify, analyze and react to trends; implement identified best practices, benchmark progress within the industry and take other action, as appropriate.
• Coordinates with the Chief Operations Officer to participate in planning, designing, budgeting and scheduling of new residential construction, repair and renovation of existing units.
• Ensures effective communication within the department and attends the weekly Senior Staff meeting.
• Performs other duties as assigned by Supervisor.

General Requirements:  This is a senior management position requiring a wide range of administrative and professional skills.  With broad guidance from the President & CEO, the incumbent is expected to work independently, exercise mature judgment, demonstrate sound communication, problem-solving, analytical and marketing-oriented skills, as well as present a professional image and positive attitude while dealing with coworkers and outside agencies.  The incumbent must understand marketing concepts and campaigns and possess excellent interpersonal skills; speaking and writing expertise; and exceptional leadership traits.

Education and Experience:  

• Required:
  • Bachelor’s degree in Marketing, Business Administration, Sales, or a field directly related to the management of a retirement community.
  • Minimum five years of experience in a leadership capacity in sales/marketing positions of increasing responsibility.
• Preferred:
  • Direct experience in marketing and branding and/or sales for a retirement community.

Equipment and Computer Operations:  

• Required:
  • Familiarity with Marketing Customer Relationship Management (CRM) System.
  • Working knowledge of basic office equipment and machinery and computer skills, to include the Microsoft Office suite of products (Word, Excel, PowerPoint, Access, and Publisher).
  • Training will be provided to familiarize incumbent with work-related equipment to ensure safety and proper operation during use.
  • Possess strong computer proficiency.
• Preferred:
  • Experience with marketing database systems.

Apply (or request more information):  Apply today or check out more position information on the Blue Skies of Texas Careers site.