Director, Community Marketing Strategy

The Director, Community Marketing Strategy leads enterprise community marketing strategy across the LCS portfolio of 120+ senior living communities while providing direct marketing leadership for key Life Plan Investment communities. This position is responsible for driving inquiry generation, occupancy growth, brand consistency, marketing ROI, digital transformation, agency performance, and strategic marketing initiatives across the organization.

The role serves as the primary leader for community marketing strategy, budget planning, agency governance, marketing technology optimization, content strategy, reputation management, compliance initiatives, and enterprise growth programs. The Director partners closely with community teams, regional sales leaders, executive leadership, operational leaders, agency partners, and technology vendors to implement scalable marketing solutions that drive organizational objectives.

This position reports to the SVP, Chief Marketing Officer.

The role manages the community marketing team consisting of a division director of marketing strategy, two marketing managers, a digital marketing coordinator, a marketing and social media specialist and a marketing content specialist.

Experience is Everything.

At LCS, experience is everything. We provide you the opportunity to use your talents in a progressive, growing organization that makes a positive difference in the lives of the seniors we serve. If you are seeking an organization that gives back, you’ll love working here. Our principles and hospitality promises define our company culture. LCS employees can be found participating in volunteer activities, getting involved in our committees or collaborating with team members in our innovative workspace. You’ll find several opportunities to grow as a professional, serve the community, and enhance the lives of seniors.

What You’ll Do:

• Lead community marketing strategy and performance across the LCS portfolio, partnering with community teams, regional sales leaders, and executive leadership to drive inquiry generation, occupancy growth, and revenue objectives.
• Provide direct strategic oversight for priority Life Plan Investment communities, including marketing plan development, performance optimization, agency leadership, expansion support, and community-specific growth initiatives.
• Serve as the primary marketing strategist and account lead for senior living communities, coordinating cross-functional specialists across digital marketing, content, creative, analytics, CRM, public relations, and paid media to develop and execute growth-focused marketing strategies.
• Serve as the marketing lead for key organizational programs and growth initiatives, including LCS Life+, High Level Imperatives, resident referral efforts, waitlist monetization, Home Care brand development, Health Services promotion, community activation campaigns, and organizational recognition programs, among others.
• Develop scalable marketing resources, playbooks, toolkits, and implementation frameworks that create consistency across communities while supporting localized execution.
• Provide strategic leadership and oversight for all agency partnerships, ensuring alignment with organizational objectives, performance expectations, brand standards, and community goals.
• Lead agency evaluation, selection, contract negotiations, scope development, and RFP processes while establishing consistent reporting and accountability standards across agency partners.
• Facilitate agency performance reviews, establish organizational priorities, and evaluate marketing investments to maximize results, operational efficiency, and return on investment.
• Partner with Marketing Technology leadership to define and execute the enterprise marketing technology roadmap, including CRM optimization, marketing automation, attribution, lead management, and customer engagement solutions.
• Provide strategic direction for Salesforce, marketing automation platforms, AI-enabled marketing capabilities, data governance, reporting infrastructure, and community communication tools.
• Lead enterprise digital marketing strategy with a focus on search engine optimization (SEO), AI optimization (AIO), conversion rate optimization (CRO), paid search, local search visibility, and online reputation management, developing organizational roadmaps and agency expectations related to evolving search behavior.
• Guide strategic decisions related to website architecture, domain strategy, AI visibility, digital innovation, and emerging technologies to strengthen the organization's competitive position.
• Direct enterprise B2C strategy for LCSLiving.com, including content, social media, email marketing, video storytelling, and digital experience optimization.
• Lead annual marketing planning, forecasting, and budget development processes for communities and divisions across the portfolio.
• Present strategic marketing plans, budget recommendations, performance results, and investment rationales to executive leadership, ownership groups, boards, and community operators.
• Collaborate with legal, compliance, operations, and technology leaders to ensure marketing activities, websites, and communications remain aligned with evolving industry and regulatory requirements.
• Create playbooks, toolkits, training resources, and strategic guidance that improve organizational marketing effectiveness and drive adoption of emerging best practices and technologies.
• Other duties as assigned

What We’re Looking For:

• Bachelor’s degree in marketing, business, or related field or equivalent years of experience.
• 8+ years’ experience in a related role.
• 3+ years’ experience leading a team.
• 5 plus years' experience working in a CRM.
• Proficiency with AI, CRMs, Marketing Automation platforms, Microsoft Office suite, DAMs, Social Management Platforms, Canva, etc.
• Strong interpersonal and written communication skills.
• Strong analytical and strategic thinking skills.
• Extremely detail oriented.

Why Join Us?

• Industry Leader.
• Inclusive & collaborative culture.
• Top Workplace USA.
• Top Workplace Iowa.
• Charity and community involvement.
• Outstanding advancement opportunities.
• Ongoing career development.

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.

Our Commitment

LCS creates living experiences that enhance the lives of seniors. You’ll see this commitment in our people. They’re talented, dedicated professionals who truly care about residents, with each conducting his or her work with integrity, honesty and transparency according to the principles of LCS. We strive to help every community succeed—strengthening available resources, establishing proven practices that lead to long-term growth and value for those living in, working for and affiliated with the community. Check us out on our website: https://www.lcsliving.com

Additional Information

Travel frequency: 11-25%

Estimated Salary: $130,000 - $163,000

The actual title & salary will carefully consider a wide range of factors, including your skills, qualifications, experience, and other relevant factors.

A POST-OFFER BACKGROUND CHECK, INCLUDING REFERENCES IS REQUIRED.

LCS IS AN EQUAL OPPORTUNITY EMPLOYER.