Sr. Manager Brand Marketing & Creative

The Senior Manager, Brand & Creative is responsible for executing and activating Chartwell’s brand strategy across all customer-facing marketing, content, creative, and communication initiatives.

This role leads Chartwell’s Brand & Creative function and is accountable for ensuring the organization’s brand, messaging, visual identity, content, and storytelling are consistently expressed across marketing channels, customer touchpoints, campaigns, and residence-level marketing initiatives.

Working closely with the Sr Director of Marketing, this role translates brand strategy, demand generation priorities, campaign objectives, and customer insights into compelling creative, content, and customer-facing experiences that strengthen awareness, engagement, trust, and differentiation.

The role oversees Chartwell’s content strategy, content development, creative services, editorial planning, creative production, and brand governance processes while ensuring all outputs support business objectives and customer needs.

Success in this role requires strong brand judgment, creative leadership, content expertise, storytelling ability, project management discipline, and the ability to balance creative excellence with business performance.

Lead the execution and activation of Chartwell’s brand strategy by developing content, creative, messaging, and customer-facing marketing assets that strengthen brand consistency, support demand generation, and reinforce customer trust throughout the senior living decision journey.

Key Responsibilities

Brand Leadership & Governance

• Execute and activate Chartwell’s brand strategy across marketing channels and customer touchpoints.
• Ensure consistent application of brand positioning, messaging, voice, visual identity, and the Joy is Ageless platform.
• Maintain brand standards and provide guidance to internal teams and external partners.
• Oversee stewardship and optimization of Chartwell’s Unique Selling Framework (USF) program.

Content Strategy & Storytelling

• Lead content strategy, editorial planning, and content development across the customer lifecycle.
• Develop content that supports brand awareness, lead generation, customer education, nurturing, and engagement.
• Create compelling messaging, storytelling, and value proposition frameworks that strengthen customer connection and differentiation.

Creative Services & Production

• Lead creative direction and production across advertising, digital, social, print, video, sales enablement, and residence marketing.
• Manage creative workflows, project prioritization, quality control, and external creative partners.
• Ensure all creative assets are strategically aligned, customer-focused, and on brand.

Performance & Innovation

• Partner with Demand Generation, Conversion Optimization, and Analytics teams to improve content and creative effectiveness.
• Support testing initiatives through creative concepts, messaging variations, and content optimization.
• Identify opportunities to leverage AI and emerging technologies to improve efficiency, personalization, and content scale.

Team Leadership

• Lead and develop the Brand & Creative team.
• Provide coaching in brand marketing, content strategy, storytelling, creative development, and emerging technologies.
• Manage team priorities, resources, and performance to ensure focus on high-value business objectives.

Qualifications

Experience:

• 8–10+ years of experience in brand marketing, content marketing, creative services, communications, or integrated marketing.
• 3–5+ years of people leadership experience.
• Experience managing multidisciplinary content and creative teams.
• Experience leading content strategy and editorial planning.
• Experience working within multi-location, service-based, hospitality, healthcare, real estate, or lifestyle brands.

Skills & Capabilities

• Strong brand management understanding.
• Strong storytelling and content strategy expertise.
• Excellent creative judgment.
• Strong written and verbal communication skills.
• Strong project management and prioritization skills.
• Ability to balance creative quality with business objectives.
• Experience working across multiple stakeholder groups.

Ideal Candidate Profile:

The ideal candidate is a brand and content leader who understands how to translate strategy into compelling customer experiences.

They are equally comfortable discussing:

• Brand activation
• Content strategy
• Storytelling
• Creative direction
• Customer engagement
• Editorial planning

They consistently ask:

• How do we bring the brand to life?
• How do we tell our story more effectively?
• How do we create stronger emotional connection?
• How do we improve content quality and relevance?
• How do we ensure consistent brand expression across every customer touchpoint?

Direct Reports

• Specialists, Brand Marketing and Content (English & French)
• Manager, Graphic Design