Senior Marketing Manager

Senior living is a rapidly expanding, purpose‑driven industry undergoing a profound transformation. At Legend Senior Living, we’re redefining what senior living can be through a powerful combination of strategic brand evolution, innovative digital tactics, and proven traditional marketing approaches that strengthen community connection and drive occupancy.

The Senior Marketing Manager collaborates closely with the Vice President of Marketing & Brand Strategy and cross‑functional teams across Sales, Operations, and external agencies. This role supports full‑funnel marketing strategies—including digital, print, direct mail, events, media, and local outreach—to elevate Legend’s visibility and drive qualified inquiries and tours. It is a strategic role for a marketer who enjoys switching between creative thinking, analytical insight, and relationship‑building, and who is energized by helping a growing organization stand out in a competitive, evolving landscape.

Assist in the development and execution of marketing strategies for a growing portfolio of 70+ communities, creating strong tactical plans across digital, traditional, and community‑based channels.

Collaborate on SEO, PPC, paid social, geofencing, print, direct mail, events, and outreach programs, ensuring every tactic supports demand generation, occupancy, and revenue goals.

Assess performance across all channels using the sales CRM and Hub Spot, leveraging data insights to refine strategies and strengthen conversions throughout the funnel.

Develop go‑to‑market plans for new community openings and acquisitions, driving awareness, demand, and lead generation to support occupancy growth.

Manage the development of high‑quality marketing collateral across Legend’s multi‑brand system, ensuring a cohesive and differentiated presence in each market, overseeing designers and agency partners.

Ensure consistency in voice, message, and visual identity across brand categories.

Maintain a library of marketing assets, including photography, testimonials, video, design templates, signage, print materials, and digital content.

Support corporate and community‑level communications strategies that reinforce Legend’s brand promise and strengthen trust with residents, families, staff, and the broader public.

Coordinate local media engagement, press releases, inquiries, and storytelling opportunities that highlight community achievements and resident experiences.

Develop messaging frameworks and communication guidelines for internal and external audiences.

Proof and refine copy for newsletters, brochures, events, social media, scripts, talking points, and digital assets.

Support the event strategy across communities, including educational events, open houses, celebrations, and large‑scale programs.

Create or refine event promotional assets (invites, social graphics, mailers, signage) and analyze RSVP and attendance performance.

Train and coach Residence Directors and Sales Directors on marketing tactics, communication strategies, digital best practices, and community outreach.

Partner with agencies to support digital evolution, website optimization, call‑tracking improvements, and CRM enhancements.

Track community performance and activate data‑driven strategies to improve results and strengthen lead quality.

5+ years of integrated marketing experience (digital + traditional) within a multi‑location, service‑oriented, or high‑growth environment.

Strong analytical and data interpretation skills, with the ability to extract insights from CRM systems, Google Analytics, and digital advertising platforms to guide strategy and improve conversions.

Technical proficiency across modern marketing tools, including:

• Hub Spot Marketing Hub
• Google Analytics / GA4
• Google Ads & paid social platforms
• CMS / web editing tools (Word Press or similar)
• Basic understanding of SEO principles

Project management systems (Asana, Monday, or similar)

Strong understanding of digital channels and comfort with traditional media, including direct mail, print, community outreach, geofencing, events, and sponsorship activations.

Excellent communication, copywriting, and storytelling skills,…