Director of Marketing, Business Optimization

POSITION SUMMARY

The Director of Marketing, Business Optimization serves as the strategic marketing leader for communities assigned to the Business Optimization Group. The role develops and executes focused marketing strategies that stabilize performance, accelerate lead generation, improve lead quality and conversion, support occupancy growth, and deliver measurable return on investment. This leader brings together performance data, market intelligence, financial discipline, and cross-functional expertise to diagnose business challenges and translate them into prioritized, actionable marketing plans.

Success requires close partnership with Business Optimization leadership, community and regional teams, Sales, STAT Marketing, Paid Media, Web Operations, corporate subject matter experts, agencies, vendors, and investment partners. The Director leads short- and long-term planning, performance analysis, budget management, investor reporting, campaign strategy, and optimization across assigned communities, with particular focus on positioning each community for sustained improvement and an effective transition back to its original region or division.

The role is focused on high-impact strategic work, including performance diagnosis, marketing planning, occupancy support, data analysis, forecasting, campaign optimization, and cross-functional decision support. This role may also support Marketing Assimilation activities as needed.

This position is fully remote and requires approximately 10–20% travel. Candidates located near a major airport will be considered. Preferred locations include Atlanta, Georgia;
Dallas, Texas;
Chicago, Illinois; and Denver, Colorado. The typical hours for this position are Monday - Friday, 8:00 AM - 5:00 PM EDT.

The following duties are normal for this position. This list is not to be construed as exclusive or all inclusive. Other duties may be required and assigned.

• Serve as the trusted strategic marketing advisor for communities assigned to the Business Optimization Group, developing focused recovery, stabilization, and growth plans aligned with lead generation and occupancy objectives
• Develop and execute quarterly, annual, and community-specific marketing strategies that address immediate performance needs while building sustainable long-term demand
• Analyze lead volume, lead quality, conversion performance, channel effectiveness, market conditions, competitive activity, budget utilization, and ROI to identify root causes, risks, and optimization opportunities
• Translate performance findings into clear recommendations, priorities, action plans, and success measures for Business Optimization, community, regional, and executive leadership
• Lead the marketing component of Business Optimization reviews, focus-community meetings, financial presentations, investor updates, performance calls, and ad hoc reporting requests
• Manage community marketing budgets, forecasts, monthly financial reviews, GL coding, spend pacing, and ROI analysis to ensure resources are directed toward the highest-impact opportunities
• Build a deep understanding of each assigned community, including its competitive landscape, customer behavior, local socioeconomic factors, product differentiators, sales objections, and occupancy barriers
• Partner with Business Optimization leadership, Sales, regional leaders, and operational teams to align marketing priorities with occupancy plans and address community-specific business challenges
• Partner with STAT Marketing, Paid Media, Web Operations, and other corporate subject matter experts to lead the development, execution, and optimization of integrated campaigns across web, digital advertising, email, direct mail, social media, reputation, public relations, events, and local outreach
• Provide strategic direction for creative briefs, messaging, audience targeting, offers, landing pages, websites, media plans, community collateral, and sales-support materials designed to increase traffic, improve conversion, and support move-in goals
• Use market research and competitive intelligence to shape differentiated positioning, locally relevant messaging, and integrated campaign strategies for national and regional brands
• Ensure all marketing activity aligns with applicable Discovery brand standards and effectively promotes relevant programs, services, amenities, and community differentiators
• Service as a partner to agencies and vendors to resolve execution gaps, and ensure…