Job details
Job type full-time number of hires for this role 1
Full job description
Is this you?
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As the keystone director of marketing and strategic project management you will lead the marketing team and play an instrumental role in driving company growth through full spectrum marketing support, while also holding the reins for tactical project management on a broad array of cross-functional and cross-departmental initiatives.
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Is this role right for you?
Are you the very best of both worlds?
The ideal candidate will seamlessly meld high-level skills and expertise in the field of marketing with proven chops in strategic project planning, solving, implementation, management and execution.
As comfortable with high level ideation as you are with the nitty gritty of explanation, you have the ability to maintain end-to-end ownership of marketing campaigns, budgets and other key strategic initiatives for both keystone corporate as well as our 10 distinct senior living communities located around the us and making them all cohesive.
This role requires you to be both highly creative and analyticalYou’ve got that rare ability to maintain both a granular connection to each project, while also maintaining a grasp on the high level strategic goals that drive our campaigns.
A combination of high attention to detail and excellent communication skills is a necessityThe ability to ruthlessly prioritize, expertly organize and analyze and make data-driven decisions in a fast paced environment are also essential
To success in this position, as is your belief that sales and marketing are best friends with a relationship built on rock-solid strategy.
You’re a master at grasping the specifics of a company’s short and long term goals, while transforming those goals into a workable marketing plan and moving that plan into decisive action.
Simply put, you can keep your eyes on the big picture from 50,000 feet, even when you’re on the ground getting your hands dirty - you know it’s all part of a seamless wholeYou excel at both tactical and strategic implementation and doing the work yourself is never a problem.
Is collaboration your middle name?
In this role you will supervise a small staff of freelance/contract employees as well as multiple vendor relationships while functioning as a liaison between the marketing team, keystone corporate and community-based employeesYou are an expert at building and maintaining consensus across disparate teams and with a broad range of stakeholders.
Building trust, providing clear leadership, creating powerful relationships and maintaining clear and open lines of connection is one of your many superpowersIn past roles, your direct reports have raved about your ability to accurately convey needed information, delegate, train and empower so that everyone can work smarter (not harder).
Do you think on your feet?
With 10 individual communities as well as corporate needs and vendor relationships, this role will require a candidate able to assess data and make decisions quicklyYou’ll be seamlessly juggling the ongoing needs of 10 separate communities while working in tandem with the corporate team and ensuring cohesive strategy and brandAs such, this role has much in common with a similar position at a fast paced marketing agency with multiple clients.
You pride yourself on managing multiple lines of rapid communication with grace and attention to detail and you’ve got a laser-sharp focus and ability to sift through tasks to make sure that the most important issues are taken care of and that nothing falls through the cracks.
You’re a verified expert at keeping all the balls in the air (and slam dunking as needed).
Are you a digital marketing nerd?
Do you know the landscape of social media like you know the back of your own hand? can you talk about the power of seo, email marketing funnels and intentional content to drive conversions and sales in your sleep?
Our ideal candidate knows the lingo and can both talk the talk and walk the walk when it comes to fully understanding all the puzzle pieces of a finely honed digital marketing strategy.
You geek out on sales funnels, conversion copy and email marketing analytics.
You know exactly what we need to attract new potential residents to engage with keystone by creating and distributing vibrant digital content that encourages prospects to understand the benefits of keystone living and makes it easier for them to visualize themselves living in (and loving life at) one of our keystone communities.
You pride yourself on your ability to understand and own the process, from start to finish.
Do you know the ins and outs of remote work (and managing a distributed team)?
You love working from home and don’t need the structure of an office to be highly productiveYou are a self-generator and an excellent delegator, comfortable working and leading a dispersed/remote and mainly freelance or corporate team (each of whom have multiple clients aside from keystone) with a high degree of autonomy.
Do you love a good story?
At keystone we know that good marketing requires good storiesAt heart, you are a consummate storyteller, with the ability to create (or direct and oversee the creation of) compelling stories and campaigns that showcase our positive impact on residents and the communities we serveYou know how to keep your eyes open for naturally occurring, feel-good or attention-getting stories from our staff and residents that will naturally lead to positive connections and viral shares.
What you’ll be doing everyday:
As the keystone director of marketing and strategic project management your primary responsibilities will fall into 5 main categories:
Marketing campaigns
Develop, forecast, manage and report on monthly marketing plans and budgets.
Plan, strategize, execute integrated and cross-functional marketing campaigns including website, search engine, social media, gmb and email marketing.
Perform and analyze market researchTake market trend information and make recommendations to key stakeholders at keystone corporate and our senior living communities.
Create and oversee the creation and implementation of templates and sops to enable the marketing team and community teams to be more efficient in crafting content or executing projects.
Continue to drive growth of the keystone brand by providing qualified leads for sales teams through search engine marketing, site optimization, paid and organic content and testing and iteration of marketing campaigns to guide said leads through the sales pipeline.
Content / messaging
Develop ongoing marketing messaging that accurately conveys the essence of the keystone brand, creates an emotional connection with the audience and continues to move qualified leads through the sales funnel.
Lead regular individual, team, and vendor meetings to generate ideas and plans to drive forward momentum and growth through timely messaging that is pertinent to the needs of our audience.
Drive the creation of new company/community messaging and maintain & update existing messaging as needed.
Develop and oversee content and brand strategy and monthly editorial/content calendar to create, curate and manage the distribution of content that both acquires, converts, and educates our current and potential customers before, during, and after the sales processThis content will fall into many different formats and channels but be aligned with central keystone branding and messaging.
Assist members of the marketing team with creation, management, fact checking, legal compliance, editing and implementation of print or online content, such as blogs, web pages, case studies, social posts and email marketing, as requested.
Create strategy, manage and improve utilization, engagement and other metrics on all social channels (as listed below but not limited to this).
Facebook
Youtube
Instagram
Yelp
Pinterest
Twitter
Linkedin
Snapchat
Tiktok
Manage implementation of complex segmented workflows and funnels through hubspot.
Work seamlessly with keystone vendors and partners to create and maintain organic seo, paid search and other organic or paid advertising programs, projects and initiatives.
Manage the content management spreadsheet and drive to ensure all content links are kept organized and up to date.
Respond to and/or oversee all responses to reviews as well as incoming responses from auto generated marketing emails and social media posts.
Analytics / reporting
Own the key marketing metrics for the brand and marketing campaigns.
Create analytics reports and presentations as requested and provide regular updates on program effectiveness.
Identify kpi and track, measure, and analyze all current initiatives to report on budget projections and roi and adjust as necessary.
Create regular reports to inform keystone corporate of campaign effectiveness and make recommendations to concurrent programs for ongoing corrective modifications and for future.
Use key analytics to determine which marketing content/campaigns are most successful and resonates most with:
Current residents
Loved ones of residents
Potential residents
Levels of care (i.e., what content resonates most with those interested in independent living vsMemory care)
Project management
Act as primary marketing project manager, overseeing major initiatives and projects to ensure efficiency and that they are completed on time and on budget.
Communicate effectively and efficiently with all needed participants as to goals, roles, deadlines and ensure each team member has what they need to produce on time.
Utilize asana with all necessary stakeholders to drive projects forward, keep on top of all projects, subprojects, tasks and due dates to drive projects forward to completion.
Prioritize multiple ongoing marketing initiatives and create organized processes, managing the full scale of each project from beginning to end.
Pivot and adjust as necessary based on analytics, deadlines and overall community and corporate needs.
Vendor and internal relationships
Act as liaison between the needs of the marketing and sales team to drive alignment and provide marketing and content support for our sales reps, customers and prospects.
Maintain open lines of communication with all departments and provide prompt answers to requests.
Collaborate with internal cross-functional teams to develop brand positioning and messaging that resonates with our target buyer personas.
Maintain relationships with and guide outside vendors/software companies as necessary to support the planning and execution of all marketing campaign goals, track budgets, review results and adjust as neededUnderstand what each vendor`s role is and how to maximize our return with them.
Linkfuse
Integration between hubpot and sherpa
Hubspot
Marketing crm
Blog and landing page host
All email marketing for corporate + communities
Social media scheduling
Tracking and analytics
G5
Website
Call tracking numbers (ctn)
Seo
Google my business (gmb) pages
Website compliance (ada and wcag)
Lead analytics (gmb, ctn, ads)
Advertising
Traditional search
Display
Discovery
Social media (new)
Sherpa
Sales crm
Roobrik
Senior living assessment
Initiate and build valued relationships externally and internally with leaders and stakeholders across a complex, highly matrixed organization to facilitate and improve ongoing needs and processes.
Overseeing website change requests from individual communities
Managing community reviews
Managing responses to ads
Managing q&a’s on gmb
Job postings
Other ongoing needs as needed
Lead the keystone marketing team, providing assignments to direct reports; and foster a climate of life-long learning and development for said reportsServe as coach and leader by managing day-to-day operations, setting goals to meet business objectives, tracking performance, and enabling personal development for each member of the distributed marketing team.
Key qualifications
5+ years of digital marketing experience with at least 3 years in a leadership position managing multiple stakeholders and cross-functional teams.
Passionate, innovative, creative, big picture thinker while simultaneously detailed orientated.
Self-motivated with excellent organizational, time management, prioritization, analytical and decision-making skills.
Excellent problem solving skills; ability to distill complex issues into structured frameworks and action plans that translate these into measurable results.
In depth experience with project management theory, software and best practices.
Proven leader, recognized for ability to energize and influence the team around shared goals.
Adept at shifting between high level ideation, data analytics, strategic planning and overseeing tactical execution without skipping a beat.
Highly skilled with planning, implementation and execution of marketing campaigns and budgets.
Entrepreneurial-minded, agile, independent and efficient working style and a growth mindset focused on continuous and measurable improvement.
Firm understanding of and experience with marketing principles, including marketing funnel, lead generation and principles of email marketing and social media to support growthHighly skilled at using online platforms to generate conversions and income.
Highly tech-savvy and comfortable with juggling the needs of multiple complex software solutions that must talk nicely to one another in order to drive business goalsIntegrating software systems (crm’s) excites you and you dive in to understand the nuances while clearly articulating needs to the solution providerYou’ve either got experience with the software used by this role, or are self-driven and able to quickly master new tech platforms as needed.
In-depth understanding of online individual platform-based content needs (including websites, search engines and social media).
Informed and up to date on pertinent algorithm changes, best practices, ability to test, analyze and pivot as necessary.
Excellent verbal and written communication, creation, presentation fact checking, proof-reading and editing skills.
Experience facilitating communication across multiple teams to align and deliver on marketing initiatives.
History of working closely with executives and other stakeholders and understanding both overall brand voice as well as the tone, voice and style of individual collaborators.
Experience creating and adhering to consistent a brand style guide that facilitates a positive and cohesive impression of keystone across all platforms.
Availability during working hours of 8-5 cst or mst
Priority consideration given to candidates with the following:
Experience juggling multiple clients and accounts in a fast paced, agency-like environment with complex cross-functional projects, frequent context switching and time-sensitive deadlines, continually giving your best to many initiatives at once.
Past experience in or in depth understanding of senior living or senior care.
Significant experience with b2c demand generation, as well as the associated technologies noted below.
Hubspot certified with 3+ years experience
Gmb and social media extensive knowledge and implementation
Essential experience:
Hubspot
Google drive
Microsoft office suite
Additional useful experience / certifications:
Sherpa
Funnel mappy
Canva
Asana
Google analytics
Google adwords
Paid social media ads
Google my business
Adobe
Video editing software
The mechanisms and logistics of call tracking numbers (ctn) - used by all communities.
Utms + bit.ly/tracking links
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Job type: full-time
Benefits:
401(k)
401(k) matching
Dental insurance
Flexible schedule
Health insurance
Paid time off
Vision insurance
Schedule:
8 hour shift
Work location:
Fully remote
Work location: remote
