Senior Manager / Assistant Director of Paid Media Advertising

POSITION SUMMARY

The Senior Manager / Assistant Director of Paid Media Advertising is a strategic, data-driven marketing leader responsible for developing, executing, and adjusting paid media programs that bring in high-quality leads and speed up occupancy growth across a large group of senior living communities. This role manages the relationship with an external agency, making sure performance is excellent, innovative, and accountable. The ideal person has deep knowledge of digital advertising, strong analytical skills, and a proven ability to manage large, multi-location campaigns at scale.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Paid Media Strategy & Leadership

• Develop and oversee the paid media strategy across search, social, display, video, programmatic, and other digital channels to support lead generation and occupancy goals.
• Provide leadership, coaching, and daily management for direct report(s), including setting goals, developing performance, and making sure paid media responsibilities are carried out well.
• Work closely with the external media agency to set clear strategies, establish performance expectations, and ensure flawless execution.
• Act as the internal expert on paid media trends, targeting methods, audience strategies, and new technologies.
• Keep a deep understanding of market-level conditions, including competitive landscapes and audience behaviors, to inform strategy and performance decisions.
• Help onboard and train new team members on paid media and conversion improvement good practices.
• Other duties as assigned.

Campaign Management & Optimization

• Review and guide the agency’s campaign builds, adjustments, and creative suggestions to make sure they align with the brand and give the best return on investment (ROI).
• Own forecasting, pacing, and performance monitoring across all channels, making sure spending is efficient and lead volume can be predicted.
• Put in place a strict test-and-learn plan, including creative, audience segments, bidding strategies, and landing page performance, to continuously make results better.

Analytics, Reporting & Insights

• Monitor key performance indicators (KPIs) including cost per lead, conversion rates, occupancy impact, and marketing efficiency ratios.
• Change complex performance data into useful ideas and suggestions for senior leadership and community contacts.
• Work with analytics, CRO, and CRM teams to make sure tracking, attribution, and full-funnel visibility are accurate.
• Work in Microsoft Power BI for reporting and creating insights.

Cross-Functional Partnership

• Work with regional sales leaders, marketing teams, and community leadership to understand occupancy needs and make sure paid media supports priority communities.
• Work with brand, creative, and content teams to create high-performing ad materials, messaging, and campaigns for specific audiences.
• Make sure paid media efforts match CRM workflows and nurture strategies, allowing for smooth lead management.

Agency, Budget & Project Management

• Manage the ongoing relationship with an external media agency, including managing deliverables and quarterly business reviews.
• Oversee the annual paid media budget, making sure allocation across communities, channels, and seasons is accurate.
• Make sure all campaigns follow industry rules, accessibility needs, and brand standards.

QUALIFICATIONS

Educational Requirements and Experience

• 6–10+ years of experience in digital marketing or paid media, preferably at scale or in an environment with multiple locations.
• Hands-on experience with Google Ads, Meta Ads, Bing Ads, programmatic platforms, and performance analytics tools.
• Strong analytical skills with the ability to read data, spot trends, and guide adjustments.
• Experience managing agency relationships or leading teams across different functions.
• Excellent communication and presentation skills, with the ability to explain technical findings in terms of business implications.
• A background in senior living, healthcare, or real estate is preferred but not required.
• Bachelor's degree in Marketing, Communications, Business, or equivalent experience.

Other Skills and Abilities

• Meticulous attention to detail and a strong commitment to accuracy and consistency.
• Excellent project management and communication skills with the ability to present to teams.
• Experience with budget management.
• Ability to do well in a high-pressure setting.
• Innovative spirit, open to change and substantial organizational growth.
• Strong work ethic with a dedication to teamwork.
• Exceptional time management and project ownership, consistently meeting deadlines in a fast-paced, detail-intensive setting.
• Ability to multitask across several projects, across divisions.
• Critical thinking skills for finding and addressing concerns.
• Ability to build relationships and explain ideas well.
• Excellent grammar, editing, and copywriting skills.
• Capacity to train and mentor other team members.

Success Profile / What Great Looks Like

• Proactively finds ways to adjust things that improve lead volume, quality, and cost efficiency.
• Builds strong partnerships with sales, operations, and agency teams, making sure paid media matches occupancy needs.
• Works with a test-and-learn mindset, constantly pushing for new ideas and performance improvements.
• Improves visibility into marketing effect by providing clear, useful reports and insights.
• Consistently delivers paid media programs that add significantly to occupancy growth.

Knowledge, Skills, and Abilities

• Language Skills: Communication skills above average.
• Mathematical Skills: Ability to calculate figures and amounts such as discounts, interest, commissions, proportions, percentages, area, circumference, and volume. Ability to use concepts of basic algebra and geometry.
• Reasoning Ability: Ability to use common sense understanding to follow instructions given in written, oral, or diagram form. Ability to handle problems involving several concrete variables in standard situations.
• Other Skills and Abilities: Ability to explain data and present to senior teams and investment partners. Ability to track, analyze, and report data on ROI including Cost Per Leads, Cost Per Move-In, Cost Per Channel. Excellent writing, grammar, editing, and copywriting skills are needed. Ability to succeed and multitask in a fast-paced, high-pressure setting.

ENVIROMENTAL ADAPTABILITY

• Works mainly indoors in a temperature-controlled setting.

PHYSICAL REQUIREMENTS

The physical demands described below are typical for this job. Reasonable adjustments can be made to enable individuals with disabilities to perform the essential functions.

While performing the duties of this job, the employee is regularly required to sit, talk, or hear for long periods. The employee frequently needs to use hands or fingers to handle or feel and reach with hands and arms. The employee is occasionally required to stand and walk for long periods. The employee must occasionally lift and/or move up to ten pounds. Specific vision abilities required include close vision and the ability to adjust focus.

JOB CODE: 1006997