At Aegis Living, every life has a story worth telling — and this role ensures those stories are brought to life across the digital channels where families, prospective residents, candidates, and team members engage with our brand. The Director of Digital Marketing is a strategic, data-driven leader responsible for shaping and executing Aegis Living’s digital marketing strategy across web, paid media, SEO, email, marketing automation, social media, analytics, and conversion optimization. This role leads the digital marketing function, manages key agency and vendor relationships, and provides direct leadership to the Social Media Manager to ensure Aegis Living’s brand voice, performance goals, and storytelling priorities are consistently translated across platforms.

Key Responsibilities

Digital Strategy, Leadership & Performance Marketing

• Set the digital marketing vision and roadmap across paid search, paid social, display, programmatic, SEO, web, email, and marketing automation to support occupancy, lead generation, recruiting, and brand awareness goals.
• Lead channel strategy, budget allocation, testing plans, and optimization priorities to improve qualified lead volume, conversion rates, cost-per-lead, return on ad spend, and full-funnel performance.
• Direct agency, platform, and vendor partners, establishing clear goals, performance standards, timelines, and accountability for results.
• Monitor digital, competitive, and multi-location marketing trends to identify new opportunities, emerging platforms, and scalable growth strategies.

Team Leadership & Social Media Oversight

• Provide direct leadership, coaching, prioritization, and performance guidance to the Social Media Manager.
• Ensure social media strategy, content calendars, community storytelling, employee advocacy, and platform execution are aligned with Aegis Living’s brand, digital priorities, and business objectives.
• Partner cross-functionally with marketing, sales, operations, talent acquisition, and community teams to surface authentic stories and translate them into measurable digital engagement.

Website, SEO & Content

• Lead the strategy and ongoing optimization of the Aegis Living website experience, including content architecture, landing pages, user experience, local community pages, and conversion pathways.
• Oversee enterprise SEO strategy, including keyword priorities, on-page optimization, technical SEO, local SEO, content performance, and agency execution.
• Ensure tagging, tracking, analytics implementation, and conversion measurement are accurate, scalable, and aligned with business reporting needs.

Email, Marketing Automation & CRM

• Lead email marketing and nurture strategy to support inquiry conversion, family engagement, event promotion, talent acquisition campaigns, and brand storytelling.
• Partner with sales, CRM, and operations leaders to improve digital lead flow, source attribution, segmentation, follow-up visibility, and funnel reporting.
• Oversee marketing automation workflows, audience segmentation, lifecycle campaigns, list hygiene, and compliance with brand and data standards.

Analytics & Reporting

• Establish executive-ready dashboards and reporting that connect digital performance to inquiries, tours, move-ins, hiring outcomes, engagement, and campaign ROI.
• Lead the test-and-learn agenda across campaigns, landing pages, creative, audience segments, and messaging to continuously improve performance.
• Present insights, risks, opportunities, and recommendations to marketing, sales, operations, talent acquisition, and senior leadership.

Requirements

• Bachelor’s degree in Marketing, Business, Communications, Analytics, or a related field; advanced degree or relevant certifications preferred.
• 8+ years of progressive digital marketing experience, including ownership of paid media, SEO, website strategy, marketing automation, analytics, and performance reporting.
• Demonstrated experience leading people, agencies, vendors, or cross-functional digital workstreams with clear accountability for outcomes.
• Proven record improving lead volume, conversion rates, cost-per-lead, attribution visibility, and campaign ROI in a multi-location or high-consideration sales environment.
• Deep working knowledge of Google Ads, Meta Ads Manager, GA4, Google Tag Manager, SEO tools, website CMS platforms, CRM systems, and marketing automation platforms.
• Strong leadership presence, analytical judgment, communication skills, and project management discipline; able to translate data into clear recommendations and align stakeholders around priorities.

Preferred Experience

• Background in senior living, healthcare, hospitality, luxury consumer services, or franchise/multi-location marketing models.
• Experience leading social media, content strategy, employer brand, or community storytelling initiatives across paid and organic channels.
• Familiarity with attribution modeling, multi-touch reporting, reputation management, and long-cycle sales funnel optimization.