Senior Manager / Assistant Director of Paid Media Advertising

• 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 day-to-day management for direct report(s), including goal-setting, performance development, and ensuring high-quality execution of paid media responsibilities
• Partner closely with the external media agency to set clear strategies, establish performance expectations, and ensure flawless execution
• Serve as the internal subject-matter expert on paid media trends, targeting tactics, audience strategies, and emerging technologies
• Maintain a deep understanding of market-level dynamics, including competitive landscapes and audience behaviors, to inform strategy and performance decisions
• Assist with onboarding and training new team members on paid media and conversion optimization best practices
• Review and guide the agency’s campaign builds, optimizations, and creative recommendations to ensure brand alignment and maximum ROI
• Own forecasting, pacing, and performance oversight across all channels, ensuring spend efficiency and lead volume predictability
• Implement a rigorous test-and-learn roadmap, including creative, audience segments, bidding strategies, and landing page performance, to continuously improve results
• Monitor KPIs including cost per lead, conversion rates, occupancy impact, and marketing efficiency ratios
• Translate complex performance data into actionable insights and recommendations for senior leadership and community stakeholders
• Partner with analytics, CRO, and CRM teams to ensure accurate tracking, attribution, and full-funnel visibility
• Work in Microsoft Power BI for reporting and generating insights
• Collaborate with regional sales leaders, marketing teams, and community leadership to understand occupancy needs and ensure paid media supports priority communities
• Work with brand, creative, and content teams to develop high-performing ad assets, messaging, and audience-specific campaigns
• Align paid media initiatives with CRM workflows and nurture strategies, ensuring seamless lead management
• Manage the ongoing relationship with an external media agency, including deliverable management, and quarterly business reviews
• Oversee the annual paid media budget, ensuring accurate allocation across communities, channels, and seasons
• Ensure all campaigns comply with industry regulations, accessibility requirements, and brand standards

• 6–10+ years of experience in digital marketing or paid media, preferably at scale or within a multi-location environment
• Hands-on experience with Google Ads, Meta Ads, Bing Ads, programmatic platforms, and performance analytics tools
• Strong analytical skills with the ability to interpret data, identify trends, and guide optimizations
• Experience managing agency relationships or leading cross-functional teams
• Excellent communication and presentation skills, with the ability to translate technical insights into business-level implications
• Bachelor's degree in Marketing, Communications, Business, or equivalent experience
• Meticulous attention to detail and a relentless commitment to accuracy and consistency
• Excellent project management and communication skills with the ability to present to teams
• Experience with budget management
• Ability to thrive in a high-pressure environment
• Innovative spirit, receptive to change and substantial organizational growth
• Intense work ethic with a dedication to teamwork
• Exceptional time management and project ownership, consistently delivering against deadlines in a fast-paced, detail-intensive environment
• Multitasking skills for handling multiple projects, cross-divisionally
• Critical thinking skills for identifying and addressing concerns
• Ability to build relationships and articulate ideas well
• Excellent grammar, editing and copywriting skills
• Capacity to train and mentor other team members
• Ability to calculate figures and amounts such as discounts, interest, commission’s proportions, percentages, area, circumference, and volume
• Ability to apply concepts of basic algebra and geometry
• Ability to apply common sense understanding to carry out instructions furnished in written, oral, or diagram form
• Ability to deal with problems involving several concrete variables in standardized situations
• Ability to articulate 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

Background in senior living, healthcare, or real estate