Director, Digital Marketing

The Director, Digital Marketing leads LCS's enterprise digital marketing strategy, capabilities, and technology ecosystem to drive consumer engagement, qualified inquiries, conversion, and measurable business results. This is a hands-on leadership role that owns both the digital roadmap and key execution across enterprise and community websites, paid search, technical and on-page SEO, conversion optimization, marketing technology, and digital analytics.

The Director partners closely with Marketing, Sales, Operations, Technology, Data & AI, and community leaders to translate business and consumer needs into integrated digital strategies. The role will progressively expand selected digital capabilities in-house, establish a reliable operating model, and ensure platforms, data, and digital experiences support corporate and community growth while maintaining privacy, security, brand quality, and operational continuity.

This position reports to the SVP, Chief Marketing Officer

This position provides leadership oversight for the following roles: Digital Marketing Manager, Marketing Specialist, Marketing Technology Manager

This position will also be responsible for identifying and planning staged capability hiring with an approved business plan.

Experience is Everything.

At LCS, experience is everything. We provide you the opportunity to use your talents in a progressive, growing organization that makes a positive difference in the lives of the seniors we serve. If you are seeking an organization that gives back, you’ll love working here. Our principles and hospitality promises define our company culture. LCS employees can be found participating in volunteer activities, getting involved in our committees or collaborating with team members in our innovative workspace. You’ll find several opportunities to grow as a professional, serve the community, and enhance the lives of seniors.

What You’ll Do:

- Lead the development and execution of the enterprise digital marketing strategy, establishing priorities, roadmaps, releases, and a phased insourcing plan that support corporate, community, consumer, and growth objectives.

- Provide strategic and hands-on leadership for websites, technical and on-page SEO, AI/search visibility, Google Ads and Microsoft Ads, landing pages, conversion optimization, email marketing, marketing automation, and related digital capabilities.

- Lead the evolution of LCS's digital customer journey, partnering across Marketing and Sales to improve how prospective residents and customers discover, engage with, and convert through digital experiences.

- Oversee LCS's marketing technology ecosystem, including website development and management, web forms, lead routing, campaign attribution, field mapping, data flows, analytics, digital platforms, integrations, and emerging technologies.

- Partner with the Senior Director, Marketing and other marketing leaders to translate B2C, community, brand, content, and campaign strategies into effective digital experiences and channel strategies.

- Partner with Sales, Operations, and community leadership to ensure digital marketing programs effectively support lead generation, prospect engagement, occupancy, revenue, and broader business objectives.

- Establish dependable digital performance measures, conversion tracking, reporting, and analytics using tools such as GA4, Google Tag Manager, and Google Search Console to evaluate effectiveness, identify opportunities, optimize investment, and provide actionable insights to marketing and business leaders.

- Lead digital agency, technology vendor, and external partner relationships within assigned areas, establishing performance expectations and ensuring investments deliver appropriate business value.

- Evaluate emerging technologies, platforms, AI capabilities, consumer behaviors, and digital marketing practices, recommending opportunities that strengthen LCS's marketing capabilities and competitive position.

- Own the hands-on development, management and continuous improvement of LCS enterprise and community websites, including landing pages, forms, integrations, testing and publishing workflows, while partnering with the internal LCS Salesforce team and the Manager, Marketing Technology to improve marketing automation, lead routing, campaign attribution and marketing data flows.

- Establish standards, governance, processes, and best practices for digital marketing and marketing technology to create consistency, scalability, data integrity, and effective execution across the organization.

- Responsible for the effective management and leadership of a team. This includes, but is not limited to: hiring, training, coaching, evaluating and managing performance, allocating compensation, effectively handling employee relations issues, managing terminations.

- Perform other duties and responsibilities as assigned.

What We’re Looking For:

- Required qualifications

Bachelor's degree in Marketing, Business, Communications, Digital Marketing, or a related field, or an equivalent combination of education and experience.

- 10+ years of progressively responsible experience in digital marketing, marketing technology, digital strategy, web development, or a related discipline, including demonstrated strategic ownership, hands-on delivery, and leadership experience.

- Demonstrated experience personally developing, launching or materially operating complex enterprise or multi-site websites and digital programs.

- Direct operating knowledge of technical and on-page SEO, Google Ads and Microsoft Ads, website strategy, landing pages, conversion optimization, digital customer journeys, and digital analytics. Agency oversight alone does not meet this requirement.

- Demonstrated ability to establish reliable conversion tracking; use GA4, Google Tag Manager, and Google Search Console; recognize unreliable data; and connect digital activity to lead quality, downstream sales activity, and financial outcomes where data are available. Experience leading cross-functional initiatives and partnering effectively with Marketing, Sales, Technology, and business stakeholders.

- Strong business acumen with the ability to connect digital marketing strategy and technology investments to organizational objectives.

- Strong leadership, communication, relationship-management, and change-management skills.

- Demonstrated ability to lead and develop teams while managing multiple strategic initiatives and priorities.

- Preferred qualifications

Experience leading digital marketing within a multi-location, multi-brand, senior living, healthcare, hospitality, real estate, or consumer services organization.

- Experience with Salesforce CRM and Salesforce Marketing Cloud and alternative marketing automation platforms

- Experience putting AI-powered tools to practical use in day-to-day marketing operations, including content creation, SEO and AI/search visibility, reporting, audience insights, and workflow improvement.

- Experience implementing or evolving marketing technology, attribution, lead-management.

Why Join Us?

- Industry Leader.

- Inclusive & collaborative culture.

- Top Workplace USA.

- Top Workplace Iowa.

- Charity and community involvement.

- Outstanding advancement opportunities.

- Ongoing career development.

Benefits

Competitive pay, great benefits and vacation time. We are an equal opportunity employer with benefits including medical, dental, life insurance, disability, 401(K) with company match and paid parental leave.

Our Commitment

LCS creates living experiences that enhance the lives of seniors. You’ll see this commitment in our people. They’re talented, dedicated professionals who truly care about residents, with each conducting his or her work with integrity, honesty and transparency according to the principles of LCS. We strive to help every community succeed—strengthening available resources, establishing proven practices that lead to long-term growth and value for those living in, working for and affiliated with the community. Check us out on our website: https://www.lcsliving.com

Additional Information

Travel frequency: 11-25%

Estimated Salary: $133,000 - $166,000

The actual title & salary will carefully consider a wide range of factors, including your skills, qualifications, experience, and other relevant factors.

A POST-OFFER BACKGROUND CHECK, INCLUDING REFERENCES IS REQUIRED.

LCS IS AN EQUAL OPPORTUNITY EMPLOYER.