Director of Brand Experience

POSITION SUMMARY

The Director of Brand Experience role plays a critical part in differentiating the organization's signature products and programs by integrating brain health, nutrition, and hospitality offerings into compelling, consumer-friendly value propositions that tell a cohesive and compelling brand story. Working cross-functionally with operational leaders, the Director ensures our products and programs’ brand promises are communicated effectively, and consistently operationalized, marketed, and sold enterprise-wide. The Director ensures that all branded programs and products enhance resident engagement, strengthen family trust, support sales conversion, and reinforce Discovery Senior Living’s position as an innovator and leader in senior living.

ESSENTIAL DUTIES AND RESPONSIBILITIES

The following duties are normal for this position. This list is not to be construed as exclusive or all-inclusive. Other duties may be required and assigned.

• Lead the integration of enhanced brain health, nutrition, and hospitality brand strategies as signature pillars of the prospect or resident experience
• Coordinate and partner with cross-functional departments to ensure branded signature products and/or programs are communicated effectively, and consistently operationalized, marketed, and sold enterprise-wide
• Manage matrix of product and program offerings across brand tiers, management companies, and communities
• Support ongoing experience audits and brand inspections to ensure consistency and identify opportunities for improvement
• Support the ongoing development of tiered brand positioning, product and service offerings, value propositions, differentiators, and brand storytelling
• Manage proprietary podcast called The Disappearing Mind (TDM) from podcast content, recordings, generating interviews, marketing, and analyzing ROI
  • Position TDM as a cornerstone of the organization’s memory care and brain health leadership and authority position while aligning messaging and content across social media, community websites, industry news, and publications
• Conduct any market research needed to understand customer needs, preferences, and perceptions.
• Analyze brand performance data to identify trends, opportunities, and areas for improvement.
• Monitor industry trends (e.g., cognitive health, wellness, dining expectations) to continuously refine positioning
• Other duties as assigned.

SUCCESS MEASURES

• Clear, defensible differentiation of brand tiers and program offerings across all service lines
• Enterprise-wide consistency in program execution and resident experience across management companies
• Demonstrated impact of brain health, nutrition, and hospitality initiatives on resident experience and satisfaction
• Increased lead conversion and sales effectiveness driven by stronger product positioning and messaging
• Growth in brand authority and visibility through platforms such as The Disappearing Mind Podcast and Balanced
• Measurable improvements in program adoption, utilization, and ROI
• Strengthened alignment between brand promise and operational delivery

QUALIFICATIONS

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below represent the knowledge, skills, and abilities required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

Educational Requirements and Experience:

• Bachelor’s degree in branding, marketing, communications, or other related areas of specialty
• Minimum of seven or more years of proven experience in branding, marketing, or strategy
• Preferred senior living, hospitality, healthcare, real estate, or agency experience
• Minimum four years of analysis and reporting experience
• Exceptional grammar, editing, and copywriting skills are a must
• Experience translating brand strategy into operational execution
• Experience in producing podcasts, achieving growth, and saturation
• Ability to track, analyze, and report on ROI data
• Ability to thrive in a high-pressure environment
• Innovative spirit, receptive to change, and substantial organizational growth
• Superior communication skills with the ability to influence peers, inspire results, and present to senior teams and investment partners
• Intense work ethic with dedication to teamwork
• Strong attention to detail and deadlines
• Multitasking skills for handling multiple projects, cross-divisionally
• Critical thinking skills for identifying and addressing concerns
• Ability to build relationships and articulate ideas well
• Capacity to train and mentor other team members

Knowledge, Skills and Abilities:

Language Skills: Above-average communication skills.

Mathematical Skills: Ability to calculate complex figures such as return on investment, interest, revenue projections, percentages, area, circumference, and volume. Ability to apply concepts of basic algebra and geometry.

Reasoning Ability: 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.

Other Skills and Abilities: Ability to track, analyze, and articulate data and present to senior teams and investment partners; Excellent writing, grammar, editing, and copywriting skills required. Ability to thrive and multi-task in a fast-paced, high-pressure environment.

ENVIROMENTAL AVAILABILITY 

Works primarily indoors in a climate-controlled setting.

PHYSICAL REQUIRMENTS

The physical demands described below are representative of those that must be met by an individual to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may 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 extended periods of time. The employee frequently is required 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 extended periods of time. The employee must occasionally lift and/or move up to ten pounds. Specific vision abilities required by this job include close vision, and ability to adjust focus.