Director of Demand Generation

Role Summary

The Director of Demand Generation owns the full-funnel strategy that turns awareness and interest into qualified leads, tours, and move-ins for Senior Living SMART clients. This includes paid social, paid search, programmatic and display, connected TV and video, lead nurture and email, conversion optimization, and the systems that connect marketing activity to CRM and occupancy outcomes.

This role defines how SLS creates and converts demand across the long, emotional, multi-stakeholder senior living decision journey. It sets standards, guides teams, advises clients, and evolves programs, so every dollar is tied to measurable pipeline and occupancy impact.

This is a senior leadership role, focused on strategy, enablement, governance, and scale – not just day-to-day execution.

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Key Outcomes for Success

What success looks like in this role

Predictable, High-Quality Pipeline

Demand generation programs consistently meet or exceed targets for qualified leads, cost per lead, lead-to-tour rate, and cost per move-in – with clear contribution to occupancy and revenue growth.

Full-Funnel Strategy That Works as One System

Awareness, consideration, and conversion channels operate under a cohesive strategy, with shared success metrics and clear hand-offs between paid media, nurture, sales, and organic search to include:

• Search demand and strategy
• On-page SEO
• Local SEO

Closed-Loop Measurement & Attribution

Marketing activity is connected to CRM outcomes, so clients and SLS leadership can see which channels, audiences, and messages drive tours and move-ins – not just clicks and form fills.

Compliant, Audience-Smart Targeting

Programs reach both older adults and adult-child decision makers effectively, while meeting Fair Housing, platform housing-ad policies, healthcare, and privacy requirements.

Scalable Team Leadership & Accountability

Demand generation teams perform at a high level with clear expectations, strong managers, consistent quality standards, and defined growth paths.

Client Confidence & Strategic Influence

Clients view SLS as a trusted advisor on growing and converting demand – not a media buyer or campaign executor.

Positive Contribution to SLS Culture (SPICE)

Models and reinforces SLS’s SPICE (Strategy, Proactivity, Integrity, Collaboration, Engagement) values through proactive leadership, collaboration, and integrity.
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Key Responsibilities

What the role is responsible for doing

Demand Generation Strategy

• Own the vision, strategy, and performance standards for full-funnel demand generation across SLS clients
• Build channel and budget frameworks that balance awareness, consideration, and conversion
• Establish benchmarks and best practices aligned to senior living decision behavior, including long consideration cycles and adult-child influencers

Paid Media Beyond Search

• Set strategy and standards for paid social, paid search, programmatic, display, retargeting, connected TV, and video
• Define audience, creative testing, and offer strategies by care type (independent living, assisted living, memory care, CCRC/life plan)
• Ensure targeting practices comply with Fair Housing rules, platform housing-ad policies, healthcare, and privacy regulations

Lead Conversion & Nurture

• Own strategy for landing pages, forms, offers, and conversion paths that turn interest into tours
• Partner with client sales teams to improve lead response, hand-off, and follow-up practices

Measurement, Attribution & CRM Integration

• Set standards for tracking, attribution, and reporting from first touch through move-in
• Ensure marketing data connects to senior living CRMs so lead source and outcomes are visible
• Set standards for dashboards and performance storytelling focused on business outcomes, not vanity metrics

AI & Automation

• Evaluate, pilot, and standardize AI tools for audience modeling, creative testing, budget optimization, and nurture personalization
• Develop AI agents and AI-supported processes that streamline execution, such as account audits, campaign QA, reporting, and optimization recommendations
• Use AI to design, launch, and analyze A/B and multivariate tests across ads, landing pages, offers, and nurture
• Document AI workflows and train teams so they can adopt them consistently

Team Leadership & Enablement

• Lead, mentor, and develop paid media, lifecycle, and demand generation team.
• Set clear role definitions, KPIs, quality standards, and escalation paths
• Ensure all team members deliver quality results through regular campaign reviews and performance scorecards

Client Strategy & Advisory

• Serve as senior advisor and executive point of contact on demand generation for enterprise and priority accounts
• Build trusted relationships with client executives, including CEOs, CMOs, VPs of Sales and Marketing, and regional leaders
• Develop portfolio-level demand strategies for multi-community operators, balancing brand, regional, and community-level goals
• Lead or support audits, QBRs, annual planning, budget recommendations, lease-up and occupancy-recovery plans, and forward-looking strategy conversations
• Present performance results and recommendations to client leadership in clear, business-focused terms
• Translate complex performance data into clear, client-ready recommendations
• Identify growth and expansion opportunities within existing accounts and support new business pitches
• Proactively manage client expectations, address performance concerns, and support retention of key accounts

Cross-Functional Collaboration

• Work with Creative to brief, review, and test ad concepts, copy, and visuals across social, display, paid search, CTV, and video
• Work with Web/Tech teams to plan, build, and optimize landing pages, forms, and conversion paths, including tracking and page performance
• Partner with Content on messaging, offers, and nurture content that fit each audience and stage of the decision journey
• Collaborate with Tech and Analytics on tracking, CRM integrations, and reporting
• Work with Client Success and account teams to align campaign plans with client goals, timelines, and budgets
• Provide clear briefs, feedback, and performance insights so partner teams can improve their work

Process, Quality & Accountability

• Own WOWs (SOPs), QA standards, and documentation for demand generation work
• Improve workflows to reduce friction, rework, and inconsistency
• Balance standardization with experimentation and innovation

Key Competencies & Skills

How they operate at a Leadership level

Full-Funnel Demand Expertise

• Deep understanding of paid social, paid search, programmatic, CTV, retargeting, email, and conversion optimization
• Strong ability to connect campaigns to pipeline stages: lead, tour, deposit, and move-in

Senior Living & Audience Insight

• Understands how older adults and adult children research, compare, and decide on senior living
• Knows the compliance landscape for housing and health-adjacent marketing

Measurement & Martech Fluency

• Strong command of tracking, attribution, marketing automation, and CRM integration
• Comfortable working with senior living CRMs and call-tracking platforms

AI Fluency & Systems Thinking

• Confident using AI for audience modeling, forecasting, creative testing, and analysis
• Understands both the opportunities and limitations of AI

Strategic Leadership

• Proven ability to lead senior managers and develop future leaders
• Sets clear direction while empowering ownership and accountability

Analytical & Financial Acumen

• Strong command of KPIs, budget allocation and pacing, cost per move-in, and ROI analysis
• Makes confident, data-informed decisions across complex channel mixes

Client Influence & Communication

• Trusted advisor presence with executive-level communication skills
• Able to clearly explain complex strategy to non-technical stakeholders, including operators and sales directors

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Experience & Requirements

• Bachelor’s degree required; Master’s preferred
• 8 – 10+ years of experience in demand generation, performance marketing, or paid digital media
• 3 – 5+ years in a senior leadership or Director-level role
• Proven success managing multi-channel paid media budgets and full-funnel programs
• Hands-on experience with marketing automation, CRM integration, and multi-touch attribution
• Experience in senior living, healthcare, housing, or another considered-purchase industry strongly preferred
• Agency experience managing multiple client accounts preferred
• Experience leading remote teams

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Tools & Platforms

Proficiency expected with the following or similar tools

CRM & Marketing Automation

• HubSpot (CRM, workflows, email nurture, lead scoring)
• Senior living CRMs such as Yardi, Aline (Enquire), Sherpa, or Welcome Home

Analytics, Tracking & Reporting

• Google Analytics 4 and Google Tag Manager
• Looker Studio or similar dashboard tools
• Call tracking platforms such as CallRail

Paid Search & Paid Social

• Google Ads and Microsoft Advertising
• Meta Ads Manager (Facebook and Instagram)
• Reddit Ads
• LinkedIn and YouTube advertising

Programmatic, Display & CTV

• Programmatic and connected TV platforms such as StackAdapt
• Retargeting and audience platforms

AI Search & Visibility (AEO / GEO / SEO)

• Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO) practices
• AI search visibility tracking for ChatGPT, Google AI Overviews, Perplexity, and Gemini
• SEO and AI visibility tools such as SEMrush or Ahrefs

AI & Productivity

• Generative AI tools such as ChatGPT, Claude, and Gemini
• AI agent and automation platforms for audits, QA, reporting, and testing

Testing & Conversion Optimization

• A/B testing and landing page tools such as HubSpot landing pages

Project Management & Collaboration

• ClickUp and Everhour

This job description may not be inclusive of all assigned duties, responsibilities, or aspects of the job described and may be amended at any time at the sole discretion of the Employer.

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