TITLE: Director of Marketing and Communications
SUPERVISOR: Vice President of Advancement
Rogerson is at an exciting moment in its 165-year history and is poised for dramatic growth in the next decade. This position, reporting to the V.P. of Advancement will contribute to establishing centralized communications, advertising, marketing, public relations, and digital experience to manage the brand and reputation of Rogerson, to assist with occupancy goals, and to tell the Rogerson story; including all of its programs, associated services, owned and managed communities.
This will be accomplished through the development, management, and maintenance of a strategic and unified communications and marketing effort that incorporates but is not limited to:
- Market research analysis
- Development and execution of organization as well as site/program specific plans
- Industry and professional outreach
- Strategic management of website, intranet, and social media assets
- Digital marketing and advertising
- Integrated public relations campaigns
- Analyzing, monetizing and maximizing the effectiveness of communications
- Measurement through industry Key Performance Indicators
The Director will be instrumental in formulating and developing marketing processes, systems and structure for marketing and communications across the Rogerson organization. You must be able to think strategically, leverage research and analysis to plan, monitor and execute marketing campaigns, and on multiple fronts simultaneously. This position requires excellent written and presentation skills. You will be considered a strategic thought partner within Rogerson, so you will need to be a resourceful self-starter ready to step in and contribute immediately.
Responsibilities
- Develop, support and implement advertising, communication, social media, and marketing plans in close coordination with Senior Leadership, Executive Directors, Program Directors, and Property Managers.
- Execute a year-round communications strategy with timeline and measurable goals, objectives, and outcomes.
- Manage consistent articulation of Rogerson’s mission, vision and brand; maximizing impact to external stakeholders, including donors, volunteers, families, government and community agencies, and others.
- Develop and execute social media strategies. This includes setting audience growth goals, creating content, bolstering SEO and metadata drafting.
- Develop and execute a marketing and communication plan for rogerson.org. to include managing new creative for the site, formation of integrated SEO strategy for search engines and related content sites, identifying and cultivating key influencers in online community, and tracking and reporting results.
- Manage the development and implementation of Rogerson collateral for multiple internal and external audiences, including print and electronic media.
- Develop, manage and supervise outside suppliers, vendors and partners in creation and production of marketing communications materials.
- Manage staff and interns.
- Analyze and monetize the effectiveness of marketing and communications; maintaining reports on key performance indicators (KPI's) and ensuring benchmark targets are met.
- Work collaboratively and cross-functionally with all areas of the organization to strategize and implement key marketing and communications priorities.
- Develop and maintain marketing and communications budgets.
- Manage a unified marketing and communications approach that moves seamlessly from internal to external audiences.
- Collaborate with the Office of the President & CEO and senior leaders on internal and external communications; serve as a strategic thought partner on topics, key messages, format, delivery, and cadence; author/edit communications as needed.
- Develop, lead, and implement employee communication strategies, including executive communication, change management and other employee-focused programs and events.
- Other duties as assigned.
Requirements
- Bachelor’s degree in a liberal arts or communications program. Preference for a master’s degree.
- 8-12 years of proven experience in developing and managing communications plans and budgets.
- Expertise in storytelling, messaging, communications strategy, traditional, digital and social marketing and print and digital production.
- Progressive experience in digital functions including (but not limited to) omnichannel marketing, digital strategy, content marketing, digital advertising, website strategy and development, user experience and architecture, and SEO strategy.
- Understanding of sales funnel/function and the requirements for systems and materials to support efforts.
- Strong understanding of current marketing concepts, strategy and best practices (including artificial intelligence). Proven ability to manage strategic execution and optimization of digital marketing campaigns to various audiences across multiple channels.
- Extensive experience creating high level communications that reflect organizational mission, vision, values and brand, including crisis and politically sensitive communications.
- Experience in managing outside vendors to develop creative materials, conduct market research and produce other communications.
- Experience in CRM and email marketing systems.
- Experience with SEO, PPC, email marketing and social media. Experience with Google Analytics, Google Business, LinkedIn Marketing, Facebook Business Manager, Search Engine Marketing and paid social media advertising.
- Strategic thinker with strong interpersonal skills, leadership and organizational skills. The ability to create and execute marketing plans for multiple audiences.
- Proven ability to interact with members of the community representing diverse backgrounds and interests and to promote and foster an environment that values diversity and inclusion.
- Exhibit collaborative professional demeanor and ability to build positive working relationships across organization facing complex industry changes.
- Experience in press and public relations management.
- While not a requirement, non-profit experience and knowledge of healthcare, affordable housing and senior living would be helpful
- This is a full-time, exempt position that requires on-site presence.
Rogerson Communities’ growing network of 30 properties and programs, unites property management, real estate development, healthcare and social services so older adults can thrive as they age in community. Rogerson’s programs include affordable housing for low-income older adults, moderate include housing for adults 55+, memory care, continuing care communities, and adult day programs. We believe that all people should have the opportunity to age strong with dignity.
Rogerson owns and operates nearly 2,000 units of housing and supportive living for older adults in Greater Boston, Southeastern MA and Worcester. We are working on plans for expanding campuses and building additional affordable apartments. The next decade of growth for this 165-year-old organization is well underway. We invite you to be part of this exciting time for Rogerson.
