Digital Performance Marketing Manager in Waltham, MA at Benchmark Senior Living

Date Posted: 3/28/2020

Job Snapshot

Job Description

Join Benchmark, a new type of senior living company. At Benchmark, we impact lives through human connection. We are thought leaders creating quality experiences and inspiring personal growth for all who engage with us. We just happen to imagine, build and manage beautiful, private-pay communities geared toward older adults. Are you Called to Care about your work, other people and making a difference? Do you believe that people and teams are Better Together than going it alone? Are you always striving to Be the Benchmark by which all others are measured? Then our core values match. Connect with us –and to what truly matters! 

Benchmark Senior Living (BSL) was founded in 1997 by Tom Grape, CEO, and is the largest provider of senior housing in New England. We also currently employs approximately 6,400 employees.  The Company, with its corporate offices located in Waltham, MA, offers the highest quality of service and care with the warmth and hospitality of home. Benchmark Senior Living is a leading service provider in several key areas including: independent living, assisted living, memory care, skilled nursing and short stay programs. With a choice of lifestyles and differing levels of care, the company is able to tailor its services and/or living arrangements to suit the needs of each resident.

Job Description: Under the general guidance of the Sr. Director, Digital and Performance Marketing, the Digital Performance Marketing Manager, will be responsible for the development and implementation of strategies aimed at driving traffic to the Benchmark company website through search engines, display, and social and local platforms for both Prospecting and Re-targeting efforts.

Responsibilities:

Paid Advertising:
The Digital Performance Marketing Manager will understand Search Engine Advertising (SEA) Social and Local advertising best practices and how to leverage emerging paid digital channels to increase leads and increase the quality of traffic to the website. This position will:

  • Own the daily management of paid marketing campaigns that include SEA, Display, Social and Local Marketing.
  • Closely monitor lead activity, spend/budget and efficiency metrics daily to ensure goals are being achieved.
  • Research issues and provide recommendations to resolve problems pertaining to marketing activities and/or programs that are not meeting the needs of the target market.

Search Engine Optimization:
The Senior Performance Marketing Specialist will understand SEO best practices and how to leverage SEO to increase quality organic traffic to the website. This position will:

  • Have a strong understanding of the behaviors of search engines, keyword research, and advertising techniques.
  • Learn and expand on current SEO best practices to audit the website and evaluate the existing pages and content offerings.
  • Optimize and edit new and existing content to improve ranking and search visibility for target keywords using SEO tools and web analytics.
  • Perform keyword research to identify new target keywords in our local markets.
    Develop and publish content to include keywords or phrases that will increase traffic to the website. Design meta data leveraging current best practices.
  • Stay up to date on SEO best practices and changes to search engine algorithms.



Job Requirements

Requirements:

  • Bachelor's degree in Marketing, Business or similar field, or similar experience required.
  • 4-7 years of experience in Marketing supporting a high growth organization.
  • Strong knowledge of SEO/SEM best practices and experience managing a large ad budget.
  • Has a passion for learning the latest SEO/SEM trends and strategies.
  • Familiarity with SEO tools (Search Console, MOZ, SEMrush, Ahrefs. etc.)
  • Analytical thinker with the ability to interpret results to drive change.
  • Knowledge of web analytics tools (Google) and business intelligence software (Power BI).
  • Strong communication skills and comfortable presenting concepts and deliverables to Senior Leaders.
  • GAW, GA, BA, Blueprint certifications a plus.

The ideal candidate:

  • Has a strong analytical mindset and a proven ability to analyze campaign performance and behavior, to find and execute on optimization tactics for increased campaign success.
  • Is highly skilled in developing and/or coordinating content assets which fuel marketing programs.
  • Has excellent digital marketing and integrated campaign executional experience.
  • Is a strategic thinker and hands-on executor.
  • A systematic problem-solver.
  • Is self-directed and detail oriented.
  • Is motivated by opportunity and growth, both for professional development and the business.
  • Communicates accurately and effectively.