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 brand story. Working cross‑functionally with operational leaders, the Director ensures our products and programs’ brand promises are communicated effectively, consistently operationalized, marketed, and sold enterprise-wide, enhancing resident engagement, strengthening family trust, supporting sales conversion, and reinforcing Discovery Senior Living’s position as an innovator and leader in senior living.
Essential Duties and Responsibilities
- 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, operationalized, marketed, and sold enterprise-wide.
- Manage a 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 the proprietary podcast “The Disappearing Mind” (TDM) including content, recordings, interviews, marketing, and ROI analysis.
- Position TDM as a cornerstone of the organization’s memory‑care and brain‑health leadership and authority, aligning messaging and content across social media, community websites, industry news, and publications.
- Conduct market research 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 TDM podcast and other media.
- Measurable improvements in program adoption, utilization, and ROI.
- Strengthened alignment between brand promise and operational delivery.
Qualifications
- Bachelor’s degree in branding, marketing, communications, or a related field.
- Minimum seven years of proven experience in branding, marketing, or strategy.
- Preferred experience in senior living, hospitality, healthcare, real estate, or agency settings.
- Minimum four years of analysis and reporting experience.
- Exceptional grammar, editing, and copywriting skills.
- Experience translating brand strategy into operational execution.
- Experience producing podcasts and achieving growth.
- Ability to track, analyze, and report on ROI data.
- Ability to thrive in a high‑pressure environment.
- Innovative spirit, receptive to change, and commitment to 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 cross‑division projects.
- 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
- Above‑average communication skills.
- Mathematical skills: ability to calculate ROI, revenue projections, percentages, basic algebra and geometry.
- Reasoning ability: apply common sense understanding and solve problems involving several concrete variables.
- Ability to track, analyze, and articulate data and present to senior teams and partners.
- Excellent writing, grammar, editing, and copywriting skills.
- Ability to thrive and multitask in a fast‑paced, high‑pressure environment.
Environmental Availability
Works primarily indoors in a climate‑controlled setting.
Physical Requirements
The position regularly requires sitting, talking, or hearing for extended periods. Occasionally requires standing, walking, and lifting up to ten pounds. Requires close vision and the ability to adjust focus.