Director of Digital Marketing and Brand Experience

Excelcare Health Management Job Description: Director of Digital Marketing & Brand Experience Department: Corporate Marketing | Reports To: Executive Leadership
Position Type: Full-Time
Position Overview Excelcare Health Management is seeking a creative, digitally savvy, and highly organized Director of Digital Marketing & Brand Experience to lead the organization’s digital presence, brand identity, and creative marketing initiatives across its portfolio of post-acute and skilled nursing facilities.
This is a hands‑on leadership role for someone who combines strong creative instincts with technical expertise, can think strategically, execute creatively, and manage multiple projects simultaneously. The ideal candidate will elevate the Excelcare brand and maintain a consistent, sophisticated brand experience across every digital and physical touchpoint.
Benefits Health, Dental and Vision Insurance
401(k) with up to 5% matching
Paid time off, paid sick time and paid holidays
Employee-only discounts, perks and reward programs
Key Responsibilities 1. Digital Strategy & Website Management
Oversee and continuously advance the Excelcare and individual facility websites to ensure they remain modern, user-friendly, and aligned with organizational branding.
Improve website design, functionality, accessibility, SEO, and overall user experience.
Coordinate website updates, including facility information, services, leadership profiles, photography, and testimonials.
Collaborate with external web developers and vendors as needed.
2. Online Reputation & Google Reviews
Oversee Google Business Profiles and online reputation management for all Excelcare facilities.
Monitor reviews and ratings, and coordinate timely, professional responses with facility leadership.
Develop strategies to encourage authentic reviews from families, residents, and community members.
Ensure listings, contact information, photos, and hours remain accurate across platforms.
3. Social Media Strategy & Management
Lead the social media presence of Excelcare and its facilities across Facebook, Instagram, TikTok, LinkedIn, and other relevant channels.
Develop and execute a strategic content calendar reflecting facility culture, community involvement, clinical excellence, employee engagement, and resident‑centered experiences.
Create compelling content, including short‑form videos, reels, photography, graphics, and event coverage.
Ensure all content reflects Excelcare’s brand standards and applicable privacy and compliance requirements.
4. Brand Identity & Creative Design
Maintain and strengthen a consistent Excelcare brand identity across all facilities, platforms, and marketing materials.
Serve as the primary creative resource for branded content.
Design high‑quality marketing collateral, including: Facility brochures, admissions materials, and service guides
Corporate presentations and hospital and physician outreach collateral
Digital ads, social media graphics, flyers, banners, and signage
Newsletters, event materials, and recruitment and employer‑branding materials

Translate concepts into polished creative assets with minimal direction.
Maintain organized libraries of approved logos, photography, templates, and brand assets.
5. Creative Content Production & Storytelling
Develop engaging visual narratives that communicate Excelcare’s mission, culture, and commitment to resident care.
Capture and coordinate photography and video at facilities, events, renovations, and community initiatives.
Partner with facility administrators, marketing liaisons, and corporate leadership to identify stories worth showcasing.
6. Marketing Campaigns & Brand Experience
Plan and execute integrated campaigns that support census growth, referral development, recruitment, and community awareness.
Support the launch and promotion of new services, clinical programs, facility renovations, and events.
Ensure each facility has access to timely, high‑quality, brand‑consistent marketing resources.
7. Analytics, Reporting & Continuous Improvement
Track and report on website traffic, SEO, social media engagement, Google review performance, and campaign results.
Use data and audience insights to refine content strategies and guide future initiatives.
Maintain an organized workflow for creative requests, approvals, and publishing schedules.
Required Qualifications Bachelor’s degree in Marketing, Digital Media, Graphic Design, Communications, or a related field preferred; equivalent experience will be considered.
Demonstrated experience in digital marketing, brand management, graphic design, or social media.
Advanced proficiency in Adobe Creative Cloud (Photoshop, Illustrator, InDesign) and Canva.
Experience managing websites, SEO, digital analytics, and Google Business Profiles.
Exceptional visual design skills and attention to detail.
Strong written communication, organization, and project management skills.
A portfolio demonstrating strong design, branding, social media, and digital marketing capabilities.
Preferred Qualifications Experience in healthcare, senior living, skilled nursing, hospitality, or multi‑location organizations.
Experience with video editing and short‑form content creation.
Understanding of HIPAA, resident privacy, photo and video consent, and healthcare marketing compliance.
Measures of Success Website quality, accuracy, and engagement
Growth in social media reach and engagement
Improvement in online reputation, review response rates, and review generation
Quality, consistency, and timeliness of marketing materials
Successful execution of corporate and facility‑level campaigns
Consistent adoption of Excelcare brand standards across all locations

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