As a Regional Director of Marketing (2019-2020), I orchestrated and developed the execution of highly successful, data-driven marketing plans across 16 Watermark-managed communities, collaborating with five owner groups. My strategies generated a wealth of qualified leads and boasted impressive conversion rates. Recognizing my expertise, Watermark’s President handpicked me to spearhead the restructuring of our marketing department.
Elevated to the role of Creative Services Director (2020-2022), Leveraging my extensive marketing acumen and team leadership skills, I meticulously built an internal marketing and creative agency, The Studio. I designed the organizational framework for this endeavor, precisely defining roles and responsibilities to ensure seamless collaboration and maximum efficiency. Under my guidance, The Studio orchestrated national campaigns that increased lead volume by 25% and social media leads by 266%. Our collective efforts resulted in a remarkable 82% surge in billable revenue to senior living owners. Notably, our work transformed Watermark's brand image, transitioning from mundane community imagery to vibrant lifestyle visuals that featured Watermark’s residents and associates prominently.
In my most recent role as Regional Director of Sales & Marketing (2022-2024), I played a pivotal role in driving the company's growth trajectory by developing and executing comprehensive marketing and sales strategies across nine senior living communities. Within six months, seven of these communities achieved 90% to 93% occupancies. By tailoring innovative marketing campaigns and events to suit the unique demographics of each community, I harnessed the power of both traditional and digital platforms to yield impressive results. Additionally, I provided meticulous reporting and analysis of KPIs, including occupancy rates, lead conversion rates, and revenue growth. These key learnings enabled continued optimization for new marketing initiatives.
Below are examples of marketing and sales collateral I directed the studio team to develop.
