Vice President of Marketing and Communication in Eden Prairie, MN at Volunteers of America

Date Posted: 9/14/2020

Job Snapshot

Job Description

Vice President of Marketing and Communication

Eden Prairie, MN Office

Come make a difference! Volunteers of America is one the nation's largest and most comprehensive human services organizations. Since 1896, our ministry of service has supported and empowered America's most vulnerable groups, including at-risk youth, older adults, men and women returning from prison, homeless individuals and families, people with disabilities, and those recovering from addictions. Volunteers of America Senior Living Communities are vital segment of our services and provide warm, welcoming environments, trusted and called home by thousands of older adults across the United States. We are also one of the nation’s largest nonprofit providers of quality, affordable housing for low and moderate-income households and persons with special needs.

The Vice President of Marketing and Communications is responsible for the design, implementation and monitoring of effective market and communication strategies which support Volunteers of America National Services (VOANS) senior healthcare and our vision for the future. Aligning closely with the VOANS strategic plan, the VP of Marketing and Communication will provide foresight of industry marketing techniques, cutting-edge digital strategies, promotional products and marketing campaigns.

Core Responsibilities

  • Develop and implement outcome driven marketing plans for VOANS senior healthcare programs and facilities
  • Develop a brand vision, value proposition and comprehensive marketing and communications strategy that aligns to VOANS’ strategic priorities for its senior healthcare services and competitively position the organization for long-term success.
  • Lead the development and distribution of marketing and communications materials that are consistent with corporate imaging and brand standards and meet VOANS’ and resident and client objectives.
  • Drive the distribution of materials, templates and training resources to empower sales by supporting the senior healthcare facility and program staff to effectively communicate and market.
  • Leverage senior healthcare industry data, emerging trends, research and analytics to drive the development of innovative, industry-leading marketing strategies and initiatives.
  • Collaborate with the VP of Strategic Partnerships to enhance the digital potential to strengthen communication and branding within the senior healthcare industry.
  • Develop a reporting methodology and key performance indicators to measure the marketing function’s ROI.
  • Create standardized template market-specific marketing plans, including budget, advertising plan, identification of referral sources, collateral, networking and community outreach, website, social media, lead generation and evaluation metrics.
  • In collaboration with leadership and marketing staff, conduct regular market studies and assist with the development of strategic marketing plans for each site consistent with occupancy targets.
  • Responsible to assure customer relations management software allows for industry best practices in customer satisfaction and sales management. Establish a basic inquiry tracking / management process that can be modified by communities to accommodate site-specific staff models.
  • Provide direction, leadership, coaching, idea generation and training to marketing and communications personnel to help meet targeted goals.
  • Monitor that disclosure and posting requirements of Fair Housing Act and various state laws pertinent to senior living communities are being followed (e.g. Minnesota’s Uniform Consumer Information Guide).
  • Monitor that disclosure and posting requirements of Medicare and Medicaid pertinent to skilled care communities are being followed.
  • Assist with interviewing and selecting candidates for community marketing staff positions as needed; participate in training new hires.
  • In collaboration with the Vice President of Strategic Partnerships, support communities in advocacy efforts; understand proposals that are put forth by member trade associations; develop talking points to assist residents, family members and employees to understand the proposals; facilitate advocacy activities within communities such as hosting legislative visits and promoting letter writing campaigns.

Job Requirements

Knowledge, Skills and Abilities

  1. Bachelor’s Degree in Marketing or related field.
  2. Five (5) years of consistent and documented experience in senior living or health care marketing for a multi-site organization.
  3. Demonstrated success in brand development and management.
  4. Ability to interpret market analysis and create strategies for success market positioning.
  5. Twenty-one (21) years of age, meet the MVR organization standards, and have a valid state driver’s license.
  6. Advanced knowledge of customer service, marketing and sales principles and practice.
  7. Extensive knowledge of community resources available to seniors and their families.
  8. Ability to effectively represent to the organization to participants, families, outside agencies, community groups, professionals and the general public.

EOE M/F/Vets/Disabled

Volunteers of America values the rich diversity among all people to create a world of greater justice and hope.