Marketing Specialist

Independence Village of Petoskey
Job Description

The Marketing Specialist is responsible for increasing community awareness and promoting the company’s brand in the marketplace. This position will be responsible for developing ongoing relationships with referral agencies and community organizations. The Marketing Specialist will also be responsible for attending relevant networking and marketing events in order to expand business contacts and relationships. This position may require up to 80% regional travel.

Required Experience for a Marketing Specialist:

  • Experience and/or training in a senior independent and/or assisted living community
  • Experience in the homecare or hospice fields highly preferred
  • Knowledge and understanding of the senior market and various senior living products
  • Ability to work well under pressure and complete assignments accurately
  • Ability to work independently and manage time effectively
  • Must exhibit a high degree of initiative and creativity, good judgment, and professional ethics
  • Excellent communication and presentation skills
  • Must be highly organized, able to prioritize, and multi-task in a fast-paced environment
  • Previous experience with a CRM tool such as Salesforce preferred

Primary Responsibilities of a Marketing Specialist:

  • Converts universe to traffic and drives traffic to property via local events, campaigns, advertising, and networking efforts
  • Seeks new opportunities to expand our growing number of referral sources
  • Conducts outreach and develop ongoing relationships with referral agencies, community/professional organizations and other sources
  • Write and edit all business development flyers through the internal portal
  • Write and edit all business development-focused press releases
  • Maintains relationships with community partners by reaching out to partners/referral sources weekly
  • Follows up on potential referrals and cross sells other internal services with Leasing Consultant 
  • Attends relevant networking and marketing events in order to expand business contacts and relationships
  • Maintains awareness of open inventory, overall market pricing, occupancy, and revenue goals for the community
  • Promotes a high resident retention rate through resident referral programs, renewals, and community events
  • Serves as an educational resource for residents, care givers, and staff members
  • Use prescribed tools to track all outreach activity and results
  • Communicate outreach results and metrics to Leasing Consultant, and collaborate on continuous improvement and performance of outreach efforts
  • Ensures Leasing Consultant follows up with all communications and referrals
  • Promotes the organization in a positive manner and sets the example for organizational standards for excellence
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