Director Of Marketing

Job Title:       Director of Marketing and Community Relations 

Department:  Community Engagement

Reports to:     Vice President of Community Engagement

Direct Reports: Marketing Assistant

FLSA Status: Exempt

Date Revised:  January 2026

Position Summary

The Director of Marketing and Community Relations is responsible for positioning Rochester Presbyterian Home (RPH) as a regional leader in memory care while achieving and sustaining occupancy targets through strategic marketing, admissions, advertising, and community engagement initiatives. This role builds and maintains strong referral networks and community partnerships that drive census growth, strengthen workforce recruitment, and promotes RPH’s mission, values, programs, and employment brand throughout the community.

Key Responsibilities

Community Relations & Census Development

• Achieve and sustain occupancy goals through proactive, consistent outreach to prospective residents and referral sources.
• Develop, cultivate, and maintain strong relationships with key referral partners, including senior care advisors, hospitals, geriatricians, senior centers, and 55+ communities. Design, implement, and continuously refine strategic outreach and follow-up plans.
• Respond promptly to inquiries, conduct tours, guide prospective residents and families through the decision-making process, and deliver an exceptional pre-admission experience characterized by responsiveness, empathy, and professionalism.
• Develop, implement, and oversee pre-admission policies and procedures to ensure a smooth, organized, and welcoming move-in process.
• Collaborate closely with administrators and interdisciplinary team members to coordinate seamless move-ins and promote positive resident and family experiences.
• Plan, coordinate, and host community outreach and educational events to increase awareness of RPH services, with a focus on memory care.
• Actively promote RPH’s respite program as both a short-term residential option and a pathway to permanent residency.

Marketing

• Develop and execute a comprehensive marketing and digital strategy to increase brand awareness, drive resident inquiries, support staff recruitment, and enhance satisfaction among residents, families, and staff.
• Plan, implement, and manage integrated marketing campaigns that align with organizational goals and support occupancy, workforce engagement, and community visibility.
• Represent Rochester Presbyterian Home (RPH) at networking, senior care, and community events to promote services, employment opportunities, and organizational mission (some evenings and weekends required).
• Establish, track, and analyze Key Performance Indicators (KPIs); regularly report on marketing performance, return on investment (ROI), and campaign effectiveness.
• Design, produce, and manage creative materials—including brochures, flyers, advertisements, and digital content—ensuring consistent alignment with RPH’s brand identity and messaging.
• Lead RPH’s social media and digital marketing efforts, including search engine optimization (SEO), search engine marketing (SEM), and other online engagement strategies.
• Maintain and enhance the RPH website to ensure content is current, accurate, user-friendly, mobile-optimized, and visually engaging.
• Collect and share resident, family, and staff testimonials; encourage and manage online reviews; and actively engage with RPH’s digital community.
• Support the planning and execution of advertising and promotional initiatives for resident services, staff recruitment and engagement programs, and fundraising or special events.

Personnel Management

• Foster a collaborative, supportive, and high-performing work environment among team members and colleagues.
• Provide direct leadership and supervision to the Marketing Assistant, including clear goal setting, coaching, and ongoing professional development.
• Deliver regular feedback, conduct formal performance evaluations, and ensure accountability for achieving assigned goals and outcomes.
• Promote and model a culture of warmth, respect, and professionalism across all communities and departments.

Universal Responsibilities (All RPH Team Members)

• Demonstrate professionalism, positivity, and compassion in all interactions. Collaborate with colleagues to ensure exceptional customer service.
• Uphold resident dignity, rights, and confidentiality.
• Respond calmly and effectively to residents in distress, ensuring safety and comfort. Validate, reassure, and redirect elders if distressed to ensure comfort and well-being. Redirect unsafe wandering and behavior into meaningful exercise and activity.
• Maintain clean, safe, and organized workspaces and report maintenance or safety concerns promptly.
• Adhere to all RPH policies, procedures, and leadership directives.

Qualifications

• Bachelor’s or master’s degree in business administration, marketing, communications, PR, or related field.
• 5+ years of director-level experience in senior services; assisted living, healthcare sales or marketing preferred.
• Strong leadership, organizational, and communication skills; supervisory experience preferred.
• Proficiency in digital marketing, website CMS platforms (WordPress, Squarespace) or similar platforms.
• Expertise with social media platforms (Facebook, Instagram, LinkedIn, YouTube, etc.), SEO/SEM/PPC analytics, and/or other CRM tools.
• Proficiency in Microsoft Office, Canva, Mailchimp, Adobe, and/or other customer relations management systems.
• Strong design, editing, and visual storytelling skills with a keen attention to tone, messaging, and brand consistency.
• Professional, empathetic, and mission-driven demeanor aligned with organizational values.
• Demonstrated commitment to maintaining confidentiality and professionalism at all times.
• Valid NYS driver’s license with a clean driving record required. Ability to pass New York State Department of Health Criminal History Background Check.
• Flexibility for evenings/weekends; commitment to confidentiality.

Physical Requirements:

The physical demands described here are representative of those that would need to be met by an employee to successfully perform the essential functions of this job in an office environment.  While performing the duties of this job, the employee is occasionally required to stand; walk; sit; use hands to finger, handle, or feel; and talk or hear.  Prolonged periods sitting at a desk and working on a computer.  The employee may occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job may include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.

Disclaimer

The duties listed in this job description are intended only as illustrations of the various types of work that may be performed and is not an all-inclusive summary of job duties and responsibilities.  The omission of specific statements or duties and responsibilities does not exclude them from the position if the work I similar, related or a logical assignment to the position.  This job description does not constitute an employment agreement between the employer and employee and is subject to change by RPH as the needs of the Company and requirements of the job change.