| Miriam Osborn Memorial Home Association (the “The Osborn”) is a not-for-profit charitable organization located on 56 acres in scenic Rye, NY. The Osborn is a CARF accredited Life Plan community, and has provided innovative and comprehensive services and exceeded senior living expectations for more than 110+ years. In Westchester County, people who want to enjoy an upbeat, engaged lifestyle will appreciate the 204 independent living homes and apartments. The Osborn offers a continuum of health services consisting of 80 assisted living apartments, a 5-Star, 84-bed, all-private skill nursing and rehabilitation, and 13 memory care suites (H.O.P.E. Center). Also, Osborn Home Care provides licensed home care services, registered nurse case management, and personal care services by certified home health aides in Westchester County, NY, and Fairfield County, CT, as well as serving residents on The Osborn campus. The Vice President, Marketing is responsible for Marketing for The Osborn, Osborn Home Care and ensuring The Osborn Foundation’s marketing is consistent with the brand. This includes positioning the organization to the outside community, external and some internal communications, community relations, strategic planning and implementation for marketing to achieve goals. As a Senior Manager of the organization, it is required that the Vice President, Marketing provide the marketing leadership in close partnership with the Chief Executive Officer and the management team for the long-term strategic growth of the organization and fulfillment of its mission.
ESSENTIAL DUTIES AND RESPONSIBILITIES The Osborn, Osborn Home Care, Osborn Foundation - Marketing Planning and Management •Prepare an annual marketing plan and budget for The Osborn and Osborn Home Care in keeping with the Strategic Plan that addresses the occupancy and image goals for the continuum as a whole as well as the component businesses. Key participant in management’s business planning group to prepare the annual business plan, develop, adjust and implement revised plans as per the CEO to meet the constantly changing needs of the business. Ensure annual budget compliance. •Support the Foundation to ensure consistency of branding communications/materials.
Positioning •Advise the Board and Management on Marketing strategy to maintain the leadership position in the regional Senior Living and Home Care markets and to achieve goals. Work in concert with the CEO, EVP of Osborn Home Care and VP of Sales to ensure buy-in to positioning strategies. •Oversee market research including but not limited to marketing feasibility studies, and understanding prospective residents and their families. •Carefully monitor emerging consumer trends and competition. Work in consultation with VP, Sales and EVP, Osborn Home Care to recommend revised plans to the CEO as appropriate. •Advise Management on product and price revisions based upon market trends.
Communications •Oversee Marketing communications. •Develop website, social media, printed materials, broadcast commercials and events, maintaining information to ensure that it is “on strategy” and fresh. •Stay on top of trends in effectively reaching and delivering content to target audiences with creativity and innovation. •Manage The Osborn’s relationships with our marketing agency and coordinate communications and production to maintain the flow of information to various constituencies, including but not limited to prospective residents, referral sources, Trustees, the general public, current residents and their families, employees and residents of neighboring towns. •Oversee all public relations. Maintain positive relationships with local news organizations; ensure that Osborn events are submitted to local news media on appropriate timing. •Create materials to share with news media to ensure that The Osborn and Osborn Home Care are household names. •Evaluate and implement the most effective methods within the approved budget to generate leads for The Osborn’s and Osborn Home Care’s programs and product offerings.
Community Relations •Work with the Board of Trustees, Foundation Board, CEO and Senior Managers to plan and implement The Osborn’s Community Relations program. •Develop and implement Community Relations strategy, communications, research and surveys. •Coordinate communication of community events; plan events and/or participation as appropriate. •Serve as one of The Osborn’s representative on community boards or committees •Serve as The Osborn’s Marketing representative in industry or affiliate forums or choose a designee to be approved by the CEO.
QUALIFICATIONS
EDUCATION AND/OR EXPERIENCE: Bachelor’s degree in Marketing, Administration or related degree; 10+ years of experience, with 5+ in a leadership position, preferably in a non-profit, Life Plan Community Experience with SEO and social media marketing highly preferred
SKILLS AND ABILITIES: To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are a representative of the knowledge, skills, and/or abilities necessary to perform these duties successfully. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions of the position. •Strategic and creative marketing visionary, who has successfully positioned previous organizations towards success, utilizing external and internal communications, community/public relations and strategic planning to achieve organizational goals •Experienced in creating and executing effective strategic marketing campaigns •Proven leadership experience, including previous responsibility for personnel administration, mentoring and staff development with demonstrated achievement in working cross-functionally with other departments •Significant experience in CRM Management and customer relationship databases, including report generation •Exceptional communicator and writer •Experience in conducting presentations to various audiences, including but not limited to, the Board, referral sources, residents and community groups •Highly regarded ‘educator’ with impeccable ethics and integrity •Mission-focused, self-motivated, nimble and collaborative team player, with strong critical thinking skills and confident in making decisions •Adept at providing clear and meaningful marketing insights, instilling confidence, trust, and forging strong relationships with senior leadership, the Board and The Osborn markets and communities, residents, staff and industry vendors and professionals |
