Reporting to the Senior Vice President, Marketing & Communications, the Vice President of Marketing is responsible for creating and executing an integrated marketing strategy that supports Revera’s divisions and serves to build the Company’s overall brand.  S/he is a dynamic leader who leverages business acumen and well-honed analytical capabilities to help accelerate market share gains and identify growth opportunities.  The Vice President of Marketing is accountable for strengthening marketing as a strategic function and “in house” agency that serves all Revera sites, operating effectively on a national, regional and local level to drive success. S/he introduces and implements “best in class” integrated marketing practices, innovative brand strategy and progressive management policies to help increase sales and profitability, improve the customer experience and to build the industry’s most exciting consumer brand(s).

Key Responsibilities

• Drive Revera’s day to day marketing activities, working with all divisions to determine the right marketing mix to maximize ROI;
• Cost effectively drive in qualified prospects through the effective execution of a robust lead generation program to advance the sales pipeline and fuel sales goals;
• Enhance brand affinity, preference and advocacy by our customers through the development and execution of strategic programs;
• Lead the development of a robust intelligence function for the organization; Implement a formal approach to competitive and market analysis, trend-watching and customer/audience research that strategically informs product and service offerings and new development opportunities;
• Design or find the best in class and execute more efficiently a new suite lease up program in conjunction with the current retirement team;
• In a leadership capacity, participate in a focus forward program to shape and reinvent our Retirement and Long Term Care communities and homes;
• Work with Real Estate to develop a top market map for sourcing acquisition opportunities for both development and redevelopment of the Revera property portfolio across Canada;
• Prioritize potential global market opportunities outside current core markets working with the Director of Strategy;
• Assess additional revenues streams of services, care and technology to enhance the Revera retirement offering;
• Design a preeminent resident care program supporting resident preference for flexible, personalized and customer focused quality care;
• Look for additional differentiation opportunities for Revera to consider – source, scope, assess, pilot and prioritize;
• Assess current Revera partners marketing strategies, tactics and programs with a view to copying and executing the best of class into the Revera network;
• Understand and map out the customer experience flow at Revera, from beginning to choice of offering;
• Evaluate, recommend and implement new and improved marketing processes, programs and practices that quantifiably and incrementally improve the customer experience, drive increased demand and differentiate the brand;
• Build strong relationships across all levels of the organization.  Use highly effective communication and influencing skills to accelerate company performance through the mobilization of people and resources to deliver superior results;
• Create, implement and manage annual and quarterly marketing programs and related budgets, establishing clear goals, progressive plans, consistent metrics and an effective reporting approach;
• Build a high performance team with strong engagement scores and customer satisfaction;
• Participate in a network of industry/marketing peers, recommending and creating strategic alliances;
• Uphold and promote the organization’s values and philosophy relating particularly to ethics, morality and integrity as set out in Revera’s Code of Conduct;
• Complete other duties as assigned.

Qualifications

• Bachelor's degree in business, marketing; MBA is considered an asset;
• 10-15 years business experience in progressively senior marketing roles;
• Regulated industry experience an asset;
• Deep expertise in strategic planning and execution;
• Background with progressive, innovative consumer marketing organizations with multi lines of business;
• Significant, proven expertise in branding issues with a strategic, strong creative sense/vision;
• Experience and knowledge of production and design processes, and capability streamlining and leveraging for optimal ROI;
• Strong  digital marketing capability with proven success leveraging digital opportunities;
• Excellent interpersonal and people management skills;
• Proficient in Microsoft Office (Word, Excel, PowerPoint and Outlook).