Associate Vice President of Marketing

Cassia

Full-time

On-site

Edina, Minnesota, United States

🌐 Digital Marketing

📌 Core Information

🔹 Job Title: Associate Vice President of Marketing

🔹 Company: Cassia

🔹 Location: Edina, Minnesota

🔹 Job Type: Full-Time

🔹 Category: Marketing

🔹 Date Posted: April 3, 2025

🔹 Experience Level: 10+ years

🔹 Remote Status: On-site

🚀 Job Overview

Key aspects of this role include:

Strategic leadership and cross-functional collaboration to drive occupancy outcomes and strengthen Cassia's brand position in the senior living sector.
Team management and project oversight, leading a high-performing marketing team to create engaging content and design for digital and traditional print campaigns.
Digital marketing and innovation, developing and refining digital marketing strategies including SEO, paid media, website optimization, and chatbot integration to increase lead quality and volume.
Insights and performance reporting, creating and sharing marketing metrics regularly with key stakeholders and using insights to optimize campaign performance and guide future investments.
Website and infrastructure development, leading large-scale web initiatives and collaborating with internal teams and community leaders to ensure web content reflects Cassia's values, services, and unique differentiators.

ASSUMPTION: This role requires a high level of strategic thinking, leadership, and analytical capabilities to drive marketing efforts that align with organizational goals and occupancy targets.

📋 Key Responsibilities

✅ Develop and execute remarkable, unique, and comprehensive marketing strategies that drive occupancy outcomes and strengthen Cassia's brand position in the senior living sector.

✅ Partner with Associate VP of Sales and other senior leaders to develop and implement marketing strategies aligned with organizational goals.

✅ Collaborate with regional directors of sales and marketing to create integrated approaches that generate qualified leads, improve conversion rates, and provide a glimpse into what a prospect's life could be like living in a Cassia community.

✅ Create presentations and reports for leadership audiences to highlight marketing outcomes, challenges, and priorities.

✅ Lead and support a high-performing marketing team, creating engaging content and design for digital and traditional print campaigns, and instilling creativity, mentorship, guidance, and professional development.

✅ Serve as a point of escalation on project prioritization, creative direction, and strategic adjustments.

✅ Develop and refine digital marketing strategies including SEO, paid media, website optimization, and chatbot integration to increase lead quality and volume.

✅ Manage digital campaign performance and collaborate with internal stakeholders and digital partners to continuously improve ROI and reach.

✅ Create and share marketing metrics regularly with key stakeholders and analyze and report on marketing performance using data from Google Analytics, ad platforms, project tools, and email metrics.

✅ Monitor key performance indicators across campaigns and community efforts, adjusting tactics as needed for improved engagement and conversion.

✅ Lead large-scale web initiatives, including redesign projects, care-level content strategy, persona development, and service partner listings.

✅ Collaborate with internal teams and community leaders to ensure web content reflects Cassia's values, services, and unique differentiators, while meeting accessibility and user experience best practices.

ASSUMPTION: This role requires a strong understanding of digital marketing strategies, CRM systems, and marketing analytics to drive successful marketing campaigns that deliver measurable results.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing or a related field; MBA preferred but not required

Experience: 10+ years of progressive marketing experience with at least 5 years in leadership roles

Required Skills:

Proven track record of developing successful marketing campaigns that drive measurable results
Strong understanding of digital marketing strategies, CRM systems, and marketing analytics
Exceptional communication and presentation skills
Strategic thinker with excellent analytical capabilities
Experience in senior living, healthcare, hospitality, or related customer-focused industries preferred

Preferred Skills:

Experience with marketing automation tools and platforms
Fluency in multiple languages

ASSUMPTION: Candidates should have a strong background in marketing leadership, with a proven track record of driving results in a senior living or related industry.

💰 Compensation & Benefits

Salary Range: $110,000 / year (negotiable depending on experience)

Benefits:

Competitive Pay with experience-based raises
Tuition Assistance & Student Loan Forgiveness (site-specific)
Generous Paid Time Off (PTO) & 403(b)/401(k) with Employer Match
Comprehensive Health Benefits (Medical, Dental, Vision, Disability, Life Insurance) for Full-Time Employees
Free coffee, flavored water, and tea

Working Hours: Full-time, 40 hours per week

ASSUMPTION: The salary range provided is based on Cassia's standard compensation structure for this role. However, the final offer may vary depending on the candidate's experience and qualifications.

📌 Applicant Insights

🔍 Company Context

Industry: Cassia operates in the senior living and healthcare industry, providing a range of services including independent living, assisted living, memory care, skilled nursing, adult day centers, home care, hospice, on-site physician services, therapy services, and a pharmacy focused on the needs of older adults.

Company Size: Cassia is a mid-sized nonprofit organization with 5,001-10,000 employees.

Founded: Cassia was founded in 1960 and has since grown to become a leading provider of senior living communities and services in the Midwest.

Company Description:

Cassia is a nonprofit organization dedicated to fostering fullness of life for older adults by providing compassionate, high-quality care.
The organization offers a range of lifestyle options, including independent living, assisted living, memory care, and skilled nursing services, in a warm, supportive environment.
Cassia also owns and operates supportive services, such as adult day centers, home care, hospice, on-site physician services, therapy services, and a pharmacy focused on the needs of older adults.

Company Specialties:

Senior living and healthcare services
Nonprofit organization management
Community-based services
Supportive services for older adults

Company Website: https://www.cassialife.org

ASSUMPTION: Cassia's nonprofit status and focus on compassionate, high-quality care for older adults set it apart from for-profit competitors in the senior living and healthcare industry.

📊 Role Analysis

Career Level: The Associate Vice President of Marketing role is a senior leadership position, reporting directly to the Vice President of Marketing or a similar executive.

Reporting Structure: This role may oversee a team of marketing professionals, including marketing managers, specialists, and coordinators.

Work Arrangement: This role is based at Cassia's Home Office in Edina, Minnesota, with occasional travel to community locations.

Growth Opportunities:

As a senior leadership role, the Associate Vice President of Marketing has the opportunity to grow within Cassia's marketing department or take on additional responsibilities as the organization expands its services and footprint.
Cassia's focus on professional development and employee growth provides opportunities for the incumbent to enhance their skills and advance their career.

ASSUMPTION: The Associate Vice President of Marketing role offers a unique opportunity to lead strategic marketing initiatives and drive occupancy outcomes for a leading nonprofit provider of senior living communities and services.

🌍 Location & Work Environment

Office Type: Cassia's Home Office is a modern, professional environment with open-concept workspaces, meeting rooms, and collaborative areas.

Office Location(s): 7171 Ohms Ln, Edina, MN 55439, USA

Geographic Context:

Edina, Minnesota, is a suburb of Minneapolis-Saint Paul, the 16th-largest metropolitan area in the United States.
The area is known for its high quality of life, excellent schools, and abundant recreational opportunities.
Edina is home to numerous Fortune 500 companies and offers a mix of urban and suburban living.

Work Schedule: The Associate Vice President of Marketing role follows a standard full-time work schedule, with occasional evening and weekend work required to attend events, meetings, or other marketing-related activities.

ASSUMPTION: The Edina, Minnesota, location offers a desirable work-life balance, with easy access to urban amenities and a pleasant suburban environment.

💼 Interview & Application Insights

Typical Process:

Applicants will submit their resume and cover letter through the provided application link.
Cassia's human resources team will review applications and contact qualified candidates for a phone or video screening.
Candidates who advance will be invited for an in-person or virtual interview with the hiring manager and other team members.
The final round may include a presentation or case study to assess the candidate's strategic thinking and problem-solving skills.
Cassia will extend an offer to the selected candidate, and the onboarding process will begin.

Key Assessment Areas:

Strategic thinking and leadership skills
Digital marketing expertise and analytical capabilities
Communication and presentation skills
Cultural fit and alignment with Cassia's mission and values
Problem-solving skills and adaptability

Application Tips:

Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and passion for serving older adults.
Be prepared to discuss your experience with digital marketing strategies, CRM systems, and marketing analytics in detail.
Research Cassia's mission, values, and services to demonstrate your understanding of the organization and its commitment to compassionate, high-quality care.
Prepare a portfolio or examples of your marketing work to showcase your creativity, strategic thinking, and ability to drive results.
Follow up with Cassia's human resources team after submitting your application to confirm receipt and express your interest in the role.

ATS Keywords: Marketing Strategy, Leadership, Digital Marketing, SEO, CRM Systems, Marketing Analytics, Communication, Presentation Skills, Analytical Capabilities, Creative Direction, Project Management, Collaboration, Brand Messaging, Performance Reporting, Content Strategy, User Experience

ASSUMPTION: Cassia's application process is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best fit for the organization's mission and values.

🛠️ Tools & Technologies

Marketing automation tools and platforms (e.g., HubSpot, Marketo)
CRM systems (e.g., Salesforce, Microsoft Dynamics)
Digital marketing platforms (e.g., Google Ads, Facebook Ads)
SEO tools (e.g., SEMrush, Ahrefs)
Web analytics tools (e.g., Google Analytics)
Project management tools (e.g., Asana, Trello)
Design tools (e.g., Adobe Creative Suite, Sketch)

ASSUMPTION: The Associate Vice President of Marketing role requires proficiency in various marketing tools and technologies to drive successful campaigns and optimize performance.

👔 Cultural Fit Considerations

Company Values:

Respect: Valuing the dignity and worth of each individual
Excellence: Striving for continuous improvement and high-quality care
Integrity: Acting with honesty, fairness, and ethical standards
Stewardship: Managing resources responsibly and sustainably
Compassion: Showing empathy, kindness, and genuine concern for others
Collaboration: Working together to achieve common goals
Unity: Fostering a sense of belonging and community
Innovation: Embracing change and continuous learning

Work Style:

Cassia values a collaborative, team-oriented work environment, with a focus on open communication, active listening, and mutual respect.
The organization encourages creativity, innovation, and strategic thinking to drive marketing efforts and improve outcomes.
Cassia's work culture is centered around its mission to provide compassionate, high-quality care for older adults and support their families.

Self-Assessment Questions:

How do your personal values align with Cassia's mission and values?
Describe a time when you demonstrated exceptional communication and presentation skills to influence stakeholders or drive results.
How do you approach project management and team leadership in a dynamic, fast-paced environment?
Can you provide an example of a successful marketing campaign you've led, and how you measured its impact?

ASSUMPTION: Cassia's cultural fit considerations focus on finding candidates who align with the organization's mission, values, and work style, with a strong commitment to serving older adults and their families.

⚠️ Potential Challenges

The Associate Vice President of Marketing role requires a high level of strategic thinking, leadership, and analytical capabilities to drive marketing efforts and achieve occupancy targets.
Candidates may face competition from other marketing professionals with similar experience and qualifications.
The role may require occasional travel to community locations, which could be challenging for candidates with personal or family commitments.
The fast-paced nature of the marketing industry may present challenges in keeping up with emerging trends, technologies, and best practices.

📈 Similar Roles Comparison

The Associate Vice President of Marketing role is similar to other senior marketing leadership positions in the senior living and healthcare industries, such as Director of Marketing, Vice President of Marketing, or Chief Marketing Officer.
However, Cassia's nonprofit status and focus on compassionate, high-quality care for older adults set it apart from for-profit competitors in the industry.
Candidates with experience in nonprofit marketing or related fields may have an advantage in understanding Cassia's unique mission and values.

📝 Sample Projects

Developing and executing a comprehensive marketing strategy to launch a new senior living community, including branding, website development, digital marketing campaigns, and grand opening events.
Conducting market research and competitive analysis to identify opportunities and gaps in the senior living market, and developing targeted marketing campaigns to capitalize on those insights.
Leading a team to redesign Cassia's corporate website, optimizing user experience, and improving search engine rankings through SEO best practices.

❓ Key Questions to Ask During Interview

Can you describe the organization's marketing strategy and how this role fits into that overall plan?
How does Cassia measure the success of its marketing campaigns, and what key performance indicators (KPIs) are most important for this role?
Can you provide an example of a successful marketing campaign led by a previous Associate Vice President of Marketing, and what lessons were learned from that experience?
How does Cassia support the professional development and growth of its marketing team members?
What are the biggest challenges facing the senior living industry, and how does Cassia plan to address them in the coming years?

ASSUMPTION: The interview process for the Associate Vice President of Marketing role is designed to assess candidates' skills, experience, and cultural fit, with a focus on finding the best fit for Cassia's mission and values.

📌 Next Steps for Applicants

To apply for this position:

Submit your application through the provided link
Tailor your resume and cover letter to highlight your relevant marketing experience, leadership skills, and passion for serving older adults.
Prepare a portfolio or examples of your marketing work to showcase your creativity, strategic thinking, and ability to drive results.
Research Cassia's mission, values, and services to demonstrate your understanding of the organization and its commitment to compassionate, high-quality care.
Follow up with Cassia's human resources team after submitting your application to confirm receipt and express your interest in the role.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.

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