Marketing Manager - Mat Leave

📌 Core Information

🔹 Job Title: Marketing Manager - Mat Leave

🔹 Company: Optima Living

🔹 Location: Edmonton, Alberta, Canada

🔹 Job Type: Full-Time (Hybrid)

🔹 Category: Marketing

🔹 Date Posted: July 3, 2025

🔹 Experience Level: 5-10 years

🔹 Remote Status: On-site with hybrid flexibility

🚀 Job Overview

Key aspects of this role include:

• Developing and executing data-driven lead generation strategies to drive measurable growth.
• Leading and mentoring a team of marketing specialists, coordinators, and co-op students to foster a high-performance culture focused on accountability, creativity, and results.
• Overseeing the planning, execution, and optimization of integrated marketing campaigns across digital, print, social, and event-based platforms.
• Directing branding initiatives for Optima Living's parent brands, ensuring consistency in brand messaging, visual identity, and strategic positioning across all marketing channels.
• Managing marketing budgets for over 30 communities, ensuring fiscal responsibility and efficient use of resources.
• Serving as the primary contact for external marketing agencies and vendors, ensuring deliverables are aligned with brand standards, timelines, and budgets.
• Supporting the acquisition of new communities and their onboarding into Optima Living’s marketing programs.
• Leading and managing complex marketing projects from concept to completion, ensuring cross-functional coordination, adherence to timelines, and successful execution.
• Tracking, analyzing, and reporting on marketing performance across all channels to optimize campaigns and strategies.
• Maintaining strong communication with internal stakeholders, including leadership and cross-functional teams, ensuring transparency and collaboration on key marketing initiatives.

ASSUMPTION: This role requires a dynamic and highly organized individual with a proven track record in marketing management, lead generation, campaign execution, and budget management. The ideal candidate will embody Optima Living’s cultural values and contribute to a collaborative, inclusive, and compassionate work environment.

📋 Key Responsibilities

✅ Lead Generation & Strategy: Develop and execute data-driven lead generation strategies that drive measurable growth. Ensure marketing initiatives are aligned with sales objectives and that the team consistently meets or exceeds performance targets.

✅ Team Leadership & Development: Lead and mentor a team of marketing specialists, coordinators, and co-op students, fostering a high-performance culture focused on accountability, creativity, and results. Ensure professional development and continuous learning within the team.

✅ Campaign Leadership: Oversee the planning, execution, and optimization of integrated marketing campaigns across digital, print, social, and event-based platforms. Prioritize initiatives based on impact and ROI to ensure resources are effectively allocated.

✅ Brand Leadership: Direct branding initiatives for Optima Living's parent brands, ensuring consistency in brand messaging, visual identity, and strategic positioning across all marketing channels. Experience in brand management or rebranding is an asset.

✅ Budget Creation & Management: Develop, manage, and track marketing budgets for over 30 communities, ensuring fiscal responsibility and efficient use of resources. Maintain financial oversight of marketing activities, ensuring alignment with broader business goals.

✅ Project Management & Timelines: Demonstrate strong project management skills, including creating and managing work-back schedules and timelines for all tasks. Ensure that key milestones and deliverables are met to prevent any tasks from falling through the cracks.

✅ Agency & Vendor Management: Serve as the primary contact for external marketing agencies and vendors, ensuring deliverables are aligned with brand standards, timelines, and budgets. Craft detailed and effective agency briefs that set clear expectations and drive agency performance to maximize outcomes for campaigns and projects.

✅ Acquisitions & Community Onboarding: Support the acquisition of new communities and their onboarding into Optima Living’s marketing programs. Ensure smooth transitions and consistent brand integration during these critical phases.

✅ Project Management & Execution: Lead and manage complex marketing projects from concept to completion, ensuring cross-functional coordination, adherence to timelines, and successful execution. Ensure smooth and timely communication with communities across Alberta and British Columbia.

✅ Data & Performance Analysis: Track, analyze, and report on marketing performance across all channels. Use insights to optimize campaigns and strategies, ensuring continuous improvement and alignment with business goals.

✅ Stakeholder Communication: Maintain strong communication with internal stakeholders, including leadership and cross-functional teams, ensuring transparency and collaboration on key marketing initiatives. Exhibit strong written and spoken communication skills to facilitate clear and concise messaging across all levels of the organization.

ASSUMPTION: This role requires strong leadership, team development, project management, and communication skills. The ideal candidate will have experience in managing multi-channel campaigns, branding projects, and external agencies. They will also be proficient in project management, budget management, and data-driven decision-making.

🎯 Required Qualifications

Education: Bachelor’s degree in Marketing or Business or a related field.

Experience: 5+ years of progressive experience in marketing management, including proven success in lead generation, campaign execution, and budget management.

Required Skills:

• Proven leadership and team development experience, with a focus on driving results.
• Demonstrated ability to manage multi-channel campaigns, branding projects, and external agencies.
• Exceptional organizational and project management skills with a proven ability to manage multiple projects simultaneously, ensuring timely completion and thorough follow-through on all tasks.
• Experience with brand management or rebranding, including contributing to brand development or revitalization projects, ensuring consistent messaging and visual identity across channels.
• Proficiency in project management, including creating detailed work-back schedules, timelines, and ensuring task completion.
• Ability to write clear, comprehensive agency briefs that guide external partners effectively.
• Experience creating, managing, and tracking marketing budgets for multiple business units or communities.
• Proficiency with marketing tools and platforms (CRM, analytics tools, etc.) and a data-driven approach to decision-making.

Preferred Skills:

• Experience in the senior care or related industry.
• Fluency in French or another language relevant to the target market.

ASSUMPTION: Candidates with experience in the senior care industry or relevant language skills may have an advantage in this role. However, a strong background in marketing management and a proven track record in lead generation, campaign execution, and budget management are the most critical qualifications for success.

💰 Compensation & Benefits

Salary Range: $80,000 - $120,000 CAD per year, depending on experience and qualifications. This estimate is based on industry standards for marketing managers in the senior care industry, with consideration for the role's responsibilities and the company's size.

Benefits:

• Health and wellness benefits, including employer-paid health coverage for you and your family, vision care, dental care, paramedical services, travel insurance, and a health spending account.
• Career growth and development opportunities, including access to ongoing training and educational programs.
• Financial and life support benefits, including an employer-matching RRSP program, life insurance, and access to the Employee and Family Assistance Program (EFAP).
• Work-life balance, including generous vacation entitlements, paid sick time, and additional paid days off to rest and recharge.
• Flexible work environment, including hybrid work options and ergonomic sit/stand desks.
• Team culture and recognition programs, including team-building activities, social gatherings, and community fundraising events, as well as the "Shining Star" Employee Recognition initiative.

ASSUMPTION: The salary range provided is an estimate based on industry standards and the role's responsibilities. The actual salary may vary depending on the candidate's experience and qualifications. Optima Living offers a comprehensive benefits package designed to support the well-being, professional growth, and quality of life of its employees.

📌 Applicant Insights

🔍 Company Context

Industry: Optima Living operates in the senior care industry, providing Independent Living, Assisted Living, Supportive Living, and Memory Care communities in Alberta and British Columbia. Their unique company culture is one where both residents and team members are family, with a mission, vision, and values centered around respect, dignity, teamwork, and doing the right thing.

Company Size: Optima Living has 1,001-5,000 employees, making it a mid-sized organization with a significant presence in the senior care industry. This size allows for ample opportunities for career growth and development while maintaining a family-like culture.

Founded: Optima Living was founded in 2007, with over 15 years of experience in the senior care industry. Their extensive history and expertise contribute to their success and stability in the market.

Company Description:

• Optima Living owns and operates innovative seniors’ living communities throughout Alberta and BC, taking an unprecedented approach to senior life.
• Their unique company culture is one where both residents and team members are family, with a mission, vision, and values centered around respect, dignity, teamwork, and doing the right thing.
• Optima Living’s North Star, "Let us welcome you home," speaks to their underlying principles and the experience seniors discover in their communities.
• Optima Living operates over 3,700 beds providing congregate living options for seniors, ranging from subsidized to luxury, Independent to Assisted Living, Long-term Care to Memory Care, and Residential Mental Health.

Company Specialties:

• Seniors Independent Living
• Seniors Assisted Living
• and Seniors Mental Health

Company Website: http://www.optimaliving.ca

ASSUMPTION: Optima Living's focus on resident-centered care, innovative approach to senior living, and strong company culture make it an attractive place to work for marketing professionals seeking to make a significant impact in the senior care industry.

📊 Role Analysis

Career Level: This role is at the management level, requiring a proven track record in marketing management, lead generation, campaign execution, and budget management. The ideal candidate will have 5+ years of experience in a similar role.

Reporting Structure: The Marketing Manager will report directly to the Director of Marketing and work closely with cross-functional teams, including sales, operations, and community management.

Work Arrangement: This role is hybrid, with a combination of on-site and remote work. The Marketing Manager will be expected to work on-site at the corporate office in Edmonton, Alberta, for a minimum of 3 days per week, with the remaining days being flexible for remote work.

Growth Opportunities:

• As Optima Living continues to expand its portfolio of communities, there will be opportunities for the Marketing Manager to take on additional responsibilities and grow within the organization.
• The Marketing Manager may have the opportunity to lead and mentor additional team members as the team grows, fostering a high-performance culture focused on accountability, creativity, and results.
• With experience and demonstrated success in the role, the Marketing Manager may be considered for a more senior position within the marketing department or other areas of the organization.

ASSUMPTION: Optima Living's growth and expansion provide ample opportunities for career growth and development for the Marketing Manager. The ideal candidate will be proactive in seeking out new challenges and responsibilities to advance their career within the organization.

🌍 Location & Work Environment

Office Type: Optima Living's corporate office is a modern, open-concept workspace designed to foster collaboration and productivity. The office features ergonomic sit/stand desks, collaborative open-office designs, and ample natural light.

Office Location(s): The corporate office is located in Edmonton, Alberta, with additional communities and offices throughout Alberta and British Columbia.

Geographic Context:

• Edmonton, Alberta, is the capital city of the province and the sixth-largest city in Canada, with a population of approximately 1 million people.
• The city offers a diverse range of cultural attractions, recreational opportunities, and a vibrant arts scene, making it an attractive place to live and work.
• Edmonton's economy is driven by the energy sector, with a strong and growing technology industry, and a thriving arts and culture scene.

Work Schedule: The Marketing Manager will work a standard full-time work schedule, with flexibility for hybrid work arrangements. The work schedule may vary depending on the Marketing Manager's specific responsibilities and the needs of the team.

ASSUMPTION: Optima Living's modern, collaborative work environment and flexible work arrangements contribute to a positive and productive work experience for the Marketing Manager.

💼 Interview & Application Insights

Typical Process:

• The application process begins with submitting your resume and cover letter through the provided link.
• Candidates who meet the qualifications will be contacted for a phone or video screening interview.
• Shortlisted candidates will be invited for an in-depth behavioral interview, followed by a case study or presentation component to assess their problem-solving and strategic thinking skills.
• Final-round candidates may be required to participate in a panel interview with key stakeholders, including the Director of Marketing and other senior leaders within the organization.
• Optima Living aims to complete the interview process within 2-3 weeks, with a target start date for the successful candidate within 4-6 weeks of the offer.

Key Assessment Areas:

• Leadership and team development skills, including the ability to mentor and coach team members to drive results.
• Strategic thinking and problem-solving skills, with a focus on data-driven decision-making and campaign optimization.
• Project management and organizational skills, with the ability to manage multiple projects simultaneously and ensure timely completion of tasks.
• Communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams and stakeholders at all levels of the organization.
• Cultural fit and alignment with Optima Living's mission, vision, and values, including a commitment to resident-centered care and a compassionate work environment.

Application Tips:

• Tailor your resume and cover letter to highlight your relevant marketing management experience, lead generation successes, and campaign execution expertise.
• Demonstrate your understanding of Optima Living's unique approach to senior living and their commitment to resident-centered care in your application materials.
• Prepare for behavioral interview questions by reflecting on your past experiences and how they have prepared you for the responsibilities and challenges of this role.
• Research Optima Living's company culture and values to ensure a strong cultural fit and alignment with your personal values and work style.
• Practice common marketing interview questions and prepare thoughtful responses that showcase your skills and experience.

ATS Keywords: Marketing Manager, Lead Generation, Campaign Management, Brand Management, Budget Management, Project Management, Data Analysis, Stakeholder Communication, Marketing Strategy, Multi-Channel Campaigns, Agency Management, Community Onboarding, Performance Tracking, Creative Thinking, Organizational Skills, Communication Skills, Senior Care, Senior Living, Assisted Living, Independent Living, Marketing Management, Marketing Leadership, Team Development, Project Management Tools, CRM, Analytics Tools

ASSUMPTION: Optima Living's interview process is designed to assess the candidate's skills, experience, and cultural fit for the Marketing Manager role. The ideal candidate will have a proven track record in marketing management, lead generation, campaign execution, and budget management, as well as a strong commitment to Optima Living's mission, vision, and values.

🛠 Cultural Fit Considerations

Company Values:

• Respect: Optima Living values the dignity and worth of every individual, fostering an environment where everyone feels valued, heard, and appreciated.
• Dignity: Optima Living is committed to preserving the dignity and autonomy of its residents and team members, ensuring that their unique needs and preferences are always considered.
• Teamwork: Optima Living fosters a collaborative and inclusive work environment, where team members support and empower one another to achieve common goals.
• Doing the Right Thing: Optima Living is committed to acting with integrity and accountability, always prioritizing the best interests of its residents and team members.

Work Style:

• Optima Living values a proactive and innovative approach to work, with a focus on continuous improvement and growth.
• The ideal candidate will be a self-starter with strong initiative and a willingness to take on new challenges and responsibilities.
• Optima Living values a positive and compassionate work environment, where team members support and uplift one another.
• The ideal candidate will be a strong communicator with excellent interpersonal skills and the ability to build and maintain positive relationships with colleagues, residents, and stakeholders.

Self-Assessment Questions:

• How do you embody Optima Living's commitment to resident-centered care in your approach to marketing and communication?
• How do you balance the need for data-driven decision-making with a compassionate and empathetic approach to marketing and branding?
• How do you foster a positive and inclusive work environment, where team members feel valued, empowered, and truly at home?

ASSUMPTION: Optima Living's company culture is centered around respect, dignity, teamwork, and doing the right thing. The ideal candidate for the Marketing Manager role will embody these values and contribute to a collaborative, inclusive, and compassionate work environment.

⚠️ Potential Challenges

• The Marketing Manager may face challenges in balancing the needs and priorities of multiple communities and business units, requiring strong project management and organizational skills to ensure timely completion of tasks and initiatives.
• The Marketing Manager may need to navigate complex stakeholder relationships, requiring strong communication and interpersonal skills to collaborate effectively with cross-functional teams and senior leaders within the organization.
• The Marketing Manager may face challenges in managing a team with varying levels of experience and expertise, requiring strong leadership and team development skills to foster a high-performance culture focused on accountability, creativity, and results.
• The Marketing Manager may need to adapt to changes in the market, regulatory environment, or company priorities, requiring flexibility and a proactive approach to marketing strategy and campaign execution.
• The Marketing Manager may face challenges in managing external agencies and vendors, requiring strong agency management skills to ensure deliverables are aligned with brand standards, timelines, and budgets.

ASSUMPTION: Optima Living's Marketing Manager role presents unique challenges and opportunities for growth and development. The ideal candidate will be proactive in identifying and addressing potential challenges, with a strong commitment to continuous improvement and innovation in marketing strategy and execution.

📈 Similar Roles Comparison

• Compared to other marketing management roles in the senior care industry, this role offers a unique opportunity to lead and manage marketing activities for a large portfolio of communities, with a significant impact on the organization's growth and success.
• This role requires a higher level of experience and expertise in marketing management, lead generation, campaign execution, and budget management than entry-level or mid-level marketing positions in the industry.
• Compared to marketing management roles in other industries, this role offers a unique opportunity to make a significant impact on the lives of seniors and their families, with a strong focus on resident-centered care and compassionate communication.
• This role may require more frequent travel than marketing management roles in other industries, with the need to visit communities across Alberta and British Columbia to ensure consistent brand integration and marketing program execution.

ASSUMPTION: Optima Living's Marketing Manager role offers a unique and rewarding opportunity for marketing professionals seeking to make a significant impact in the senior care industry. The ideal candidate will have a strong background in marketing management, lead generation, campaign execution, and budget management, with a commitment to Optima Living's mission, vision, and values.

📝 Sample Projects

• Developing and executing a multi-channel marketing campaign to launch a new community, including digital advertising, print materials, and event-based promotions to drive leads and occupancy.
• Managing the rebranding of an existing community, including updating brand guidelines, website content, and marketing materials to ensure consistent messaging and visual identity across all channels.
• Conducting a comprehensive market analysis to identify trends, opportunities, and threats in the senior care industry, and developing data-driven marketing strategies to capitalize on emerging opportunities and mitigate potential risks.
• Leading a team to develop and implement a customer relationship management (CRM) system to track and manage leads, residents, and marketing activities across all communities, ensuring seamless integration with sales and operations teams.
• Managing the acquisition of a new community, including onboarding the new property into Optima Living’s marketing programs and ensuring a smooth transition with consistent brand integration.

ASSUMPTION: Optima Living's Marketing Manager role offers a wide range of projects and initiatives, with a strong focus on lead generation, campaign execution, and brand management. The ideal candidate will have experience in managing complex marketing projects, with a proven ability to lead and coordinate cross-functional teams to achieve successful outcomes.

❓ Key Questions to Ask During Interview

• How does Optima Living measure the success of its marketing initiatives, and how do you approach data-driven decision-making in your marketing strategies?
• Can you describe a time when you had to manage a complex marketing project with multiple stakeholders and tight deadlines? How did you ensure the project's success, and what challenges did you face along the way?
• How do you balance the need for consistent branding and messaging across multiple communities and business units, while also tailoring marketing initiatives to the unique needs and preferences of each community?
• Can you describe your experience with managing external agencies and vendors? How do you ensure that their deliverables align with brand standards, timelines, and budgets?
• How do you approach team development and mentoring, particularly in a high-performance culture focused on accountability, creativity, and results?
• How do you stay up-to-date with industry trends and best practices in marketing, and how do you incorporate this knowledge into your marketing strategies and initiatives?

ASSUMPTION: Optima Living's interview process is designed to assess the candidate's skills, experience, and cultural fit for the Marketing Manager role. The ideal candidate will have a proven track record in marketing management, lead generation, campaign execution, and budget management, with a strong commitment to Optima Living's mission, vision, and values.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant marketing management experience, lead generation successes, and campaign execution expertise.
• Prepare for behavioral interview questions by reflecting on your past experiences and how they have prepared you for the responsibilities and challenges of this role.
• Research Optima Living's company culture and values to ensure a strong cultural fit and alignment with your personal values and work style.
• Practice common marketing interview questions and prepare thoughtful responses that showcase your skills and experience.
• Follow up with Optima Living after submitting your application to confirm receipt and inquire about the next steps in the interview process.

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