Director of Marketing & Communications

Summary

The Director of Marketing & Communications is a senior leadership position responsible for setting and owning the strategic direction of Bethany's marketing, communications, public relations, brand stewardship, and community engagement efforts across all service lines (Skilled Nursing, Terraces, Haven, Independent Living, and In-Home Care). Reporting directly to the Chief Executive Officer and functioning as a member of Bethany's senior leadership team, this position carries full accountability for the organization's marketing and communications function, including budget ownership, vendor and agency selection and management, and department growth, and moves Bethany from reactive marketing to intentional, mission-driven communication. The Director of Marketing & Communications is a strategic decision-maker and organizational leader, not solely an advisor, and is expected to bring independent judgment, initiative, and executive-level accountability to strengthening Bethany's reputation and supporting occupancy and organizational growth. This position is eligible for an annual base salary plus a performance incentive plan tied primarily to organizational marketing/communications performance, with a secondary component tied to campus occupancy growth.

Mission Context

Bethany is a Christian nonprofit senior living community rooted in the Reformed tradition, serving the Ripon area with a commitment to excellence in care and the spiritual, physical, and emotional well-being of residents. The Director of Marketing & Communications supports Bethany's mission by ensuring the organization's communications and marketing reflect its Christ-centered values, build authentic community relationships, and represent Bethany with integrity and excellence.

Essential Duties and Responsibilities

The following is an overview of the essential duties and responsibilities of the Director of Marketing & Communications position. The Director of Marketing & Communications is also expected to perform other duties as assigned by the Chief Executive Officer.

Organizational & Executive Leadership

• Serve as a member of Bethany's senior leadership team, contributing to organization-wide strategic planning beyond marketing and communications alone.
• Own the marketing and communications function end-to-end, including annual budget development, spending authority within approved limits, and full accountability for departmental outcomes.
• Build and lead the marketing and communications department over time, including hiring, developing, and supervising future staff as the function grows.
• Present marketing, communications, and reputation updates to the CEO, executive leadership, and the Board of Directors or relevant committees as requested.

Strategic Communications

• Develop and lead organization-wide communication strategies across all service lines.
• Support executive messaging for the CEO and senior leadership team.
• Coordinate internal and external communications during major organizational initiatives, campaigns, or time-sensitive situations.
• Ensure consistent, mission-centered messaging across departments and campuses.

Marketing Strategy & Organizational Growth

• Develop and implement an annual marketing plan aligned with organizational and occupancy goals.
• Support occupancy goals across Skilled Nursing, Terraces, Haven, Independent Living, and In-Home Care.
• Evaluate marketing and communication initiatives using meaningful metrics and recommend continuous improvements.
• Own and manage the marketing budget, including selection, negotiation, and management of contracted marketing vendors and agencies.

Brand Stewardship

• Maintain consistent branding and visual identity across all service lines and communications materials.
• Oversee the website and digital communications, including coordination with website and CMS vendors.
• Manage social media strategy, content, and storytelling across platforms (Facebook, Instagram, LinkedIn).
• Ensure all public-facing materials reflect Bethany's mission, values, and quality standards.

Community Relations

• Build and sustain relationships with referral partners, physicians, healthcare providers, churches, and community organizations.
• Represent Bethany in the community, including at events, partnerships, and public engagements.
• Support donor and family communications in coordination with organizational leaders.

Vendor & Team Leadership

• Select, negotiate, and manage relationships with contracted marketing, communications, and creative vendors and agencies, with full decision-making authority within approved budget.
• Report marketing performance, community engagement, and communications outcomes to organizational leadership.
• Foster collaboration across departments to ensure consistent messaging and organizational alignment.

Supervisory Responsibilities

This position does not currently have direct reports but is expected to build and lead a marketing and communications team over time, including hiring and supervising future staff as the department grows. In the interim, the Marketing & Communications Director directs and manages the work of contracted marketing, communications, social media, and creative vendors and agencies, with full authority over vendor selection and performance management within the approved budget.

Key Relationships

The Director of Marketing & Communications reports to the Chief Executive Officer and serves as a member of the senior leadership team. This position works closely with the Chief Executive Officer, Chief Operating Officer, Campus Administrators, Human Resources, and contracted marketing, communications, and creative vendors and agencies, and regularly interacts with the Board of Directors and Finance & Insurance Committee for strategic reporting.

Competencies

To perform the job successfully, an individual should demonstrate the following competencies:

• Cost Consciousness — works within approved budget; conserves organizational resources.
• Diversity — promotes a harassment-free environment.
• Safety and Security — observes safety and security procedures.
• Strategic Leadership — sets direction and makes independent, organization-level decisions on marketing and communications strategy.
• Brand Stewardship — safeguards and strengthens Bethany's reputation and visual identity.
• Relationship Building — builds trusted relationships with community partners, referral sources, and internal stakeholders.

Qualifications

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed below are representative of the knowledge, skill, and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• Demonstrated ability to operate at a senior leadership or department-head level, including budget ownership and vendor management.
• Practical knowledge of marketing, communications, and public relations principles and practices.
• Ability to communicate clearly and professionally, both in writing and in person, including to executive leadership and the Board.
• Demonstrated success developing and implementing strategic marketing and communications plans at an organizational level.
• Experience supporting organizational growth through relationship development, community engagement, and strategic outreach.
• Experience collaborating with executive leaders and cross-functional teams as an organizational peer.
• Experience managing multiple priorities, projects, and deadlines independently.
• Experience developing and owning budgets and evaluating marketing effectiveness.
• Experience with digital communications, website management, social media strategy, and content development.
• Experience using data and analytics to support decision-making.
• Experience building or leading a team preferred.
• Healthcare, senior living, or nonprofit marketing and communications experience preferred.
• WelcomeHome Customer Relationship Management platform experience preferred.

Education and/or Experience

Bachelor’s degree in marketing, communications, public relations, business administration, healthcare administration, or a related field required. An equivalent combination of education and progressively responsible leadership experience may be substituted for formal education. Minimum of seven (7) years of progressively responsible leadership experience in communications, marketing, business development, public relations, healthcare, senior living, or nonprofit leadership required, including prior experience operating at a director or department-head level.

Performance Evaluation

The Director of Marketing & Communications will be evaluated annually by the Chief Executive Officer based on:

• Development and execution of a comprehensive communications and marketing strategy.
• Strength and consistency of Bethany's brand and reputation across service lines.
• Growth in community awareness, engagement, and referral relationships.
• Effective ownership of the marketing budget and vendor relationships.
• Progress toward building organizational marketing and communications capacity, including staffing as appropriate.
• Use of meaningful metrics to evaluate and improve marketing and communication initiatives.
• Demonstrated leadership reflecting Bethany's mission, values, and commitment to Christ-centered service.

BETHANY provides security, support and care of the highest possible quality, at levels appropriate to each individual’s needs. BETHANY manages and develops resources responsibly to assure excellent standards of service. Bethany Home is licensed as a Multi-Level Retirement Community with Independent living, Assisted living including Memory Care, Skilled Nursing, Adult Day Care and In-Home Care Services.