Company Description
A Place for Mom is the leading online resource connecting families searching for senior care with a team of expert advisors providing insight-driven, personalized solutions. As the nation’s largest senior care advisory service, A Place for Mom helps hundreds of thousands of families every year navigate the complexities of finding the right senior care solution for their loved ones across home care, independent living, memory care, assisted living, and more. Established in 2000 as a family business, A Place for Mom employees are deeply committed to the company mission to enable caregivers to make the best senior care decisions. A Place for Mom fosters, cultivates, and preserves a culture of diversity, equity, and inclusion.
Our Employees Live The Company Values Every Day
- Mission Over Me: We find purpose in helping caregivers and their senior loved ones while approaching our work with empathy.
- Do Hard Things: We are energized by solving challenging problems and see it as an opportunity to grow.
- Drive Outcomes as a Team: We each own the outcome but can only achieve it as a team.
- Win The Right Way: We see organizational integrity as the foundation for how we operate.
- Embrace Change: We innovate and constantly evolve.
Job Description
The VP, Brand & Product Marketing position at A Place for Mom is responsible for driving both brand impact and demand gen through customer-focused strategies.
In this role, you will define and prioritize our consumer and business audiences, build our understanding of our target customers and market, articulate how we need to evolve our brand strategy, marketing messaging and customer experience to better meet family, caregiver, and Senior Living community/Home Care agency needs, and collaborate with other teams in and outside of Marketing to put those findings into action and advance our business goals.
Key Responsibilities
- Define and manage consumer segmentation strategy in collaboration with other teams
- Collaborate with other teams to regularly test messaging performance against KPIs across key applications (e.g. landing pages, email/SMS nurture campaigns, paid social, etc.)
- Own relationship with creative agency to guide creative development to be deployed across all channels
- Provide actionable insights about consumers and business partners
- Set overall brand strategy, vision and positioning across marketing channels.
- Build brand awareness, understanding and affinity across all customers groups (Consumer, Business Partners and Employees)
- Implement overall brand guidelines
- Manage and execute APFM’s PR and corporate communications strategy
- Manage customer insights and brand management functions
- Measure and report annual customer NPS and satisfaction scores across channels, as well as brand tracking studies
- Build and share consumer insights to further elevate APFM as “the expert” within the category
Qualifications
- Bachelor's degree in marketing, business or similar discipline; MBA preferred
- 10+ years' experience in brand strategy & management and product marketing/marketing strategy
- Experience collaborating closely with Product, Tech and Sales to translate customer insights into changes in market-facing messaging and experiences – across both consumer and B2B audiences
- Experience setting creative direction and managing creative across marketing channels
- Previous success executing complex marketing programs.
- Providing thought leadership within an organization.
- Self-motivated with the ability to think strategically and work independently
- Strong and collaborative communicator
Additional Information
Additional Information:
- The position is a salaried, exempt position.
- Compensation
- Base Salary: $225,000 - $250,000
- Management Bonus: 40% of annual earnings
- Benefits:
- 401(k) plus match
- Dental insurance
- Health insurance
- Vision Insurance
- Paid Time Off
- A Place for Mom uses E-Verify to confirm the employment eligibility of all newly hired employees. To learn more about E-Verify, including your rights and responsibilities, please visit www.dhs.gov/E-Verify.
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