Job Description

The National Investment Center for Seniors Housing & Care (NIC), a 501(c)(3) organization, works to enable access and choice by providing data, analytics, and connections that bring together investors and providers. NIC delivers trusted, objective, and timely insights and implications derived from its analytics, which benefit from NIC’s strategic alliance with NIC MAP, the leading provider of comprehensive market data for senior housing and skilled nursing properties. NIC events, which include the industry’s premier conferences, provide sector stakeholders with opportunities to convene, network, and drive thought-leadership through high-quality educational programming. NIC Academy offers the only professional education programs for investment and finance professionals in the senior housing and care industry.

Data:

NIC promotes transparency in the sector for the more efficient flow of capital through its cultivation of comprehensive, accurate, and timely data on America’s senior housing and skilled nursing property markets.

Analytics:

The NIC Research & Analytics team sponsors research studies and assesses data and garners input from leading industry practitioners to produce and publish thought leadership, analyses, and insights on market trends in senior housing and skilled nursing.

Connections :

NIC convenes senior industry decision-makers to build relationships, explore new partnerships, and share insights, through a full schedule of events, including the industry’s marquee conferences. The NIC infrastructure is also comprised of an extensive network of volunteers that the organization leverages for their subject matter expertise and leadership in the field.

Professional Education:

NIC provides investment and finance professionals opportunities to accelerate their skill development though Boot Camps, Special Topics Courses, and Certificate Programs offered in NIC Academy.

Purpose of the Position

The National Investment Center for Seniors Housing & Care (NIC), the leading nonprofit providing critical data, analytics, and connections to investors and providers in the field, seeks a creative and innovative Chief Marketing Officer to join during a critical period marked by significant growth and increased market demand in the senior housing industry. As NIC looks to increase its overall impact and reach, it needs a dynamic and results-oriented marketing leader to play an integral role as chief brand strategist to develop and implement a comprehensive MarComms strategy aimed at promoting this vital organization and the essential thought leadership it provides within the senior housing and care industry. As the overall demand for senior housing and care continues to rise, NIC has an incredible opportunity to leverage its prominence by engaging key stakeholder audiences, increasing overall conference and event attendance, and growing enrollment in educational programs.

Reporting to the Chief Executive Officer, the Chief Marketing Officer will be responsible for elevating the marketing function to engage a broader audience and increase NIC’s overall visibility. Working in collaboration with the CEO and leadership team, the CMO will create a fully integrated MarComms strategy aimed at facilitating close coordination with other key functions including research, conferences and events, educational programming, business development, volunteer engagement, and finance. The Chief Marketing Officer must be a forward-thinking MarComms leader who has the ability to balance overarching strategy with day-to-day execution. In addition, the new CMO must be adept at navigating an evolving MarComms landscape by identifying strategies to reach targeted audiences beyond traditional channels. The Chief Marketing Officer will develop and implement a cohesive brand strategy deploying a wide range of effective MarComms activities across various delivery platforms to publicize and promote NIC by showcasing the overall success and impact they are having in the field.

The ideal candidate will have demonstrable marketing experience in growing event registration and education program enrollment with comprehensive marketing campaign plans with regular monitoring and reporting of performance metrics by channel. In addition, they will be a highly collaborative and visionary MarComms leader with a proven track record of creating and implementing highly effective marketing and communications strategies to engage existing stakeholders, attract new audiences, and drive revenue. Experience interfacing with a broad set of internal and external stakeholders is essential to the success of this role.

Key Responsibilities

• Develop and implement comprehensive marketing strategies and plans to achieve key strategic organizational goals for paid registrations for conferences and NIC Academy programs including market research, competitor analysis, and target market identification and development.
• Drive customer and volunteer acquisition, engagement, and loyalty initiatives to achieve high retention.
• Effectively lead all marketing campaigns, ensuring consistency in messaging and alignment with NIC brand and strategic objectives.
• Track metrics and key performance indicators to evaluate the efficiency and effectiveness of the MarComms strategy to ensure strategic allocation of resources for conferences, professional education, sponsorships, and new target audiences to identify opportunities for sustained growth.
• Create and manage budgets to ensure marketing initiatives are cost effective and have a clear ROI.
• Collaborate with industry associations, groups, and senior services organizations to participate in industry-wide marketing campaigns.
• Develop effective campaigns for leveraging volunteers to promote NIC conferences and professional education including social media kits and email campaigns.
• Actively collaborate with NIC’s external PR firm to develop and execute highly effective marketing strategies, leveraging the agency’s specialized market expertise.
• Create promotion plans to recognize volunteer leaders and their contributions to the organization.
• Demonstrate a commitment to NIC Values for Taking Pride in Our Work, Partnering with Others, Being a Spark, and Investing in Ourselves.
• Foster a diverse, equitable, and inclusive environment that focuses on continuous improvement, best practices, and ongoing professional development.
• Oversee the creation of compelling marketing materials including newsletters, blogs, social media posts, and advertisements.
• Promote the organization’s online presence, including websites and social media platforms.
• Utilize data analytics to measure the effectiveness of campaign content and make data-driven decisions.
• Develop an annual performance plan for employees including key outcomes and professional development.
• Conduct regular one on one meetings with direct reports to maintain open communication, assess workload and assist with establishing priorities.
• Conduct performance evaluations that are timely and constructive to provide feedback to employees.
• Establish clear performance expectations, metrics, and goals for employees. Empower staff with resources and authority and mentor employees to achieve success and demonstrate how their success connects to NIC's mission.

Required Qualifications

• An unwavering commitment to NIC’s mission, values, and vision.
• Bachelor’s degree in marketing, communications, business, or related field or equivalent experience with documented competencies in marketing and promotions.
• A minimum of 7 years in marketing leadership experience including demonstrated success growing registrations for conferences, events, and/or professional education.
• Demonstrated success in attracting and engaging new audiences.
• Outstanding interpersonal skills coupled with the ability to work well with teams and independently.
• Desire and ability to work in a fast-paced environment and prioritize multiple tasks simultaneously.
• Strong project management skills with the ability to multitask and meet deadlines.
• Excellent interpersonal and communication skills, both written and verbal articulation.
• Expert competencies for Pardot, WordPress, HTML/CSS, SEO, SEM, Google Analytics, Microsoft Office (Word, Excel, PowerPoint, Outlook, SharePoint) experience.
• Proficiency for Salesforce, Adobe Suite (InDesign, Illustrator, Photoshop), Asana, website development, podcast production experience.
• Experience with Salesforce or other CRM applications.

Preferred Qualifications

• Master’s degree in business, marketing, or related field.
• Extensive experience promoting senior-focused programs, adjacent healthcare programs, or associations.
• Demonstrated commitment to continuous improvement with professional certifications in marketing, conferences and events, project management, and software applications.
• Website development, programming, and maintenance.

Job Location

• The position is located at the NIC Office in Annapolis, MD.
• The successful candidate will live within a two-hour commute of the NIC Office.
• With the consent of the CEO, the successful candidate may work remotely in accordance with the NIC telecommuting policy.
• The successful candidate will be required to be present in the NIC Office for monthly All Staff Meetings and may be required to be in the office when the CEO is working from the office.

Travel Requirement

Ability to travel up to 10% of the year

Compensation & Benefits

The targeted salary range for this role is $200-$250k and will be commensurate with experience. In addition to a competitive salary, NIC has a comprehensive benefits package.

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