Celebrated as the #3 Top Workplace in the D.C. region for 2025 by The Washington Post since 2019, Goodwin Living is more than a team - it's a global family of individuals who represent more than 70 countries.
Goodwin Living is proud to be recognized as a Top Workplace in the greater Washington, D.C. region by The Washington Post every year since 2019 - and now nationally by USA Today. Since 2022, we've also been annually recognized as one of the top 100 employers for interns by the Top Virginia Employers for Intern Awards. These honors are based entirely on feedback from our team members, gathered through an annual third-party survey. Here's what they say makes us stand out:
Embracing Diversity: Our strength is in our diverse team from over 65 countries, fostering an inclusive and vibrant culture that values every voice.
Growth and Opportunities: We bolster personal and professional development, offering myriad opportunities, from on-the-job training to mentorship programs and financial support, to help you reach your full potential.
Valuing Our Team Members: By prioritizing team member satisfaction, we create a fulfilling work environment with competitive benefits, work-life balance, and recognition programs, ensuring our team feels appreciated and valued.
Job Summary
The Sr. Director of Marketing and Communications is a key member of the General Management Team reporting to the CSMO.
Overview of Key Responsibilities
Lead and mentor a high-performing team to oversee internal and external marketing and communications functions and serve as a senior leader for relevant business partner relationships
Lead the development of strategic marketing and communications plans and corresponding performance measurement systems for service lines and departments aligned to mission and business goals and with management of internal and external resources to achieve goals
Develop and ensure consistent brand management, messaging and positioning across all channels to achieve mission, culture and business goals
Proactively bring forward new approaches, tools and practices that can lift the impact and goal attainment of marketing and communications plans
Monitor and report on relevant competitor marketing and communications approaches
Key Responsibilities
Planning and Strategy: Develop and implement data-driven, multi-channel marketing and communications strategies, campaigns and projects that align with the organization's long-term business and culture goals and objectives and those of specific service lines and departments. Serve as primary MarComms lead and advisor for the Goodwin Senior Living Campus Sales Department and thus as a primary developer of strategies, campaigns and projects for campuses. Provide strategic oversight to the Marketing & Communications team members as they draft strategies, campaigns and projects for other internal partners.
Brand and Reputation Management: Oversee brand management, ensuring consistency in messaging and visual identity across all platforms, and guide the maintenance and updates to Goodwin Living brand standards.
Digital Marketing and Content Strategy: Direct digital marketing efforts (AEO, SEO, SEM, social media, email marketing) and content creation (blogs, case studies, website content, social media posts) to generate leads and position the company as a thought leader, inclusive of timely reporting and analytics provided to key stakeholders. Proactively monitor new platforms, tools and resources and bring them forward to consideration.
Internal Communications: Partner with HR and senior leadership to develop and implement an internal communications program that is multi-channel, capable of targeting by service line/department, aligned to strategic business and culture goals and is measured and analyzed regularly for refinement and adjustment.
Creative Development: Develop or guide business partners in the development of overall creative direction generally and for high level campaigns for advertising, collateral and storytelling that highlight experiences and organizational impact.
Business Partner Management: Serve as day-to-day leader for assigned business partner relationships, ensuring planning and alignment on goals, executions and budget. Ensure regular (a minimum of semi-annual) reviews of work performed with and for internal business partners.
Crisis Management: Provide counsel and recommendations for crisis management planning and implementation. Direct any MarComms support needed in the development of content, the execution of communications and any monitoring that is within MarComms purview.
Public Relations: Provide counsel and generate ideas in support of the organization's PR strategies. Direct any MarComms support such as creating content and coordinating posting to the organization's website and social media platforms.
Budget Oversight and ROI: Prepare, recommend, and administer assigned components of the corporate marketing budget, ensuring efficient allocation of internal and external resources and monitoring performance metrics and ROI to optimize performance against budget.
Emotional Resilience and Mindfulness: Cultivate a calm, strategic, and resilient team culture by demonstrating mindfulness, particularly in managing (avoiding) negative energy, communicating from a place of seeking to understand, focusing on long-term goals over minor distractions and receiving feedback.
Team Leadership and Development: Lead, mentor, and develop a diverse marketing and communications team, promoting a culture of high performance, accountability, autonomy and continuous improvement.
Cross-functional Collaboration: Work closely with other departments to support their efforts directly or through the development of self-serve tools and resources as well as initial and refresher training provided by Marketing and Communications.
Qualifications:
Bachelor's degree in Marketing, Communications, Business, or related field; Master's degree preferred.
8+ years of progressive leadership experience in marketing, communications, or brand management.
Proven success developing and implementing integrated marketing strategies that drive growth and brand equity.
Strong leadership, communication and analytical skills.
Experience managing teams, business partners, budgets and complex projects across multiple channels.
Experience in client/business partner relationships with a range of internal stakeholders.
Familiarity with digital marketing tools, CRM platforms, analytics, and content management systems.
About Goodwin Living
At Goodwin Living, we can all find work with purpose! As a nonprofit senior living and healthcare organization based in Alexandria, Virginia, we are driven by our mission: to support, honor and uplift the lives of older adults and those who care for them. Our commitment to our team members is written directly into that statement. We create an enriching and supportive work environment that has earned us Top Workplace recognition by The Washington Post since 2019 and, more recently, national recognition by USA Today. These honors reflect the culture our team members foster every day - one rooted in purpose, belonging, and growth.
Goodwin Living is an Equal Opportunity Employer and an AARP Employer Pledge Signer. We take pride in our inclusive work culture that values diversity and fosters talent. With us, you are more than just a team member; you are part of a community committed to excellence and continuous learning.
