Search Engine Marketing (SEM) Supervisor - Discovery Senior Living

About Discovery Senior Living

Discovery Senior Living ranks prominently among the 5 largest senior housing providers in the US, and is nationally renowned for designing, developing, marketing, and operating a multi-brand portfolio of upscale, luxury senior-living communities.  With over 250 communities in nearly 40states, and 15,000 dedicated employees, Discovery Senior Living, with multiple national brands, is one the largest and fastest growing senior living companies in the United States. Recognized as a Great Place to Work, Discovery continues its rapid growth trajectory to lead the industry in providing desirable communities and exceptional lifestyle and value for our residents all while retaining our family-first culture. We’re a 30-year-old innovative company with a rich history of delivering exceptional service and quality care in desirable, enriching residential environments.

Discovery Senior Living is hiring a Search Engine Marketing (SEM) Supervisor to join our home office team. *We provide a hybrid working environment when local, but this role must be in Florida. Candidates must be willing to travel to our corporate headquarters in Bonita Springs, FL as needed.*

The Search Engine Marketing (SEM) Supervisor is responsible for the management and optimization of pay-per-click (PPC), paid social and organic search engine optimization (SEO) activities for all communities. This role must combine the effective execution of both paid and organic search strategies to generate leads. This highly collaborative role works with various members of the Marketing Department, cross-functional teams, as well as agency partners on multiple community accounts with a variety of locations and verticals to hit key KPIs. Oversee the implementation and execution of strategies keeping key stakeholders informed of progress. 

To perform optimally in this role, you must possess a deep understanding of all principles associated with Paid Search (Google AdWords/Bing), Meta, SEO and monitor industry trends, staying updated on best practices across all digital marketing channels.

The ideal candidate will not only be proficient in techniques but will also think strategically, perform deep dive analyses that play a role in informing the best approach to integrated campaigns that blend organic search, PPC, paid social and SEO tactics. The right candidate will be able to multitask across diverse environments, communicate with key stakeholders on performance through detailed reporting presentations and be dynamic enough to learn about new technologies and processes. 

Responsibilities: 

PPC

• Develop and oversee the execution of comprehensive PPC strategies aligned with campaign objectives to maximize visibility and lead generation.
• Work with agency partners, define, and build keyword lists based on community objectives and market opportunity, using a mix of proprietary tools and analytics data.
• Oversee agency partners to continuously refine these campaigns for improved performance, with a focus on key metrics such as click-through rates (CTR) and conversion rates.
• Utilize expertise in local service ad campaigns to ensure specific geographic regions and audiences are targeted in conjunction with community strategy.
• Collaborate closely with the marketing team to ensure alignment of PPC strategies with broader marketing initiatives.
• Provide regular reports and analysis on performance, presenting insights and recommendations for optimization.\
• Stay abreast of changes in paid search advertising policies, ensuring compliance and adaptation of strategies accordingly.

SEO

• Establishing a clear understanding of the community’s SEO objectives and expectations is paramount; this involves collaborating with Digital Advertising Team members, conversing with cross-functional team members, and informing agency partners to ensure that keywords align with both business and SEO goals.
• Perform keyword research to identify high-value search phrases and content marketing opportunities to drive traffic that will convert into sales leads.
• Assist with strategic development for SEO campaigns during acquisition; starting from kick-off and extending through post-launch and analysis stages.
• Implementing in-depth SEO analysis of community websites, including sitemap recommendations (structure, page names, redirects, etc.), topical authority content analysis, and domain analysis/recommendations.
• Stay abreast of changes in search engine algorithms and advertising policies, ensuring compliance and adaptation of strategies accordingly.
• Manage On-Site SEO performance by working with the Web Development Team to inform on-site optimization, checking and improving internal link structure and fixing potential indexation issues.
• Collaborate with Digital Communications Team and agency partners on content marketing initiatives; editorial calendars management, topic planning, communication with writers about reviewing, improving, and adding valuable content.
• Prepare and send SEO updates and reports on a monthly, quarterly, bi-annual, and yearly basis.
• In collaborating with our agency partners, oversee the management of SEO campaigns associated with local SEO listings and backlink campaigns.
• Collaborate with and oversee our SEO and PPC agency partners, ensuring strategies are executed properly and accurately. Find new partners as needs arise.
• Oversee Google Search Console and Google Analytics setup by agency partners.
• Oversee agency management of Google Business Profile listing content.
• Preparing and executing on-page optimization strategies to achieve organic visibility for our communities.
• Preparing website technical audits to identify areas of concern from an SEO perspective.
• Reviewing website server logs, crawl reports, and analytics reports to come up with strategies to improve indexation.
• Review analytics data daily to provide feedback to our internal team on performance, and to analyze visitor behavior and trends.
• Working with our internal resources to prepare, plan, and execute link building and content marketing strategies.
• Communicate progress, roadblocks, and opportunities to leadership.
• Other duties as assigned.

Qualifications: 

• Bachelor’s degree in marketing, communications, or business preferred
• Minimum of 5+ years of proven digital marketing and/or communications experience
• 5+ years of experience in demand generation or a related field
• Experience in demand generation with experience in senior living a plus
• Proficiency in marketing automation and CRM software

Benefits:

In addition to a rewarding career and competitive salary, Discovery offers a comprehensive benefit package.  

Eligible team members are offered a comprehensive benefit package including medical, dental, vision, life and disability insurances, paid time off and paid holidays.   Team members are eligible to participate in our outstanding 401(k) plan with company match our Employee Assistance Program and accident insurance policies.

No agencies, please. We do not accept any unsolicited resumes from agencies under any circumstances. We receive inquiries from agencies daily. Agencies should not direct any inquiries or emails to hiring managers. Thank you.

EOE D/V