A Place for Mom

  • Brand Manager - A Place for Mom Portfolio

    Job Location(s) US-WA-Seattle
    Job ID
    # of Openings
  • Overview

    The portfolio brand manager at A Place for Mom is responsible for helping set the organization’s brand strategy across the company’s portfolio of brands to ensure we are meeting customer needs at every stage of their journey when seeking long-term care and support for a parent or loved one.  This role reports to the VP of brand marketing.


    In this newly created role, you’ll be responsible for defining the brand positioning, creative direction (site experience and other) and key points of customer engagement for emerging brands within the portfolio.  These brands include SeniorAdvisor.com, AssistedLiving.com, Alzheimers.net, CareGivers.com and VeteranAid.org.


    The portfolio brand manager will be experienced in identifying and defining key customer segments, establishing consumer personas, defining customer journeys’ and translating this work to on-line and sometimes off-line interactions with key customer target groups that have a need for A Place for Mom family of services.


    In addition to our emerging portfolio of brands, the brand manager will play a key role in defining the evolution of SeniorAdvisor.com and ensuring this brand maintains a leadership position in helping consumers make trusted decisions through ratings and reviews and other pertinent information tied to senior living and long-term care.


    The right person for this role will be the strategic and creative thought leader for the organization and ensure that A Place for Mom leaders and their respective teams understand the role each brand plays within our portfolio and how each brand engages with consumers along their journey of helping family and loved ones as they age.  In addition, they will have experience in developing on-line brand experience and creating strong customer touch points.


    • Set overall brand strategy, vision and positioning for emerging APFM brands across marketing channels in partnership with VP brand marketing.
    • Build brand awareness, understanding and affinity across all customers groups (Consumer, Business Partners and Employees)
    • Ensure SeniorAdvisor.com maintains leadership position among senior care with consumers and business partners.
    • Set overall brand guidelines for our emerging brands in coordination with internal design resources.
    • Coordinate on-line consumer engagement strategies with director of CRM to support lifetime management of key customer.
    • Link Emerging brands into APFM’s overall PR and social media strategies.
    • Build and share consumer insights to further elevate APFM as “the expert” within the category.
    • Establish and report on key metrics for our emerging brands: site traffic, customer engagement, nurture metrics, etc.


    • 10+ years' experience in brand management and helping build on-line brands and customer experiences, including “do it yourself” experiences on-line (esurance, travel, rating / review, etc.)
    • Experience setting creative direction and managing creative product across marketing channels (TV, website, collateral, and promotions)
    • Experience managing a brand portfolio within an organization, a plus.
    • Experience with ratings and reviews programs, a plus.
    • Digital marketing or on-line advertising expert.
    • Self-motivated with the ability to think strategically and work independently
    • Previous success executing complex marketing programs.
    • Excellent analytical, communication and presentation skills; must be action-oriented
    • Collaborative team player, ready to share success across a high-performing marketing leadership team,
    • Ability to measure marketing ROI with expertise in B2C businesses.
    • Desire to be part of a purpose -led, high performance marketing organization




    Education Requirements

    Bachelor's degree in marketing, business or similar discipline; MBA preferred



    The position is a salaried position. 


    Candidates must be authorized to work in the United States to be eligible for consideration, visa sponsorship not available. Completion of a full-background check is required prior to employment.



    A Place for Mom is an equal opportunity employer committed to hiring and valuing a diverse work team. This policy of Equal Employment Opportunity applies to all applicants and employees, and to all aspects of employment, including recruitment, hiring, training, compensation, promotions, and treatment on the job, benefits, termination, and all other terms and conditions of employment.                           


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