What is LCAP: The inspiration for LCAP was born of founder Tom West’s experience working with families facing a new and life-changing medical diagnosis. Over two decades as a financial planner, LCAP founder Tom West gained significant experience in advising families struggling with how to support a loved one diagnosed with a chronic illness, disability or dementia. Tom became aware of an opportunity to improve the long-term care planning experience for clients facing a life-changing diagnosis.
Job Profile: Candidate with Senior Housing and/or Healthcare experience to help create and execute an integrated marketing strategy for an innovative, first-to-market financial planning service for families managing a healthcare circumstance. Position balances collaboration with multi-disciplinary talent on a small team with the autonomy and the ability to self-direct and lead both B2B and B2C strategies. The fast paced and entrepreneurial small team feel of LCAP will attract the right candidate, while the scale, competitiveness, and value proposition of the parent company (SEIA) will give longer term confidence of the viability of the effort.
Roles and Responsibilities:
Creation and Execution of Marketing Strategy
Lead a multi-pronged marketing strategy across multiple mediums, including social media, SEO, targeted email and website connections
Create content and marketing material in print, digital, and video form to support brand recognition and marketing to a variety of identified, discreet audiences
Coordinate messaging to bridge the knowledge and perception gap between the senior housing and healthcare industries and the financial services industries
Data Analysis
Read, interpret and recommend dynamic action from funnel analysis based on analytics
Use data from SEO, CRM , social media measurement tools to best advantage
Use A/B schemes to test marketing approaches, improve steps to conversions
Set effectiveness measures / use tangible KPIs to optimize message and CTA delivery
Curation and Selection of Supportive Content, Media Coordination
Recognize and highlight relevant content from a variety of media and industry sources to support LCAP brand and help associate it with thought leadership in the space
Assist LCAP leadership with proactive and reactive media relations and opportunities
Liaise with Third Party Marketing Consultants, Financial Services Compliance
Take the lead with an existing and functional relationship with a currently engaged Marketing and Strategy Company
Submit and Monitor marketing content for approval through a straight-forward compliance approval process prior to content usage
Support Sales and Development through Presentation Creation and Delivery
Qualifications and Education Requirements:
8+ years of marketing experience in senior housing / healthcare or related group, leadership role in position expected
Experience in financial services industry not expected or required
Excellent written and oral communication skills required. Writing sample and video introduction will be part of the selection process
Professional class usage of PowerPoint, graphic design software, Hubspot, WordPress, and video editing programs expected
Preferred Skills / Attributes
Enthusiasm and passion to help families in the dual crisis of needing long term care services and the uncertainty of how to pay for the care
Resiliency and self-motivation to adapt to a work environment that pitches from unstructured to very structured
Humor, empathy, and self-awareness are requisites to master the tone and spirit of communication strategy
Additional Notes
Significant content for LCAP has already been developed and is ready to be adapted to the variety of marketing efforts to come
Full health / retirement benefits available from SEIA
Work from remote locations, including home, are supportable for job description
Flexible hours and appropriate accommodations to support family needs are supportable as well