Community Relations Director Job

At Highland Manor Living, we are inspired by what is possible when great people come together with purpose. We build caring, supportive retirement living communities where residents, families, and team members truly thrive.
We are seeking a dynamic and strategic Community Relations Director to lead marketing, sales, and community engagement for our independent living and assisted living residences in Fergus, Ontario. Reporting to the CEO, you will be the voice of Highland Manor in the community — building the partnerships, brand presence, and prospect pipeline that support the successful launch of our new residence and the achievement of long-term occupancy targets
What You’ll Do
Marketing & Sales Leadership:
Develop and implement the marketing and sales plan for the residence. Plan, budget, and direct advertising and promotional campaigns, and report on return on investment for every initiative.
Plan, direct, and evaluate the activities of teams responsible for developing and implementing advertising campaigns to promote products and services
Market business services to target audiences and client segments
Plan and control budgets and expenditures
Maintain and manage the organization's digital database
Community Partnerships:
Cultivate referral networks with healthcare providers, hospitals, academic institutions, and community organizations that position Highland Manor as a collaborative leader in the region and generate a steady pipeline of qualified prospects.
Develop, implement, and evaluate communication strategies and programs
Direct and evaluate departments responsible for maintaining media relations on behalf of the organization
Initiate and maintain ongoing contact with media outlets
Act as spokesperson for the organization
Write, edit, and oversee press releases, newsletters, and other communications materials
Oversee the preparation of written content for the company website
Assist in the preparation of brochures, reports, newsletters, and related materials
Market Intelligence:
Initiate and analyze market research on the local senior living landscape — competitors, pricing, and prospect needs — to sharpen positioning and inform service development.
Analyze market research data to inform and improve business decisions
Conduct economic and commercial surveys to identify potential markets for products or services
Conduct public opinion and attitude surveys
Develop and direct the organization's overall marketing strategies
Evaluate the effectiveness of existing marketing and communication strategies
Establish distribution networks for products and services

Events & Outreach:
Research, plan, budget, and coordinate on-site and off-site marketing events that attract prospects and build relationships leading to new leases, with post-activity reporting on results.
Develop and coordinate events for publicity, and informational purposes
Publicize workshops, meetings, and other events supporting fundraising or information-sharing goals
Coordinate special publicity events and promotions
Client Experience:
Champion an exceptional, person-centred experience for prospective residents and families at every touchpoint, from first inquiry through move-in.
Develop, implement, and evaluate communication strategies and programs
Direct and evaluate departments responsible for maintaining media relations on behalf of the organization
Initiate and maintain ongoing contact with media outlets
Act as spokesperson for the organization
Write, edit, and oversee press releases, newsletters, and other communications materials
Oversee the preparation of written content for the company website
Assist in the preparation of brochures, reports, newsletters, and related materials
Brand & Reputation:
Direct public relations and media activities that protect and grow the Highland Manor brand.
Plan, direct, and evaluate the activities of teams responsible for developing and implementing advertising campaigns to promote products and services
Market business services to target audiences and client segments
Team Leadership:
Hire, coach, and lead the community relations and sales team with creativity, vision, and emotional intelligence.
Direct the team on key information-gathering and research priorities
Supervise staff, including office and volunteer team members
Consult with clients post-sale to provide ongoing support and maintain relationships

Benefits:
Extended Healthcare Coverage (Medication Coverage)
Dental Care
Vision Care
Life Insurance
AD&D

Submit Resume and Cover Letter to [email protected] with the subject line “Community Relations Director- Fergus”

Highland Manor Living is an equal opportunity employer. Accommodations are available on request for candidates taking part in all aspects of the selection process.

What You Bring

Bachelor's degree or college degree with a minimum of 7 to 10 years of progressive senior leadership experience driving sales, customer experience and marketing initiatives with a proven track record of ROI on investment.

Demonstrated ability to cultivate and lead strategic community partnerships that enhance the delivery of innovative, person-centered services for residents, families, and team members—positioning the home as a collaborative leader in the sector.

Proven ability to lead with creativity, vision, and emotional intelligence.

Strong relationship-building skills with internal and external stakeholders.

Proven ability to balance strategic oversight with operational agility.

Health/Dental Benefits, Life and/or Disability Insurance