Manager. Regional Marketing

Sienna Senior Living; Markham; On-site; CAD 81,000 - 101,000; Full time

Benefits offered by this job

Competitive pay

Health & dental benefits

RRSP with company match

SOAR program

Employee share purchase plan

Learning & growth opportunities

Diversity & inclusion

Job summary

Sienna Senior Living is seeking a Regional Marketing Manager to serve as the strategic marketing partner for the Retirement Division, aligning local teams with head office capabilities and driving go-to-market plans for new properties and lease-ups.

You will work across Creative Services, Digital Marketing, Direct Marketing, and Call Centre to ensure brand-aligned support and effective regional campaigns that boost occupancy and growth.

Qualifications

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 5–7 years of experience in marketing, with regional or multi-site scope.
• Experience developing integrated marketing plans across digital, traditional, and local media.

Responsibilities

• Provide strategic guidance and planning for regional/local marketing initiatives.
• Coordinate with head office marketing service teams to align on brand and timelines.
• Develop go-to-market plans for new acquisitions, lease-ups, and build openings.
• Track performance of acquisition, lease-up, and new build campaigns.

Skills

Marketing strategy

Regional marketing

Multi-site marketing

Influencing without authority

Project management

Communication

Stakeholder coordination

Education

Bachelor's degree in Marketing, Communications, Business, or related field

Job description

At Sienna, we empower our team members across Ontario, British Columbia, Saskatchewan and Alberta to help our residents live the life they desire and deserve. Our purpose is simple: to cultivate happiness in daily life!

What Sienna Offers:

We aspire to cultivate an environment and culture where team members feel valued, heard and empowered to do meaningful work. We offer a number of programs and benefits that support team members' financial, personal and professional needs:

• A competitive compensation range
• Employer Paid Health & Digital Benefits
• RRSP with Company Match
• Share Ownership and Reward Program (SOAR)
• Employee Share Purchase Plan with Company Match
• Continuous learning and growth so you have the skillset needed to succeed and take on new challenges
• A welcoming culture that values diversity and differing perspectives, experiences and beliefs

What You’ll Be Doing:

Reporting to the Vice President, Marketing & Brand Strategy, the Regional Marketing Manager serves as the primary marketing business partner for Sienna Senior Living’s Retirement Division. This role bridges head office marketing capabilities and field-level needs providing strategic guidance, marketing planning, and coordination across internal services including Creative Services, Digital Marketing, Direct Marketing, and the Call Centre so that local teams receive expert, brand aligned support.

The Regional Marketing Manager does not execute day-to-day local marketing for individual properties but rather provides the strategic direction, integrated planning, and internal coordination that empowers local Sales Advisors to activate effectively within their markets. For larger initiatives including new property acquisitions, lease-up strategies and new build openings this role takes a more hands on active lead, developing comprehensive go-to-market plans and working across both head office and field teams to bring them to life.

How You’ll Succeed:

• Serve as the dedicated marketing advisor for local Sales Advisors providing strategic guidance on local marketing activity including promotional strategy and planning, local media and in-market activation.
• Assess incoming requests from Sales Advisors and GMs, distinguishing between those requiring strategic input, internal service coordination, or local self-serve execution triaging and routing appropriately.
• Develop local media recommendations across digital, social and traditional channels advising on channel mix, timing, and message strategy.
• Build strong working relationships with Sales Support Team, Sales Advisors, General Managers, and Regional Vice Presidents of Operations, acting as a trusted and credible marketing partner who understands both the brand and the realities of operating at the property level.
• Influence and guide local marketing activity without direct authority over field teams, earning buy-in through expertise, responsiveness, and practical recommendations that make local teams more effective.
• Act as the primary coordinator between field marketing needs and head office marketing service teams, ensuring requests are well-briefed, prioritized appropriately, and delivered in alignment with local timelines and objectives.
• Collaborate with the Communications team on projects where local marketing initiatives intersect with internal communications or corporate messaging.
• Work with the Manager, Media Relations to identify local earned media opportunities stories, community initiatives, or property milestones that can be elevated into regional or national coverage.
• Lead the development of comprehensive go-to-market plans for newly acquired properties including brand integration, local media strategy, and activation of head office marketing services.
• Develop and manage integrated lease-up marketing plans for existing properties.
• Lead marketing planning for new build openings, including pre-opening awareness campaigns, local media strategy, community engagement, and coordination with Digital Marketing, Creative Services, and Media Relations.
• Track and report on the performance of acquisition, lease-up, and new build marketing initiatives.
• Develop practical tools, playbooks, and reference materials to support the sales teams.

Who you are:

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 5-7 years of experience in marketing, with demonstrated experience in field marketing, regional marketing, or multi-site marketing support roles.
• Experience developing integrated marketing plans that combine digital, traditional, and local media channels; familiarity with local media buying (print, radio, direct mail, out-of-home) considered a strong asset.
• Experience in a marketing services coordination or account management role — agency account management background considered a strong asset.
• Experience supporting occupancy, sales, or growth initiatives in a multi-site or franchise environment considered an asset.
• Skilled at influencing without authority
• Strong project management and coordination skills, with the ability to manage multiple simultaneous initiatives across different properties, timelines, and internal service teams.
• Excellent written and verbal communication skills
• Strategic thinker who can quickly assess a property-level challenge, identify the right marketing levers, and develop a practical, prioritized plan
• Comfortable operating in a complex, matrixed organization where collaboration across teams with different

What you need to know:

• Salary Range: $80.839.00-$101,048.50. **Please note that individual salary is determined by factors such as job-related knowledge, skills and experience, as well as internal equity**
• Any offer of employment will be conditional upon a criminal background and references check.
• This posting is for a new position.
• Sienna Senior Living may utilize Artificial Intelligence to screen or assess applicants for this position.

Sienna Senior Living is committed to employment equity, diversity, and inclusion in the workplace. In accordance with provincial regulations, upon request, support will be provided for accommodations throughout the recruitment, selection, and assessment process.