Community Relations Director

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

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. 

Benefits: 

Extended Healthcare Coverage (Medication Coverage) 

Dental Care

Vision Care

Life Insurance

AD&D 

Submit Resume and Cover Letter to  fergushighland@outlook.com 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.