ActiveDEMAND is a customer acquisition and engagement platform purpose-built for the senior living industry. The all-in-one solution supports single and multi-community operations by integrating marketing and sales automation to accelerate occupancy growth. By tracking every interaction along the customer journey, including caregivers and family members.

More than 7,500 users across over 4,000 senior living communities in North America rely on the platform to do more with less. ActiveDEMAND serves as a strategic partner, helping organizations create meaningful connections while scaling efficiently.

Job Summary

Reporting to the CRO, The VP Sales-Marketing is responsible for developing and executing a clearly defined marketing and communications strategy in a manner that supports consistent business growth for the senior living vertical and enhances ActiveDEMAND brand equity and awareness. The position is responsible for planning, organizing, staffing, training, and managing all marketing functions to achieve ActiveDEMAND objectives of sales, growth, profitability, and visibility while ensuring a consistent marketing message and position consistent with the corporate direction.

Responsibilities & Accountabilities

Accountable for the outcome of:

- Execution of the goals set in the Marketing Annual Operating Plan (AOP).
- Execution of all marketing activities with respect to operating within the Marketing Annual Operating Budget.
- Attrition Levels set by the Corporate Annual Operating Plan.
- Delivery of weekly Marketing KPI reports to the executive leadership team that is both timely and accurate.

Responsibilities:

- Developing a Marketing Annual Operating Plan (AOP) that supports the Corporate AOP goals.




- Developing the Marketing Annual Operating Budget and maintaining Marketing expenditures outlined within the Marketing Annual Operating Budget.
- Strategizing, creating, managing, coordinating, and executing all tactics that drive the Marketing AOP goals.
- Developing and tracking metrics and success criteria for all marketing programs and activities and reporting Marketing progress to the CRO.
- All marketing communications including public relations, advertising, online marketing, social media marketing, and event marketing.
- Market and competitive analysis for the defined product marketing mix.
- Corporate branding consistency.
- Defining and directing marketing programs for demand creation, lead generation, and interface with management for lead tracking and management.
- Managing the employment process of all Marketing Staff, including recruitment, onboarding, and offboarding.
- Updating and maintaining the organizational structure within the Marketing Department.
- Lead, mentor, and motivate the marketing team, providing guidance, support, and opportunities for professional development.
- Attending regularly scheduled executive meetings.
- Maintaining an in-depth relationship with the entire executive leadership team.

Qualifications & Experience

- Marketing diploma or degree required.
- 5 years of previous experience in a senior-level leadership capacity within Marketing.
- Experience working in senior-living would be considered an asset.




- Demonstrated ability to manage often outsourced marketing activities (PR, corporate identity system, website, etc.).
- Exceptional track record of developing and implementing marketing and sales strategies that have consistently met or exceeded planned objectives.
- Demonstrated leadership skills with the ability to motivate and lead a team towards achieving common goals.
- Experience with digital marketing and proven results in SEO, SEM, social media, email marketing, and content marketing.
- Experience in choosing, deploying, and using marketing and sales software applications.
- Substantial experience working with business and industry press.

Skills & Knowledge

- Strong strategic planning and analysis skills in sales, marketing, and business (competitive) strategy.
- Ability to plan and manage at both strategic and operational levels.
- Ability to work collaboratively with colleagues and staff to create a results-driven, team-oriented environment.
- Capacity to assume more significant executive responsibilities over time.
- Website and graphic design.
- Excellent verbal and written communication with team members and clients, including extremely effective public speaking skills and presence.
- Outstanding customer service skills.
- Ability to cope with conflicting demands and prioritize tasks.
- Outstanding organizational skills.

WHAT WE OFFER

- The opportunity to work with an exciting, cutting-edge, and growing company.
- Virtual Work from home within Calgary, AB.
- Extended Health Care Coverage, including Vision, Dental, and Prescription Drugs.

This role requires travel to the US (15 – 20% of the time)

We would like to thank all applicants for their interest, however only those selected for an interview will be contacted.

📌 VP Marketing (Calgary)
🏢 ActiveDEMAND
📍 Calgary