SENIOR DIRECTOR OF B2B MARKETING- CCL HOSPITALITY GROUP- CHARLOTTE, NC ( HYBRID)

CCL Hospitality Group is a dining and support services company serving senior living communities nationwide. We are committed to providing the best possible hospitality experiences to our consumers, clients, and leaders.
We want you to join our team! You'll be part of a best-in-class team that prioritizes work/life balance, offers competitive pay and benefits, flexible schedules, and paid time off. With support from leadership, you can develop your skills and build a career with CCL. Our leadership team believes in taking care of our people, and that has become the cornerstone of our success.
When you are a CCL team member, you will have an impact on the lives of residents and their families by making each day exceptional for them. Click here for more information about CCL Hospitality Group.

* Reports to: Vice President, Client Excellence & Strategy
* Location: Charlotte, NC (Hybrid Schedule)

The Senior Director of B2B Marketing will lead strategy and execution for all B2B marketing initiatives across CCL Hospitality Group, focusing on senior living and behavioral health. This role will elevate brand positioning, strengthen market leadership, and ensure our brands resonate with key decision-makers to drive client growth and retention. Collaborating closely with cross-functional leadership, the Senior Director will deliver results-driven marketing programs aligned with business priorities and growth objectives.

Key Responsibilities:

Defining strategic vision and direction
* Collaborate with cross-functional teams (Sales, Operations, Client Excellence, Consumer Experience and Communications) to develop a marketing strategy aligned with our organizational goals that will drive measurable outcomes.
* Drive brand positioning, value proposition development, and audience segmentation to establish a strong foundation for market leadership and client engagement.
* Oversee the development and execution of an integrated go-to-market (GTM) strategy to activate our brands and deliver growth.

Leading a High-Impact Team
* Build, mentor, and lead a team of creative and marketing professionals, overseeing two key functions:
o Brand Management/Digital Strategy: Focused on brand positioning, creative services and digital presence
o Strategic Engagement: Focused on partnerships, sponsorships, tradeshows strategy and activation.
* Foster a collaborative, inclusive, and creative team culture that encourages innovation, professional growth, and alignment with business priorities.

* Use market insights, competitive analysis, and a mix of digital and traditional strategies to enhance the company's profile and engage key decision-makers.
* Lead the planning and execution of targeted marketing campaigns to drive pipeline growth and client retention, incorporating experiential design, storytelling, and creative campaign execution.
* Support the marketing and design of internal initiatives to ensure consistency, alignment, and engagement across the organization.
* Deliver cohesive, high-quality campaigns across multiple channels, including print, social, video, and digital platforms.

Enhancing Brand Visibility and Awareness
* Collaborate with Sales and Client Excellence teams to align partnerships and events strategies with broader growth and retention initiatives.
* Drive strategic partnerships and sponsorship opportunities that enhance brand visibility and strengthen market positioning.
* Lead the development and execution of a tradeshow strategy, including planning, participation, and follow-up to maximize ROI and client/prospect engagement.
* Develop and execute public relations strategies to enhance the company's reputation and public image. Build strong media relationships, proactively seek opportunities for positive coverage, and manage media inquiries, press releases, and interviews to ensure consistent messaging and brand representation.

Elevating Thought Leadership Through Content Strategy
* Develop and execute a comprehensive content strategy, including an editorial calendar, to ensure consistent, aligned messaging that reflects the company's brand, voice, and business objectives.
* Create audience-centric content that addresses the needs, expectations, and challenges of key decision-makers, leveraging insights from market trends, industry research, and emerging opportunities.
* Oversee the creation of high-quality thought leadership materials, including white papers, case studies, research pieces, and client success stories, to position the company as an industry leader.
* Lead the development of engaging, platform-specific content for websites, newsletters, social media, video, and live/virtual events to support pipeline growth and client retention.
* Monitor and analyze marketing and social media metrics to optimize content performance, improve engagement, and inform future strategies.

Optimizing processes and performance
* Leverage marketing and project management tools (e.g., HubSpot, Monday.com) to improve campaign efficiency, streamline workflows, and enhance audience targeting.
* Optimize the company's digital presence-websites, social platforms, and campaigns-by monitoring SEO, traffic, and conversions to enhance visibility and engagement
* Analyze and apply data-driven insights to measure and optimize the effectiveness of marketing strategies and tactics, driving continuous improvements in ROI and performance.

* Bachelor's degree in marketing, communications, business administration, or a related field (advanced degree preferred).
* 8+ years of senior-level B2B/B2B2C marketing experience
* Proven success in leading and mentoring teams, fostering collaboration and driving results.
* Demonstrated ability to translate strategy into actionable plans, balancing long-term brand equity with immediate growth objectives.
* A hands-on leader with a "roll-up-your-sleeves" mindset who can move seamlessly between strategy and execution to deliver results.
* Expertise in marketing technologies (e.g., HubSpot, LinkedIn, etc.) and proficiency with project management tools and MS Office Suite.
* Strong business and financial acumen, with a data-driven mindset and the ability to optimize performance and ROI.
* Exceptional communication and presentation skills, with the ability to influence senior stakeholders and tell compelling stories through written and verbal formats.
* High EQ and strong interpersonal skills, with the ability to navigate fast-paced environments, pivot priorities, and solve problems creatively.
* Innovative thinker with a proven track record of identifying emerging trends and translating insights into impactful marketing initiatives.