The Opportunity
Reporting to the Director, Digital Experience, the Senior Manager, Conversion & Funnel Optimization leads Chartwell's marketing analytics and conversion optimization function, turning performance data, funnel insights, and customer behaviour into prioritized actions that improve marketing effectiveness, lead quality, booked tour progression, move-in contribution, and LTV.
This player-coach role manages analytics and website content optimization resources while building a disciplined operating model for insight activation, experimentation, journey optimization, and performance measurement. The role identifies where prospects are dropping off, why results are changing, and which improvements will create the greatest business impact across digital experiences, campaigns, lifecycle touchpoints, and the marketing-to-sales funnel.
Working across Marketing, Sales, Data, Technology, and Operations, this role connects insight to execution and ensures optimization work is grounded in evidence, customer behaviour, and measurable outcomes. Success requires strong business judgment, analytical strength, funnel thinking, lifecycle marketing understanding, and the ability to influence cross-functional teams toward evidence-based decisions and actions that improve conversion performance.
Key Accountabilities
Funnel Performance & Conversion Strategy
- Own the process for identifying, prioritizing, and improving conversion opportunities across the marketing-to-sales funnel.
- Analyze performance across key funnel stages, including inquiry, lead, MQL, booked tour, tour completion, and move-in influence, to identify where prospects are dropping off, slowing down, or failing to progress.
- Translate funnel gaps into clear business problems, hypotheses, priorities, and recommended actions that improve lead quality, tour progression, and conversion outcomes.
- Connect digital behaviour, campaign performance, lifecycle engagement, source/channel performance, and sales outcomes into a clearer view of conversion performance.
- Prioritize optimization opportunities based on impact, effort, confidence, customer behaviour, and business value.
- Partner with Sales and Marketing stakeholders to identify lead quality issues, follow-up gaps, handoff friction, and barriers to conversion.
Marketing Analytics, Insight Activation & Measurement
- Own the marketing analytics function and build a repeatable process that turns performance data into business insight, optimization priorities, and measurable action.
- Manage the Manager, Digital Analytics and oversee analytics priorities, reporting standards, insight development, KPI consistency, and measurement planning.
- Lead analysis across website, campaigns, paid and organic channels, SEO, landing pages, forms, chatbot, email/lifecycle journeys, lead sources, and funnel stages.
- Ensure analytics outputs clearly explain what happened, why it matters, where the opportunity is, and what action should be taken.
- Define measurement frameworks for campaigns, tests, personalization, landing pages, content performance, chatbot, forms, lifecycle journeys, and lead progression.
- Create and manage a structured optimization backlog based on customer behaviour, funnel performance, marketing performance, business impact, and measurable opportunity.
- Identify opportunities to improve visibility, relevance, and conversion across discovery, acquisition, and digital journey touchpoints, including emerging AI-driven search behaviours.
- Use AI-enabled tools where appropriate to accelerate performance analysis, anomaly detection, insight development, reporting efficiency, and opportunity identification, while validating outputs against business data, customer context, brand, privacy, and governance requirements.
- Lead performance narratives for leadership reporting, business reviews, campaign readouts, and optimization planning.
- Partner with Data, CRM, IT, and Power BI teams where deeper data integration, attribution, dashboarding, Snowflake, Yardi, or enterprise reporting support is required.
Experimentation, Personalization & Journey Optimization
- Lead a disciplined test-and-learn program focused on improving conversion performance, prospect progression, and journey relevance.
- Build and maintain a hypothesis-driven testing roadmap across UX, content, landing pages, forms, chatbot, lifecycle journeys, personalization, and campaign experiences.
- Prioritize and govern experiments based on business value, audience relevance, expected impact, feasibility, and measurement readiness.
- Lead UX, website content optimization, and content implementation priorities that improve journey clarity, CTA effectiveness, content sequencing, lead capture, and high-intent conversion paths.
- Partner with relevant teams to execute tests and scale successful learnings across pages, campaigns, residences, regions, or journey stages.
Support personalization and segmentation opportunities by region, residence, funnel stage, care need, inquiry type, behaviour, campaign source, or prospect intent.
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Lifecycle, Lead Flow & Sales Handoff Optimization
- Partner with Marketing, Sales, Data, and relevant cross-functional teams to identify lifecycle performance opportunities based on funnel behaviour, engagement data, lead aging, content engagement, inquiry patterns, and sales feedback.
- Recommend improvements to nurture flows, post-inquiry journeys, re-engagement programs, segmentation, timing, messaging, and trigger-based communications.
- Improve conversion performance across key lead capture and decision-support touchpoints, including forms, chatbot, landing pages, call centre handoffs, and sales follow-up points.
- Define the business problem, audience segment, performance gap, tracking need, and measurement approach for lifecycle and lead flow optimization opportunities.
- Provide insight-driven recommendations to improve lead quality, tour readiness, reactivation, and progression toward booked tours.
- Own lifecycle performance insight and optimization recommendations, while partnering with the appropriate teams on content strategy, automation execution, technical implementation, and system operations.
Team Leadership & Cross-Functional Enablement
- Manage the Manager, Digital Analytics and Manager, Online Content, including prioritization, coaching, performance expectations, capability development, and workload alignment.
- Oversee website content implementation through the Manager, Online Content, ensuring landing pages, website updates, and optimization-related execution support business and conversion priorities.
- Create a clear operating rhythm for analytics review, backlog review, test planning, insight review, content implementation priorities, and performance reporting.
- Build stronger collaboration between analytics, content implementation, UX, development, marketing automation, integrated marketing, content and brand, sales, operations, and data teams.
- Influence stakeholders through clear problem framing, data-backed recommendations, practical action plans, and measurable business impact.
- Build team capability in funnel thinking, experimentation, performance analysis, insight generation, evidence-based decision-making, and practical AI-enabled workflow improvement.
- Create simple standards, playbooks, and repeatable processes so analytics, experimentation, personalization, and optimization work can scale across the portfolio.
Qualifications
The ideal candidate is a business-minded optimization leader who can connect data, customer behaviour, journey friction, lifecycle performance, content needs, and sales progression into a clear action plan. They are strong with numbers, but not limited to reporting. They understand UX, lifecycle marketing, testing, content, and AI-enabled ways of working, but their primary strength is turning insight into measurable business improvement. The strongest candidate will be able to answer three questions consistently: Where is the conversion opportunity? What is the root cause? What should we do next, and how will we measure whether it worked?
Education:
- University degree in marketing, business, analytics, digital experience, technology, communications, or a related field.
- Equivalent combination of education and relevant experience may be considered.
Experience:
- 8+ years of experience in marketing analytics, digital marketing, conversion optimization, growth marketing, lifecycle marketing, UX optimization, or a related performance-focused role.
- Proven experience leading marketing analytics, performance reporting, insight generation, and measurement planning.
- Experience translating campaign, channel, website, customer behaviour, and funnel data into business recommendations and measurable improvements.
- Strong understanding of funnel performance, lead progression, customer journey optimization, lifecycle performance, and conversion diagnostics.
- Experience with testing programs, including A/B testing, hypothesis creation, prioritization frameworks, and performance measurement.
- Working knowledge of lifecycle marketing, nurture journeys, segmentation, and marketing automation, with the judgment to distinguish performance insight from execution ownership.
- Experience working with analytics platforms, CMS platforms, marketing automation tools, CRM systems, testing tools, behavioural analytics tools, and dashboarding/reporting platforms.
- Experience managing analytics, content, or optimization resources, including prioritization, coaching, and workload alignment.
- Experience working with broader Data, CRM, IT, and Power BI teams to support measurement, attribution, dashboarding, or data integration needs.
- Experience managing direct reports or leading cross-functional workstreams.
- Experience using AI-enabled tools to improve analytics, optimization, content testing, reporting, personalization, or workflow efficiency is an asset.
- Working knowledge of SEO, AEO, GEO, digital discovery trends, and how search behaviour influences conversion performance is an asset.
- Experience working in a sales-assisted business model, senior living, healthcare, real estate, financial services, education, or another considered-purchase category is an asset.
Skills & Abilities:
- Strong analytical judgment and ability to identify meaningful performance patterns, root causes, and business opportunities.
- Highly data-oriented, with the ability to move beyond reporting what happened to understanding why it happened, what opportunity exists, and what should be done next.
- Strong experimentation mindset, with the ability to turn observations into hypotheses, tests, learnings, and scalable improvements.
- Ability to diagnose funnel problems, separate symptoms from root causes, and prioritize the highest-value opportunities.
- Practical understanding of UX, content, lifecycle marketing, analytics, testing, personalization, and marketing automation.
- Strong communication and stakeholder management skills, with the ability to explain complex performance issues in simple business language.
- Strong prioritization skills, with the ability to balance business impact, effort, urgency, and operational capacity to drive clear decisions, alignment, and measurable progress
- Ability to lead through influence across teams that may not directly report into the role.
- Ability to balance strategy and hands-on execution.
- Strong coaching mindset and ability to build team capability.
- Comfort with ambiguity, cross-functional complexity, and evolving priorities.
- Strong attention to detail, especially in measurement, testing, QA, and implementation follow-through.
- Practical fluency using AI-enabled tools to improve analytics, optimization workflows, content testing, personalization, and decision-making, while validating outputs against business data, brand, privacy, and governance expectations.
Effort
- Requires sustained mental effort to analyze complex performance data, diagnose funnel issues, validate insights, prioritize competing opportunities, and make judgment-based recommendations.
- Requires frequent concentration for reporting, measurement planning, testing governance, QA review, stakeholder communication, and cross-functional problem solving.
- Requires regular computer work, meetings, presentations, documentation, and collaboration with multiple stakeholders and teams.
Working Conditions
- Work is generally performed in a corporate office environment with regular computer use and participation in meetings.
- Role may require managing competing priorities, deadlines, and cross-functional requests.
- Occasional travel to residences, meetings, conferences, or business events may be required.
At Chartwell, we’re all about Making People’s Lives BETTER: the lives of our residents and their families, and the lives of our employees. Join an exceptional group of diverse, inspiring, and caring people who are empowered to provide personalized, human experiences for our residents and staff through the connections they make every day within our communities.
Chartwell’s commitment to diversity and inclusivity is a commitment to hiring people whose skills and abilities contribute the most to the success of the organization and who reflect the communities in which we live and work. We are an equal opportunity employer and welcome applications from a wide range of qualified candidates, including people with disabilities. If you have questions or require assistance with the application process, please email
[email protected] or call 1-888-663-6448.
We thank all applicants for their interest, however, only those selected for further consideration will be contacted.
