Director, Marketing at Alder – Newton, Massachusetts

Alder is building the modern platform for navigating aging.

For over 30 years, Alder has supported more than 5,000 families across Greater Boston as they navigate the practical and emotional complexities of aging. Our multi-disciplinary team of clinicians provides both strategic guidance and hands-on care coordination, partnering with families, healthcare providers, and trusted advisors to ensure thoughtful, well-supported decisions.

As we continue to grow, expanding geographically, investing in digital channels, and deepening our professional partnerships, we are building a more integrated and disciplined marketing function to support this next phase.

We are seeking a Director of Marketing to lead that evolution.

Reporting to the Co-Founders, the Director of Marketing will define and operationalize Alder’s narrative, lead brand and content strategy, and partner closely with Growth and Clinical leadership to ensure marketing drives measurable demand, strengthens professional partnerships, and builds long-term brand equity.

This is a hands-on leadership role. You will manage agencies and contractors, while also personally writing, editing, refining, and shipping high-impact work, and building the systems that allow marketing to scale with the company. Over time, this role is expected to build and lead internal marketing capabilities as the function expands.

Responsibilities

Narrative & Brand Leadership

• Establish and continuously refine Alder’s messaging architecture across core audiences (families, referral partners, clinicians, advisors), ensuring clarity and differentiation.
• Translate clinical expertise, family experience, and market insight into compelling, emotionally resonant storytelling.
• Drive consistent adoption of positioning across website, campaigns, sales materials, market launches, and professional communications.
• Develop messaging frameworks to support geographic expansion and new service initiatives.

Content Strategy & Execution

• Own the strategy and execution of Alder’s blog, email newsletters, organic social, and long-form content, ensuring consistency, quality, and alignment with growth priorities.
• Develop cornerstone thought leadership (reports, whitepapers, POV essays, webinars, briefs) that position Alder as an authoritative voice in aging care navigation.
• Build and manage a disciplined editorial calendar and production workflow.
• Personally write and edit high-impact content while elevating quality across contributors.
• Oversee SEO strategy and external partners to ensure content ranks, converts, and compounds over time.

Growth Partnership & Marketing Operations

• Partner closely with Growth leadership to ensure messaging supports engagement, pipeline development, and conversion efficiency.
• Contribute to lifecycle marketing strategy, including segmentation, CRM alignment (HubSpot), and nurture communications.
• Equip sales and partnership teams with clear, effective collateral and messaging tools.
• Manage agencies and contractors, establish scalable production workflows, and implement clear performance metrics to evaluate marketing impact.

Qualifications:

• 5-8+ years of marketing experience with meaningful ownership over content, narrative development, and integrated campaigns.
• A demonstrated ability to build narrative in a complex or high-trust category (healthcare, consumer services, professional services, or similar).
• Experience managing owned channels (email, blog, organic social) and overseeing content workflows end-to-end.
• Working knowledge of SEO and lifecycle marketing fundamentals.
• Experience managing agencies and cross-functional stakeholders.
• Exceptional writing and editorial judgment; a natural storyteller able to translate complex subject matter into clear, compelling language.
• Comfort operating in a founder-led, growth-stage environment with high ownership and evolving priorities.
• A bias toward execution — equally comfortable setting direction and doing the work.

Alder is committed to bringing together humans from different backgrounds and perspectives and providing employees with a safe and welcoming work environment free of discrimination and harassment. We strive to create a diverse & inclusive environment where everyone can thrive, feel a sense of belonging, and do impactful work together.

In accordance with the Massachusetts Pay Transparency Act, the expected pay range for this position is $135,000-$150,000 annually including bonus and equity. Actual compensation may vary based on experience, scope of responsibility, and other relevant qualifications.