Director of Market Research & Insights

Benchmark has been a trailblazer in senior living for nearly 30 years, operating 70 communities with 7,400 associates across the Northeast. With $3 billion in assets under management and $700 million in annual revenue, the company is experiencing historic growth, expanding its footprint from Boston to Washington DC. Benchmark offers independent living, assisted living, memory care, and continuing care retirement communities, positioning itself as a leader within this growing real estate sector. Senior housing has consistently ranked among the top three real estate sectors for long-term investment returns, and with the Baby Boomer 80+ population projected to grow over 5% annually through 2030, demand is surging.

Benchmark’s success is deeply rooted in its people. The company’s purpose – Transforming Lives Through Human Connection – is lived daily by associates who embody its core values: Called to Care, Better Together, and Be the Benchmark. Recognized as a Top Place to Work by The Boston Globe for 18 consecutive years and certified as a Great Place to Work for eight years, Benchmark fosters a culture of inclusion, growth, and recognition. It supports employees through initiatives like an associate grant program called One Company Fund, Benchmark University, an Inclusion Advisory Council, and a Cultural Ambassadors program. With over 500 associates boasting 15-plus years of tenure, and an annual gala celebrating excellence, Benchmark continues to be a destination for meaningful careers and compassionate care – setting the standard in senior living.

Benchmark Senior Living is seeking a strategic and action-oriented Director of Market Research and Insights to lead the organization's understanding of their communities including residents and families.

This role is responsible for transforming data, observations, feedback, and research into actionable insights that improve resident experience, family engagement, occupancy, and overall community performance.

The Director will serve as Benchmark's voice of the customer and voice of the community, helping leaders understand what is happening across the portfolio, why it is happening, and what actions should be taken in response.

Success in this role requires a deep curiosity about people, strong analytical capabilities, and the ability to translate insights into practical recommendations that drive measurable results. This leader will partner closely with Operations, Marketing, Resident Care, Culinary, Sales, and Community Leadership to ensure decisions are informed by real customer needs. The role reports directly to the Vice President of Marketing and collaborates broadly across the organization.

KEY RESPONSIBILITIES

Community Insights & Understanding
· Create and maintain an annual learning plan including schedule and budget.
· Develop methodology to gain a comprehensive understanding of resident, family, and prospect experiences across Benchmark communities utilizing new and existing data.
· Source, evaluate, and select high-quality research partners to support qualitative, quantitative, and mixed-method research initiatives.
· Design or support the design and execution of research including surveys, focus groups, interviews, ethnography/observational studies, and market analyses across operations, marketing, culinary, resident care, development, and other functions.
· Identify patterns, unmet needs, emerging trends, and opportunities for improvement.
· Create community and customer profiles that help leaders better understand behaviors, motivations, and expectations.
Insights to Action
· Translate insights into practical recommendations that improve resident experience, family engagement, and business performance.
· Partner with functional leaders to prioritize opportunities and develop action plans.
· Monitor implementation and evaluate outcomes to ensure insights drive measurable impact.
· Establish a disciplined approach for turning observations and feedback into organizational action.

Cross-Functional Partnership
· Partner with Operations, Marketing, Sales, Resident Care, Culinary, Human Resources, and Community Leadership to embed customer insights into decision-making.
· Facilitate discussions that align teams around key findings and opportunities.
· Support strategic initiatives, experience enhancements, and innovation across the organization.

Experience Measurement & Performance
· Develop and manage key listening systems and feedback mechanisms.
· Monitor resident and family sentiment and satisfaction trends.
· Create dashboards and reporting that provide leaders with meaningful insights and recommended actions.
· Establish measures that track the impact of initiatives and improvements.
Strategic Research & Market Intelligence
· Conduct targeted research to support organizational pr