Head of Marketing

Guild Living is an international operator of unique senior living resorts and residences.

Guild is not a Clinic or a Care Home and not even just a Hotel. It is a place when Residents and Guests are encouraged to be more active, more social, more independent and importantly more socially connected.

We are looking for a marketing leader who will transform Guild Living into the word people use, when they speak about “living well for longer”.

Guild Living has an extensive programme of projects in the pipeline; Guild Siena in Tuscany Italy was the first to open in 2025.

About us

Guild Living is the first of its kind in globally, with Italy selected for the initial roll-out of the platform.

The Guild Strategy is to develop beautiful resorts and residences in key locations designed to bring people together in a new way of living their Third Age with energy, independence and authentic relationships. Guild is not a Care Home or Clinic, but real intergenerational communities, where every day is a chance to cultivate old passions, take on new challenges and build friendships.

Alongside a combination of Long Stay and Short Stay Residences we integrate the Guild Pro-Ageing Programme; designed by leading Longevity Experts.

Guild Siena in Tuscany is the flagship project. Set in a 4-hectare woodland, just steps from the historic centre of Siena, Guild Siena offers 83 fully furnished apartments designed for 21st Century Third Age Living.

All Guild projects offer Resort style amenities including; Concierge Services, Bar, Restaurant, Swimming Pool, Gym and Wellness Centre with Spa/Sauna and extensive curated gardens.

Both Long and Short Stay Residents can take part in a full calendar of activities; from physical activities in the morning (such as yoga and stretching) to cultural and cognitively stimulating activities in the afternoon (such as art, music, language lessons, digital-skills lessons and more), all while living together in a community supported by Guild Ambassadors.

Guild is also developing our own Pro-Ageing Technology, exclusively for our residents.

We are building a new sector category, and we intend to own it.

The role

Make Guild Living the name people use when they think about living well in later life and convert that into brand recognition, market leadership and occupancy, first across Italy, then globally.

You will report to the CEO, own marketing end to end, and work as one funnel with our commercial team. We are looking for strategic vision and for the ability to orchestrate a wide set of players — an internal team, external agencies, clinical, cultural and local partners — towards a single commercial objective. You will set the direction, and you will stay close enough to the work to know whether it is actually working.

You will take an immediate and complete handover of all marketing activity from the current Marketing Director who is Retiring very shortly.

The opportunity is yours to re-shape and create from day one.

What you will do

• Think in 10x, not 2x. Doubling means working harder at almost everything you already do. Ten times means choosing the few things that change the trajectory and letting go of the rest. In the spirit of Sullivan and Hardy's 10x Is Easier Than 2x, set the ambition there and build the plan that makes it credible.

• Own the strategy: the positioning, the narrative and the language of a category that does not yet exist, and a brand architecture across all Guild Living services and lines of attraction, that travels from Siena to any market we enter.

• Build the growth model that turns awareness into market leading positioning, occupancy, and making it replicable.

• Own the commercial funnel from awareness to move-in, with HubSpot as the system of record.

• Run performance marketing with real accountability for cost per qualified lead, conversion and contribution to occupancy.

• Design journeys for two customers: Long Stay and short Stay.

• Turn Guild Residences into places the whole community wants to visit; through events, partnerships and community programming that also earn their commercial keep.

• Build the AI APP into the brand experience and make our Pro-Ageing Technology a reason people choose Guild in the first place.

• Select, brief and lead the ecosystem of external agencies and partners, holding them to results rather than activity.

• Convert what works in Siena into the playbook, brand system and marketing platform for every Guild Project that follows.

What we are looking for

• A strategic marketing and growth mindset above everything else: an open mind, a habit of creating value where none existed, and the instinct to ask what would have to be true for this to become ten times bigger.

• Around 10–15 years in marketing, with significant time spent building rather than maintaining: start-ups, scale-ups, new categories, market entries, brand launches.

• Experience as the most senior marketing person in an organisation, or the clear number two, with accountability for commercial results.

• Demonstrable ownership of a full funnel and of a CRM. HubSpot experience strongly preferred and will be tested.

• Strategic vision, and the credibility to hold a position in front of a founder and a board.

• Proven ability to coordinate multiple external agencies and partners without losing ownership of the brand, the data or the result.

• Equal comfort with a brand narrative and a cohort analysis, and a willingness to stay close to the work.

• Comfort operating internationally, and the judgement to know what should be built once centrally and what must be adapted market by market.

• Sector background deliberately open: consumer, hospitality, wellness, healthcare, lifestyle, luxury, experiential services, membership and community businesses are all relevant. Evidence of building brands and creating demand matters more than the category it happened in.

• Fluent Italian and English, used daily with an international founder and board.

• The emotional maturity for this subject. Ageing and family are our territory, and we work there with honesty and warmth, without sentimentality and without euphemism.

What we offer

An executive package commensurate with experience, to be agreed with the right candidate, combining a competitive salary with a performance bonus linked to defined commercial objectives. The salary range for this role is shared with candidates ahead of the first interview. A direct line to the CEO, a real operating flagship to work with, an international platform taking shape behind it, and the rare chance to build a brand, a community and a market at the same time.

To apply

Send your CV and a short note on “Why me” and, if you wish, on “How you would build this category”, to bonifacio.moroni@guildliving.com, with “Head of Marketing Candidate” in the subject line.

Guild Living is an equal opportunity employer. This opportunity is open to candidates of any gender, age, background or nationality, in accordance with Italian and European law.