Notable Marketing Executives: Kim Irwin

Sr. Director of Marketing / Capri Communities

  • Category: Notable Marketing Executives
  • Number of years working in your current industry: 2
  • Undergrad degree/university: Duke University, BA, Public Policy
  • Graduate degree/university: Emory University, Goizueta Business School, MBA

COVID-19 hit the senior living industry hard, but Kim Irwin, senior director of marketing, led Waukesha-based Capri Communities through the pandemic with strategy, grit and tenacity, according to colleagues.

She pivoted Capri’s marketing approach, adopting a “digital first” strategy to embrace SEO and SEM opportunities and reach an increasingly online audience.

“As a result, Capri has grown lead flow and maintained occupancy levels of 90%+ at nearly all 19 campuses, while many of our competitors have seen double-digit declines,” said Alicia Dupies, Capri’s senior vice president of strategy and growth.

Specifically, Irwin has led:

 – A company-wide rebrand effort

 – Launch of a new website

 – Reorganization of the marketing department

 – Onboarding of new agency

 – Strategic pivot toward digital marketing

 – Print vendor consolidation

 – Online review initiative generating 90+ five-star reviews

 – Introduction of social media management platform

 – Introduction of new annual marketing planning tool

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