Overview:

Position Summary

The Director of Sales and Marketing (DSM) will lead the organization’s growth by overseeing daily operations across sales, marketing, and business development.  A pivotal aspect of this role involves spearheading the execution of a strategic marketing plan (Annual Marketing Plan) to achieve pre-leasing and fill-up goals for a new development entrance fee community. Additionally, the DSM will create an innovative, multi-channel marketing framework to elevate brand visibility and prestige.  They will ensure a continuous flow of high-quality sales leads and evaluate the return on investment for marketing initiatives.

Essential Functions, Key Duties, & Responsibilities

Business Development and Strategic Positioning

Maintains an in-depth understanding of market trends and intelligence to guide strategic decisions.

Markets services to potential clients and key referral sources to grow market share, attract new business, and maintain current partnerships.

Develops and implements community relation activities to enhance business development and to maintain relationships with existing referral sources for the entire community: Independent Living, Assisted Living, and Memory Care.

Keeps Executive Director updated on changes and new services offered within the healthcare industry and assesses potential growth opportunities.

Performs market segmentation, targeting, and positioning for each service line. Makes recommendations regarding service enhancement and new program development.

Demonstrates strong proficiency in the client relationship management (CRM) system, including tasks such as entering new referral sources, scheduling follow-up calls, and generating daily, weekly, and monthly reports as needed.

Ensures regulatory compliance of federal, state, and local guidelines in marketing communications. (HUD and Fair Housing Laws).

Administrative Duties/Departmental Management

Daily management, supervision, and direction of the Sales and Marketing Department for Independent living, Assisted Living, and Memory Care. Annually evaluates department associates, implementing coaching plans to enhance performance and support talent development.

Completion and submittal of marketing and sales reports to the community and Home Office support.

Performs all other duties as assigned, including but not limited to developing the departmental financial budget, managing unit inventory, and attending all mandatory in-services, training, and meetings.

Participates in the Manager on Duty weekend and vacation rotation.

Sales Management

Lead Management: Responds, engages, and converts leads as appropriate by service line and Ministry guidelines. Responsible for meeting community occupancy targets.

Ensures departmental productivity and performance measure are consistently fulfilled as well as departmental compliance with CRM utilization. Proficient in data integrity and management.

Manages the customer experience from the initial point of engagement to admission/move-in into the community. Communicates all relevant information to the appropriate parties (associates, family, community, healthcare partners).

Marketing Management

Develops and implements a strategic annual sales and marketing plan that includes weekly, monthly, or quarterly modifications as needed. This includes direct mail, events, outreach, promotion campaigns, and digital strategies.

Partners with the Home Office Creative Services Team for the development and delivery of marketing pieces, collateral, branding materials, and strategies to advance and promote the community mission, brand identity, and services.

Ensures that the community has all appropriate marketing materials and tools.

New Development

Create excitement and urgency around securing entrance fee commitments during the pre-opening phase.

Achieve 70% pre-sale expectation by mastering and communicating the vision of the new development.

Develop and implement a depositor retention strategy to include communication and regular events leading up to the opening of the community.

Address concerns related to the development stage and manage expectations for the future of the community.

Pre-Leasing & Fill-Up Management

Lead efforts to meet or exceed pre-leasing occupancy goals, ensuring a seamless transition from lead generation to residency.

Track and analyze occupancy rates, sales pipeline metrics, and conversion rates to ensure the community’s fill-up objectives are met on schedule.

Collaborate with operations, finance, and other internal teams to align sales goals with organizational capacity and timelines.

Perform other duties as assigned.

Comply with all policies and procedures and any updates.

Position Requirements

Education: Bachelor’s degree required; preferably in a sales, marketing, or business related field

Licenses/Certifications: N/A

Experience: 3-5+ years of experience in sales; preferably in the Senior Housing industry

Skills & Abilities:

Elite communication skills

Ability to connect with residents, prospective residents, family members, and associates in a meaningful way

Travel: May be required to travel off-site to events occasionally