Regional Director of Sales and Marketing, Senior Living
Overview
Own census growth and sales performance across 11 senior living communities in Maryland, Virginia, and Pennsylvania, reporting directly to corporate leadership. You'll lead a team of Directors of Sales & Marketing, coach them in the field, and execute marketing strategies that drive occupancy. Collaborate with the Marketing & Branding Partner and executive directors to align operations with sales goals. This role offers a base of $130k-$135k with a 25% bonus, plus mileage reimbursement. You'll spend 60-75% of your time on-site, building referral partnerships and driving measurable results.
What You'll Do10
- 1Drive occupancy and census growth across the region, owning the full Inquiry Tour Move-In funnel and tracking actuals against budget.
- 2Coach and develop Directors of Sales & Marketing through structured field visits, mystery shopping, and one-on-one sessions.
- 3Lead quarterly sales and marketing plan development for each community, including competitive analysis and event strategy.
- 4Build and sustain a referral network with hospitals, discharge planners, and partners like A Place for Mom to boost lead volume.
- 5Enforce CRM discipline across the sales team, ensuring accurate lead tracking, timely follow-up, and healthy pipelines.
- 6Partner with executive directors to align sales strategy with operational capacity and community readiness.
- 7Monitor conversion metrics like lead-to-tour and tour-to-move-in, using data to coach teams and improve performance.
- 8Implement integrated marketing campaigns across digital, print, and social media, ensuring brand consistency.
- 9Support communities with press releases and referral communications to enhance regional visibility.
- 10Report occupancy and sales performance to corporate leadership, providing insights to guide pricing and incentive strategies.
Requirements10
- 15+ years in senior living sales, marketing, or operations with regional or multi-site leadership experience.
- 2Proven track record of driving census growth and improving conversion metrics in a multi-site environment.
- 3Experience with senior living CRM platforms; familiarity with Sherpa and Yardi is a significant advantage.
- 4Established relationships with referral sources in Maryland and Virginia, such as hospitals and discharge planners.
- 5Strong sales process expertise and the ability to coach others to replicate results.
- 6Data-driven mindset with comfort analyzing CRM dashboards and occupancy reports.
- 7Excellent communication and relationship-building skills across diverse stakeholders.
- 8Willingness to travel 60-75% across Maryland and Virginia, with a valid driver's license.
- 9Proficiency in Microsoft Office and familiarity with social media management and digital advertising platforms.
- 10Bachelor's degree in Marketing, Business, Healthcare Administration, or a related field preferred.
Salary Insight
$130 - $135k per year
Location
Required Skills
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