Director of Sales and Marketing

Job Description

Job Description

About the Role:

Director of Sales and Marketing – Senior Living

The Director of Sales and Marketing leads all sales, marketing, and community outreach initiatives to achieve and maintain occupancy goals in an assisted living, independent living, memory care, or continuing care retirement community. This position is responsible for generating qualified leads, managing the sales process from inquiry through move-in, building referral relationships, and creating marketing strategies that enhance the community's reputation and market presence. The Director serves as a trusted advisor to prospective residents and their families throughout the decision-making process.

Sales Leadership

• Develop and implement strategic sales plans to achieve occupancy and revenue goals.
• Manage the sales pipeline from lead generation through move-in.
• Conduct community tours and presentations for prospective residents and families.
• Perform timely follow-up with leads using CRM software.
• Maintain accurate records of inquiries, tours, deposits, and move-ins.
• Analyze sales metrics and adjust strategies to improve conversion rates.
• Prepare weekly and monthly sales reports for executive leadership.

Marketing & Business Development

• Develop and execute comprehensive marketing plans, including digital, print, and community outreach campaigns.
• Build and maintain relationships with hospitals, physicians, rehabilitation centers, home health agencies, senior centers, social workers, and other referral sources.
• Represent the community at networking events, health fairs, and professional organizations.
• Coordinate special events, open houses, educational seminars, and community programs.
• Manage the community's online presence, social media, and reputation management efforts.
• Collaborate with corporate marketing teams on branding initiatives and advertising campaigns.

Customer Relationship Management

• Guide prospective residents and families through the decision-making and move-in process.
• Conduct needs assessments to match residents with appropriate care and living options.
• Provide exceptional customer service throughout the sales cycle.
• Address questions and concerns professionally and compassionately.
• Coordinate with clinical and operations teams to ensure smooth resident transitions.

Leadership & Collaboration

• Work closely with the Executive Director and department leaders to achieve occupancy goals.
• Participate in strategic planning and budget development.
• Train and mentor sales staff, when applicable.
• Ensure compliance with company policies and applicable state and federal regulations.

• Bachelor's degree in Marketing, Business Administration, Communications, Healthcare Administration, or a related field preferred.
• Minimum of 3–5 years of sales and marketing experience, preferably in senior living, healthcare, hospitality, or related industries.
• Proven track record of meeting or exceeding occupancy and sales goals.
• Experience with CRM systems and Microsoft Office Suite.
• Strong understanding of senior living services, healthcare regulations, and local market dynamics preferred.

• Exceptional communication and interpersonal skills.
• Consultative sales and relationship-building expertise.
• Strategic planning and marketing knowledge.
• Excellent presentation and public speaking abilities.
• Strong organizational and time management skills.
• Data analysis and reporting capabilities.
• Ability to work independently while collaborating across departments.
• Compassion, empathy, and professionalism when working with seniors and their families.

• Lead generation and conversion management.
• Digital marketing and social media strategy.
• Community outreach and networking.
• Negotiation and closing techniques.
• Budget management.
• Event planning and execution.
• Problem-solving and conflict resolution.

• Ability to walk throughout the community and conduct tours.
• Ability to travel locally for networking and outreach events.
• Occasional evening and weekend availability for community events.

Success in this role is typically measured by:

• Occupancy rate achievement.
• Monthly move-ins.
• Lead generation and conversion rates.
• Deposit-to-move-in ratio.
• Resident and family satisfaction.
• Referral source growth.
• Marketing campaign effectiveness.
• Revenue growth.

This description reflects the strategic, relationship-driven nature of the role and aligns with the expectations of most senior living organizations, emphasizing both sales performance and compassionate service to older adults and their families.