Regional Director of Sales and Marketing

Regional Director of Sales & Marketing - Luxury Senior Living (Maryland)

Position Summary

The Regional Director of Sales & Marketing is responsible for driving occupancy, revenue growth, and brand positioning across a portfolio of luxury senior living communities in Maryland. This role provides strategic and hands-on leadership to Executive Directors and community sales teams, ensuring consistent execution of high-performance sales systems, referral development, and premium market positioning across Independent Living, Assisted Living, and Memory Care.

This is not a "reporting" role. It's a field leadership role built for someone who knows how to get into buildings, fix pipelines, and move occupancy numbers.

Key Responsibilities

Regional Sales Leadership

• Own regional occupancy and revenue targets across assigned communities
• Build and enforce consistent sales process discipline (lead response, tours, conversions, follow-up cadence)
• Conduct regular on-site sales audits, coaching sessions, and performance reviews
• Hold Executive Directors and Sales Directors accountable for pipeline health and conversion metrics

Marketing Strategy & Execution

• Develop and execute regional marketing plans aligned with luxury brand positioning
• Oversee digital, referral, and community-based lead generation strategies
• Evaluate marketing ROI across channels (referral partners, paid leads, events, digital campaigns)
• Ensure consistent brand messaging and high-end presentation across all communities

Referral & Business Development

• Build and strengthen referral networks including hospitals, rehab centers, senior advisors, and professional partners
• Drive top-of-funnel growth through strategic partnerships and community outreach
• Support high-impact local events and reputation-building initiatives

Revenue & Occupancy Performance

• Analyze monthly occupancy trends, move-in/move-out drivers, and pricing strategies
• Partner with operations and finance to ensure rate integrity and revenue optimization
• Identify underperforming communities and deploy turnaround strategies quickly

Team Development

• Train and mentor community-level sales teams on luxury consultative selling
• Develop consistent onboarding and ongoing sales education programs
• Build a performance culture where accountability is clear and measurable

Qualifications

• 7-12+ years in senior living sales and marketing leadership
• Multi-site or regional leadership experience strongly preferred
• Proven track record of driving occupancy in Independent Living, Assisted Living, and Memory Care
• Strong background in luxury or high-end hospitality, healthcare, or service environments
• Deep understanding of referral-based healthcare sales ecosystems
• Ability to coach, confront performance issues, and drive accountability without corporate hesitation
• Comfortable spending significant time in communities (this is a field role, not a desk role)

Performance Expectations (KPIs)

• Regional occupancy growth (net and stabilized occupancy targets)
• Lead-to-tour conversion improvement
• Tour-to-move-in conversion rates
• Referral source growth and production
• Marketing ROI and cost per move-in reduction
• Consistent pipeline health across all communities

What Success Looks Like

Within 6-12 months, a strong Regional Director will:

• Stabilize underperforming communities
• Improve conversion rates across the region
• Build predictable lead pipelines
• Tighten sales discipline across all Executive Directors and Sales teams
• Elevate brand perception in competitive Maryland luxury markets