Director of Admissions & Marketing (Skilled Nursing)

Job Description

A respected, non-profit skilled nursing facility in Brooklyn with a long-standing reputation for clinical quality, operational stability, and ethical care delivery. The organization operates at the intersection of mission and performance—serving patients, families, and hospital partners with consistency, urgency, and professionalism. Leadership is focused on maintaining strong Medicare census, high clinical standards, and reliable hospital relationships in a highly competitive post-acute market.

The Director of Admissions & Marketing is a senior, results-driven role with direct accountability for census growth, strategic healthcare marketing, and hospital referral conversion. This position is not administrative and not entry-level. It requires a seasoned skilled nursing professional who combines rigorous intake management with external liaison expertise—understanding hospital discharge dynamics, territory marketing, payer strategy, and how to win referrals through responsiveness, credibility, and execution. The ideal candidate is business-minded, metrics-oriented, and relationship-obsessed—while still leading with empathy and sound judgment. This role demands presence, follow-through, and ownership 365 days a year.

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• Own overall census performance and actively drive Medicare admissions volume to meet facility occupancy targets
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• Serve as the primary admissions authority and external liaison for hospital referrals, with an emphasis on speed, clinical accuracy, and high conversion
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• Actively market the facility to key healthcare partners, identifying new referral pipelines and strengthening ties with case managers, social workers, physicians, and discharge planners
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• Conduct regular on-site and in-person outreach across targeted acute care systems to maintain high visibility and mindshare
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• Aggressively follow up on incoming inquiries and referrals to maximize acceptance, prevent leakage, and expedite bedside assessments
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• Facilitate family and patient tours, engaging prospective residents and decision-makers to close admissions and get patients through the door
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• Evaluate clinical appropriateness, payer eligibility, and reimbursement potential for all admissions in real time
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• Partner closely with nursing leadership and therapy teams to ensure clinical capabilities align with hospital expectations and incoming patient acuity
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• Track referral sources, conversion rates, payer mix, and census trends with a revenue-focused lens to guide outreach strategy
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• Identify operational or clinical barriers to admission and proactively solve them to keep beds filled
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• Maintain strong visibility within hospitals and respond quickly to time-sensitive discharge needs
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• Represent the facility as a credible, reliable, and knowledgeable post-acute provider across the medical community
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• Ensure compliance with Medicare guidelines, regulatory standards, and internal admissions policies
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• Participate in strategic marketing and census planning related to payer mix optimization, competitive market positioning, and community presence
  
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• Demonstrated admissions, healthcare marketing, or hospital liaison experience within a skilled nursing facility is required
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• Strong Medicare admissions background required; candidates without Medicare-focused SNF experience will not be considered
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• Proven track record in census building, referral generation, and direct engagement with hospital discharge planning teams
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• Demonstrated ability to conduct bedside evaluations, engage families, and successfully convert clinical inquiries into admissions
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• Clear understanding of payer mix, length of stay, and reimbursement implications (Medicare, Managed Care, Medicaid)
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• Business-oriented mindset with comfort being held accountable to census targets, conversion metrics, and growth outcomes
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• Ability to operate autonomously in a fast-paced, high-pressure environment with regular local hospital travel/presence
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• Exceptional interpersonal, negotiation, and relationship-management skills
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• Emotionally intelligent, patient-centered, and family-aware—without losing operational and growth focus
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• Established relationships within the Brooklyn or greater NYC acute care market strongly preferred
  
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• Salary range: $90,000 – $125,000, based on experience, hospital relationships, and demonstrated performance
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• This is a high-impact leadership role with direct influence on revenue and organizational stability
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