Regional Director of Sales and Marketing

Description

Position:

Regional Director of Sales & Marketing

About Cedarhurst:

Cedarhurst Senior Living is a leading provider of senior living communities, dedicated to enriching the lives of residents through exceptional care and personalized services. With a commitment to excellence and innovation, Cedarhurst creates vibrant environments where seniors can thrive and enjoy a fulfilling lifestyle.

Applicants must be local to the Lexington/Louisville area or willing to relocate.

Why Work for Cedarhurst:

• At Cedarhurst, our core values guide how we work together and how we care for those we serve. We expect every team member to be passionate, trustworthy, empathetic, positive, respectful, and approachable. Being part of Cedarhurst means making a meaningful difference every day.
• We believe our team is our greatest strength. That’s why we invest in comprehensive training, as well as opportunities for both personal and professional growth. We’re committed to promoting from within and supporting team members who want to build their careers with us.
• Cedarhurst offers a competitive benefits package, including medical insurance, life insurance, long-term disability coverage, and a 401(k) plan with company match (after one year of service) for eligible employees.
• At Cedarhurst, we go beyond the standard benefits program to recognize and support our team. Along with comprehensive benefits, we offer GROW Points—a unique rewards system that celebrates your hard work and dedication. You’ll also enjoy perks like exclusive Skechers shoe discounts, early paycheck access, and more!

Position Summary:

The Regional Director of Sales and Marketing, reporting directly to the Divisional Director of Operations, leads and develops sales teams across an assigned region, coaching Directors of Sales and Sales Specialists to meet and exceed occupancy, revenue, and market share goals. This is a true sales leadership role, not a sales execution role. The Regional Director leads through others, develops talent, drives adoption of Cedarhurst's sales process and CRM standards, and fosters a culture of accountability and success through data-driven leadership. Working closely with Executive Directors, Operations, and corporate Sales and Marketing, this role builds an aligned, high-performing sales culture across the region.

Essential Duties:

• Lead, coach, and develop, train Directors of Sales (DOS) and Sales Specialists across the region to achieve and exceed occupancy, revenue, and market share goals.
• Partner closely with Executive Directors and Operations leaders to foster an aligned, high-performing sales culture.
• Conduct regular 1:1 coaching sessions with DOSs and Sales Specialists to build skills, strengthen sales process adoption, and elevate results.
• Actively analyze sales reports, lead conversion trends, pipeline performance, and CRM data to coach sales teams and improve results.
• Ensure consistent and proficient use of our CRM (Welcome Home) at all levels; model, train, and inspect CRM best practices.
• Identify and address skill gaps and training needs; create individualized development plans.
• Lead the development and implementation of regional and community-level sales strategies aligned with corporate objectives, with an emphasis on Professional Outreach.
• Provide guidance on market positioning, pricing, external business development, and referral strategy.
• Champion consistent adoption of Cedarhurst's sales philosophy, process, and CRM standards across all communities in the region.
• Maintain a high level of market knowledge and competitive intelligence to inform strategy and coaching.
• Regularly review and interpret CRM dashboards (Welcome Home), sales reports, and KPIs to assess performance trends and improvement opportunities.
• Provide actionable insights to DOSs, Sales Specialists, and community leadership based on data analysis.
• Develop coaching plans and regional strategies informed by deep understanding of conversion rates, lead sources, sales cycle trends, and pipeline health.
• Collaborate with corporate Sales Leadership and Marketing to optimize reporting processes and tools to better support front-line execution.
• Create a culture of accountability, transparency, and results-orientation through use of data and consistent reporting.
• Serve as the primary sales leader for the assigned region, collaborating with divisional and corporate leadership.
• Provide leadership to assigned Sales Specialists in support of community and regional sales priorities.
• Support Executive Directors and DOSs in developing strategic outreach and partnership plans.
• Partner with Operations and community leaders to ensure an exceptional customer experience across the sales journey.
• Other duties as assigned.

Qualifications:

• Bachelor’s Degree required; Master’s preferred.
• Minimum of 5 years of multi-site sales leadership experience, preferably within senior living or a related healthcare setting.
• Prior experience as a Director of Sales (DOS), Sales Specialist, and Regional Director of Sales & Marketing strongly preferred.
• Demonstrated success in coaching and leading sales teams to exceed occupancy and revenue goals.
• Expertise in sales process development, pipeline management, strategic planning, and business development.
• Advanced skill in reporting, CRM data analysis, and data-driven coaching; distinguished ability to leverage CRM platforms to drive performance.
• Proficient in use of Welcome Home CRM or similar sales management tools; ability to train and coach teams to CRM mastery.
• Proven ability to lead through others by developing talent and building a strong team culture.
• Strong business and financial acumen.
• Outstanding interpersonal, communication, and presentation skills.
• Highly collaborative with strong influencing skills.
• Willingness and ability to travel throughout the assigned region.

Working Conditions:

• This role requires travel throughout the assigned geographic region, including overnight travel as needed, to support communities and develop referral relationships.
• This position may need to walk or stand for extended periods and move throughout the community, resident apartments, and other areas of the community.
• While performing the duties of this job, the employee may occasionally be required to stoop, kneel, crouch, or crawl, as well as climb or balance.
• While performing the duties of this job, the employee is required to communicate effectively and identify and interpret written information.
• This position may need to lift up to fifty (50) pounds independently, and up to 200 pounds with assistance.
• Individuals in this position are required to follow all infection prevention and control protocols, including the use of personal protective equipment (PPE) when necessary, to ensure the health and safety of residents, staff, and visitors.
• This role involves actively participating in all staff activities aimed at fostering teamwork, unity, and morale, working alongside colleagues to create a supportive and cohesive work environment.
• Individuals in this position are required to stay current on all training and ongoing education initiatives, actively pursuing self-improvement and embracing opportunities for continuous learning to enhance their skills and knowledge.

We are an Equal Opportunity Employer. In compliance with the Americans with Disabilities Act, we will provide reasonable accommodations to qualified individuals with disabilities and encourages prospective employees and incumbents to discuss potential accommodations with the employer. Cedarhurst considers the health and safety of its residents, family members, and team members as its highest priorities. All offers of employment are contingent upon the successful completion of a background check and drug screening, participation in required health assessments (such as TB testing or physical evaluations), and the use of designated personal protective equipment (PPE) as required by company policy and applicable law.