Senior Director of Sales & Marketing

Job Description

Job Description

Reports to: SVP of Operations

Direct portfolio: 5 senior living communities — PSL, West Hartford, CCH, Hills, Glendale Functional scope: Portfolio-wide (12 communities) sales strategy, CRM, and marketing effectiveness

Location/Travel: Remote/field-based; approximately 50–60% travel across the portfolio, weighted toward the five direct communities. Need to be near major airport.

Classification: Full-time, exempt

About the Role

We are restructuring our sales leadership to match a growing portfolio, and this is the senior seat. The Senior Director of Sales owns sales performance for five communities — including three with defined occupancy recovery targets — and carries functional ownership of the sales system across the entire company: strategy, CRM standards, and marketing effectiveness.

This role is scoped and resourced to become Vice President of Sales . Promotion criteria are defined in writing at offer (see Growth Path below). We are hiring someone who wants to build and lead a sales organization, not maintain one.

Core Responsibilities

Occupancy recovery and sales performance (5 communities)

• Own census, move-in, and revenue outcomes for the five-community portfolio
• Build and execute community-level sales recovery plans for the three communities carrying 90% occupancy targets
• Coach, develop, and where necessary rebuild community sales teams; participate directly in high-value tours and closes during recovery phases
• Partner with the Executive Directors and portfolio operations leader on pricing, concessions, and rate integrity (variance to street rate)

Portfolio-wide sales system ownership (12 communities)

• Own sales strategy, methodology, and standards for the full portfolio
• Own the CRM: configuration standards, pipeline definitions, data hygiene, reporting, and adoption accountability at every community
• Lead the company-wide marketing effectiveness evaluation as a first-90-days deliverable: audit lead sources, channels, and spend; recommend and implement budget reallocation to the highest-converting sources
• Set and maintain the standard sales reporting package for leadership

Talent development

• Serve as formal mentor and functional (dotted-line) leader to the Area Sales Manager, who manages sales for the remaining seven communities and reports to their portfolio operations leader
• Own the sales methodology, tools, and skill development for the Area Sales Manager and community sales staff portfolio-wide; performance management of the Area Sales Manager remains with their operations leader
• Build the sales talent bench and career ladder as the portfolio grows

Growth Path

• This role is designed to become Vice President of Sales . Promotion eligibility criteria, defined at offer:
• Stabilized occupancy across the five-community direct portfolio at or above [target %] for [X consecutive quarters], and/or
• Portfolio expansion beyond the current 12 communities requiring a consolidated VP structure
• Demonstrated development of the Area Sales Manager and community sales bench

Qualifications

• 8+ years of progressive senior living sales leadership, including multi-site responsibility (regional/area director level or above)
• Demonstrated occupancy turnaround experience — repositioned communities, rebuilt sales teams, and recovered census; candidates who have only maintained stabilized communities will not be a fit for this seat
• Hands-on CRM ownership experience (implementation, standards, or administration of platforms such as Yardi CRM/RentCafe, Sherpa, Aline/Enquire, or similar)
• Experience auditing and reallocating marketing spend based on lead-source conversion data
• Track record of developing sales talent; formal mentorship or team-building experience
• Willingness to travel extensively during the recovery phase

Compensation

Competitive base salary plus performance incentive weighted toward occupancy recovery and move-in outcomes at the direct portfolio, with a defined promotion band. Full structure detailed in the companion compensation plan. Benefits include [health/dental/vision, 401(k), PTO — per company plan].

Aviva Senior Living is an equal opportunity employer. All qualified applicants will receive consideration without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, disability, or veteran status.