Sr. Director of Sales and Marketing

Description

JOB SUMMARY:  The Senior Director of Sales and Marketing oversees all sales, marketing, and occupancy-building efforts for the community. This role is responsible for creating and executing a strategic sales plan to drive occupancy, enhance brand reputation, and support the community’s financial goals. The Senior Director leads the sales and marketing team, establishes KPIs, and collaborates closely with operations, finance, and community leadership to ensure alignment with organizational objectives.

ESSENTIAL JOB FUNCTIONS/RESPONSIBILITIES: Employee will apply skills to ensure Person Centered Care as exhibited through our Pillars of Excellence:

PEOPLE 

STEWARDSHIP

SERVICE

QUALITY

GROWTH

· Develop and implement comprehensive sales and marketing strategies to drive occupancy and revenue growth.

· Conduct market analysis and utilize competitive intelligence to adjust strategies to capture market share.

· Establish, monitor, and lead the team to achieve occupancy goals, including move-in rates, sales conversions, and lead generation metrics.

· Partner with CEO, CFO and Executive Director to develop pricing strategies, promotional campaigns, and incentives (if necessary) to attract prospective residents.

· Work closely and collaboratively with senior team and other leaders throughout the community to help achieve organizational goals.

· Collaborate with rehab, wellness and clinical team to address prospective resident needs through the assessment process and ensure smooth transition for new residents.

· Manage internal and external resources for PR, branding materials, lead generation pieces and digital/social media marketing.

· Monitor brand perception and implement customer feedback to maintain high satisfaction and reputation.

· Use CRM data, sales metrics, and market trends to make informed decisions about lead management and campaign effectiveness.

· Generate regular reports on occupancy, sales performance, and marketing ROI for leadership review.

· Lead, coach, and mentor the Sales and Marketing team, ensuring they achieve individual and team performance goals.

· Provide or oversee implementation of regular training/coaching on sales techniques, market positioning, and effective lead management.

· Provide actionable feedback and professional development opportunities to strengthen team capabilities.

· Comply with applicable federal, state and local laws, rules, and regulations; maintains knowledge of and follows all Plymouth Place policies and procedures.

· Maintain regular and punctual attendance at work and meetings.

OTHER DUTIES: Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities that are required of the team member for this job. Duties, responsibilities and activities may change at any time with or without notice.

• During emergencies or natural disasters may be required to be on duty for the duration of the disaster. 

Requirements

JOB REQUIREMENTS:

· Bachelor’s degree required.  

· Minimum of 7-10 years of experience in senior living sales and/or marketing leadership or related field.

· KNOWLEDGE, SKILLS AND ABILITIES REQUIRED:

· Proven track record of achieving and exceeding occupancy goals in a senior living or related environment.

· Strong knowledge of CRM systems, digital marketing platforms, and lead generation tools.

· Demonstrated ability to analyze market data, forecast trends, and adjust strategies accordingly.

· Capable of developing and executing short and long-term strategies to drive occupancy and revenue.

· Deep commitment to understanding and addressing the needs of prospective residents and their families.

· Ability to pivot and adjust strategies based on market trends, results and organizational goals.  

· Solid organizational skills to include attention to detail and multi-tasking skills.

· Ability to read, write and speak English sufficient to perform job duties and to interact and communicate with residents and employees.