Senior Director of Sales & Marketing

Vetter Senior Living is seeking an accomplished, mission-driven sales and marketing leader to serve as Senior Director of Sales & Marketing. This is a transformational opportunity for someone who has not only led sales teams but has built and implemented a proven, repeatable sales system in a senior living or healthcare environment.

Reporting to executive leadership, this role will architect and lead the organization-wide sales and marketing strategy across 30+ communities in Nebraska, Missouri, and Wyoming. The Senior Director will develop systems, standards, and accountability structures that drive occupancy growth, strengthen brand presence, and build lasting referral relationships throughout a full continuum of care that includes skilled nursing, assisted living, independent living, memory care, short-term rehabilitation, home health, and hospice.

The ideal candidate brings a unique blend of strategic vision, business development expertise, and analytical discipline. They understand both the creative and data-driven sides of sales and marketing and can translate market insight into measurable results. Equally important, this is a person who leads with compassion, operates with integrity, and is genuinely aligned with Vetter's mission of Dignity in Life.

Key Responsibilities

Sales System Development & Execution

• Design, implement, and continuously improve an organization-wide sales system that drives occupancy and creates consistency across all communities.
• Establish clear sales processes, lead management standards, conversion benchmarks, and accountability frameworks that can be trained and replicated at the building level.
• Analyze sales funnel performance across the organization, identify opportunities, and implement improvements that produce measurable results.
• Lead, coach, and develop sales team members at both the corporate and community level, building a culture of performance, accountability, and service.

Strategic Leadership & Organizational Growth

• Partner with executive leadership to develop annual growth objectives, performance metrics, and market expansion initiatives.
• Identify opportunities to increase market share and strengthen competitive positioning across service lines and geographies.
• Guide communities in developing individualized marketing plans that reflect their local market dynamics and census opportunities.
• Support leadership and community teams in building strong referral relationships with hospitals, physicians, discharge planners, ACOs, and community partners.
• Serve as an effective change agent who can bring a proven methodology into a values-driven, established organization with care and organizational intelligence.

Marketing & Brand Development

• Oversee integrated marketing initiatives including traditional and digital marketing, advertising, community outreach, and referral development.
• Ensure brand consistency while strengthening awareness and engagement within target markets across Nebraska, Missouri, and Wyoming.
• Utilize customer and market data to guide messaging, campaigns, and strategic marketing investments.
• Supervise and collaborate with the creative design function to support marketing initiatives and organizational goals.
• Ensure all marketing activity reflects HIPAA compliance and healthcare advertising standards.

Market Intelligence & Business Development

• Monitor market trends, competitor activity, demographic shifts, and consumer behavior to inform strategy and prioritize resources.
• Develop and strengthen partnerships with healthcare providers, community organizations, and referral sources across all markets.
• Identify new opportunities for growth, service expansion, and market penetration.
• Provide regular reporting on sales and marketing performance, ROI, and occupancy trends to executive leadership.

 

Qualifications

Education

• Bachelor's degree in Marketing, Business Administration, Communications, Healthcare Administration, or a related field is required.
• Advanced degree preferred.

Experience

• 8 to 15+ years of progressive leadership experience in senior living sales and marketing, including direct experience in skilled nursing, assisted living, and independent living environments.
• Demonstrated success building or significantly transforming a multi-site sales system,