Position Summary
The Director of Sales and Marketing (DSM) will lead the organization’s growth by overseeing daily operations across sales, marketing, and business development. A pivotal aspect of this role involves spearheading the execution of a strategic marketing plan (Annual Marketing Plan). Additionally, the DSM will create an innovative, multi-channel marketing framework to elevate brand visibility and prestige. They will ensure a continuous flow of high-quality sales leads and evaluate the return on investment for marketing initiatives.
Essential Functions, Key Duties, & Responsibilities
Sales Management
- Lead Management: Responds, engages, and converts leads as appropriate by service line and Ministry guidelines. Responsible for meeting community occupancy targets.
- Ensures departmental productivity and performance measure are consistently fulfilled as well as departmental compliance with the client relationship management (CRM) system. Proficient in data integrity and management.
- Manages the customer experience from the initial point of engagement to admission/move-in into the community. Communicates all relevant information to the appropriate parties (associates, family, community, healthcare partners).
Marketing Management
- Develops and implements a strategic annual sales and marketing plan that includes weekly, monthly, or quarterly modifications as needed. This includes direct mail, events, outreach, promotion campaigns, and digital strategies.
- Partners with the Home Office Creative Services Team for the development and delivery of marketing pieces, collateral, branding materials, and strategies to advance and promote the community mission, brand identity, and services.
- Ensures that the community has all appropriate marketing materials and tools.
Business Development and Strategic Planning
- Maintains an in-depth understanding of market trends and intelligence to guide strategic decisions.
- Markets services to potential clients and key referral sources to grow market share, attract new business, and maintain current partnerships.
- Develops and implements community relations activities to enhance business development. Fosters relationships with existing referral sources across the community.
- Keeps the Executive Director updated on changes and new services offered in the healthcare industry and assesses potential growth opportunities.
- Performs market segmentation, targeting, and positioning for each service line. Makes recommendations regarding service enhancement and new program development.
- Demonstrates strong proficiency in CRM, including tasks such as entering new referral sources, scheduling follow-up calls, and generating daily, weekly, and monthly reports as needed.
- Ensures regulatory compliance of federal, state, and local guidelines in marketing communications. (HUD and Fair Housing Laws).
Administrative Duties/Departmental Management
- Daily management, supervision, and direction of the Sales and Marketing Department. Annually evaluates department associates, implementing coaching plans to enhance performance and support talent development.
- Completion and submittal of marketing and sales reports to the community and Home Office support.
- Performs all other duties as assigned, including but not limited to developing the departmental financial budget, managing unit inventory, and attending all mandatory in-services, training, and meetings.
- Participates in the Manager on Duty weekend and holiday rotation.
- Perform other duties as assigned.
- Comply with all policies and procedures and any updates.
Position Requirements
Education: Bachelor’s degree required; preferably in a sales, marketing, or business related field
Licenses/Certifications: N/A
Experience: 3-5+ years of experience in sales; preferably in the Senior Housing industry
Skills & Abilities:
- Elite communication skills
- Ability to connect with residents, prospective residents, family members, and associates in a meaningful way
Travel: May be required to travel off-site to events occasionally