DIRECTOR OF SALES & MARKETING - SLC/MILLER

The Director of Sales & Marketing is a strategic leadership position responsible for the full oversight and execution of sales and marketing initiatives across Riverside Senior Living and Miller Healthcare. This role holds full accountability for driving and sustaining occupancy growth across the entire continuum of care, including Independent Living, Assisted Living, Memory Care, Skilled Nursing, and Long-Term Care.

With direct leadership over the admissions team at Miller Healthcare and the sales staff at Senior Life, the Director is responsible for designing and leading high-performance strategies that generate qualified leads, convert prospects into move-ins, and establish long-term occupancy stability. This executive-level role ensures alignment between sales, marketing, and operational objectives to meet both census targets and revenue goals.

Key Responsibilities

Strategic Leadership & Accountability

• Lead all sales and marketing operations across both Riverside Senior Living and Miller Healthcare, with direct responsibility for occupancy performance and move-in conversion for all care levels.
• Set and execute strategic occupancy growth plans in collaboration with executive leadership, ensuring alignment with organizational goals, budget parameters, and market dynamics.
• Monitor, forecast, and report census trends, move-in pipelines, and conversion metrics to ensure optimal performance and resource allocation.

Sales Oversight

• Manage the full sales cycle from inquiry to move-in, ensuring each stage is executed with timeliness, empathy, and professionalism.
• Supervise and mentor the sales teams at Senior Life and admissions personnel at Miller Healthcare, providing coaching, performance management, and development opportunities.
• Implement and refine CRM best practices to ensure accurate lead tracking, follow-up, and data integrity.

Marketing & Brand Management

• Develop and lead integrated marketing strategies, including digital, print, event-based, and referral marketing initiatives, with measurable ROI and clear brand alignment.
• Develop and oversee Social Media strategy and execution.  
• Develop and use data analytics for Digital, Social Media, and sales/marketing initiatives. 
• Oversee the creation and execution of community-wide and service-line-specific marketing campaigns designed to differentiate and elevate the Riverside and Miller brands.
• Serve as the brand ambassador for both campuses, ensuring all messaging, visuals, and communications align with the organization's mission, values, and market positioning.

Referral Development & Community Outreach

• Cultivate and manage strategic relationships with physicians, hospital discharge planners, senior resource agencies, and other healthcare and community-based referral sources.
• Represent both campuses at networking functions, industry events, and local outreach initiatives to enhance visibility and referral activity.

Data-Driven Decision Making

• Conduct ongoing market research and competitive analysis to identify trends, challenges, and opportunities.
• Leverage sales data and marketing analytics to adjust strategies and ensure continuous improvement in occupancy growth and lead generation outcomes.

Operational Collaboration

• Work closely with leadership, clinical, operations, and finance teams to ensure seamless integration of sales and marketing strategies with service delivery and community goals.
• Participate in census meetings, strategic planning sessions, and leadership forums to provide occupancy updates and sales insights.

Compliance & Training

• Ensure all marketing and admissions practices align with applicable federal, state, and local regulations, including HIPAA, Fair Housing, and resident rights standards.
• Maintain current knowledge through training and LMS course completion on industry best practices, compliance standards, and leadership development.

Additional Duties

• Engage in budget oversight for sales and marketing functions, optimizing spend for highest impact and return.
• Support family and resident engagement efforts as needed to enhance satisfaction, retention, and word-of-mouth referrals.
• Contribute to innovation initiatives aimed at improving the resident experience and streamlining the move-in process.

Required Experience:

• Minimum of 5 years of progressive experience in sales and marketing, with at least 3 years in a leadership or multi-site oversight role.
• Proven track record of achieving and sustaining occupancy goals in senior living, post-acute care, or healthcare environments.

Preferred Experience:

• Experience managing both senior living and skilled nursing admissions pipelines.
• Proficiency with CRM platforms, lead analytics, and digital marketing tools.

Required Education & Licensure:

• Bachelors degree in Marketing, Business, Healthcare Administration, or a related field.
• Valid drivers license.

Preferred Education & Certifications:

• Advanced certifications in sales, marketing strategy, or senior living leadership (e.g., CALM, CASP, CDAL).

Employee Health Requirements

Exposure/Sensory Requirements: 

Exposure to: 

Chemicals: N/A 

Video Display Terminals: Average 

Blood and Body Fluids: None 

TB or Airborne Pathogens: None. 

Sensory requirements (speech, vision, smell, hearing, touch): 

Speech: Training/presentations, telephone communication, facilitating meetings. 

Vision: Read computer screens and printouts, memos, communications, documentation, and literature. 

Smell: Sensitivity and recognition of odors derived from various cleaning processes, odors generated from malfunctioning equipment. 

Hearing: Telephone communications, meetings, and equipment operating characteristics. 

Touch: .Writing and computer entry, filing. 

Activity/Lifting Requirements: 

Percentage of time during the normal workday the employee is required to: 

Sit: 55% 

Twist: 0% 

Stand: 20% 

Crawl: 0% 

Walk: 20% 

Kneel: 0% 

Lift: 0% 

Drive: 5% 

Squat: 0% 

Climb: 0% 

Bend: 0% 

Reach above shoulders: 0% 

The weight required to be lifted each normal workday according to the continuum described below: 

Up to 10 lbs: Occasionally 

Up to 20 lbs: Not Required 

Up to 35 lbs: Not Required 

Up to 50 lbs: Not Required 

Up to 75 lbs: Not Required 

Up to 100 lbs: Not Required 

Over 100 lbs: Not Required 

Describe and explain the lifting and carrying requirements. (Example: the distance material is carried; how high material is lifted, etc.): None 

Maximum consecutive time (minutes) during the normal workday for each activity: 

Sit: 240 

Twist: 0 

Stand: 20 

Crawl: 0 

Walk: 10 

Kneel: 0 

Lift: 0 

Drive: 5 

Squat: 0 

Climb: 0 

Bend: 0 

Reach above shoulders: 0 

Repetitive use of hands (Frequency indicated): 

Simple grasp up to 10 lbs. 

Pushing & pulling Normal weight: 

Fine Manipulation: Computer keyboard and mouse. 

Repetitive use of foot or feet in operating machine control: None 

Environmental Factors & Special Hazards: 

Environmental Factors (Time Spent): 

Inside hours: 8 

Outside hours : 0 

Temperature: Normal Range 

Lighting: Average 

Noise levels: Average 

Humidity: Normal Range 

Atmosphere: Normal Range unless outdoors

Special Hazards: None

Protective Clothing Required: None