Position Summary
The Marketing Executive is responsible for driving private pay client acquisition, revenue growth, and brand visibility for the agency. This role prioritizes building relationships and generating leads within the private pay market, including families, referral sources, and community partners who serve seniors and individuals needing in-home support.
The ideal candidate is a proactive, relationship-driven professional with a strong ability to convert community connections into private pay clients. This individual thrives in a performance-based environment and understands how to position non-medical home care services as a high-value solution for clients and their families.
Key Responsibilities
Private Pay Business Development
- Develop and execute strategies specifically focused on private pay client acquisition and revenue growth
- Build relationships with key private pay referral sources including elder law attorneys, financial planners, senior living communities, concierge physicians, and community partnerships
- Identify, prospect, and secure new private pay referral partnerships
- Conduct in-home consultations or coordinate with intake to convert leads into paying clients
- Maintain a strong pipeline of private pay prospects and track conversion rates
Referral & Relationship Management
- Cultivate and maintain relationships with high-value referral partners who influence private pay decisions
- Perform consistent in-person visits, follow-ups, and touchpoints to strengthen partnerships
- Position the agency as a premium, reliable provider of in-home care services
- Track and report weekly referral activity, lead sources, and conversion outcomes
Community Outreach & Brand Development
- Represent the agency at networking events, community events, and senior-focused engagements
- Host and participate in educational workshops and presentations for families and professionals
- Build brand awareness in affluent and middle-market communities likely to require private pay services
- Establish partnerships with organizations that serve aging populations and caregivers
Marketing Strategy & Execution
- Collaborate on and help execute targeted marketing campaigns focused on private pay audiences
- Provide insights on market trends, pricing sensitivity, and competitor positioning
- Assist in refining messaging to effectively communicate value, quality, and differentiation
- Support digital and grassroots marketing initiatives aimed at generating qualified leads
Compliance & Documentation
- Ensure all marketing practices align with state, federal, and payer regulations
- Maintain accurate documentation of outreach efforts, referrals, and client acquisition activities
Qualifications
- Experience in home care marketing, home care, senior services, or a related field preferred
- Proven ability to generate private pay leads and close business strongly preferred
- Strong understanding of the private pay home care market and client decision-making process
- Excellent communication, sales, and relationship-building skills
- Results-driven with the ability to meet and exceed revenue and growth targets
- Strong organizational and time management skills
- Self-motivated and comfortable working independently in a field-based role
- Valid driver’s license and reliable transportation required
- Proficiency in Microsoft Office and CRM systems preferred
Preferred Attributes
- Established network within the senior services or healthcare community
- Experience working with high-income or concierge client populations
- Confidence presenting services to families during high-stress decision-making situations
- Ability to differentiate services based on quality, responsiveness, and outcomes—not just price