Regional Director of Census Development

Location: Northern Virginia (Territory spanning Fairfax, Arlington, Prince William County, and surrounding markets)Portfolio: 10 Skilled Nursing & Rehabilitation CentersTravel: Extensive regional field travel required (approx. 60%–75%)We are a premier post-acute healthcare and rehabilitation organization dedicated to providing short-term restorative therapy and high-quality skilled nursing care. Recognized for clinical pathways that return patients home faster and stronger, our regional care centers combine modern rehabilitation technology with an unwavering commitment to patient dignity and clinical outcomes. We take pride in building collaborative, outcome-driven facility teams across our multi-site network, positioning each location as a trusted community partner for acute hospital systems, physicians, and families.The Regional Director of Census Development serves as the senior commercial, admissions, and growth leader across a portfolio of 10 skilled nursing facilities throughout Northern Virginia. Reporting directly to senior executive leadership, this individual drives strategic census and occupancy growth, ensuring each center meets or exceeds commercial targets. The role demands significant hands-on field presence, traveling regularly across the region to forge high-yield referral partnerships with major health systems, accountable care organizations (ACOs), discharge planners, and physician groups. Simultaneously, the Regional Director acts as a tactical mentor and operational partner to facility-level admissions directors and marketing liaisons—streamlining intake workflows, eliminating conversion bottlenecks, and maximizing market share across Northern Virginia.

Key Responsibilities

• Multi-Facility Census & Occupancy Growth: Formulate and execute regional census development plans across 10 skilled nursing buildings, diagnosing facility-specific admissions shortfalls and deploying rapid-response turnaround strategies.
• High-Level Referral Development: Establish, expand, and maintain active referral networks with acute care hospitals, health system discharge planners, case managers, social workers, and physician groups throughout the Northern Virginia healthcare ecosystem.
• Admissions & Commercial Team Mentorship: Provide weekly direction, coaching, and accountability for building-level Admissions Directors and Marketing Liaisons; ensure disciplined account management, rapid response times, and consistent follow-through.
• Intake & Conversion Optimization: Collaborate closely with facility Administrators, Directors of Nursing, and clinical intake teams to remove operational friction, accelerate inquiry-to-admission turnaround, and safely capture clinically appropriate referrals.
• Market Intelligence & Competitor Analysis: Continually monitor local hospital discharge patterns, competing skilled nursing operators, and regional healthcare shifts across Fairfax, Arlington, Prince William, and neighboring jurisdictions.
• Data-Driven Performance Tracking: Analyze regional census metrics, inquiry trends, conversion ratios, and payer-mix data to report on performance and implement corrective action whenever a center falls behind occupancy targets.
• Field Leadership & Facility Presence: Maintain an active, visible presence across the portfolio through frequent on-site visits, community outreach, and joint sales calls with facility liaisons.

Qualifications & Experience

• Skilled Nursing / SNF Background: Direct, verifiable sales, marketing, or admissions leadership experience within skilled nursing facilities (SNFs) or post-acute nursing homes. (Candidates with only general healthcare, hospice-only, or unrelated hospital sales backgrounds will not be considered.)
• Multi-Site Regional Scope: Demonstrated success overseeing commercial performance, admissions, or census development across multiple facilities or a sizable multi-building regional territory.
• Northern Virginia Market Relationships: Strong familiarity and active or recent professional connections with Northern Virginia hospitals, discharge planners, and healthcare systems (including Fairfax, Falls Church, Arlington, Alexandria, Reston, and Manassas).
• Proven Occupancy Results: Verifiable track record of personally growing census, turning around underperforming buildings, and sustaining high occupancy levels.
• Leadership & Coaching Acumen: Exceptional talent for coaching building-level admissions teams, managing through influence, and collaborating effectively with interdisciplinary clinical and operational staff.
• Travel Willingness: Ability and eagerness to travel extensively across the 10-building Northern Virginia territory on a weekly basis.

Compensation & Benefits

• Base Salary: Up to $180,000 annually (commensurate with regional multi-facility track record and experience).
• Incentive Compensation: Generous executive bonus structure tied directly to regional census targets and admissions milestones.
• Time Off: Generous paid time off (PTO) and company-paid holidays.