VP Sales & Marketing

Essential Responsibilities

Strategic Leadership

• Develop and implement comprehensive sales and marketing strategies aligned with organizational goals and occupancy targets.
• Lead annual and long-range sales planning, budgeting, forecasting, and market analysis.
• Monitor industry trends, competitive landscape, and demographic shifts to identify growth opportunities.
• Serve as a key member of the executive leadership team, contributing to strategic planning and organizational decision-making.

Sales Management

• Direct all sales activities from lead generation through move-in.
• Establish and monitor key performance indicators (KPIs) including inquiry volume, lead conversion rates, deposit activity, occupancy, and revenue goals.
• Manage and mentor the sales team, fostering a high-performance culture focused on relationship-building and customer service excellence.
• Ensure timely follow-up and consistent utilization of CRM systems and sales processes.
• Oversee resident referral and ambassador programs.

Marketing & Brand Development

• Develop and execute integrated marketing campaigns across digital, print, social media, public relations, and community outreach channels.
• Strengthen brand awareness and market differentiation within the senior living marketplace.
• Manage advertising agencies, marketing vendors, public relations partners, and media relationships.
• Oversee website strategy, content development, SEO, digital advertising, and marketing analytics.
• Ensure consistent messaging and brand standards across all communications.

Occupancy & Revenue Growth

• Drive achievement of occupancy and revenue objectives across all levels of care.
• Collaborate with operations leaders to align resident experience with sales and marketing promises.
• Develop pricing, incentive, and promotional strategies to maximize occupancy and financial performance.
• Analyze sales pipeline data and market performance to identify opportunities for improvement.

Community Relations & Business Development

• Build and maintain relationships with referral sources, healthcare providers, financial planners, real estate professionals, and community organizations.
• Representing the organization at industry events, networking functions, and community outreach activities.
• Develop strategic partnerships that enhance market visibility and generate qualified leads.

Team Leadership

• Recruit, train, coach, and evaluate sales and marketing personnel.
• Foster collaboration among sales, marketing, admissions, and operations teams.
• Promote a culture of accountability, professionalism, and continuous improvement.