Sales & Marketing Director

Position Summary

Hollenbeck Palms, a nonprofit Life Plan Community serving older adults across independent living, assisted living, memory care, and skilled nursing, is seeking a results-oriented Sales & Marketing Director to lead census growth and strategic outreach initiatives. This leadership role is responsible for developing and executing comprehensive marketing and sales strategies to achieve and sustain optimal occupancy levels across all levels of care, while supporting the organization’s mission and nonprofit values.

The Sales & Marketing Director manages the full sales cycle—from initial inquiry through residency move-in—ensuring an exceptional experience for prospective residents and their families. This position also leads strategic partnerships with healthcare providers, hospitals, and referral sources, develops quarterly marketing plans supported by competitive analysis and business analytics, and ensures alignment between marketing strategy and operational capacity.

Essential Duties and Responsibilities

Strategic Leadership and Census Development

• Develop and execute quarterly and annual marketing plans designed to achieve and sustain census targets across all service lines.
• Conduct competitive market analyses, including evaluation of pricing, services, referral patterns, and regional occupancy trends, to inform strategic positioning.
• Establish and manage census goals, sales metrics, and key performance indicators (KPIs), and provide regular reporting to executive leadership.
• Identify opportunities for growth, including expansion of referral sources, service enhancements, and innovative outreach strategies.
• Lead and supervise the sales and marketing team, providing coaching, performance management, and professional development.

Sales Pipeline and Admissions Management

• Manage the full sales funnel, including lead generation, inquiry management, tours, application process, contract execution, and move-in coordination.
• Ensure timely and consistent follow-up with prospective residents, families, and referral partners to maximize conversion rates.
• Maintain accurate prospect, inquiry, and waitlist data using CRM systems, ensuring reliable tracking and forecasting of occupancy trends.
• Coordinate closely with clinical leadership, resident services, and operations to align admissions with appropriate level of care and operational readiness.
• Oversee move-in coordination to ensure a seamless transition and positive onboarding experience for new residents.

Referral Development and Strategic Outreach

• Cultivate and maintain strong, high-trust relationships with physicians, hospital discharge planners, case managers, social workers, and other referral partners.
• Represent Hollenbeck Palms at professional networking events, healthcare conferences, and community outreach programs.
• Develop and maintain strategic partnerships with hospitals, rehabilitation facilities, and healthcare providers to increase referrals.
• Serve as an ambassador for Hollenbeck Palms, promoting its nonprofit mission, values, and Life Plan Community model.

Marketing and Brand Development

• Oversee development and execution of marketing campaigns, advertising, digital marketing, events, and public relations initiatives.
• Ensure marketing materials, messaging, and brand positioning accurately reflect the organization’s mission and competitive advantages.
• Analyze marketing performance data and adjust strategies based on measurable outcomes and return on investment.
• Coordinate special events, seminars, open houses, and educational programs to enhance community awareness and engagement.

Reporting and Operational Collaboration

• Prepare and present regular census reports, pipeline analyses, and marketing performance updates to executive leadership.
• Collaborate with finance, clinical, and operations teams to align marketing efforts with financial goals and operational capacity.
• Participate in leadership meetings, strategic planning initiatives, and organizational committees as assigned.

Required

• Minimum five (5) years of progressively responsible sales and marketing experience in senior living, preferably within a nonprofit entrance-fee Life Plan Community (CCRC).
• Demonstrated track record of meeting or exceeding occupancy and revenue targets.
• Proven experience managing the full sales cycle from lead generation through move-in.
• Strong experience developing marketing plans, competitive analyses, and strategic outreach programs.
• Experience building relationships with healthcare providers, hospitals, and professional referral networks.
• Bachelor’s degree in Marketing, Business Administration, Healthcare Administration, Communications, or related field.
• Proficiency with CRM systems, Microsoft Office, and marketing analytics tools.
• Excellent interpersonal, communication, and presentation skills.

Preferred

• Experience working in nonprofit senior living or entrance-fee Life Plan Communities.
• Understanding of CCRC contracts, entrance fees, and senior living reimbursement structures.

Leadership Competencies

• Strategic thinking and data-driven decision-making
• Strong relationship-building and consultative sales approach
• Ability to lead teams and influence across departments
• Excellent organizational, analytical, and problem-solving skills
• Commitment to mission-driven, resident-centered service

Physical and Work Requirements

• Ability to travel locally for outreach and networking events.
• Ability to conduct tours and participate in on-site events.
• Ability to work occasional evenings or weekends for events and outreach activities.