Director of Sales and Marketing
Director of Sales and Marketing
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Job Description
Peaceful Pines Senior Living is committed to providing exceptional care and service with compassion. Peaceful Pines Senior Living provides independent living assisted living and memory care services. We strive to create a family of employees who feel valued and supported in an environment that inspires excellence and fulfilment.
The Director of Sales and Marketing is a senior-level executive responsible for developing leading and optimizing the sales and marketing operations across the companys senior living portfolio. This role is designed for a visionary data-driven leader who combines strategic with hands-on coaching and execution to drive consistent occupancy growth increase revenue enhance the customer journey and build brand equity.
The ideal candidate will lead with integrity coach with intention and operate with precision - establishing clear processes setting high expectations and equipping teams with the tools and knowledge necessary for performance excellence. This leader is both analytical and relational - fluent in metrics and conversion data yet deeply invested in the development of individuals and the cultivation of an empowering sales culture.
Primary Responsibilities
Strategic Sales Leadership
- Develop implement and continuously refine a multi-year sales and marketing strategy aligned with the organizations mission growth goals and market opportunities.
- Lead all phases of the sales pipeline from lead generation and inquiry management to tour experience and move-in conversion ensuring a consistent and exceptional customer journey across all communities.
- Collaborate with cross-functional leadership (Operations Clinical Life Enrichment and Finance) to ensure alignment and synergy between marketing messaging and service delivery.
- Serve as the primary architect of a system-wide sales process and training curriculum that includes scripting inquiry handling follow-up cadence objection handling and tour protocols.
Marketing Strategy & Brand Management
- Direct the creation and execution of targeted marketing campaigns digital strategies event plans and outreach calendars tailored to each communitys unique demographic service line (IL AL MC) and geographic market.
- Oversee management of all marketing assets including websites social media digital advertising printed materials and signage ensuring consistent branding and compliance with regulatory and ethical guidelines.
- Establish and enforce performance benchmarks for marketing vendors evaluating ROI based on lead performance campaign reach engagement rates and conversion metrics.
- Collaborate with external creative agencies and internal teams to craft content strategies that reinforce the companys mission and enhance visibility in competitive markets.
Coaching Mentorship and Team Development
- Provide individualized coaching support and accountability to each Community Sales Director and Marketing Coordinator through weekly pipeline reviews call audits role-playing sessions and on-site observations.
- Lead quarterly and annual performance reviews aligning team and individual KPIs with bonus structures and professional development plans.
- Develop and implement a multi-level training curriculum including onboarding modules role-specific certifications and ongoing workshops on sales customer service storytelling community engagement and CRM utilization.
- Promote a values-driven culture that celebrates wins prioritizes transparency encourages creative problem-solving and fosters a shared sense of ownership over occupancy outcomes.
Sales Execution & KPI Management
- Define measure and drive performance using detailed Key Performance Indicators (KPIs) across the sales funnel including:
- Number of new inquiries (by source)
- Initial outreach completed within 24 hours
- Number of scheduled and completed tours
- Tour-to-application and application-to-move-in conversion rates
- Number of outreach contacts made per week (inner/outer circle referral strategy)
- Time-to-close metrics by community
- Analyze performance dashboards weekly and monthly to identify trends roadblocks and opportunities for improvement; communicate findings clearly to the leadership team.
- Utilize CRM and business intelligence tools to track team activities occupancy trends and marketing outcomes. Ensure data integrity and timely reporting by all users.
Outreach & Community Engagement
- Guide communities in building and maintaining strong referral networks with healthcare providers discharge planners social workers senior centers clergy and other local influencers.
- Oversee the design and execution of community events that drive engagement and lead generation - including educational seminars family nights holiday events and professional networking functions.
- Lead the development of inner and outer circle contact plans tracking weekly outreach activity and evaluating referral contribution to the lead pool.
Administrative & Budget Oversight
- Develop and manage the annual sales and marketing budget including allocations for advertising digital spend community event costs and personnel bonuses.
- Ensure all initiatives align with budgetary expectations and deliver quantifiable returns on investment.
- Partner with HR and Finance to manage compensation models for the sales team including commission structures and occupancy-based incentives.
- Maintain organized documentation of all contracts floor plans pricing sheets move-in specials and promotional offers. Ensure materials are updated and distributed timely.
Key Success Metrics
- Occupancy Goals: Meet or exceed budgeted occupancy rates within all service lines (Independent Living Assisted Living Memory Care).
- Lead Conversion Efficiency: Achieve a company-wide tour-to-move-in conversion rate improvement of at least 10% within the first 12 months.
- Lead Generation Growth: Increase inbound lead volume through diversified digital and outreach sources by 20% year-over-year.
- Sales Cycle Optimization: Reduce average time from inquiry to move-in across the portfolio by 15%.
- Team Development: Achieve 90% completion rate for quarterly sales training and maintain less than 15% turnover rate in the sales department annually.
Qualifications
- Bachelors degree in marketing Business Administration Communications or related field (masters preferred).
- Minimum of 5 years of progressive experience in sales and marketing leadership roles ideally in senior living healthcare hospitality or real estate.
- Deep understanding of the senior living industry and regulatory environment preferred.
- Proven track record of achieving occupancy goals and leading high-performance sales teams.
- Experience developing and managing marketing budgets and vendor contracts.
- Excellent analytical interpersonal and communication skills.
- Proficient in CRM software (Sherpa Enquire or similar) and Microsoft Office Suite; familiarity with digital marketing platforms and performance tracking tools.
- Availability to travel regionally with overnight stays as needed.
HME Care is an Equal Opportunity Affirmative Action employer. All qualified applicants will receive consideration for employment without regard to race color religion sex sexual orientation gender identity or expression national origin disability or status as a protected veteran. Applicants who would like to request reasonable accommodation to the application or interview process should call Human Resources at 1- or email
Must be able to pass background check
Required Experience:
Director
Employment Type
Full-Time
