We are seeking a dynamic, hands-on Regional Director of Marketing & Business Development to lead marketing, lead generation, business development, and occupancy growth across a portfolio of senior living communities.
This individual will play a critical role in creating and executing strategies to generate qualified leads, nurture prospects, improve conversion rates, and ultimately drive occupancy and revenue across the company’s properties. The ideal candidate is both a strategic thinker and a strong executor who understands how to build momentum from the ground up and work alongside community-based Sales and Marketing teams to achieve measurable results.
This role will partner closely with operational and executive leadership while mentoring and developing on-premise Sales and Marketing teams. The Regional Director will help establish best practices for lead generation, follow-up, CRM utilization, pipeline management, referral development, digital marketing, and closing strategies.
The successful candidate must be comfortable rolling up their sleeves, identifying opportunities, implementing new processes, and holding teams accountable for results.
Key Responsibilities
Develop and execute regional marketing and business development strategies designed to increase leads, tours, move-ins, occupancy, and revenue across multiple senior living communities.
Create, drive, manage, and convert qualified leads through effective marketing campaigns, sales processes, follow-up strategies, and pipeline management.
Partner with community leadership and on-premise Sales and Marketing teams to develop localized strategies that address occupancy challenges and growth opportunities.
Train, mentor, and develop community-based Sales and Marketing professionals in lead response, prospect follow-up, relationship-building, sales techniques, objection handling, and closing.
Establish consistent best practices and accountability around the entire lead lifecycle, from initial inquiry through tour, follow-up, deposit, and move-in.
Implement, optimize, and leverage CRM tools to effectively capture, manage, track, and nurture leads throughout the sales funnel.
Develop CRM workflows, reporting, follow-up processes, and performance metrics to improve lead conversion and ensure opportunities are not lost.
Analyze lead sources, conversion rates, sales activity, occupancy trends, and marketing performance to identify opportunities for improvement.
Leverage paid search, paid social, digital advertising, and other lead-generation channels to increase prospect volume and support occupancy goals.
Work with internal teams and external marketing partners to optimize campaigns based on lead quality, cost per lead, conversion rates, and return on investment.
Develop and strengthen local and regional business development efforts, including referral relationships, community partnerships, healthcare relationships, and other strategic sources of qualified leads.
Help build and manage a consistent workflow that connects marketing activity directly to sales outcomes and occupancy growth.
Collaborate with Executive Directors, operational leadership, and community teams to identify underperforming communities and develop targeted action plans.
Monitor market trends, competitive activity, and local opportunities to ensure each community has an effective strategy for driving awareness and demand.
Create a culture of accountability, urgency, and continuous improvement across the regional Sales and Marketing organization.
Qualifications
7+ years of progressive experience in Marketing, Business Development, Sales, or Revenue Growth, preferably within senior living, assisted living, healthcare, hospitality, multifamily, or another multi-location service-based organization.
Experience overseeing or supporting multiple locations, communities, or business units.
Proven success driving leads, improving conversion, increasing occupancy, and generating measurable revenue growth.
Strong experience developing and executing digital lead-generation strategies, including paid search and paid social.
Experience implementing, managing, and optimizing a CRM platform and developing processes to nurture and convert leads.
Demonstrated ability to train, mentor, and develop on-site Sales and Marketing teams.
Strong understanding of the complete sales funnel, including lead generation, lead response, prospect nurturing, tours, follow-up, and closing.
Experience analyzing marketing and sales performance metrics and using data to improve results.
Highly entrepreneurial, hands-on, and comfortable moving between strategy and execution.
Strong leadership, communication, coaching, and relationship-building skills.
Ability to influence community leadership and drive accountability without relying solely on direct reporting relationships.
Experience within senior living or assisted living is strongly preferred.
Travel
This is a regional leadership role requiring regular travel to communities throughout South Florida, with the potential for additional travel to properties on the West Coast of Florida as the portfolio and business needs evolve.
The Ideal Candidate
The ideal candidate is a hands-on sales and marketing leader who understands that generating leads is only the first step. They know how to build the processes, discipline, training, and accountability necessary to move prospects through the funnel and convert leads into tours, move-ins, revenue, and occupancy.
They are equally comfortable discussing paid search performance and CRM workflows as they are sitting with an on-site Sales Director, reviewing a pipeline, coaching follow-up techniques, developing a local business development strategy, or helping a community close business.
This is an opportunity for a high-energy, results-oriented leader to make a direct and measurable impact on the growth and occupancy of a multi-site senior living organization.
Estimated Compensation: $150,000 Per Year
Patti Richards