Overview
The Director of Sales & Marketing is responsible for driving and sustaining occupancy for our Assisted Living and Memory Care community through strategic sales execution, authentic relationship-building, and strong community visibility. This role serves as the primary ambassador for prospective residents and families, guiding them through the decision-making process with empathy, urgency, and a deep understanding of senior living options. The Director partners closely with the Executive Director and clinical/operations teams to ensure a seamless sales-to-move-in experience and a consistently strong customer journey
Responsibilities
- Own the complete sales cycle from lead generation through move-in for Assisted Living and Memory Care.
- Proactively generate qualified leads through outreach, networking, and relationship development with referral sources such as hospitals, rehab facilities, discharge planners, physicians’ offices, senior centers, elder law attorneys, and other community partners.
- Respond quickly to inquiries and execute consistent follow-up (calls, texts, emails, appointments) to convert leads into tours and admissions.
- Conduct compelling community tours and sales meetings, both on-site and off-site, tailored to the needs of the prospective resident and family.
- Educate families on service offerings, care levels, pricing, and next steps in a clear, confident, and compassionate manner.
- Maintain accurate and timely documentation of leads, tour activity, follow-ups, and move-ins using the community’s CRM.
- Coordinate the move-in process with operations and clinical teams to ensure families feel supported, prepared, and welcomed from deposit to move-in day.
Marketing & Community Outreach
- Develop and execute the annual marketing and outreach plan, including lead generation campaigns, community events, strategic partnerships, digital presence, and local advertising.
- Plan, coordinate, and attend internal and external events such as open houses, educational seminars, networking meetings, health fairs, and resident community events that support occupancy goals.
- Collaborate with corporate marketing (if applicable) to ensure consistent branding, messaging, and standards across print, digital, and in-person efforts.
- Strengthen the community’s reputation and visibility by building long-term relationships with healthcare professionals, influencers, and community organizations.
- Support content and reputation efforts (as applicable), including reviews, testimonials, social media coordination, and community storytelling
Occupancy & Performance Management
- Maintain strong awareness of census, pipeline health, conversion rates, and market trends; adjust tactics to meet or exceed occupancy goals.
- Prepare and present weekly and monthly reports to leadership, including lead sources, tour volume, conversion metrics, and forecasted move-ins.
- Monitor local competition (pricing, incentives, services, reputation) and recommend strategies to maintain a strong market position.
- Partner with the Executive Director and operations team to align sales goals with staffing, resident acuity, and community capacity.
- Ensure sales practices reflect compliance, professionalism, and resident-centered values at every stage.
Qualifications
- 3+ years of senior living, healthcare, or relationship-based sales experience (Assisted Living/Memory Care preferred).
- Proven success meeting occupancy or revenue goals and building referral networks.
- Strong communication, presentation, and follow-up skills with a warm, service-focused approach.
- CRM proficiency and strong organizational skills; ability to manage multiple priorities with attention to detail.
- Ability to work occasional evenings/weekends for events and community outreach.
- Valid driver’s license and reliable transportation (for outside sales calls and networking).
Job Type
Full-time
Pay: $75,000.00 - $90,000.00 per year
Benefits:
- Health insurance
- Paid time off
Application Question(s):
- How many years of assisted living marketing do you have?
- Approximately how many move-ins did you average per month in your most recent ALF sales role?
- Which referral sources have you developed relationships with?
Work Location: Hybrid remote in Saint Petersburg, FL 33714
