The Sales and Marketing Director provides strategic leadership for sales performance, marketing initiatives, and lead generation across communities operated or managed by Certus Living. The role supports a diverse portfolio of senior living communities including Continuing Care Retirement Communities (CCRC), Independent Living (IL), Assisted Living (AL), Memory Care (MC), and Skilled Nursing (SNF).
Locations of communities include MN, IL, TX and PA.
The primary responsibility of this role is to drive sustainable occupancy growth, strengthen market positioning, and ensure communities achieve census and revenue targets. The Sales and Marketing Director partners closely with the CEO, COO, Executive Directors, and community sales teams to develop portfolio-wide strategies that improve lead generation, optimize marketing performance, and strengthen sales execution across communities.
Reporting Structure
The Sales and Marketing Director reports directly to the Chief Executive Officer (CEO) and Chief Operating Officer (COO) and collaborates closely with community Executive Directors, sales teams, marketing partners, and operational leadership.
Strategic Sales Leadership
· Develop and implement annual portfolio sales strategies designed to achieve census and revenue targets
· Build community‑specific sales and marketing plans aligned with local market demographics and competition
· Establish consistent sales systems, processes, and performance expectations across communities
· Provide executive leadership with market intelligence, competitive analysis, and occupancy trend insights
· Identify opportunities to improve lead conversion, referral relationships, and market penetration
Portfolio Growth and Community Transitions
· Support sales and marketing strategies during community acquisitions, ownership transitions, or management transitions
· Conduct market assessments and positioning strategies for newly onboarded or underperforming communities
· Develop stabilization strategies for communities requiring occupancy improvement or repositioning
· Align sales strategies with operational capabilities and financial goals
Lead Generation and Digital Marketing Strategy
· Lead development and execution of portfolio digital marketing strategies
· Oversee marketing initiatives including SEO, paid search, geofencing, retargeting, and social media campaigns
· Monitor campaign performance and optimize marketing spend to maximize lead generation and conversion
· Evaluate emerging marketing technologies and platforms that strengthen marketing performance
Sales Process and CRM Leadership
· Establish standardized CRM utilization, reporting, and pipeline management practices
· Ensure consistent lead management and follow‑up protocols across communities
· Train community teams on CRM optimization and sales pipeline management
· Utilize CRM analytics to evaluate lead sources, conversion rates, and marketing ROI
KPI Development and Performance Analytics
· Establish measurable sales and marketing KPIs including inquiries, tours, deposits, move‑ins, and conversion ratios
· Develop reporting dashboards that support data‑driven decision making
· Conduct regular portfolio sales performance reviews with community leadership teams
· Identify opportunities to improve marketing efficiency and sales effectiveness
Leadership and Team Development
· Provide leadership, coaching, and mentorship to community sales and marketing professionals
· Assist communities with recruiting, onboarding, and evaluating sales team members
· Deliver training on relationship‑based selling, lead management, closing techniques, and CRM utilization
· Foster a culture of accountability, collaboration, and performance excellence
Vendor and Marketing Resource Management
· Manage relationships with marketing agencies, digital partners, and vendors
· Ensure vendor performance aligns with Certus Living growth objectives
· Evaluate marketing spend effectiveness and recommend optimal allocation of marketing resources
· Support development of marketing collateral, brand positioning, and messaging
Community Engagement and Travel
· Travel regularly to Certus Living communities to support marketing initiatives and provide sales coaching
· Monitor market performance and support community leadership teams
· Participate in leadership meetings and strategic planning initiatives
Physical Demands
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of the job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
Moderate reading and writing skills; proficient interpersonal relations and communicative communication with both individuals and groups, some of which may have disabilities. Ability to reach, lift, bend, kneel, stoop, climb, push and pull items weighing 25 pounds or less; must be able to walk for up to 75% of the workday; manual dexterity; auditory and visual skills; ability to follow written and oral instructions and procedures.
Work Environment
Works in office areas as well as throughout the community. Sits, stands, bends, lift, and moves intermittently during working hours. Interacts with residents, family members, staff, visitors, government agencies/personnel, etc., under all conditions/circumstances. May be subject to hostile and emotionally upset residents, family members, staff, visitors, etc. under all conditions/circumstances. May be exposed to infectious waste, diseases, and substances. Communicates verbally and in writing with confidentiality with senior management, supervisor, peers, and all team members of the community. Maintains a liaison with residents, their families, support staff, etc. to assure that the residents' needs are continually met, and expectations exceeded.
Personal Characteristics and Skills
1) Must be able to cope with the mental and emotional stress of the position.
2) Upbeat and positive interaction is a must.
3) Must be caring and compassionate in working with vendors, Certus Living stakeholders, residents as well as staff.
4) Must possess the ability to communicate effectively with outstanding customer service skills with all levels of management, employees and outside contacts.
5) Must have the ability and good judgment to make independent decisions when circumstances warrant such action.
6) Must have the ability to seek out new methods and principles and be willing to incorporate them into existing practices.
Recommended Minimum Position Qualifications
1. Must demonstrate excellent verbal and written communication skills and have the ability to communicate and present in person, in writing, and on the telephone. Must be an effective presenter with both large and small groups.
2. A bachelor’s degree is required and a master’s degree in marketing preferred.
3. Five years’ sales and marketing experience in senior living or a related field required.
4. Five years’ organizational or management experience supervising others is preferable.
5. Familiar with adherence to guidelines related to the Fair Housing Act (FHA) and the American Disability Act (ADA) regulations in all aspects of job including sales presentations and marketing materials.
6. Skill in use of computer software including CRMs, WORDPRESS, Microsoft Office applications
7. Must be able to generate a warm, friendly and caring manner on first impression
8. Maintains working knowledge of regulations that impact the industry
9. Experience in digital marketing efforts that have resulted in lead generation maximization.
Job Type: Full-time
Benefits:
- 401(k)
- Dental insurance
- Health insurance
- Paid time off
- Relocation assistance
- Tuition reimbursement
Work Location: In person
Pay: $120,000.00 - $150,000.00 per year
Benefits:
- 401(k)
- 401(k) matching
- Dental insurance
- Health insurance
- Paid time off
- Professional development assistance
- Retirement plan
- Vision insurance
Work Location: In person
