Role Charter – Sales & Marketing Lane
Gemstone Senior Living
1. ROLE PURPOSE
The Sales Director exists to drive sustainable, ethical occupancy growth by leading the sales function in alignment with Gemstone’s aging‑in‑place philosophy, clinical standards, and operational capacity.
This role ensures that sales activity produces census growth. The Sales Director is accountable for process, quality, and integrity, not just volume.
2. SUCCESS DEFINITION
Success in this role means:
- Occupancy grows steadily with clinical or operational support
- Sales staff consistently qualify and set honest expectations
- Admissions align with AL vs MC scope and aging‑in‑place plans
- 90‑day and 6‑month retention rates are strong
- Clinical and Ops teams trust the sales function
- Referral partners view Gemstone as credible and transparent
3. CORE ACCOUNTABILITIES (NON‑NEGOTIABLE)
The Sales Director is directly accountable for:
- Ethical execution of the full sales funnel
- Training and supervision of sales staff
- Enforcement of sales SOPs and messaging standards
- Coordination with Clinical and Operations on admissions
- Sales performance reporting and forecasting
- Protection of Gemstone’s reputation with families and partners
Sales performance that compromises care quality is unacceptable.
4. RESPONSIBILITIES
Daily
- Review new inquiries and qualification notes
- Ensure CRM is accurate and current for trackability
- Coach staff on active prospects
- Ensure timely follow‑up and documentation
Weekly
- Review pipeline and conversion metrics
- Planned outreach to drive organic leads
- Ensure move in paperwork is complete and get to the Clinical team
- Conduct sales team meetings and role‑play tours for weekend team or 2nd shift
- Align with EDs on move‑ins and concerns
- Update the Projections Tool
Monthly
- Analyze retention and admission outcomes
- Review referral source performance
- Update forecasts and capacity alignment
- Complete the bonus worksheet to receive bonuses in a timely manner
Quarterly
- Refine sales strategy and messaging
- Participate in mock surveys and audits
- Evaluate sales staff performance and development
5. DECISION RIGHTS
The Sales Director may:
- Set sales process standards and expectations
- Coach, correct, and discipline sales staff per matrix
- Pause or redirect sales efforts based on capacity
The Sales Director must consult or escalate:
- Clinical appropriateness decisions → Wellness Director / DON/RCC/HWC
- Operational capacity issues → ED / Regional Ops
- Policy changes → Executive Leadership
6. KPIs & METRICS (SALES SCORECARD)
The Sales Director is measured on:
- Occupancy growth
- Qualified tour‑to‑move‑in conversion rate
- 90‑day and 6‑month retention
- Admission reversals or early discharges
- Sales documentation completeness
7. SYSTEMS & TOOLS USED
- ALIS - CRM/MAR
- Marketing dashboards
- SOP library and training materials
- Reporting and forecasting tools
8. TIME & EFFORT EXPECTATIONS
This is a full‑time leadership role requiring availability, coaching presence, and cross‑lane coordination.
The Sales Director is expected to spend time in the field, not solely at the community.
9. TRAINING & ONBOARDING REQUIREMENTS
Before independent leadership, the Sales Director must:
- Complete Gemstone Sales SOP training
- Master AL vs MC Scope Matrix
- Understand aging‑in‑place policy and limitations
- Shadow EDs and Wellness Directors during admissions
Ongoing training includes:
- Ethical sales coaching
- Referral relationship development
- Data‑driven sales management
10. CULTURAL EXPECTATIONS
The Sales Director is expected to model:
- Honesty & Ethical decisions
- Long‑term thinking
- Respect for clinical authority
- Calm, professional communication
11. CAREER PATH & GROWTH
This role can progress to:
- Regional Director
- VP of Sales
- Platform Leadership
Advancement is based on sustainable outcomes, not raw volume.
12. ROLE BOUNDARIES
The Sales Director:
- Does not make clinical determinations
- Does not promise unlimited care
- Does not override ED or DON decisions
- Does not incentivize unethical behavior
Pay: $50,000.00 - $65,000.00 per year
Education:
- High school or equivalent (Preferred)
Experience:
- Sales: 2 years (Preferred)
Ability to Commute:
- Houston, TX 77077 (Preferred)
Willingness to travel:
Work Location: In person
