For more than 30 years, Morningside Elite Management has been transforming the way senior care is delivered. As one of the only women-owned and operated senior living companies in the country, we have spent three decades earning the trust of residents, families, and the communities we serve.
Today, Morningside proudly operates 11 senior living communities across Maryland, Virginia, and Pennsylvania, providing assisted living, memory care, and respite care. Through trusted partnerships with hospice, home health, rehabilitation, pharmacy, and other healthcare providers, we deliver a comprehensive continuum of support designed to meet each resident’s evolving needs. Our communities are consistently recognized as “Best Assisted Living” by the people who matter most—our residents and their families.
At Morningside, our culture is the foundation of everything we do. We Build Trust, Lead by Example, Offer Compassion, Operate with Excellence, and Make Memories in every interaction. These values guide how we care for residents, support families, and work together as a team.
Position Summary
The Regional Director of Sales & Marketing (RDSM) is a senior leadership role responsible for driving census growth, developing high-performing sales talent, and executing a cohesive marketing strategy across all Morningside communities. This is a field-forward, relationship-driven role that requires equal parts strategic thinking and hands-on coaching.
The RDSM serves as the connective tissue between Morningside’s corporate sales vision and community-level execution. You will be on the road regularly, visiting every community, building referral relationships, coaching DSMs, and ensuring that every inquiry, tour, and move-in reflects the Morningside experience at its best. You will be measured on census performance, conversion metrics, team development, and the quality of the sales and marketing infrastructure you build and sustain.
Key Responsibilities
1. Census Leadership & Sales Performance
- Drive occupancy and census growth across all Maryland and Virginia communities, with accountability for the full Inquiry Tour Move-In conversion funnel at both the community and regional level.
- Maintain a current, accurate picture of census performance across the region — tracking actuals against budget, identifying trends early, and proactively developing strategies to close gaps.
- Analyze the effectiveness of incentive programs, pricing strategies, and lead pipelines; provide data-informed recommendations to adjust and improve performance.
- Deliver clear, consistent occupancy and sales performance reporting to corporate leadership, ensuring decision-makers have the intelligence they need to act.
2. Team Development & Field Coaching
- Provide direct leadership, coaching, and performance management for all Directors of Sales & Marketing (DSMs) across Morningside’s Maryland and Virginia communities.
- Maintain a strong field presence — conducting regular structured community visits to observe tours, review lead pipelines, identify coaching opportunities, and develop actionable improvement plans with each team.
- Lead a consistent cadence of individual coaching sessions, group meetings, and formal sales training to build a high-performing, growth-minded regional sales culture.
- Support the onboarding and development of new DSM team members, ensuring a strong foundation in Morningside’s sales process, culture, and community standards from day one.
- Establish and operate a mystery shopping program, using results as a coaching tool to elevate inquiry handling, tour quality, and conversion performance across the team.
- Recognize wins, drive team engagement, and inspire accountability through targeted sales initiatives and a culture of shared success.
3. Marketing Strategy & Brand Execution
- Lead the development of Quarterly Sales & Marketing Plans for each community, including updated competitive analysis, event strategy, and promotional planning aligned to occupancy goals.
- Collaborate with community teams and Morningside’s Marketing & Branding Partner to design and execute integrated marketing campaigns across digital, print, direct mail, social media, and community events — ensuring brand consistency throughout.
- Oversee each community’s marketing presence across digital channels, including social media, online reviews, and advertising — ensuring Morningside’s brand is accurately and compellingly represented in every market.
- Support communities in developing press releases, referral partner communications, and community interest stories that strengthen Morningside’s regional visibility and reputation.
4. Business Development & Referral Partnerships
- Build and sustain a robust regional referral network through strategic relationships with hospitals, healthcare systems, discharge planners, rehabilitation providers, and other key community partners.
- Guide every community in developing and actively managing a strong professional referral pipeline, including outreach strategies and in-house physician partnerships that support sustained census growth.
- Expand Morningside’s market presence through consistent professional networking and active engagement with lead generation partners, including A Place for Mom (APFM).
- Monitor referral source performance and develop targeted strategies to re-engage sources with declining conversion or volume.
5. CRM Management & Reporting Accountability
- Oversee CRM discipline across the sales team, ensuring accurate lead tracking, timely follow-up, and a healthy pipeline at every community.
- Monitor key conversion metrics across all communities — lead-to-tour, tour-to-move-in, and inquiry-to-move-in ratios — surfacing insights and coaching opportunities to continuously improve team performance.
- Provide comprehensive occupancy and sales performance reporting to corporate and financial leadership, delivering accurate and timely intelligence to support organizational decision-making.
6. Cross-Functional Collaboration
- Partner closely with Executive Directors at each community to align sales and marketing strategy with operational capacity, care quality, and community readiness for move-ins.
- Serve as the key liaison between Morningside’s corporate sales leadership and community-level DSM teams, ensuring organizational priorities are translated into clear, actionable field execution.
- Collaborate with Life Enrichment, programming, and operations teams to align resident experience initiatives with marketing strategy and census goals.
- Partner with Morningside’s Marketing & Branding Partner on regional campaigns, brand standards, and communications that reflect the Morningside mission and voice.
- Provide corporate leadership with market intelligence and field-level insights to inform decisions around pricing, promotions, incentive strategies, and service offerings across the region.
What We’re Looking For
The ideal candidate is a relationship-driven, results-oriented sales leader who thrives in a multi-site environment, knows how to develop people, and understands that in senior living, every inquiry represents a family in a moment of need.
Education & Experience
- Bachelor’s degree in Marketing, Business, Healthcare Administration, or a related field preferred; equivalent combination of education and experience considered.
- Minimum 5 years of experience in senior living sales, marketing, or operations, with demonstrated regional or multi-site leadership.
- Proven track record of driving census growth, improving conversion metrics, and developing high-performing community sales teams.
- Experience with senior living CRM platforms; familiarity with Sherpa and Yardi a significant advantage.
- Established relationships with referral sources (hospitals, healthcare systems, discharge planners) in the Maryland and Virginia market a plus.
Skills & Competencies
- Strong sales process expertise — from first inquiry through move-in — with the ability to coach others to replicate and improve results.
- Demonstrated ability to develop, coach, and hold accountable a geographically distributed sales team.
- Excellent communication, presentation, and relationship-building skills across diverse stakeholder groups (families, referral partners, executives, frontline staff).
- Data-driven mindset: comfortable analyzing CRM dashboards, occupancy reports, and conversion metrics and translating findings into action.
- Strong marketing instincts: able to evaluate community events, collateral, digital presence, and brand execution with a critical eye.
- Genuine commitment to the Morningside mission and to the families and residents we serve.
- Ability to travel frequently across all Maryland and Virginia communities (estimated 60–75%); valid driver’s license required.
- Proficiency in Microsoft Office Suite; experience with social media management, digital advertising, and marketing platforms preferred.
What We Offer
Morningside Elite Management offers a competitive compensation and benefits package that reflects the strategic importance of this role.
Compensation
This position offers a base of $130k-$135k with an annual target bonus of 25%
Mileage reimbursement
Benefits
Medical, dental, vision, and life insurance
401(k) with safe harbor employer match
Ancillary benefits
$2,500 annual tuition reimbursement
If this sounds like the opportunity you’ve been looking for, we’d like to hear from you.
At Morningside, we believe exceptional senior living begins with exceptional people. If you are a sales leader who understands that every inquiry is a family looking for someone to trust — and you have the skills, energy, and heart to build the team that earns that trust — this is where you belong. “We’re with you” isn’t just what we say to families. It’s how we lead.
