Overview
The Sales & Marketing Director is responsible for sales and marketing performance of their Otterbein SeniorLife Location. This role is responsible for driving occupancy growth, revenue performance, referral development, customer engagement, and brand alignment across Independent Living, Assisted Living and Skilled Nursing/Post-Acute service lines. The Marketing Director must possess the ability to effectively articulate the Otterbein Value Proposition, develop & execute a high-quality, multi-faceted Marketing Plan. Independent & Assisted Living Sales Responsibility are included in this role with management of the CRM, making outbound calls to provoke interest and yield on location appointments, conduct appointments and tours, ultimately moving prospects through the funnel to the sale. This role provides leadership and strategic oversight of all marketing initiatives, CRM and analytics review, market analysis, referral development, digital marketing alignment, occupancy recovery planning and execution & on-site leadership role responsibilities.
Key Responsibilities - Marketing Strategy & Business Development
- Develop, maintain and execute a detailed Marketing and Sales Plan, inclusive of Digital Marketing & Social Media components, Advertising, Direct Mail, Sales Programs/Events, Collateral Development, Public Relations, etc.
- Use sales forecasting and strategic planning to ensure increased census of Otterbein SeniorLife levels of care, analyzing business development and monitoring market trends.
- Develop and maintain sales funnels for independent living and healthcare prospects and execute a series of events/activities to increase the number and quality of new prospects added to the top of the funnel, ultimately leading to increased sales & admissions, as well as ongoing resident satisfaction.
- Manage Sales Team
- Ensure Sales Team metrics are met: including meet/exceed Critical Success Factors such as outbound calls, one-on-one appointments, campus tours, lead generation/follow-up and target ratios.
- Optimize community census, financial results, and resident satisfaction for independent living, assisted living & nursing care.
- Coordinate and participate in promotional activities (open houses) and public functions, working with the public, leadership, and potential residents/family members, to market and promote our services.
- Represent Otterbein at various public functions, such as open houses, senior center/chamber/church/etc. seminars or meetings, and answering questions posed by prospects interested in Otterbein.
- Conduct tours for potential residents and families.
- Formulate, direct, and coordinates marketing and promotional efforts.
- Work in conjunction with the Home Office Marketing Team to optimize the Otterbein unique selling proposition, promote Otterbein's mission, vision & values and create leverage throughout the organization.
- Work together with the Otterbein Leadership Team to successfully drive resident & partner satisfaction.
- Continually update the CRM by documenting all prospect interactions—including walk-ins, phone calls, emails, letters, tours, invitations, follow-up activities, and outcomes—in a timely and accurate manner. Regularly analyze CRM data and key performance metrics to identify trends, evaluate conversion rates, prioritize opportunities, and develop targeted strategies that drive occupancy and improve overall sales performance.
- Build relationships with existing and new prospective residents and move them effectively through the Otterbein "Sales Funnel."
- Develop and strengthen collaborative working relationships with internal departments and staff including identifying and helping address areas of improvement to enhance the quality of living at Otterbein.
- Analyze CRM data, occupancy trends, conversion metrics, referral patterns, market intelligence, and digital analytics to develop data-driven strategies that support census growth.
Preferred Skills & Competencies
- Bachelor's degree in Marketing, Business, Communications, or related field required.
- Minimum of 2 years of leadership experience overseeing sales and marketing initiatives required, preferably within senior living or healthcare environments.
- Demonstrated expertise in strategic marketing, occupancy growth initiatives, business development, and regional sales leadership.
- Strong analytical skills with the ability to interpret CRM data, occupancy trends, digital analytics, and market intelligence to drive strategic decision-making.
- Experience developing lead generation campaigns and CRM optimization initiatives.
- Mission driven passion for serving older adults
BENEFITS*
Health & Wellness
- Medical Insurance with free virtual doctor visits
- Vision & Dental Insurance
- Pet Insurance
- Life Insurance
- Employee Assistance Program (EAP) for personal and professional support
Financial Security
- 401(k) Retirement Savings Plan with company match
- Paid Time Off (PTO) that accrues immediately from day one
- Paid Holidays for a healthy work-life balance
- Access to DailyPay, enabling you to access up to 100% of your earned wages on a daily basis
- Tuition Reimbursement up to $5,250 per year for ANY field of study
- Tuition Discounts through exclusive partnerships with the University of Cincinnati, University of Toledo, and Hondros College
- Employee-Sponsored Crisis Fund available for those facing unforeseen challenges
- Legal & Identity Theft Protection
Growth & Development
- University Partnerships with University of Cincinnati, University of Toledo, and Hondros College for exclusive tuition discounts
- Multiple Partner Discounts available for various products and services through Access Perks
- Access to 1,000s of hours of personal and professional development material through RightNow Media @ Work
- Some benefits, including PTO and tuition reimbursement, are based on hours worked.
Why work for Otterbein SeniorLife:
For more than 100 years, Otterbein has provided senior housing options rooted in respect and community. We're a non-profit 501(c)(3) health and human service organization, so our values and initiatives are focused on serving our residents.
Otterbein SeniorLife consists of lifestyle communities, revolutionary small house neighborhoods, home health, and hospice care in Ohio, Michigan and Indiana. We offer different lifestyle options for seniors through independent living, assisted living, skilled nursing, rehab, memory support, respite care, in-home care, and hospice services.
Apply today and begin a meaningful career as a Sales and Marketing Director at Otterbein SeniorLife!
