Edenwald, a premier Life Plan Community located in the suburbs of Towson, Maryland is searching for a Vice President of Sales and Marketing. This is your chance to join an organization that promotes teamwork, excellence, leadership, and inclusion and belonging. Edenwald was honored with the CHRA Excellence in Diversity Award for fostering a culture of acceptance, inclusion, and belonging.
SUMMARY
The Vice President of Sales & Marketing is a key member of the senior leadership team and is responsible for developing, directing, and implementing strategic sales and marketing initiatives that support occupancy growth, brand awareness, market positioning, and long-term financial sustainability for the community. This leader oversees the full sales cycle—from lead generation through move-in—and ensures an exceptional prospective resident experience that reflects the organization’s mission and values.
The VP manages a team of three Sales Counselors, one Marketing Coordinator, and one Move-In Coordinator, ensuring cohesive strategy, strong performance, and continuous improvement across sales and marketing functions.
ESSENTIAL DUTIES AND RESPONSIBILITIES include the following. Other duties may be assigned.
Strategic Leadership & Planning
- Develop and execute annual sales and marketing plans to achieve occupancy, revenue, and market share goals.
- Lead market analysis activities including competitive assessments, demographic trends, referral patterns, and pricing strategy.
- Collaborate with the CEO and senior leadership on organizational initiatives, strategic planning, and budget development.
- Establish KPIs for sales and marketing; monitor performance and adjust strategy proactively.
Sales & Occupancy Management
- Oversee and support the Sales Counselors in managing inquiries, tours, follow-ups, conversions, and depositor retention.
- Ensure optimal lead management practices, CRM accuracy, and timely reporting.
- Implement consistent, relationship-centered selling processes that align with CCRC values.
- Review occupancy trends and build targeted campaigns to drive census in Independent Living, Assisted Living, and Skilled Nursing, as applicable.
- Partner with Finance to align contract options, pricing, and incentive strategies with financial goals.
Marketing & Brand Development
- Direct the creation and execution of integrated marketing campaigns including digital, print, events, advertising, and community outreach.
- Oversee website content, social media presence, and digital lead-generation tactics.
- Guide the Marketing Coordinator in brand consistency, collateral development, event planning, and promotional initiatives.
- Evaluate ROI of marketing channels and reallocate resources for highest performance.
- Maintain an active presence on LinkedIn to promote Edenwald in the local business community and within the senior living market.
Move-In Coordination & Resident Experience
- Ensure a smooth, supportive, and positive transition experience for new residents.
- Establish the tracking mechanism for INSPIRE options and monitor to assure accurate and timely information flow to stakeholders.
- Build strong relationships with resident ambassadors and internal departments to ensure communication flow and service expectations are met.
- Monitor post-move-in satisfaction and adjust processes to support retention and referrals.
Team Leadership & Development
- Provide clear direction, coaching, and performance management for the Sales Counselors, Marketing Coordinator, and Move-In Coordinator.
- Foster a culture of accountability, collaboration, and continuous improvement.
- Lead recruitment, training, and professional development for the sales and marketing team.
Reporting & Compliance
- Prepare regular occupancy dashboards, pipeline reports, and marketing analytics for senior leadership and the Board as needed.
- Ensure compliance with state and federal regulations related to marketing materials, disclosures, and resident contracts.
- Maintain accurate documentation within the CRM and follow organizational policies and procedures.
Qualifications
- Bachelor’s degree in Marketing, Business Administration, Communications, or related field preferred.
- Minimum of 10 years progressive sales and marketing leadership experience, preferably in senior living, healthcare, hospitality, or real estate.
- Demonstrated success in driving occupancy and leading high-performing teams.
- Strong understanding of digital marketing, CRM utilization, and data-driven decision-making.
- Excellent communication, interpersonal, and presentation skills.
- Ability to build relationships with prospects, residents, families, and external partners.
- High level of professionalism, integrity, and commitment to mission-driven service.
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 this job. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
While performing the duties of this job, the employee is regularly required to talk or hear and taste or smell. The employee frequently is required to sit; use hands to finger, handle, or feel; and reach with hands and arms. The employee is occasionally required to stand, walk, climb, or balance; and stoop, kneel, crouch, or crawl. The employee must occasionally lift and/or move up to 25 pounds. Specific vision abilities required by this job include close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus.
Work Environment
Full-time, on-site executive role.
- Occasional evenings/weekends required for events or strategic activities.
What we offer:
- This role offers an occupancy bonus.
- A culture of inclusion and belonging which builds on our mission, vision and values.
- Competitive benefit package which includes CareFirst Blue Cross Blue Shield medical insurance, dental, and vision (two options)
- Paid short term disability and paid life insurance policy
- Generous PTO, sick leave, and eight paid holidays
- Employee Assistance Program for mental health issues
- Free will preparation services
- Working Advantage Program with discounts on tickets to theme parks, hotels, flights, movies and plays
- Travel Assistance Program
- Credit Union (Point Breeze)
- 401(k) plan for all employees 21 and older. We have the highest match of the local area retirement communities. We match dollar for dollar up to 5% percent of your salary. You are eligible to join in just 60 days and you’re fully vested immediately!
- Education Assistance – We offer a $4,000 annual scholarship to the college of your choice. Edenwald will also pay off your outstanding student loan. After three years of service, your spouse, your children and even your grandchildren are eligible for the scholarship!
- A "career for life" approach to professional development.
- Cafe discount for all meals. Dine with Edenwald's residents in our cafe!
- Free, gated parking monitored for security
- Free "Noom" Weight Loss Program
- Free gym membership with 24/7 access. Work out with our residents!
- Free swimming pool access and spa. Swim with our residents!
- State of the art community with ongoing expansion plans, upgrades, and design enhancements to ensure Edenwald sets the standard for excellence in the future.
- Award winning employee recognition programs with generous awards
- Generous holiday bonus for all staff
- $500.00 employee referral bonus
Edenwald Senior Living is an Equal Opportunity Employer and is committed to providing a workplace free of unlawful discrimination and harassment on the basis of race, color, religion, sex, age, national origin, marital status, veteran status, mental or physical disability, sexual orientation, gender identity or expression, genetic information or any other category protected by federal, state or local law.
Pay: $153,243.00 - $195,612.00 per year
Work Location: In person
