Sales and Marketing Director

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.

Responsibilities

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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. " 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.