Director of Sales and Life Enrichment

Job Summary

The Director of Sales and Life Enrichment is a strategic leadership role responsible for driving occupancy and elevating the resident experience across Frontida Management Group of Assisted Living and Memory Care communities in Wisconsin. The individual leads regional sales efforts, oversees engagement programming, and collaborates closely with Marketing to craft and share the Frontida story ensuring our communities are recognized as the most joyful, vibrant, and enriching places for seniors to call home.

With a passion for results, people leadership, and innovation, this leader aligns cross-functional teams to achieve sales performance goals, deliver impactful life enrichment experiences, and execute cohesive, brand-aligned campaigns that attract and retain residents.

Sales Strategy & Performance

• Lead, coach, and support sales teams across communities, including Sales Directors, Move-In Coordinators, and Executive Directors.
• Set and monitor annual sales goals, ensuring a data-driven, accountability-focused culture.
• Use CRM tools and dashboards to track leads, conversions, and occupancy metrics.
• Oversee recruitment, onboarding, and development of sales talent, drive succession planning.
• Collaborate with Operations to align sales goals with community performance objectives.

Life Enrichment & Engagement Programming

• Lead the development and rollout of seasonal and community-wide enrichment programs.
• Create toolkits and planning guides for community teams to support wellness and joy.
• Provide training and oversight to ensure program quality, compliance, and impact.
• Ensure consistent resident experience across all communities using platforms like InTouch Link.

Marketing Collaboration, Partnerships & Content Strategy

• Partner with the Marketing Director to align life enrichment and sales activities with brand strategy and digital campaigns.
• Source and share resident stories, event recaps, and lifestyle content to drive engagement and support occupancy growth.
• Collaborate on monthly and seasonal promotions, activity calendars, and visual storytelling.
• Build and maintain relationships with local media outlets, community influencers, and strategic partners to enhance visibility and strengthen Frontida’s brand presence in each local market.
• Ensure all programming and promotions support Frontida’s brand image and reputation for excellence.

Performance Measurement & Reporting

• Track and report on program participation, digital engagement, and sales pipeline KPIs.
• Leverage benchmarking and market research to guide pricing strategies, program innovation, and strategic planning.
• Integrate data-driven insights into continuous improvement plans for both sales and enrichment functions.
• Participate in budget planning and financial oversight for sales and enrichment initiatives.
• Contribute to market analysis, acquisition strategies, and evaluation of new project opportunities.
• Lead KPI reporting and performance analysis to support strategic and operational decision-making.

QUALIFICATIONS:

• Bachelor’s degree in business, marketing, hospitality, or a related field preferred.
• 5 years of multi-site leadership in senior living, sales, or enrichment programming.
• Proven track record in driving occupancy and managing high-performing teams.
• Deep understanding of senior living customer service, engagement, and lifestyle trends.
• Experience with CRM and programming platforms (e.g., Welcome Home, InTouch Link).
• Strong storytelling, media relations, and digital marketing acumen.
• Exceptional leadership, communication, and strategic thinking skills.
• Must be based in or willing to travel extensively throughout Wisconsin (up to 70%).

BEHAVIORAL EXPECTATIONS:

• Demonstrate professional appearance and conduct.
• Maintain confidentiality and promote teamwork.
• Flexibility to attend evening/weekend events when needed.

In addition to my duties as outlined above I understand that I am expected to uphold Frontida’s value in my day-to-day activities:

• Tell the Truth
• Work Hard
• Follow the Rules
• Love Others
• Have Fun

COMPENSATION & BENEFITS:

• Salary: commensurate with experience
• Healthcare including vision and dental
• 401(k)
• Bonus and reward opportunities
• Ongoing training and development