Sales & Marketing Director

Position Overview

Function as the key revenue generator through partnering with the Community Executive Director and Senior Director of Sales & Marketing to maintain and/or improve upon the occupancy level and revenue production of the community. Generate leads by developing and maintaining internal and external relationships with residents, families, professional referral sources, community connections, and internal team members. Own occupancy targets, protect rate integrity, and execute structured sales strategies to drive deposits and move-ins.

• Demonstrated ability to communicate effectively in English, both verbally and in writing.

• Maintain CPR and First Aid certification.

• Maintain any certifications as required by state or provincial regulations.

• Excellent interpersonal, writing, and communication skills.

• Excellent organizational skills and attention to detail.

• Comfortable developing new community relationships through face-to-face contact.

• Adaptable to a fast-paced work environment with repetitive and detail-driven projects.

• Creative, innovative, and willing to contribute ideas and professional opinion.

• Strong work ethic with a high level of integrity both in and out of the work environment.

• Professional level of organization.

• Preferred knowledge in PowerPoint, Word, Excel, Photoshop, InDesign, and Adobe Acrobat.

• A positive attitude and ability to work in both a team and rapidly changing environment.

• Able to drive to and be on location for events and functions with the strong probability of standing for a length of time.

Essential Duties & Responsibilities:

• Partner with the Senior Director of Marketing and Brand Awareness in developing and executing sales and marketing plans and strategies to maintain and/or improve occupancy levels.

• Own and achieve monthly, quarterly, and annual occupancy and revenue goals.

• Maintain a minimum pipeline volume aligned with occupancy targets.

• Protect rate integrity through value-based selling and disciplined incentive usage.

• Analyze occupancy trends, lost leads, and competitive pressures and adjust strategy accordingly.

• Ensure immediate response to all inquiries and adherence to speed-to-lead benchmarks.

• Convert inquiries to tours through effective discovery and follow-up strategy.

• Conduct high-impact community tours that are personalized, needs-based, and closing-focused.

• Execute structured follow-up plans designed to move prospects toward deposit and move-in.

• Maintain accurate and real-time CRM documentation including next steps, objections, and close probability.

• Track and improve key metrics including inquiry-to-tour ratio, tour-to-deposit ratio, and deposit-to-move-in conversion.

• Lead all closing conversations with confidence and urgency.

• Overcome objections through consultative selling and education.

• Secure deposits and coordinate seamless move-in transitions.

• Conduct pre-move-in communication to reduce fallout and ensure zero lost days when possible.

• Partner with operations to ensure resident readiness and move-in satisfaction.

• Conduct consistent weekly professional outreach to referral sources, including hospitals, skilled nursing, physicians, senior centers, and community partners.

• Grow and maintain an active referral base that produces qualified leads.

• Host and participate in events with the primary goal of generating qualified prospects.

• Track outreach efforts and referral production in CRM.

• Maintain resident, employee, and community information in strict confidence (with community management or other employees as necessary).

• Submit all required documents to Home Office in a timely manner.

• Assist the Leadership Team with managing the marketing budget and evaluating the successful implementation of marketing funds.

• Support the Community Leadership Team in all aspects of their work including creating reports, preparing materials for meetings, and scheduling meetings and events.

• Directly oversee Sales & Marketing Assistant duties, including managing community-specific website and social media information and organizing and executing all move-in processes.

• Adhere to all community policies and procedures.

• Adhere to dress/appearance code. (Changes in attire may be permitted for special circumstances as directed by your supervisor).

• Perform all assigned work for the agreed-upon wage, accepting no additional payment or gifts from residents, vendors, or others.

• Promote resident advocacy and demonstrate excellent customer service skills.

• Serve as a role model for other employees by displaying a responsible, cooperative, respectful, and positive attitude.

• Represent the community in the community at large in a professional, courteous, and friendly manner.

• Demonstrate ability to perform duties under time constraints and deadlines.

• Attend education and training classes as required by state or provincial regulations.

• Perform other duties as assigned.

Commitment To Equal Opportunity

Brightwater Senior Living is an equal-opportunity employer and strives to provide an environment in which human dignity prevails. All employment decisions are based on business needs, job requirements and individual qualifications without regard to race, perceived race, color, national origin, citizenship status, ancestry, creed, religion, age, marital status, family/parental status, disability, sex, sexual orientation, gender identity, source of income, receipt of public assistance, status as a veteran or current or future military status. Brightwater Senior Living does not tolerate discrimination or harassment based on any of these characteristics.