Integrated Services Marketing Specialist

JOB SUMMARY

The Marketing Professional is responsible for developing and executing strategic marketing initiatives to drive awareness, engagement, and occupancy for specialized services within the community, including Outpatient Therapy, Private Duty Home Health, the Integrated Memory Enhancement Program (IMEP), and Direct Entry Assisted Living. This role combines relationship-building, brand positioning, and targeted outreach to attract prospective clients and their families while maintaining the community’s reputation for excellence. 

ESSENTIAL DUTIES & RESPONSIBILITIES

1. Develop and implement marketing plans for Outpatient Therapy, Private Duty Home Health, IMEP, and Assisted Living entry programs. 
2. Build and maintain referral relationships with physicians, rehabilitation specialists, hospitals, and senior care professionals. 
3. Manage digital and print advertising, social media presence, and community events to generate qualified leads. 
4. Conduct tours and presentations for prospective residents and families. 
5. Track and analyze lead sources, conversion rates, and ROI for marketing initiatives. 

PERFORMANCE GOALS & KPIs

Lead Generation & Conversion 

1. Monthly Qualified Leads: Generate 40 qualified leads per month across all service lines. 
2. Conversion Rate: Achieve a minimum 25% conversion rate from inquiry to move-in or service enrollment. 
3. Referral Partnerships: Establish 10 new referral sources per quarter (physicians, rehab centers, hospitals). 

Occupancy & Revenue Targets 

1. Direct Entry Assisted Living: Number will be determined by Vicar’s Landing contract holder occupancy needs.  
2. Outpatient Therapy: Increase therapy utilization by 15% year-over-year. 
3. Private Duty Home Health: Grow service revenue by 10% annually. 
4. IMEP Enrollment: Achieve 80% program capacity within 12 months.

Marketing Activity Metrics  

1. Event Attendance: Host at least 2 community events per month.
2. Community Engagement: Remain active in all community networking groups and opportunities.

Customer Satisfaction & Brand Reputation 

1. Response Time: Respond to inquiries within 1 business day. 

* Please note that KPIs are reviewed annually and are subject to change from year to year based on organizational needs*

Skills, Abilities & Competencies:             

• Bachelor's degree in marketing, Communications, Business, or related field. 
• Minimum 3–5 years of experience in healthcare or senior living marketing (luxury or high-end experience preferred). 
• Strong knowledge of senior care services, including therapy, home health, and memory care programs. 
• Excellent communication, presentation, and relationship-building skills. 
• Proficiency in digital marketing tools, CRM systems, and analytics. 

Vicar’s Landing is a Montessori-Inspired Lifestyle Memory Care Community dedicated to creating a supportive, engaging, and purposeful environment for members living with memory impairments, including dementia and Alzheimer’s. We are seeking compassionate and dedicated caregivers to join our team and provide high-quality, person-centered care that aligns with Montessori principles. In this role, you will help members maintain their independence, dignity, and sense of self through meaningful activities and individualized care.

PHYSICAL DEMANDS

While performing the essential functions of this job, the employee is regularly required to stand, walk, sit, talk hear, and occasionally required to reach with hands and arms, stoop, kneel, and crouch. The employee must occasionally lift and/or move up to 50 pounds and be able to work at heights.  Specific vision abilities required by the job include close, distance, and peripheral vision, depth perception and the ability to adjust focus as well as work on a computer for extended periods of time.  The employee must be able to communicate verbally with other on the phone or in person.