Director of Marketing & Business Development

Job Overview

We are seeking a dynamic and strategic Director of Marketing & Business Development to lead our organization’s growth initiatives. The ideal candidate will possess a proven track record in developing innovative marketing strategies and expanding business opportunities. As the leader of this department, you will drive brand positioning, foster client relationships, and identify new markets to ensure sustainable growth. This role demands a proactive mindset, exceptional leadership skills, and a comprehensive understanding of sales, marketing, and customer relationship management tools.

Duties

1. Community Strategy & Referral Network Development

Build, expand, and actively manage a high-value referral network, including:
Hospitals and discharge planners
Elder law attorneys and realtors
Assisted living and rest homes
Geriatric care managers
Senior housing providers and senior centers
Hospice, primary care, and home care agencies
Faith-based and community organizations
Develop and execute a targeted community engagement strategy aligned to:
Census growth
Private pay expansion
Q-Mix optimization
Establish the organization as a trusted, go-to partner across the continuum of care

2. Market Presence & Brand Leadership

Serve as the primary external representative and brand ambassador
Lead community-based marketing initiatives and private pay campaigns in partnership with Sales and MARCOMM
Ensure consistent, professional brand representation across all touchpoints
Monitor market dynamics, competitor positioning, and community perception—and adjust strategy accordingly

3. Referral Pipeline Performance & Integration

Drive a consistent flow of qualified referrals into Admissions, Sales, and Liaison teams
Ensure disciplined handoffs, follow-through, and feedback loops
Identify and resolve breakdowns in referral conversion
Strengthen internal cross-referral pathways across centers and service lines
Build a referral pipeline that is predictable, trackable, and scalable

4. Marketing Integration & Storytelling

Partner with center leadership to capture and elevate:
Resident and family testimonials
Community partnership stories
Events and sponsorship highlights
Collaborate with MARCOMM to translate field activity into high-impact digital and brand content
Provide real-time market insight to inform messaging, positioning, and campaign strategy

5. Data, Reporting & Accountability

Maintain rigorous CRM discipline (PCC or equivalent) for all outreach and referral activity
Track and analyze:
Referral sources and trends
Conversion rates
Lead quality and ROI
Deliver consistent reporting and actionable insights to Sales and Marketing leadership
Continuously refine strategy based on performance data

KEY PERFORMANCE INDICATORS (KPIs)

Growth in active, high-value referral partnerships
Volume and quality of qualified community-based referrals
Private pay referral growth and contribution to census
Referral conversion rates and source retention
Community event participation, engagement, and impact
Cost per referral/lead
Internal cross-referral volume across the continuum
Contribution of market-driven content (testimonials, stories, campaigns)

CORE COMPETENCIES

Strategic Relationship Leadership
Builds and sustains high-impact partnerships that drive referral volume
Market Development & Growth Execution

Aligns outreach strategy to census, private pay, and revenue goals

Executive Presence & Brand Stewardship

Represents the organization with confidence, clarity, and professionalismDrives collaboration across Admissions, Sales, Operations, and MARCOMMUses metrics, CRM insights, and ROI analysis to guide strategyAnticipates shifts, identifies opportunities, and acts decisively

Cross-Functional Alignment
Data-Driven Decision Making
Market Awareness & Initiative

QUALIFICATIONS

Bachelor’s degree in Marketing, Business Development, Communications, Healthcare, or related field — or equivalent experience
Minimum of 5+ years in community relations, referral development, marketing, admissions, or partnership roles
Experience building referral networks within healthcare, senior living, or community-based services
Proven success working with Admissions, Sales, or census-driven teams
Demonstrated ability to represent an organization with credibility and professionalism externally
Experience planning and executing community events, outreach initiatives, and campaigns
Proficiency with CRM systems and strong data discipline
Strong communication, influencing, and relationship-building skills
Valid driver’s license with the ability to travel regularly
Ability to operate independently and deliver measurable outcomes in a fast-paced environment

Pay: $77,000.00 - $100,000.00 per year

Work Location: In person