Vice President of Sales and Marketing

Do you have the vision to lead and the drive to deliver results?  We are looking for a purpose-driven Vice President of Sales and Marketing to champion innovative strategies that fuel growth and elevate our brand.  This is your opportunity to lead with purpose, energize teams, and shape meaningful experiences for seniors and their families across our communities.  This position is based in Colorado. 

The Vice President of Sales and Marketing is a strategic leader who is responsible for developing and executing comprehensive strategies that drive occupancy, revenue growth, and brand awareness across the organization.  This role leads the development and execution of integrated sales and marketing strategies, including lead generation, digital and traditional marketing, and customer engagement initiatives that align with BSLC’s mission, values, and organizational goals and deliver measurable results.  The VP of Sales and Marketing fosters collaboration across departments to ensure consistent and compelling experiences for prospective residents and their families, while proactively responding to market trends, competitive dynamics, and customer needs. 

Benefits Include:

• Medical Insurance - HDHP or PPO (Full-time employees only)
• Vision/Dental/Life Insurance (Full-time employees only)
• Health Savings Account with Company Match (Full-time employees only)
• Flexible Spending Account
• Company matching 403(b) Plan
• Paid Vacation
• Personal, Sick and Holidays
• Paid Volunteer Program
• Total Care EAP (Employee Assistance Program)
• Wages on Demand

These benefits may be reduced depending on FT, PT, PRN or temporary job status. To receive certain benefits, eligible employees may be required to meet participation requirements and pay required premiums and other contributions.

Essential Functions/Responsibilities

Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.

• Develops and executes strategic sales and marketing plans to achieve occupancy, revenue, and growth targets, while ensuring communities are consistently executing standards that support BSLC’s mission and values. 
• Collaborates with Regional Directors of Sales and Marketing (RDSM) and Directors of Sales and Marketing (DSM) to develop and implement company-wide strategies which generate new leads and advance existing leads.
• Supports communities in developing and executing a high performing sales and marketing strategy.
• Conducts site visits with each community as necessary, but no less than twice per year, to provide support, feedback and guidance to the Executive Director (ED) and DSM. 
• Creates a strategic plan that may include weekly focus calls for those communities that are census challenged.
• Participates in Community Success Plans with Home Office, Regional and Community level teams.
• Keeps abreast of professional development in the sales and marketing environment and of current and evolving innovative strategies, and state regulations.
• Identifies key issues and provides training to the ED and sales teams to continuously improve performance.
• Provides input for coaching and/or performance improvement plans with DSMs and EDs in collaboration with the RVPOs and RDSMs to improve census.
• Ensures all new EDs and DSMs receive the appropriate and designated sales training in partnership with the RDSM and Regional Vice Presidents of Operations (RVPOs).
• Leads the monthly sales call for BSLC.
• Conducts training to illustrate effective utilization of professional referral sources in partnership with the RDSM.
• Understands competitive opportunities and threats.  Annually, tracks and evaluates BSLC’s product relevant to the competition. 
• Partners with the RVPOs to generate occupancy targets, in-house and market rates for the annual budget process.
• Partners with RDSMs, RVPOs and EDs to assess talents, needs, and development opportunities for their communities.
• Conducts training with VP of Health Services to ensure collaboration between Sales and Clinical.
• Participates in the hiring of all community DSMs and makes recommendations to the Executive Director.       
• Processes and submits all monthly expenses and budget data timely per Bethesda policies.
• Creates, executes, and distributes all sales and marketing collateral.
• Gathers and analyzes sales and marketing data for decision making and decision planning, including key sales metrics to establish growth targets.
• Provides input on all development projects.  Helps to establish start up budgets.
• Provides input via the due diligence process for all prospective acquisitions.
• Develops and recommends marketing application strategy, direction, and solutions.
• Maintains all vendor relationships and is responsible for execution of strategy around website management, blogs, social media campaigns, CRM, referral partner. relationships, graphic design, and all marketing related functions including strategies around AI.
• Additional responsibilities may be assigned as needed to support departmental and organizational goals.   

Managerial Breadth/Scope of Job

Directly supervises the Regional Directors of Sales and Marketing (RDSMs) and provides indirect supervision to community Directors of Sales and Marketing (DSMs).

This position may be required to temporarily provide on-site assistance to support other sales and/or marketing functions including community outreach, lead follow-up, tours, or event coordination during periods of staff vacancies, absences, and continued occupancy growth. 

Knowledge/Skills/Abilities

• Must demonstrate a SERVANT heart and attitude by following our Mission Statement.
• Strong leadership skills with the ability to inspire and manage high-performing teams.
• Excellent communication, strategic thinking, and analytical skills. 
• Deep understanding of senior living markets in each region, including independent living, assisted living, and memory care. 
• Working knowledge of personal computers, scanners, digital copiers, printers, and projectors.
• Proficiency in Microsoft Office Suite, including Word, Excel, Power Point, and Outlook.
• Ability to work with CRM systems as well as digital marketing tools. 
• Ability to multi-task with frequent disruptions during the day.
• Ability to facilitate group presentations and training.
• Must maintain a current driver’s license and comply with all requirements of Bethesda’s Auto Policy. 

Education/Experience

• Bachelor’s level college education.
• Minimum of 5 years of progressive leadership experience in sales and marketing, preferably in senior living, healthcare, or hospitality.
• Proven track record of meeting or exceeding occupancy and revenue goals in a multi-site environment.

Working Environment/Physical Requirements

This position requires overnight travel to community locations and industry events, either by air and/or automobile approximately 50% of the time, occasionally in extreme weather conditions.  This position also requires moderate physical activity for handling objects up to 50 pounds occasionally and up to 20 pounds frequently.   

Bethesda Senior Living Communities reserves the right to pay a wage/salary that is lower or higher than the above posted compensation range.