Director of Sales and Marketing - Expansion
Overview
Position Summary
The Director of Sales & Marketing - Expansion serves as the senior sales leader for Franciscan Village, overseeing all occupancy, pre‑sales, and marketing functions across multiple business lines. This role plays a pivotal part in the success of a multi‑million‑dollar expansion and repositioning at the community, including the pre‑sale and fill‑up of newly developed Independent Living entrance‑fee apartment homes. The ideal candidate brings a strong sense of ownership, strategic vision, and deep expertise in Life Plan/entrance fee sales.
This leader will also manage the team responsible for occupancy across the existing community, which includes entrance‑fee Independent Living Premium Residences, rental Independent Living, and rental Assisted Living.
A central responsibility of the role is the creation and execution of a comprehensive strategic marketing plan encompassing sales strategy, marketing initiatives, events, and business development. The Director will guide the organization through a critical transition from a rental model to a Life Plan/entrance‑fee community, ensuring alignment of sales processes, messaging, and market positioning.
In partnership with the Franciscan Ministries Marketing team, the Director will design an innovative, multi‑channel marketing framework to elevate brand visibility, generate a consistent pipeline of qualified leads, and evaluate ROI across all marketing efforts.
This is a results‑driven leadership role where success is measured by achieving occupancy and pre‑sale targets.
Essential Functions, Key Duties, & Responsibilities
New Development, Pre‑Leasing & Fill‑Up Management
- Partner with the FM Development team on reporting, timelines, and development coordination.
- Align sales goals with operations, finance, and organizational capacity.
- Communicate the vision of the expansion to create urgency and market excitement.
- Achieve pre‑sale targets, including securing 70% financing threshold for entrance‑fee apartments.
- Implement a depositor‑retention strategy with ongoing communication and events.
- Monitor occupancy, pipeline activity, and conversion metrics to ensure fill‑up milestones are met.
Leadership & Team Management
- Lead the Sales & Marketing team with a focus on accountability, collaboration, and high performance.
- Set clear goals, expectations, and performance standards across all sales and marketing functions.
- Provide coaching, mentoring, and development through regular check‑ins and performance feedback.
- Ensure staff have the tools, training, and resources needed to meet occupancy and pre‑sale goals.
- Model best‑in‑class sales practices and customer engagement.
- Track team performance, address gaps, and implement process improvements.
- Recruit, onboard, and retain high‑performing talent.
- Foster a mission‑driven, positive work environment aligned with Franciscan Ministries’ values.
Business Development & Strategic Positioning
- Maintain strong market intelligence to guide strategic decisions.
- Build and strengthen relationships with prospects, referral sources, and community partners.
- Lead community outreach and relationship‑building across all service lines.
- Advise the Executive Director on industry changes and growth opportunities.
- Conduct segmentation and positioning analysis; recommend service enhancements and new programs.
- Utilize the CRM system effectively for documentation, follow‑up, and reporting.
- Ensure all marketing communications comply with federal, state, and local regulations (including HUD and Fair Housing).
Administrative & Departmental Management
- Oversee daily operations of the Sales & Marketing Department across all service lines.
- Conduct annual performance evaluations and implement coaching plans as needed.
- Prepare and submit required sales and marketing reports to the community and Home Office.
- Support budgeting, inventory management, and required training or meetings.
- Participate in the Manager‑on‑Duty rotation for weekends and holidays.
Sales & Marketing Management
- Plan and conduct compelling sales presentations for prospects, families, depositors, referral partners, and community groups, clearly communicating the value of the expansion, entrance-fee options, and the resident experience.
- Manage and convert leads in alignment with service line expectations and Ministry standards.
- Ensure departmental productivity, CRM compliance, and achievement of occupancy targets.
- Oversee the customer experience from initial inquiry through move‑in, ensuring seamless communication.
- Develop and execute the annual sales and marketing plan, adjusting strategies as needed.
- Collaborate with Home Office teams on direct mail, events, outreach, digital campaigns, and promotional efforts.
- Ensure the community has current and effective marketing materials and tools.
- Perform other duties as assigned.
- Comply with all policies and procedures and any updates.
Position Requirements
Education: Bachelor’s degree required; preferably in business, marketing, communications, or a related field
Licenses/Certifications: N/A
Experience: 5+ years of successful sales experience in senior living, with Life Plan/entrance-fee selling experience required. Previous experience leading sales for an expansion or new development, including pre-sales, reservation deposits or fill-up, is required.
Skills & Abilities:
- Proficiency in CRM tools and Microsoft Office Suite
- Self-motivated, organized, and results-driven
- Project-focused with a strong drive to achieve goals and advance to the next challenge.
- Strong interpersonal and communication skills with a compassionate, consultative approach
- Familiarity with the emotional and logistical dynamics of transitioning to senior living
Travel: Some travel required for marketing events or in support of additional ministry developments.