Regional Director of Sales & Marketing – Luxury Senior Living (Maryland)
Position Summary
The Regional Director of Sales & Marketing is responsible for driving occupancy, revenue growth, and brand positioning across a portfolio of luxury senior living communities in Maryland. This role provides strategic and hands-on leadership to Executive Directors and community sales teams, ensuring consistent execution of high-performance sales systems, referral development, and premium market positioning across Independent Living, Assisted Living, and Memory Care.
This is not a “reporting” role. It's a field leadership role built for someone who knows how to get into buildings, fix pipelines, and move occupancy numbers.
Key Responsibilities
Regional Sales Leadership
- Own regional occupancy and revenue targets across assigned communities
- Build and enforce consistent sales process discipline (lead response, tours, conversions, follow-up cadence)
- Conduct regular on-site sales audits, coaching sessions, and performance reviews
- Hold Executive Directors and Sales Directors accountable for pipeline health and conversion metrics
Marketing Strategy & Execution
- Develop and execute regional marketing plans aligned with luxury brand positioning
- Oversee digital, referral, and community-based lead generation strategies
- Evaluate marketing ROI across channels (referral partners, paid leads, events, digital campaigns)
- Ensure consistent brand messaging and high-end presentation across all communities
Referral & Business Development
- Build and strengthen referral networks including hospitals, rehab centers, senior advisors, and professional partners
- Drive top-of-funnel growth through strategic partnerships and community outreach
- Support high-impact local events and reputation-building initiatives
Revenue & Occupancy Performance
- Analyze monthly occupancy trends, move-in/move-out drivers, and pricing strategies
- Partner with operations and finance to ensure rate integrity and revenue optimization
- Identify underperforming communities and deploy turnaround strategies quickly
Team Development
- Train and mentor community-level sales teams on luxury consultative selling
- Develop consistent onboarding and ongoing sales education programs
- Build a performance culture where accountability is clear and measurable
Qualifications
- 7–12+ years in senior living sales and marketing leadership
- Multi-site or regional leadership experience strongly preferred
- Proven track record of driving occupancy in Independent Living, Assisted Living, and Memory Care
- Strong background in luxury or high-end hospitality, healthcare, or service environments
- Deep understanding of referral-based healthcare sales ecosystems
- Ability to coach, confront performance issues, and drive accountability without corporate hesitation
- Comfortable spending significant time in communities (this is a field role, not a desk role)
Performance Expectations (KPIs)
- Regional occupancy growth (net and stabilized occupancy targets)
- Lead-to-tour conversion improvement
- Tour-to-move-in conversion rates
- Referral source growth and production
- Marketing ROI and cost per move-in reduction
- Consistent pipeline health across all communities
What Success Looks Like
Within 6–12 months, a strong Regional Director will
- Stabilize underperforming communities
- Improve conversion rates across the region
- Build predictable lead pipelines
- Tighten sales discipline across all Executive Directors and Sales teams
- Elevate brand perception in competitive Maryland luxury markets
