Director of Sales and Marketing – Home Care

Comfort Keepers is seeking an experienced and strategic Director of Sales and Marketing to lead the growth of our Minnesota home care organization.

Reporting directly to the Owner, this senior leadership position is responsible for sales strategy, referral development, marketing performance, and the complete intake process—from the first inquiry through client admission.

This is a player-coach role for someone who can develop strategy, lead a team, analyze performance, and personally build strong relationships throughout the healthcare and senior-services communities.

• Develop and execute the agency’s annual sales, marketing, and referral-development plan.

• Lead and coach Client Care Coordinators, marketing personnel, and other members of the sales and intake team.

• Establish and manage goals for qualified leads, admissions, conversion rates, service hours, revenue, and referral-source growth.

• Build relationships with hospitals, transitional care units, rehabilitation centers, senior living communities, physicians, social workers, discharge planners, veterans’ organizations, care managers, and other community partners.

• Personally manage important referral accounts and participate in strategic sales visits, care consultations, networking events, and professional meetings.

• Oversee the entire sales funnel, including inquiry response, follow-up, care consultations, conversion, admission, and the transition to Operations.

• Conduct pipeline reviews, field coaching, sales training, performance evaluations, and regular one-on-one meetings.

• Provide the Owner with sales forecasts, performance reports, market insights, and recommended actions.

• Ensure effective use of the agency’s CRM, including accurate lead sources, pipeline stages, follow-up activities, and sales outcomes.

• Direct local marketing efforts, including digital marketing, social media, email campaigns, website content, SEO, Google Business Profiles, online reviews, community events, and professional education.

• Develop and manage the sales and marketing budget and evaluate return on investment.

• Collaborate with Operations, Nursing, Scheduling, and Recruiting to support sustainable growth and an excellent client experience.

Performance will be evaluated using measures such as:

• Qualified referrals and inquiries

• New-client admissions

• Sales conversion rates

• Speed of response and follow-up

• New and reactivated referral sources

• New-client service hours and revenue

• Net client and territory growth

• Marketing return on investment

• CRM accuracy and pipeline predictability

• Individual and team goal achievement

• Bachelor’s degree in business, marketing, healthcare administration, management, communications, or a related field.

• At least seven years of progressive experience in sales, marketing, business development, client acquisition, or referral development.

• At least three years of sales or business-development experience in home care, home health, hospice, senior living, post-acute care, healthcare, or a closely related field.

• At least three years of direct leadership experience, including coaching employees, managing performance, and holding a team accountable to measurable goals.

• Demonstrated success increasing referrals, admissions, census, service utilization, occupancy, or revenue.

• Experience developing relationships with healthcare professionals and organizational decision-makers.

• Experience managing a sales pipeline, using CRM systems, forecasting results, and evaluating marketing performance.

• Excellent presentation, negotiation, written, and interpersonal communication skills.

• Valid driver’s license, reliable insured transportation, and the ability to travel throughout our Minnesota service area.

• Five or more years of home care, home health, hospice, senior living, or post-acute healthcare sales experience.

• Existing professional relationships within the northern Twin Cities healthcare and senior-services communities.

• Experience leading sales and intake functions across multiple offices or territories.

• Knowledge of…