Regional Director of Sales and Marketing

For more than 30 years, Morningside Elite Management has been transforming the way senior care is delivered. As one of the only women-owned and operated senior living companies in the country, we have spent three decades earning the trust of residents, families, and the communities we serve.

Today, Morningside proudly operates 11 senior living communities across Maryland, Virginia, and Pennsylvania, providing assisted living, memory care, and respite care. Through trusted partnerships with hospice, home health, rehabilitation, pharmacy, and other healthcare providers, we deliver a comprehensive continuum of support designed to meet each resident’s evolving needs. Our communities are consistently recognized as “Best Assisted Living” by the people who matter most—our residents and their families.

At Morningside, our culture is the foundation of everything we do. We Build Trust, Lead by Example, Offer Compassion, Operate with Excellence, and Make Memories in every interaction. These values guide how we care for residents, support families, and work together as a team.

Position Summary

The Regional Director of Sales & Marketing (RDSM) is a senior leadership role responsible for driving census growth, developing high-performing sales talent, and executing a cohesive marketing strategy across all Morningside communities. This is a field-forward, relationship-driven role that requires equal parts strategic thinking and hands-on coaching.

The RDSM serves as the connective tissue between Morningside’s corporate sales vision and community-level execution. You will be on the road regularly, visiting every community, building referral relationships, coaching DSMs, and ensuring that every inquiry, tour, and move-in reflects the Morningside experience at its best. You will be measured on census performance, conversion metrics, team development, and the quality of the sales and marketing infrastructure you build and sustain.

Key Responsibilities

1.
Census Leadership & Sales Performance

• Drive occupancy and census growth across all Maryland and Virginia communities, with accountability for the full Inquiry → Tour → Move-In conversion funnel at both the community and regional level.
• Maintain a current, accurate picture of census performance across the region — tracking actuals against budget, identifying trends early, and proactively developing strategies to close gaps.
• Analyze the effectiveness of incentive programs, pricing strategies, and lead pipelines; provide data-informed recommendations to adjust and improve performance.
• Deliver clear, consistent occupancy and sales performance reporting to corporate leadership, ensuring decision-makers have the intelligence they need to act.

2.
Team Development & Field Coaching

• Provide direct leadership, coaching, and performance management for all Directors of Sales & Marketing (DSMs) across Morningside’s Maryland and Virginia communities.
• Maintain a strong field presence — conducting regular structured community visits to observe tours, review lead pipelines, identify coaching opportunities, and develop actionable improvement plans with each team.
• Lead a consistent cadence of individual coaching sessions, group meetings, and formal sales training to build a high-performing, growth-minded regional sales culture.
• Support the onboarding and development of new DSM team members, ensuring a strong foundation in Morningside’s sales process, culture, and community standards from day one.
• Establish and operate a mystery shopping program, using results as a coaching tool to elevate inquiry handling, tour quality, and conversion performance across the team.
• Recognize wins, drive team engagement, and inspire accountability through targeted sales initiatives and a culture of shared success.

3.
Marketing Strategy & Brand Execution

• Lead the development of Quarterly Sales & Marketing Plans for each community, including updated competitive analysis, event strategy, and promotional planning aligned to occupancy goals.
• Collaborate with community teams and Morningside’s Marketing & Branding Partner to design and execute integrated marketing campaigns across digital, print, direct mail, social media, and…