Sales & Marketing Director

Position Summary

Hollenbeck Palms, a nonprofit Life Plan Community serving older adults across independent living, assisted living, memory care, and skilled nursing, is seeking a results-oriented Sales & Marketing Director to lead census growth and strategic outreach initiatives. This leadership role is responsible for developing and executing comprehensive marketing and sales strategies to achieve and sustain optimal occupancy levels across all levels of care, while supporting the organization’s mission and nonprofit values.

Hollenbeck Palms, a nonprofit Life Plan Community serving older adults across independent living, assisted living, memory care, and skilled nursing, is seeking a results-oriented Sales & Marketing Director to lead census growth and strategic outreach initiatives. This leadership role is responsible for developing and executing comprehensive marketing and sales strategies to achieve and sustain optimal occupancy levels across all service lines, while supporting the organization’s mission and nonprofit values.

The Sales & Marketing Director manages the full sales cycle—from initial inquiry through residency move-in—ensuring an exceptional experience for prospective residents and their families. This position also leads strategic partnerships with healthcare providers, hospitals, and referral sources, develops quarterly marketing plans supported by competitive analysis and business analytics, and ensures alignment between marketing strategy and operational capacity.

• Develop and execute quarterly and annual marketing plans designed to achieve and sustain census targets across all service lines.
• Conduct competitive market analyses, including evaluation of pricing, services, referral patterns, and regional occupancy trends, to inform strategic positioning.
• Establish and manage census goals, sales metrics, and key performance indicators (KPIs), and provide regular reporting to executive leadership.
• Identify opportunities for growth, including expansion of referral sources, service enhancements, and innovative outreach strategies.
• Lead and supervise the sales and marketing team, providing coaching, performance management, and professional development.

• Manage the full sales funnel, including lead generation, inquiry management, tours, application process, contract execution, and move-in coordination.
• Ensure timely and consistent follow-up with prospective residents, families, and referral partners to maximize conversion rates.
• Maintain accurate prospect, inquiry, and waitlist data using CRM systems, ensuring reliable tracking and forecasting of occupancy trends.
• Coordinate closely with clinical leadership, resident services, and operations to align admissions with appropriate level of care and operational readiness.
• Oversee move-in coordination to ensure a seamless transition and positive onboarding experience for new residents.

• Cultivate and maintain strong, high-trust relationships with physicians, hospital discharge planners, case managers, social workers, and other referral partners.
• Represent Hollenbeck Palms at professional networking events, healthcare conferences, and community outreach programs.
• Develop and maintain strategic partnerships with hospitals, rehabilitation facilities, and healthcare providers to increase referrals.
• Serve as an ambassador for Hollenbeck Palms, promoting its nonprofit mission, values, and Life Plan Community model.

• Oversee development and execution of marketing campaigns, advertising, digital marketing, events, and public relations initiatives.
• Ensure marketing materials, messaging, and brand positioning accurately reflect the organization’s mission and competitive advantages.
• Analyze marketing performance data and adjust strategies based on measurable outcomes and return on investment.
• Coordinate special events, seminars, open houses, and educational programs to enhance community awareness and engagement.

• Prepare and…