Marketing Manager – Home Care (Private Pay & Managed Care Growth

• Comprehensive medical, dental and vision insurance
• Six personal/floating days

The Marketing Manager will lead strategic initiatives to drive growth in private pay and managed care (e.g., Medicare/Medicaid Advantage, PACE) service lines. This role is responsible for increasing client volume, strengthening referral pipelines, and enhancing brand visibility through targeted outreach, partnerships, and digital marketing. The ideal candidate combines relationship-driven business development with data-informed marketing strategies to improve intake performance and payer mix.

• Develop and execute a marketing and business development plan focused on private pay and managed care referral expansion.
• Identify and prioritize high-value referral sources, geographic markets, and community segments.
• Partner with leadership to support new program launches (e.g., private pay expansion).

• Build and maintain relationships with:
• • Managed care organizations (Medicare Advantage, PACE plans)
  • Hospital systems, discharge planners, case managers, assisted living facilities, rehabilitation centres
  • Physician groups and community-based organizations
• Support Associate Executive Director of Home Care on contracting conversations by positioning the organization’s value proposition.
• Increase referral volume and strengthen strategic partnerships.

• Develop campaigns targeting private pay clients and families.
• Enhance community presence through events, education sessions, and local partnerships.
• Collaborate on pricing, service packaging, and messaging to improve private pay uptake.

• Collaborate with development team execution of digital marketing strategies (website, SEO, social media, paid campaigns).
• Collaborate with Development and Outreach team on website redesign and optimization for lead generation.
• Ensure consistent, compelling messaging tailored to both consumers and referral partners.

• Partner with Referral Management lead to improve:
• • Speed to response
  • Inquiry handling and follow-up
  • Conversion from leads to admission
• Develop scripts, collateral, and workflows to support higher conversion rates.

• Track, analyze, and report on marketing and growth performance.
• Use data to continuously refine strategy and improve ROI.

• 2-3 private pay referrals each month increase in private pay census
• 5-10 managed care admissions each month (Medicare Advantage, PACE, etc.)
• 7-12 Total new client admissions (monthly)

• Lead-to-admission conversion rate
• Average response time to inquiries
• Inquiry volume by source (digital, referral, community)

• Bachelor’s degree in marketing, Business, Healthcare Administration, or related field.
• 3–4+ years of experience in healthcare marketing, home care, or post-acute care.
• Demonstrated success in growing private pay and/or managed care business a plus but not required.
• Strong understanding of healthcare referral networks and payer landscape.
• Experience with CRM systems, digital marketing tools, and performance analytics.
• Excellent communication, relationship-building, and presentation skills.

• Existing relationships with managed care plans or hospital systems.
• Experience supporting payer contracting or network development.
• Background in home care, hospice, or senior services.

• Strategic growth mindset
• Relationship management & influence
• High Energy
• Data-driven decision making
• Execution and accountability
• Adaptability in a fast-paced healthcare environment

• Hybrid role: office-based, community outreach, and partner meetings.
• Regular local travel required.

• Comprehensive medical, dental and vision insurance
• 403(b) retirement plan with employer contribution
• Flexible spending account and transit check
• Employee Assistance Program
• 10 paid holidays
• One sick day per month
• 20 vacation days per year
• Six personal/floating days
• Life insurance
• Long-term disability

Salary Range: $70,000 – $80,000

Classification:
Exempt

Reports To:

Associate…