Director of Sales and Marketing - Expansion

Director Of Sales & Marketing
- Expansion

The Director of Sales & Marketing
- Expansion serves as the senior sales leader for Franciscan Village, overseeing all occupancy, pre-sales, and marketing functions across multiple business lines. This role plays a pivotal part in the success of a multi-million-dollar expansion and repositioning at the community, including the pre-sale and fill-up of newly developed Independent Living entrance-fee apartment homes. The ideal candidate brings a strong sense of ownership, strategic vision, and deep expertise in Life Plan/entrance fee sales.

This leader will also manage the team responsible for occupancy across the existing community, which includes entrance-fee Independent Living Premium Residences, rental Independent Living, and rental Assisted Living.

A central responsibility of the role is the creation and execution of a comprehensive strategic marketing plan encompassing sales strategy, marketing initiatives, events, and business development. The Director will guide the organization through a critical transition from a rental model to a Life Plan/entrance-fee community, ensuring alignment of sales processes, messaging, and market positioning.

In partnership with the Franciscan Ministries Marketing team, the Director will design an innovative, multi-channel marketing framework to elevate brand visibility, generate a consistent pipeline of qualified leads, and evaluate ROI across all marketing efforts.

This is a results-driven leadership role where success is measured by achieving occupancy and pre-sale targets.

Essential Functions, Key Duties, & Responsibilities

• Partner with the FM Development team on reporting, timelines, and development coordination.
• Align sales goals with operations, finance, and organizational capacity.
• Communicate the vision of the expansion to create urgency and market excitement.
• Achieve pre-sale targets, including securing 70% financing threshold for entrance-fee apartments.
• Implement a depositor-retention strategy with ongoing communication and events.
• Monitor occupancy, pipeline activity, and conversion metrics to ensure fill-up milestones are met.

Leadership & Team Management

• Lead the Sales & Marketing team with a focus on accountability, collaboration, and high performance.
• Set clear goals, expectations, and performance standards across all sales and marketing functions.
• Provide coaching, mentoring, and development through regular check-ins and performance feedback.
• Ensure staff have the tools, training, and resources needed to meet occupancy and pre-sale goals.
• Model best-in-class sales practices and customer engagement.
• Track team performance, address gaps, and implement process improvements.
• Recruit, onboard, and retain high-performing talent.
• Foster a mission-driven, positive work environment aligned with Franciscan Ministries' values.

Business Development & Strategic Positioning

• Maintain strong market intelligence to guide strategic decisions.
• Build and strengthen relationships with prospects, referral sources, and community partners.
• Lead community outreach and relationship-building across all service lines.
• Advise the Executive Director on industry changes and growth opportunities.
• Conduct segmentation and positioning analysis; recommend service enhancements and new programs.
• Utilize the CRM system effectively for documentation, follow-up, and reporting.
• Ensure all marketing communications comply with federal, state, and local regulations (including HUD and Fair Housing).

Administrative & Departmental Management

• Oversee daily operations of the Sales & Marketing Department across all service lines.
• Conduct annual performance evaluations and implement coaching plans as needed.
• Prepare and submit required sales and marketing reports to the community and Home Office.
• Support budgeting, inventory management, and required training or meetings.
• Participate in the Manager-on-Duty rotation for weekends and holidays.

Sales & Marketing Management

• Plan and conduct compelling sales presentations for prospects, families, depositors, referral partners, and community groups, clearly communicating the value of the expansion, entrance-fee options, and the resident experience.
• Manage and convert leads in alignment with service line expectations and Ministry standards.
• Ensure departmental productivity, CRM compliance, and achievement of occupancy targets.
• Oversee the customer experience from initial inquiry through move-in, ensuring seamless communication.
• Develop and execute the annual sales and marketing plan, adjusting strategies as needed.
• Collaborate with Home Office teams on direct mail, events, outreach, digital campaigns, and promotional efforts.
• Ensure the community has current and effective marketing materials and tools.
• Perform other duties as assigned.
• Comply with all policies and procedures and any updates.

Position Requirements

Education:

Bachelor's degree required; preferably in business, marketing, communications, or a related field

Licenses/Certifications:

N/A

Experience:

5+ years of…