VP of Sales & Marketing, Senior Living

Overview

The Vice President of Sales & Marketing provides strategic leadership and hands‑on support for sales and marketing initiatives across the Generations portfolio. Working closely with Executive Directors, Regional Operations leaders, and community sales teams, this individual will develop and execute strategies that drive occupancy, increase market awareness, and deliver exceptional customer experiences.

The ideal candidate is both a strategic thinker and a hands‑on leader who enjoys coaching teams, analyzing performance, building relationships, and helping communities achieve their goals.

• Develop and implement sales and marketing strategies that support occupancy and revenue goals.
• Coach, mentor, and support Regional leaders, community Sales Directors and Executive Directors to maximize sales performance.
• Monitor occupancy trends, sales metrics, and lead conversion to identify opportunities for growth.
• Collaborate with Operations to create exceptional customer experiences from first inquiry through move‑in.
• Develop and strengthen referral relationships with hospitals, physicians, rehabilitation centers, skilled nursing facilities, senior service organizations, and community partners.
• Support community marketing events, outreach initiatives, and local brand awareness campaigns.
• Oversee digital marketing, advertising, social media, and lead generation efforts.
• Analyze market conditions, competitive activity, and demographic trends to identify new opportunities.
• Assist with the successful onboarding, launch, and sales support of new communities and acquisitions.
• Utilize CRM systems and reporting tools to forecast occupancy and measure performance.
• Travel regularly to communities to provide coaching, sales support, and leadership.

• Minimum of 8 years of progressive sales leadership experience in senior living, healthcare, or a related industry.
• Experience with Independent Living, Assisted Living, and Memory Care preferred.
• Demonstrated success driving occupancy growth and exceeding sales goals.
• Strong leadership and coaching skills with a passion for developing high‑performing teams.
• Exceptional communication, presentation, and relationship‑building abilities.
• Analytical mindset with experience using sales metrics and CRM platforms to drive results.
• Bachelor's degree in Business, Marketing, Healthcare Administration, or a related field preferred.
• Ability to travel approximately 50% throughout the Generations portfolio.

At Generations, we believe our people are our greatest strength. You'll join a collaborative, mission‑driven organization that values innovation, teamwork, and servant leadership while providing opportunities to grow alongside a company with a proud history and an exciting future.

• Competitive salary
• Comprehensive medical, dental, and vision benefits
• 401(k) with company match
• Generous paid time off
• Employee discounts
• Professional development and leadership training
• A supportive and collaborative culture
• The opportunity to make a meaningful impact on the lives of older adults and their families

We are an equal opportunity employer and consider all qualified applicants equally without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, veteran status, or disability status.
Generations is a family‑first, family‑owned, and family‑operated business serving senior living communities across California, Colorado, Oregon, Utah, and Washington since 1943. We are not only dedicated to supporting and increasing the vitality and joy of our residents but our staff as well. We cherish the unique gifts and complementary skills each person brings to our team. A family caring for families, we are simply unlike anywhere you have ever worked.

Come find a home with us.
Bringing Generations together in the joy of living and everything it means to be human.