Director of Business Development, Sales, and Marketing

Reports to: Chief Executive Officer

Direct reports: Plan Counselors (Sales Team), Marketing Director, Sales and Marketing Assistant.

Collaborates with: Senior Director of Care Coordination, Corporate Controller, Senior Director of Human Resources, Boards of Directors, and vendor partners

The Director of Business Development, Sales, and Marketing is a senior executive responsible for planning, developing, and executing strategies that build brand identity, expand membership, and drive organizational growth. This leader oversees integrated sales and marketing operations to achieve sustainable expansion, strategic market positioning, and fulfillment of Friends Life Care’s mission and values.

As Friends Life Care enters a period of renewed growth, this role is pivotal to evolving long-standing sales and marketing approaches, driving membership gains (target of ~140 new members annually), strengthening member engagement, expanding brand recognition, and leveraging emerging technologies and data. The Director reports directly to the Chief Executive Officer and is a key member of the Strategic Leadership Team, contributing to organizational stability, long‑term growth, and cross‑departmental collaboration.

• Establish, communicate, and implement short‑ and long‑term organizational and strategic goals, in collaboration with the Executive Team and Board, with particular focus on revitalizing sales strategy, expanding membership growth, and increasing cross‑functional alignment.
• Lead the planning, development, and execution of brand strategy for Friends Life Care, secondary market partnerships, and related organizations within the same corporate family.
• Oversee market research, product marketing, and all marketing communications channels—traditional, digital, social, advertising, content, public relations—and guide decisions on seminars, events, and direct‑to‑consumer marketing.
• Generate revenue through increased sales performance, targeted marketing campaigns, and strategic partnerships, including relationships with financial planners and business‑to‑business channels.
• Ensure organizational goals are achieved and surpassed through measured performance, accountability, and data‑driven decision‑making.
• Steward the Friends Life Care Partners’ brands, ensuring consistency across all formats (website, print, digital, seminars, member communications, and educational content).
• Provide hands‑on leadership to a small, mission‑driven sales and marketing team, including coaching Plan Counselors through a long and complex sales cycle (often 3–4 years) and ensuring alignment between new and legacy employees.
• Plan, develop, and oversee sales projections, marketing budgets, and related financial management, including evaluating long‑term membership pipeline, fee structures, and retention initiatives.
• Design and analyze sales and marketing metrics for all Friends Life Care Partners entities, leveraging CRM (Salesforce), analytics, and emerging technologies—including AI—to improve efficiency, productivity, and engagement.
• Advance member engagement strategies, including newsletters, educational content, in‑person and virtual events, and initiatives supporting members’ understanding of the aging process and value of staying enrolled.
• Consult with subsidiaries and external clients on sales and marketing strategy, performance, and implementation, as assigned.
• Ensure work reflects organizational ideals—integrity, simplicity, stewardship, respect, dignity, and support for independence—while balancing mission with financial responsibility.
• Lead or participate in strategic initiatives, including the Strategic Planning Committee, task forces, board committees, and organizational planning for 2026…