Regional Director of Sales and Marketing

Regional Director of Sales & Marketing – Luxury Senior Living (Maryland)
Position Summary
The Regional Director of Sales & Marketing is responsible for driving occupancy, revenue growth, and brand positioning across a portfolio of luxury senior living communities in Maryland. This role provides strategic and hands-on leadership to Executive Directors and community sales teams, ensuring consistent execution of high-performance sales systems, referral development, and premium market positioning across Independent Living, Assisted Living, and Memory Care.
This is not a “reporting” role. It’s a field leadership role built for someone who knows how to get into buildings, fix pipelines, and move occupancy numbers.
Key Responsibilities
Regional Sales Leadership
Own regional occupancy and revenue targets across assigned communities
Build and enforce consistent sales process discipline (lead response, tours, conversions, follow-up cadence)
Conduct regular on-site sales audits, coaching sessions, and performance reviews
Hold Executive Directors and Sales Directors accountable for pipeline health and conversion metrics
Marketing Strategy & Execution
Develop and execute regional marketing plans aligned with luxury brand positioning
Oversee digital, referral, and community-based lead generation strategies
Evaluate marketing ROI across channels (referral partners, paid leads, events, digital campaigns)
Ensure consistent brand messaging and high-end presentation across all communities
Referral & Business Development
Build and strengthen referral networks including hospitals, rehab centers, senior advisors, and professional partners
Drive top-of-funnel growth through strategic partnerships and community outreach
Support high-impact local events and reputation-building initiatives
Revenue & Occupancy Performance
Analyze monthly occupancy trends, move-in/move-out drivers, and pricing strategies
Partner with operations and finance to ensure rate integrity and revenue optimization
Identify underperforming communities and deploy turnaround strategies quickly
Team Development
Train and mentor community-level sales teams on luxury consultative selling
Develop consistent onboarding and ongoing sales education programs
Build a performance culture where accountability is clear and measurable
Qualifications
7–12+ years in senior living sales and marketing leadership
Multi-site or regional leadership experience strongly preferred
Proven track record of driving occupancy in Independent Living, Assisted Living, and Memory Care
Strong background in luxury or high-end hospitality, healthcare, or service environments
Deep understanding of referral-based healthcare sales ecosystems
Ability to coach, confront performance issues, and drive accountability without corporate hesitation
Comfortable spending significant time in communities (this is a field role, not a desk role)
Performance Expectations (KPIs)
Regional occupancy growth (net and stabilized occupancy targets)
Lead-to-tour conversion improvement
Tour-to-move-in conversion rates
Referral source growth and production
Marketing ROI and cost per move-in reduction
Consistent pipeline health across all communities
What Success Looks Like
Within 6–12 months, a strong Regional Director will:
Stabilize underperforming communities
Improve conversion rates across the region
Build predictable lead pipelines
Tighten sales discipline across all Executive Directors and Sales teams
Elevate brand perception in competitive Maryland luxury markets