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

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