Director of Sales and Marketing

4 weeks ago

Urbandale, United States Edencrest at Timberline Full time

About Highmark Senior Living

Highmark Senior Living is a senior living property management company based in West Des Moines, IA. Highmark oversees the daily operations and general management services for Edencrest communities in Central Iowa. As a leading senior living property manager, our focus is on providing excellent care, innovative life experiences and elevated management services for all our communities.

Core Values/Mission Statement

At Highmark Senior Living, our core belief is quality care and services start here. We understand choosing the right senior living community can be an immense decision. The support a loved one receives begins with trusted professionals who display loyalty to residents, a sense of pride in community and cherish relationships at the highest regard. Seniors and their loved ones can count on Highmark where they will experience comfort and freedom. Our core values are: Commitment to Care, Value, Innovative Living & Vibrant Communities and we look forward to welcoming you into our Highmark family.

Job Summary

Under the direction of the Executive Director and Regional Director of Sales and Marketing, the Community Relations Director works to drive customer acquisition and retention efforts within Edencrest, our flagship brand. They are responsible for overseeing, guiding and supporting the sales and marketing efforts of communities not only in their assigned building but all communities in the Edencrest brand; providing leadership, mentoring, sales training and coaching for community teams; and ensuring the ongoing development and execution of comprehensive and effective sales and marketing plans. They are also responsible for identifying and escalating operational barriers to sales effectiveness and resident retention. They are ultimately accountable for providing a clear roadmap that will allow operations to meet or exceed occupancy goals.

Essential Functions

  • Oversee sales and marketing functions for an assigned community, including ongoing customer engagement and satisfaction.
  • Effectively function in a matrix environment, collaborate and drive results alongside other leaders.
  • Analyze sales indicators and trends, align with operational partners on such.
  • Ensure appropriate sales and customer engagement training for all key personnel in the community, and targeted coaching as required.
  • Partner with operations in annual budget process and ongoing move-in goal targets.
  • Communicate clear expectations for sales performance to community team members.
  • Manage and monitor compliance for each to CRM usage, timely move-in/out projections, driving commission approval, helping to drive resident survey and participation rates.
  • Review partnership metrics for the assigned community and portfolio (both regional and local partners) and identify opportunities.
  • Partner with operations and maintenance on rent readiness efforts and room upgrades.
  • Ensure that a new community ED is onboarded with an understanding of key functions such as contracts, residency agreements, etc.
  • Help to implement new resident welcome process
  • Develop strong relationship with clinical and programming leadership align on interventions and resident retention
  • Drive sales effectiveness for assigned community in the portfolio.
  • Provide feedback to community and regional leadership on overall sales functions.
  • Review community level analytics on weekly, monthly and quarterly basis to identify opportunities for improvement in the sales cycle.
  • Meet with community team at least twice a month to review hot, warm leads, strategize appropriate follow-up, nurture and closing strategies, and assess engagement.
  • Conduct community walk throughs (minimum weekly) to include first impressions review, evaluate the rent readiness of community, assess model rooms.
  • Oversee creation and ongoing maintenance of a community specific sales and marketing plan
  • Assist in analyzing markets by reviewing demographics, competitors, referral sources, pricing and other relevant factors.
  • Partner with community team to ensure that community understands, is able to articulate, and is delivering on its better and different story (unique value proposition) to customers and external business partners.
  • Oversee community relations marketing budget through a functional, measureable lead generation plan to impact occupancy.
  • Partner with regional and corporate marketing team to continually assess and enhance digital and search strategy and spend, and social media strategy.
  • Ensure targeted and effective external business development activities.
  • Include ongoing resident referral strategies in the sales and marketing plans.
  • Ensure community is appropriately leveraging ancillary services and partnerships to drive resident experience as well as creating a referral system. Act as conduit for grass-roots partnership opportunities, facilitating, encouraging and fostering innovation, initiative and creativity at the field level.
  • Complete analysis and make recommendations on community pricing and revenue management strategies including ROI on room upgrades and appropriate usage of concessions.

Skills and Experience

  • Outstanding customer services skills and leadership potential.
  • Fluent in Microsoft Office Suite.
  • Excellent communication and organizational skills.
  • Basic knowledge of digital marketing strategies & social media management processes

Required Education and Experience:

  • Bachelor’s degree (in Marketing, Business, Communications or related field) or 2 to 5 years of related experience and/or training; or equivalent combination of education and experience.
  • Business Acumen
  • Communication Proficiency
  • Ethical Conduct
  • Leadership
  • Performance Management
  • Personal Effectiveness/Credibility
  • Problem Solving/Analysis
  • Strategic Thinking

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