Director of Marketing

Rakhma Homes was Minnesota's first residential social model of care for elders with memory loss established in 1984. Rakhma is a leading provider of compassionate and person-centered care for individuals living with dementia. Our homes offer a unique and nurturing environment where residents thrive while receiving the highest quality care. We are committed to preserving the dignity and quality of life for each resident we serve. 

JOB SUMMARY 

The Director of Marketing & Development leads Rakhma's external growth strategy, driving occupancy, community visibility, donor engagement, and brand consistency across all platforms. This position is responsible for managing the full referral pipeline, from inquiry to admission, while overseeing fundraising, grant writing, volunteer engagement, digital strategy, community outreach, and communications. 

This role is central to achieving Rakhma's census goals, strengthening referral relationships, and ensuring that Rakhma's mission and values are clearly represented to prospective families, donors, and partners. 

ESSENTIAL DUTIES & RESPONSIBILITIES 

Marketing, Admissions & Census Growth 

• Develop and execute an annual marketing plan aligned with occupancy targets and organizational goals. 
• Manage the entire inquiry pipeline: respond to inquiries, coordinate tours, ensure timely and compassionate follow-up, and maintain CRM records. 
• Improve tour-to-admission conversion through strong tour readiness, standardized talking points, and post-tour follow-up workflows. 
• Implement digital marketing strategies, including Google Ads, retargeting, SEO, and routine social media content. 
• Maintain and continuously improve Rakhma's website, ensuring updated content, resources, and dementia-education materials. 
• Lead the creation of marketing materials, tour packets, presentations, videos, and other collateral. 
• Conduct regular "mock tours" and collaborate with Home Managers to ensure aesthetics, cleanliness, and environments reflect Rakhma's dementia-friendly standards. 
• Build and maintain waiting lists at each home. 
• Monitor and report on occupancy trends, referral sources, and conversion metrics; provide monthly dashboards. 

Referral Partnerships & Community Outreach 

• Build and manage a "Top 20 Referral Partners" list, maintaining consistent outreach to social workers, APS/EW case managers, TCUs, hospitals, hospice providers, and community organizations. 
• Represent Rakhma at networking events, conferences, and professional association meetings. 
• Support board and leadership involvement in community presentations. 
• Monitor and engage with neighborhood and community Facebook groups where families frequently seek dementia support. 
• Develop and manage a family referral program to increase high-quality leads. 

Development & Fundraising 

• Lead annual fundraising strategies, including appeals, events, campaigns, and donor communications. 
• Maintain donor database and oversee all stewardship, acknowledgements, reporting, and segmentation. 
• Build donor relationships through one-on-one meetings, cultivation activities, and mission-focused storytelling. 
• Manage Rakhma's annual "Stories & Songs" fundraiser and other donor-engagement events. 
• Develop planned giving and major donor cultivation strategies as appropriate. 

Grant Management 

• Research, write, and manage grant applications, LOIs, and reports; maintain grant calendar. 
• Track grant compliance and partner with leadership on implementation and reporting. 

Volunteer Program 

• Oversee volunteer recruitment, orientation, scheduling, and engagement. 
• Maintain volunteer documentation and ensure consistent communication and appreciation efforts. 
• Partner with program staff to integrate volunteers meaningfully into resident life. 

Branding & Communications 

• Lead Rakhma's branding across digital, print, and in-person channels. 
• Produce newsletters, email campaigns, social content, press releases, and community-facing communications. 
• Ensure unified messaging, including standardized 30-second pitch for all staff and board members. 
• Provide communication support for ED and leadership, including slide decks and collateral. 

Leadership & Collaboration 

• Participate in leadership team meetings and report regularly on census, development, and marketing progress. 
• Collaborate with the Director of HR & Administration on staff recognition and culture-building initiatives. 
• Serve as an outward-facing ambassador for Rakhma in all interactions. 
• Other duties as assigned.  

COMPENSATION & BONUS STRUCTURE 

Base Salary: $75,000 annually
Bonus Potential: Up to $25,000 annually, based on occupancy performance 

Census-Based Bonus Plan 

• Baseline Occupancy: 84% of total licensed beds 
• Quarterly Bonus: $1,000 for each 1% above 84% 
• Annual Cap: Total compensation not to exceed $100,000 
• Measurement: Quarterly census reports verified by ED and Finance Committee 

This structure aligns performance directly with census growth and organizational sustainability. 

Requirements

DESIRED QUALIFICATIONS & SKILLS 

• Bachelor's degree in Marketing, Communications, Business, or related field preferred. 
• 3–5+ years of experience in marketing, development, communications, or related nonprofit/healthcare fields. 
• Strong understanding of digital marketing, SEO, social media, and CRM tools. 
• Demonstrated success in donor relations, fundraising campaigns, and grant management. 
• Excellent written, verbal, and interpersonal communication skills. 
• Ability to manage multiple projects, meet deadlines, and work both independently and as part of a team. 
• Creative thinker, self-starter, and comfortable representing Rakhma with professionalism and compassion. 
• Valid driver's license and reliable transportation.