Director of Marketing

Responsibilities

• Census Development & Market Strategy
• - Develop and implement marketing plans that support census growth, case mix enhancement, admissions goals, and facility priorities.
• - Track inquiries, referrals, admissions, discharges, conversion rates, and referral source activity to identify trends and opportunities for growth.
• - Partner with facility and regional leadership to evaluate market conditions, competitor activity, referral patterns, and business development opportunities.
• - Monitor census performance and develop action plans to achieve established occupancy and admissions goals.
• - Analyze marketing performance metrics and adjust strategies based on outcomes and market trends.
• Referral Management & Admissions Support
• - Build and maintain strong relationships with hospitals, discharge planners, physicians, case managers, assisted living providers, managed care organizations, home health agencies, and other referral sources.
• - Conduct facility tours and professionally communicate facility services, clinical capabilities, payer options, and admission processes.
• - Coordinate with admissions, clinical, and operational teams to support timely referral review, pre-admission coordination, and smooth resident transitions.

Requirements

• Regular and reliable attendance is required to perform the essential functions of this position.
• Bachelor's degree in Marketing, Business Administration, Healthcare Administration, Communications, Public Relations, or a related field preferred.
• Healthcare marketing, skilled nursing, senior living, hospital liaison, admissions, business development, or related experience preferred.
• Strong understanding of census development, referral relationship management, community outreach, customer service, and healthcare marketing practices.
• Excellent verbal and written communication, presentation, networking, relationship-building, and follow-up skills.
• Demonstrated ability to analyze referral patterns, census trends, market opportunities, and performance data.
• Strong organizational, time-management, and project-management skills.
• Proficiency with Microsoft Office applications, CRM systems, marketing platforms, and data reporting tools.
• Ability to travel locally for marketing, outreach, referral development, and community engagement activities as needed.
• Knowledge of long-term care, post-acute care, managed care, and healthcare reimbursement systems preferred.