Otterbein SeniorLife Job - 34544393 | CareerArc
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Company: Otterbein SeniorLife
Location: St Marys, OH
Career Level: Director
Industries: Healthcare, Pharmaceutical, Biotech


Director of Marketing for Otterbein SeniorLife Cridersville


The Marketing Director is responsible to provide marketing support, direction, training, monitoring, assessment and leadership to the Otterbein Cridersville Lifestyle Counselors and Marketing Assistant.  The ultimate objective of the position is to meet/exceed all marketing, sales and communications goals and managing all activities associated with the marketing/sales process from demand creation, community relations, and ultimately initial contact with a prospective resident through closing the sale and residency in any and all levels of care including independent living, assisted living, long-stay nursing, and short-stay (post-acute) rehabilitative care.



  • Optimize community census, financial results, and resident satisfaction for “Otterbein” independent living residences, assisted living beds and short and long-stay healthcare (nursing) beds
    • Reach into untapped market potential (new market segments/geographies) to expand market share opportunities for all levels of care
  • Meet or exceed Otterbein-defined sales goals, census, admissions, activity metrics, etc.; responsible for the performance of the entire Marketing and Sales Team
  • Develop, maintain and execute a detailed “Marketing and Sales Plan” – inclusive of programs to improve sales, collateral, public relations, advertising, internal and external events and programs, etc.
    • As critical input to the marketing and sales plan, complete an annual (or more frequently as required) competitive analysis for each level of care in the community
  • Develop and maintain sales funnels for independent living and healthcare prospects, and execute a series of events/activities to increase the number and quality of new prospects added to the top of the funnel, and the number and quality of prospects moved down through the funnel, ultimately to sales close/admission, and ongoing resident satisfaction
  • Plan and execute events and programs in conjunction with new product (residences, services, campus attributes) to improve the unique selling proposition and increase sales
  • Supervise the hiring, onboarding, training, and performance evaluations of marketing and sales staff and oversee their daily activities, with a continuing focus on development and retention
  • Develop and recommend pricing strategies, balancing company and community objectives and customer satisfaction
  • Initiate market research studies, analyze findings and implement appropriate concepts and programs
  • Use sales forecasting and strategic planning to ensure increased census of Otterbein services, analyzing business developments and monitoring market trends
  • Coordinate and participate in promotional activities (open houses) and public functions, working with the public, leadership, and potential residents/family members, to market and promote our services
  • Represent Otterbein at various public functions, such as open houses, senior center/chamber/church/etc. seminars, other community seminars or meetings, and answering questions posed by persons interested in Otterbein
  • Represent Otterbein with key representatives (executives, administrators, doctors, discharge nurses, social workers, etc.) of local and regional hospitals and doctoral practices – with conversant levels of clinical acumen
  • In conjunction with Otterbein leadership, establish and maintain preferred partnerships/providerships/relationships with targeted hospitals and doctoral practices
  • Conduct tours for potential residents/patients
  • Formulate, direct, and coordinates marketing and promotional efforts
  • Be in position to explain all issues related to residency including finances, ability to pay, conditions, etc. to potential residents
  • Keeps records of persons contacted and gather personal information from persons who need further contact from Otterbein representatives (REPS/RSM)
  • Work in conjunction with the Home Office Marketing Team, and the Otterbein resident events and program development teams; to optimize the Otterbein unique selling proposition, promote Otterbein's mission and objectives and create leverage throughout the organization
  • Serves as an integral member of the Otterbein Cridersville leadership team, as well as the overarching marketing and communications leadership team, to identify and overcome issues to admission and optimal occupancy
  • Perform other related duties, as assigned


  • Work in faith-based (non-profit), mission driven, multi-faceted and innovative organization; national leader in elder care services
  • Talented/clinically sound leadership
  • Serve as the director of sales/marketing/communications; promoting the concept of liberating elders and those who serve them from the mindset of institutional care
  • Change adaptive organization



  • B.S. Marketing or Business Management or equivalent experience
  • Minimum 8 years sales/marketing in a continuing care health care community or hospital.  Significant experience in managing a sales and marketing team.
  • Marketing planning strategies
  • Proven sales skills and sales success
  • Proven ability to remain current with new marketing trends and current state of economy
  • Computer literate in Office products and lead tracking software
  • Excellent written and verbal communication skills
  • Understands team dynamics and builds team cohesiveness

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