Vetter Senior Living is seeking an accomplished, mission-driven sales and marketing leader to serve as Senior Director of Sales & Marketing. This is a transformational opportunity for someone who has not only led sales teams but has built and implemented a proven, repeatable sales system in a senior living or healthcare environment.
Reporting to executive leadership, this role will architect and lead the organization-wide sales and marketing strategy across 30+ communities in Nebraska, Missouri, and Wyoming. The Senior Director will develop systems, standards, and accountability structures that drive occupancy growth, strengthen brand presence, and build lasting referral relationships throughout a full continuum of care that includes skilled nursing, assisted living, independent living, memory care, short-term rehabilitation, home health, and hospice.
The ideal candidate brings a unique blend of strategic vision, business development expertise, and analytical discipline. They understand both the creative and data-driven sides of sales and marketing and can translate market insight into measurable results. Equally important, this is a person who leads with compassion, operates with integrity, and is genuinely aligned with Vetter's mission of Dignity in Life.
Key ResponsibilitiesSales System Development & Execution- Design, implement, and continuously improve an organization-wide sales system that drives occupancy and creates consistency across all communities.
- Establish clear sales processes, lead management standards, conversion benchmarks, and accountability frameworks that can be trained and replicated at the building level.
- Analyze sales funnel performance across the organization, identify opportunities, and implement improvements that produce measurable results.
- Lead, coach, and develop sales team members at both the corporate and community level, building a culture of performance, accountability, and service.
Strategic Leadership & Organizational Growth- Partner with executive leadership to develop annual growth objectives, performance metrics, and market expansion initiatives.
- Identify opportunities to increase market share and strengthen competitive positioning across service lines and geographies.
- Guide communities in developing individualized marketing plans that reflect their local market dynamics and census opportunities.
- Support leadership and community teams in building strong referral relationships with hospitals, physicians, discharge planners, ACOs, and community partners.
- Serve as an effective change agent who can bring a proven methodology into a values-driven, established organization with care and organizational intelligence.
Marketing & Brand Development- Oversee integrated marketing initiatives including traditional and digital marketing, advertising, community outreach, and referral development.
- Ensure brand consistency while strengthening awareness and engagement within target markets across Nebraska, Missouri, and Wyoming.
- Utilize customer and market data to guide messaging, campaigns, and strategic marketing investments.
- Supervise and collaborate with the creative design function to support marketing initiatives and organizational goals.
- Ensure all marketing activity reflects HIPAA compliance and healthcare advertising standards.
Market Intelligence & Business Development- Monitor market trends, competitor activity, demographic shifts, and consumer behavior to inform strategy and prioritize resources.
- Develop and strengthen partnerships with healthcare providers, community organizations, and referral sources across all markets.
- Identify new opportunities for growth, service expansion, and market penetration.
- Provide regular reporting on sales and marketing performance, ROI, and occupancy trends to executive leadership.
QualificationsEducation- Bachelor's degree in Marketing, Business Administration, Communications, Healthcare Administration, or a related field is required.
- Advanced degree preferred.
Experience- 8 to 15+ years of progressive leadership experience in senior living sales and marketing, including direct experience in skilled nursing, assisted living, and independent living environments.
- Demonstrated success building or significantly transforming a multi-site sales system, with measurable occupancy and revenue outcomes you can speak to directly.
- Proven record of increasing occupancy, market share, and customer engagement across multiple communities or regions.
- Demonstrated leadership experience with the ability to coach, mentor, and develop high-performing sales teams.
- Strong understanding of senior living sales cycles, customer journeys, CRM systems, and lead management best practices.
- Experience navigating complex referral ecosystems including hospital systems, ACOs, discharge planners, and community health organizations.
Core Competencies- Strategic thinker who can translate vision into executable, measurable plans.
- Strong analytical skills with comfort reading census trends, conversion data, and market share metrics to drive decisions.
- Exceptional communication, presentation, and relationship-building skills at all levels of an organization.
- High emotional intelligence and a consultative approach, particularly in the context of families navigating difficult care decisions.
- Strong change management skills with the ability to influence and bring others along in a large, values-driven organization.
- Ability to balance strategic leadership with hands-on execution and a willingness to be present in the field.
- Familiarity with HIPAA compliance considerations in healthcare marketing and advertising.
- Ability to travel up to 50% of the time across Nebraska, Missouri, and Wyoming.
Everything the Senior Director of Sales and Marketing does should reflect the Mission, Vision, and Values of Vetter Senior Living.
