Otterbein Senior Lifestyle Choices

  • Director of Marketing - Marblehead & Pemberville

    Job ID
    2018-4550
    Category
    Marketing
    Location
    US-OH-Pemberville, OH
    Special Recruitment Location
    Lakeside-Marblehead, Ohio
  • Overview

     

    Director of Marketing

    Otterbein Pemberville and Otterbein Marblehead

     

    Computer pic  with logo

     

     

     

    The Regional Marketing Director is responsible to partner with the Vice President and Assistant Vice Presidents of Marketing and Communications, the Marblehead and Pemberville Executive Directors, and the Vice President of Community Operations to provide marketing support, direction, training, monitoring, assessment and leadership to Otterbein Marblehead and Pemberville Lifestyle Counselors. 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 patient/resident through closing the sale and residency in any and all levels of care (independent living, assisted living, long-stay nursing, and short-stay (post-acute) rehabilitative care.

     

    The position will split time between Otterbein’s Marblehead and Pemberville locations (variable, but likely Marblehead 35% Pemberville 65%; but with the focus on the development and implementation of largely mirrored programs (events, collateral, advertising, billboards, public relations releases, newsletters, etc.) to be leveraged in the markets for both communities.

    Responsibilities

     

    RESPONSIBILITIES:

    • 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 satisfact
    • 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 each community’s 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

     

     

    OPPORTUNITIES:

    • 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 regional 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

    Qualifications

                                                                                                                 Level                                     

     

    Technical Skills Needed

    Required or Desired

     

    Mastery

     

    Proficient

    Marketing planning strategies

    Required

    X

     

    Sales skills/success

    Required

    X

     

    Proven ability to remain current with new Marketing trends & current state of economy.

    Required

     

    X

    Understanding incentive and financial acumen

    Desired

     

    X

    Computer Skills or Languages

     

     

     

    Computer Literate in Office Products

    Required

     

    X

     

    REPS or other lead tracking software

    Required

     

    X

    Interpersonal

     

     

     

    Excellent Written and Verbal communication skills.

    Required

     

    X

     

    Relationship builder

    Required

    X

     

    Understands team dynamics and builds team cohesiveness

    Desired

     

    X

    Education/Experience

    Required

    Degree

    B.S. Marketing or Business Management, or equivalent experience

    Experience

    Minimum of 10 years sales/marketing in a continuing care health care community or hospital/Significant experience in managing a sales and marketing team (3+ years)

    Licenses/Certifications

    N/A

     

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