Director of Sales and Marketing - New Development

Your next sales opportunity is here! 

Including a $85,000/year salary, plus a generous commission structure! 

The Providence, a new Life Plan Community for the discerning senior coming to the Albany, NY area is looking for its Director of Sales and Marketing. The Director of Sales and Marketing will help champion The Providence brand by helping to introduce it to Albany and the surrounding markets. The Director of Sales and Marketing will solely manage new business development as well as help facilitate and build relationships with local professional referral sources, while also achieving pre-lease and community fill goals. 

The Providence is an upscale, entrance fee senior living community and will be located on the lush 25-acre grounds of the Daughters of Charity in Menands. The Providence offers a senior living experience like no other with exclusive, meticulously designed Villas, Carriage Homes, independent living, assisted living and memory care residences. The living and community spaces will boast an exquisite and elegant touch, featuring rich, warm design details, creating experience and living ambiance that is unmatched in the industry. The community is scheduled for opening in 2027. Apply today to help build this new development community from the ground up and bring in the first of its residents. 

Position Summary

The Director of Sales and Marketing (DSM) will lead the organization’s growth by overseeing daily operations across sales, marketing, business development and outreach strategies. A key responsibility of this role includes spearheading the development of a strategic market plan (Annual Marketing Plan) including sales, marketing, events and outreach to achieve pre-lease and fill goals for a new development, entrance fee community. Additionally, the DSM will create an innovative, multi-channel marketing framework to develop and elevate brand visibility in the surrounding markets. They will ensure a continuous flow of high-quality sales leads and evaluate the return on investment for marketing initiatives.

Essential Functions, Key Duties, & Responsibilities

Business Development and Strategic Positioning

• Maintains an in-depth understanding of market trends and market intelligence to guide strategic decisions.
• Markets services to potential prospects, clients and referral sources to increase, grow and maintain market share, new business, and current partnerships. 
• Develops and implements community relation activities to enhance business development and to maintain relationships with existing referral sources for the entire community: independent living, assisted Living, and memory care. 
• Keeps Executive Director updated on changes and new services offered within the healthcare industry and assesses potential growth opportunities.
• Performs market segmentation, targeting, and positioning for each service line. Makes recommendations regarding service enhancement and new program development.
• Demonstrates strong proficiency in the client relationship management (CRM) system, including tasks such as entering detailed notes, new referral sources, scheduling follow-up calls, and generating daily, weekly, and monthly reports as needed.
• Ensures regulatory compliance of federal, state, and local guidelines in marketing communications. (HUD and Fair Housing Laws).

Administrative Duties/Departmental Management

• Daily management, supervision, and direction of the Sales and Marketing Department for independent living, assisted living, and memory care. Annually evaluates departmental associates, implementing coaching plans to enhance performance and support talent development.
• Completion and submittal of marketing and sales reports to the community and Home Office support.
• Performs all other duties as assigned, including but not limited to developing the departmental financial budget, managing unit inventory, and attending all mandatory in-services, training, and meetings.
• Participates in the Manager on Duty weekend and holiday rotation.

Sales Management

• Lead Management: Responds, engages, and converts leads as appropriate by service line and Ministry guidelines. Responsible for meeting community occupancy targets.
• Ensures departmental productivity and performance measure are consistently fulfilled as well as departmental compliance with CRM utilization. Proficient in data integrity and management.
• Manages the customer experience from the initial point of engagement to admission/move-in into the community. Communicates all relevant information to the appropriate parties (associates, family, community, healthcare partners).

Marketing Management

• Develops and implements a strategic annual sales and marketing plan that includes weekly, monthly, or quarterly modifications as needed. Works in conjunction with Home Office SMEs to implement direct mail, events, outreach, promotional campaigns, and digital strategies.
• Partners with the Home Office Creative Services Team for the development and delivery of marketing pieces, collateral, branding materials, and strategies to advance and promote the community mission, brand identity, and services.
• Ensures that the community has all appropriate marketing materials and tools.

New Development 

• Create excitement and urgency around securing entrance fee commitments during the pre-opening phase.
• Achieve 70% pre-sale expectation by mastering and communicating the vision of the new development. 
• Develop and implement a ‘depositor retention’ strategy to include communication and regular events leading up to the opening of the community.
• Address concerns related to the development stage and manage expectations for the future of the community.

Pre-Leasing & Fill-Up Management

• Lead efforts to meet or exceed pre-leasing occupancy goals, ensuring a seamless transition from lead generation to residency.
• Track and analyze occupancy rates, sales pipeline metrics, and conversion rates to ensure the community’s fill-up objectives are met on schedule.
• Collaborate with operations, finance, and other internal teams to align sales goals with organizational capacity and timelines.
• Perform other duties as assigned.
• Comply with all policies and procedures and any updates.

Position Requirements

Education: Bachelor’s degree required; preferably in a sales, marketing, or business related field

Licenses/Certifications: N/A

Experience: 3-5+ years of experience in sales/outside sales and business development; preferably in the senior living industry. Entrance fee and blue-sky experience is highly desired.

Skills & Abilities: 

• Advanced communication skills
• Ability to connect with residents, prospective residents, family members, and associates in a meaningful way

Travel: May be required to travel off-site to events occasionally

About The Providence
The Providence, managed by Franciscan Advisory Services, is a senior living community with a new approach to senior living. The community will offer, Villa and Carriage Home living options, independent living, assisted living and memory care residences

About Franciscan Advisory Services
Franciscan Advisory Services, Inc., a division of Franciscan Ministries, is a senior housing consulting and real estate development organization that designs, develops, markets and operates a multi-brand portfolio of upscale senior living communities in Illinois, Iowa, Indiana, Pennsylvania and New York.

As a division of Franciscan Ministries, sponsored by the Franciscan Sisters of Chicago, we have 130 years of experience in the senior living and healthcare services industry. When you choose a career path at Franciscan Ministries, you become part of something bigger. You’ll join a team that is rooted in its values, with a rich legacy and a diverse and inclusive culture that puts people first while creating purpose for our associates and residents in an environment that values transparency, innovation, success…and life.

#LivingJoyfully