Vice President of Marketing & Business Development

Charles E. Smith Life Communities
Rockville, MD
Jun 19, 2017
Jun 21, 2017
Full Time
Company OverviewCharles E. Smith Life Communities (CESLC) is an organization of national stature, serving 1,100 older adults on a beautiful 38-acre campus in Rockville, MD. The financially strong organization (A- bond rating), employs approximately 1,000 team members, who represent a very wide range of cultural backgrounds and ethnicities, but who all share in a common mission to provide " a continuum of quality services for older adults." With strong support from the community and the constituency it serves, CESLC has a robust fundraising capability and a significant endowment.Located on campus is the Hebrew Home of Greater Washington, offering 556 skilled nursing beds (including a 103-bed post-acute care unit) at two separate but adjacent facilities; Smith-Kogod Residence and Wasserman Residence. Hebrew Home is the largest nursing home in the mid-Atlantic region and has earned a 94% resident satisfaction rating, a Four-Star Quality Rating from CMS, extraordinary quality outcome measures, and enjoys very strong relationships with its referring hospitals. Additional residences and services at CESLC campus include: Cohen-Rosen House, a national award winning, 18-unit assisted living facility for older adults who are experiencing cognitive decline ElderSAFE(R) Center, a shelter, education, and advocacy center for older adults who experienced financial, physical or emotional abuse by a spouse, family member or caregiver Hirsh Health Center, an outpatient clinic for primary medical care and rehabilitation therapies Home Care Solutions, a private-duty home service agency jointly owned with Augustine Home Health Landow House, a 60-unit assisted living facility Revitz House, a 250-unit, affordable independent living residence (HUD subsidized) Ring House, a 250-unit, market-rate independent living residenceCharles E. Smith Life Communities began in 1910 as the Hebrew Home, a Jewish sponsored organization to care for elderly Jews. Now, over 100 years later, even though their staff and residents come from many diverse traditions, Jewish values remain at the core of the organization's mission, vision, values, and culture.Position OverviewReporting to the CEO, the Vice President, Marketing and Business Development will lead marketing and sales for all residences and service lines of CESLC in order to meet census and financial key results. The Vice President is responsible for identifying new services and develop and maintain business alliances with primary and secondary referral sources that are aligned with organizational sales and marketing strategies and key results (ie census and financial benchmarks). This position will have direct authority for the Director of Communication, Director of Marketing, the admissions and marketing coordinators at all CESLC residences and the nurse liaisons at the Hebrew Home.The position is responsible for corporate communications and brand management. All outside marketing, design, digital and public relations will be managed through this position. This position will be included in the senior leadership team. The ideal candidate will serve as a tireless brand ambassador for the CESLC, both internally and externally. Core ResponsibilitiesMarketing and Business Development Strategic Planning and Deployment: Develop annual sales, marketing and business development strategic business plans to drive increased census mix/total (ie Medicare, managed care and total census) at the Hebrew Home and for all company residences and programs to assure they meet or exceed annual budget key results; Lead in strengthening existing customer relationships (ie referral sources) and expanding CESLC customer base for all CESLC residences; Lead in proposing new post-acute care and other services and developing relevant positioning statements and recommendations (including business plan creation) to senior company management and board of directors; Ensure that a metrics-driven orientation is in place to develop, deploy and measure the effectiveness of all sales and marketing strategic business plans; Engage with existing referral sources and centers of influence to identify business opportunities and deliver meaningful market feedback to CESLC operations personnel and senior CESLC management; Assist in the negotiations and roll-out of all managed care and hospital contracts; Oversee the development and successful management of the annual marketing budget; Constantly monitor competitive landscape, industry trends and market conditions to identify opportunities, issues and risks in order to recommend tactical strategies; Oversee, develop and approve all marketing programs and events (eg open houses, educational programs, etc.); Recommend and administer policies, procedures and programs to support and enhance the sales culture of CESLC;Admissions and Marketing/Sales Team Management: Develops and strengthens talent within the marketing and sales teams across CESLC; energizes, inspires and coaches the CESLC team of admissions counselors, marketing coordinators and nurse liaisons to achieve stellar results; Hires, develops and retains exceptional talent in the admissions/sales positions across campus that makes a strong, positive impact on the organization; Monitoring that lead-base management systems are fully utilized ; Monitor performance of admission and marketing coordinators both directly and by working closely with, administrators, managers and operational teams of all CESLC residences; Responsible for creating bonus compensation plans for admissions and marketing coordinators and nurse liaisons which are aligned with annual marketing and sales strategic plans and annual marketing budget; Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance. Develop insightful and motivating sales training materials for all admissions coordinators and nurse liaisons; Communications Management: Collateral Marketing Materials, Website and Social Media Develop the brand recognition of our services and articulate clear and compelling brand positioning that tells prospective and current residents/families/patients and customers (ie referral sources), a consistent, compelling, holistic story about CESLC and our services; Oversee the development and day-to-day activities for the website and social media that align with CESLC's marketing and development key results. This includes content development, production and measurement; Co-responsible with VP, Community Development for all public relations activities and media relationships; Bachelor's degree from an accredited university in public relations, communications, Marketing or related major Minimum of 10 years' experience and demonstrated success in selling and marketing of post-acute care, physician, hospital, or equivalent experience in other industries required (post-acute care understanding preferred); Demonstrated strategic thinking with an entrepreneurial spirit; Strong planning, analytical skills, quantitative skills, and initiative required; Ability to formulate business plan including pro forma projections; Excellent organization, communication and presentation skills; Social and digital media experience required; Career history of proven results Microsoft Office Suite skills required; Proven ability to work well with colleagues and influence cross-functional teams; Ability to manage multiple projects at a time;

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