Vetter Senior Living
Senior Director of Sales & Marketing
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 Responsibilities
Sales 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.
Qualifications
Education
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.
About Vetter Senior Living
Vetter Senior Living is a nonprofit organization with more than 50 years of excellence in senior care. With over 3,700 team members across 30+ communities in Nebraska, Missouri, and Wyoming, Vetter provides a full continuum of services including independent living, assisted living, memory care, skilled nursing, short-term rehabilitation, home health, and hospice.
Guided by its mission of Dignity in Life and its core values of Serving, Integrity, Teamwork, and Excellence, Vetter has earned a reputation for quality care, outstanding communities, and a culture that genuinely treats every person as the most important person in their life.
Everything the Senior Director of Sales and Marketing does should reflect the Mission, Vision, and Values of Vetter Senior Living.
