Vice President of Sales – Marketing

Bethesda Senior Living Communities

Vice President of Sales and Marketing leading strategies for senior living communities. Responsible for driving occupancy, revenue growth, and brand awareness across the organization.

Posted 7/28/2026full-timeColorado Springs • Colorado • 🇺🇸 United StatesLead💰 $165,000 - $180,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in developing and executing strategic sales and marketing plans to achieve occupancy and revenue targets, with a strong focus on leadership, communication, and analytical skills in the senior living sector.

Highest-signal resume keywords

Strategic Sales And Marketing PlanningLeadership In High-Performing TeamsOccupancy And Revenue Goal AchievementSenior Living Market KnowledgeCRM And Digital Marketing Tools Proficiency

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Sales And Marketing Strategy DevelopmentOccupancy And Revenue AnalysisPerformance Improvement PlanningSales Training And CoachingData Analysis For Decision Making

Soft Skills

Excellent Communication SkillsStrategic ThinkingAnalytical SkillsTeam ManagementPresentation Facilitation

Tools & Technologies

Microsoft Office SuiteCRM SystemsDigital Marketing ToolsPersonal ComputersProjectors

Industry Keywords

Senior LivingIndependent LivingAssisted LivingMemory CareHealthcare Marketing

About the role

Key responsibilities & impact

Develops and executes strategic sales and marketing plans to achieve occupancy, revenue, and growth targets, while ensuring communities are consistently executing standards that support BSLC’s mission and values.
Collaborates with Regional Directors of Sales and Marketing (RDSM) and Directors of Sales and Marketing (DSM) to develop and implement company-wide strategies which generate new leads and advance existing leads.
Supports communities in developing and executing a high performing sales and marketing strategy.
Conducts site visits with each community as necessary, but no less than twice per year, to provide support, feedback and guidance to the Executive Director (ED) and DSM.
Creates a strategic plan that may include weekly focus calls for those communities that are census challenged.
Participates in Community Success Plans with Home Office, Regional and Community level teams.
Keeps abreast of professional development in the sales and marketing environment and of current and evolving innovative strategies, and state regulations.
Identifies key issues and provides training to the ED and sales teams to continuously improve performance.
Provides input for coaching and/or performance improvement plans with DSMs and EDs in collaboration with the RVPOs and RDSMs to improve census.
Ensures all new EDs and DSMs receive the appropriate and designated sales training in partnership with the RDSM and Regional Vice Presidents of Operations (RVPOs).
Leads the monthly sales call for BSLC.
Conducts training to illustrate effective utilization of professional referral sources in partnership with the RDSM.
Understands competitive opportunities and threats.
Annually, tracks and evaluates BSLC’s product relevant to the competition.
Partners with the RVPOs to generate occupancy targets, in-house and market rates for the annual budget process.
Partners with RDSMs, RVPOs and EDs to assess talents, needs, and development opportunities for their communities.
Conducts training with VP of Health Services to ensure collaboration between Sales and Clinical.
Participates in the hiring of all community DSMs and makes recommendations to the Executive Director.
Processes and submits all monthly expenses and budget data timely per Bethesda policies.
Creates, executes, and distributes all sales and marketing collateral.
Gathers and analyzes sales and marketing data for decision making and decision planning, including key sales metrics to establish growth targets.

Requirements

What you’ll need

Bachelor’s level college education
Minimum of 5 years of progressive leadership experience in sales and marketing, preferably in senior living, healthcare, or hospitality.
Proven track record of meeting or exceeding occupancy and revenue goals in a multi-site environment.
Strong leadership skills with the ability to inspire and manage high-performing teams.
Excellent communication, strategic thinking, and analytical skills.
Deep understanding of senior living markets in each region, including independent living, assisted living, and memory care.
Working knowledge of personal computers, scanners, digital copiers, printers, and projectors.
Proficiency in Microsoft Office Suite, including Word, Excel, Power Point, and Outlook.
Ability to work with CRM systems as well as digital marketing tools.
Ability to multi-task with frequent disruptions during the day.
Ability to facilitate group presentations and training.
Must maintain a current driver’s license and comply with all requirements of Bethesda’s Auto Policy.

Benefits

Comp & perks

Medical Insurance - HDHP or PPO (Full-time employees only)
Vision/Dental/Life Insurance (Full-time employees only)
Health Savings Account with Company Match (Full-time employees only)
Flexible Spending Account
Company matching 403(b) Plan
Paid Vacation
Personal, Sick and Holidays
Paid Volunteer Program
Total Care EAP (Employee Assistance Program)
Wages on Demand