Position summary
The Chief Sales and Marketing Officer is responsible for driving optimal enterprise-wide occupancy, revenue growth, and market and sales leadership across Legacy Senior Communities and its affiliated services. This executive role integrates sales, marketing, and strategic planning to ensure the organization remains competitive, responsive to market demand, and aligned with evolving customer and business needs. As a core member of the executive leadership team, this position partners with internal and external stakeholders to identify market opportunities, shape product offerings, and design strategies that meet overall organizational business goals. This role requires both high-level strategic thinking and hands-on execution to deliver measurable business results.
Primary Responsibilities
The following duties are normal for this position. This list is not to be construed as exclusive or all inclusive. Other duties may be required and assigned.
Enterprise Sales & Growth Strategy:
- Develop and execute enterprise-level sales strategies aligned with growth, occupancy, and revenue goals
- Lead strategic planning efforts to identify market needs, service gaps, and growth opportunities
- Partner with leadership to evaluate and refine service offerings across independent living, assisted living, memory care, and healthcare services in response to market and business needs
- Contribute to long-range planning, development projects, and expansion initiatives
Sales Execution & Performance Management:
- Establish clear KPIs (leads, tours, deposits, move-ins, conversion rates) and accountability systems
- Monitor performance across communities and implement corrective action plans when needed
- Provide pipeline management, forecasting, and sales performance analysis
- Partner with leadership to develop pricing strategies, incentives, and inventory management in support of approved budgets and financial objectives.
Marketing Strategy & Brand Leadership:
- Develop and execute integrated marketing strategies aligned with business objectives
- Ensure brand consistency, messaging quality, and compelling market positioning
- Oversee communications strategy including PR, media, and reputation management
- Support new community and service line launches, repositioning efforts, and milestone events
Lead Generation & Conversion Optimization:
- Drive multi-channel lead generation strategies (digital, referral, event, outreach)
- Ensure strong alignment between marketing activity and sales conversion outcomes
- Standardize CRM usage, reporting, and lead follow-up processes
- Improve inquiry response times, tour effectiveness, and closing performance
- Implement strategies to nurture industry standard sales cycle prospects typical in senior living
Digital Marketing & Technology:
- Direct and oversee website performance, user experience, and SEO strategy
- Direct and oversee various marketing platforms to include social, digital, media and paid platforms initiatives
- Evaluate and implement marketing technology and tools to improve efficiency and results
- Direct and manage development of dashboards and reporting tools for data transparency and decision-making
Product & Market Differentiation:
- Analyze competitive landscape and customer insights to identify differentiation opportunities
- Partner with Operations and Clinical leaders to align services with customer expectations and business objectives
- Influence development of programs, pricing models, and service enhancements
- Confer with leadership to ensure offerings meet the needs of residents and families across the continuum of care
Team Leadership & Culture:
- Recruit, develop, and retain high-performing sales and marketing professionals
- Foster a culture of accountability, collaboration, and continuous improvement
- Provide coaching, training, and leadership development
- Ensure consistent standards, processes, and expectations across all communities
Community Support and Outreach:
- Build long-term professional relationships with local healthcare providers, senior advisors and referral sources
- Collaborate with executive leadership in development and implementation of public relation campaigns and reputation management
- Evaluate sales effectiveness and customer experience
- Provide direct support for complex or high-value sales situations
- Support and collaborate with fund development by building brand awareness and campaign collateral
Vendor & Budget Management:
- Manage agency and vendor relationships to ensure performance and alignment
- Develop and oversee marketing budgets and evaluate ROI effectiveness
- Optimize resource allocation to maximize results
Supervisory Responsibilities
- Directly supervise the Creative Manager
- Directly oversee all sales and marketing personnel across communities
- Lead hiring, performance management, coaching, and succession planning
- Ensure alignment of goals, priorities, and execution across teams
- Provide assistance and/or advice to other sales and business development personnel regarding the handling of their prospects when necessary or when required
- Work closely with leadership to create and foster an organization-wide marketing and sales mentality
