Basic Purpose

The Otterbein SeniorLife mission is “Inspired by faith, we strive to enrich individual life journeys for all.” The Assistant Vice President of Marketing & Communications responsible for the SeniorLife Communities, is expected to provide high quality service in support of the sales, marketing and communications.

Job Summary

The Assistant Vice President (AVP) of Marketing & Communications is responsible for leading and executing strategic marketing, branding, and communications initiatives across nine skilled nursing Small House Neighborhoods, along with supporting home health and hospice marketing efforts. This role is dedicated to driving census growth, strengthening referral partnerships, enhancing brand awareness, and ensuring cohesive messaging across all platforms. The AVP provides direct supervision for Healthcare Navigators, direct supervision for the Admissions Central Intake Division, and education and support for the Admissions Concierge Division to ensure an optimized and seamless admissions process and guest experience. Additionally, this role includes coaching and support for Home Health and Hospice Healthcare Navigators to foster strong relationships and within Otterbein and throughout respective markets. The ideal candidate is a dynamic leader with a deep understanding of healthcare marketing, strategic communication, and business development in the skilled nursing, home health, and hospice sectors.

Primary Duties and Responsibilities

Marketing Strategy & Business Development

• Develop and implement comprehensive marketing strategies to increase patient and maintain census and optimize occupancy across all locations.
• Oversee market research, competitor analysis, and referral data to identify trends and opportunities for growth.
• Establish and maintain high-level partnerships with hospitals C-Level partners, physician groups, case managers, and senior care organizations, and other community agencies.
• Collaborate with Administrators/Executive Directors and admissions teams to align marketing strategies with location and organizational goals.
• Ensure digital and traditional marketing efforts are aligned with brand positioning and outreach objectives.
• Evaluate ACO positioning to assist in securing preferred provider status
• Establish Key Performance (Targets/Metrics) for occupancy, conversion, and marketing activity.
• Continue a culture of excellence and continuous improvement with a growth mindset to support the future growth of the organization

Communications & Branding

• Oversee all internal and external communication strategies, ensuring brand consistency across multiple locations and service lines.
• Manage the creation of marketing materials, digital content, social media presence, and public relations initiatives.
• Work closely with corporate teams to enhance digital marketing efforts, including SEO, website management, and online reputation management.

 Referral & Admissions Oversight

• Oversee the Admissions Central Intake Division (Admissions Specialists), ensuring efficiency, compliance, and high-quality service in the admissions process.
• Provide education and support for the Admissions Concierge Division, improving customer service and patient onboarding experiences.
• Implement best practices to streamline the admissions process and remove barriers to patient placement.

Training, Coaching & Professional Development

• Develop and implement ongoing education and training programs for Healthcare Navigators, Admissions Concierge, and admissions staff.
• Provide coaching and support for Home Health and Hospice Healthcare Navigators, strengthening referral development and patient transitions.
• Conduct training sessions on relationship-building, customer service, compliance, and healthcare marketing best practices.
• Serve as a mentor and leadership resource for marketing and admissions teams, fostering professional growth and team development.

Performance Measurement & Reporting

• Qualifications: Establish key performance indicators (KPIs) to measure marketing effectiveness, referral conversion rates, and census growth.
• Provide regular reports on marketing ROI, referral trends, and business development initiatives.
• Collaborate with Guides (administrators) and marketing teams to continuously refine strategies based on performance data.

Supervision

• Responsible for the supervision of a team of Healthcare Navigators, including the hiring, training, daily supervision, goal setting, performance management, evaluation, scheduling, and disciplinary action as needed

Experience & Qualifications

Education: 

• Bachelor’s degree in Marketing, Business, Healthcare Administration, Communications, or a related field (Master’s preferred).

Experience: 

• • 10+ years of experience in leading and supervising Sales/Marketing teams (preferably in skilled nursing, home health, hospice, or senior living)
  • 5+ years of experience in healthcare marketing,
  • Demonstrated expertise in strategic marketing, business development, and communications.
  • Proven track record in relationship building, business development, census growth strategies, and admissions management.
  • Strong leadership and team management experience, including direct supervision of marketing and admissions professionals.
  • Experience with CRM and marketing automation tools. (*Preferably Point Click Care and Sherpa)
  • Knowledge of Medicare, Medicaid, and insurance referral processes.
  • Experience with developing digital marketing strategies

Working Conditions

• Weekly travel, up to 40% of the time, including overnight stays

Apply today and begin a meaningful career as an Assistant Vice President of Marketing & Communications at Otterbein!