Director of Marketing & Business Development

In Worcester, Massachusetts, the Lutheran Rehabilitation and Skilled Care Center seeks a Director of Marketing & Business Development to drive growth across its centers. This onsite leadership role focuses on expanding the organization’s brand presence, cultivating a high-value referral network, and guiding data-driven marketing initiatives to support census growth and private-pay expansion. The position offers a salary range of $77,000 to $100,000 per year and requires a bachelor’s degree with at least five years of relevant experience.

Responsibilities

• Develop and manage a high-value referral network across hospitals, discharge planners, elder-law attorneys and realtors, assisted living and rest homes, geriatric care managers, senior housing providers and centers, hospice, primary care, home care agencies, faith-based and community organizations; design and execute a targeted community engagement strategy aligned to census growth, private-pay expansion, and Q-Mix.
• Serve as the primary external representative and brand ambassador; lead community-based marketing initiatives and private-pay campaigns in partnership with Sales and MARCOMM; ensure consistent, professional brand representation across all touchpoints; monitor market dynamics, competitor positioning, and community perception, adjusting strategy accordingly.
• Drive a consistent flow of qualified referrals into Admissions, Sales, and Liaison teams; ensure disciplined handoffs, follow-through, and feedback loops; identify and resolve breakdowns in referral conversion; strengthen internal cross-referral pathways across centers and service lines; build a referral pipeline that is predictable, trackable, and scalable.
• Collaborate with center leadership to capture and elevate resident and family testimonials; tell community partnership stories; highlight events and sponsorships; work with MARCOMM to translate field activity into high-impact digital and brand content; provide real-time market insight to inform messaging, positioning, and campaigns.
• Maintain rigorous CRM discipline (PCC or equivalent) for all outreach and referral activity; track and analyze referral sources and trends, conversion rates, lead quality, and ROI; deliver consistent reporting and actionable insights to Sales and Marketing leadership; continuously refine strategy based on performance data.

Requirements

• Bachelor’s degree in Marketing, Business Development, Communications, Healthcare, or related field — or equivalent experience
• Minimum of 5 years in community relations, referral development, marketing, admissions, or partnership roles
• Experience building referral networks within healthcare, senior living, or community-based services
• Proven success collaborating with Admissions, Sales, or census-driven teams
• Demonstrated ability to represent an organization with credibility and professionalism externally
• Experience planning and executing community events, outreach initiatives, and campaigns
• Proficiency with CRM systems and strong data discipline
• Strong communication, influencing, and relationship-building skills
• Valid driver’s license with the ability to travel regularly
• Ability to operate independently and deliver measurable outcomes in a fast-paced environment

Technologies

• CRM systems (PCC or equivalent)

Key Performance Indicators (KPIs)

• Growth in active, high-value referral partnerships
• Volume and quality of qualified community-based referrals
• Private-pay referral growth and contribution to census
• Referral conversion rates and source retention
• Community event participation, engagement, and impact
• Cost per referral/lead
• Internal cross-referral volume across the continuum
• Contribution of market-driven content (testimonials, stories, campaigns)

Core Competencies

• Strategic Relationship Leadership
• Market Development & Growth Execution
• Executive Presence & Brand Stewardship
• Cross-Functional Alignment
• Data-Driven Decision Making
• Market Awareness & Initiative