Marketing Jobs in Worcester, MA

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1d ago

Director of Marketing & Business Development

Lutheran Rehabilitation and Skilled Care Center Worcester, MA

Worcester, MA

1d ago

$77k - $100k/yr Full time Manager Marketing Senior

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Job Description

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

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