Regional Director of Marketing

Position Summary:

The Regional Director of Marketing leads marketing strategy and census growth across a portfolio of skilled nursing facilities (SNFs). This role owns the regional marketing plan, builds referral relationships with hospitals, physicians, case managers and community partners, and oversees admissions so referrals convert to admissions. The Director leads, coaches and develops a team of approximately 15 facility marketers and admissions staff.

Key Responsibilities

Regional Marketing Strategy

• Own and execute the regional marketing plan to grow census, improve payer mix and increase referral volume across assigned SNFs

• Set facility-level marketing goals and budgets; monitor results against targets

• Build and strengthen relationships with hospitals, discharge planners, case managers, physicians, ACOs, home health and hospice partners

• Lead brand awareness and community outreach, including events, health fairs, collateral and digital presence

• Track competitor activity and identify new markets and referral sources

• Analyze referral, conversion and census data and report marketing performance to leadership

Admissions Partnership

• Ensure marketing efforts and admissions work as one pipeline, from first referral to admission

• Oversee referral response and intake for speed, accuracy and compliance

• Partner with Administrators and DONs to align clinical capabilities with market demand

• Monitor referral-to-admission conversion and remove barriers to admission

• Ensure insurance verification and Medicare, Medicaid and managed care requirements are met

Team Leadership (approx. 15 staff)

• Recruit, hire, onboard and train facility marketers and admissions staff

• Coach, mentor and inspire the team through field visits, ride-alongs and regular one-on-ones

• Set clear marketing KPIs; conduct performance reviews and hold the team accountable

• Lead regional marketing meetings and share best practices across facilities

• Build a positive, high-energy, results-driven team culture

Qualifications

Required

• 2–5 years of experience in healthcare marketing, business development or admissions

• Experience leading, training or supervising a team

• Valid driver's license, reliable vehicle and current auto insurance

• Proficiency with CRM tools, Microsoft Office and referral platforms

Preferred

• Skilled nursing facility (SNF) or post-acute care experience

• Background in both marketing and admissions

• Established referral relationships within the region

• Working knowledge of Medicare, Medicaid and managed care

• Bachelor's degree in marketing, business, healthcare administration or a related field

Who You Are

• Outgoing and extroverted: you energize a room and build rapport quickly with clinicians, families and partners

• Strong interpersonal skills: you communicate clearly, listen well and build lasting trust

• Natural teacher: you enjoy training others and turning good marketers into great ones

• Inspiring leader: you motivate a team of 15 to hit goals and celebrate their wins

• Self-starter: you manage your own schedule across a multi-facility territory with minimal oversight

• Data-minded: you use numbers to spot trends and guide decisions

Travel & Working Conditions

• Weekly travel throughout the region to facilities, hospitals and referral sources

• Mileage reimbursement provided for business travel

• Occasional overnight stays and evening or weekend events may be required

• Work takes place in healthcare settings, offices and community locations