Assistant Vice President of Marketing & Communications

Otterbein SeniorLife•Lebanon, OH

About The Position

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. At Otterbein, you’re more than an employee, you’re a Partner in Caring. Together, we work side by side toward a shared goal: delivering person-centered care that respects every resident and the choices they make. Whether in our vibrant communities, our welcoming small house neighborhoods, Home Health, Hospice or Home Office, we provide the highest level of compassionate, quality care. Join our team of Partners who are talented, kind, wise, funny, spirited, generous, endearing, and truly one-of-a-kind. Job Summary The Assistant Vice President (AVP) of Marketing & Communications is responsible for leading and executing strategic marketing, branding, and communications initiatives for our healthcare services across nine skilled nursing Small House Neighborhoods, our Lifestyle Communities (Healthcare Divisions) 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, oversight, 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.

Requirements

Bachelor’s degree in Marketing, Business, Healthcare Administration, Communications, or a related field (Master’s preferred).
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.
Deep understanding of healthcare regulations, reimbursement models, and industry trends.
Exceptional relationship-building, negotiation, and communication skills.
Ability to travel frequently to any of Otterbein’s locations, meetings, and referral partners.

Nice To Haves

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
Strong analytical skills with the ability to use data to drive decision-making.
Ability to work independently while collaborating effectively with leadership teams.

Responsibilities

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.
Identify underperforming markets and execute data-driven, targeted strategies to improve performance in a timely and effective manner
Continue a culture of excellence and continuous improvement with a growth mindset to support the future growth of the organization
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.
Provide direct supervision for Healthcare Navigators, ensuring they effectively engage with referral sources and facilitate smooth patient transitions.
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.
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.
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.
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

Benefits

Medical Insurance with free virtual doctor visits
Vision & Dental Insurance
Pet Insurance
Life Insurance
Employee Assistance Program (EAP) for personal and professional support
401(k) Retirement Savings Plan with company match
Paid Time Off (PTO) that accrues immediately from day one
Paid Holidays for a healthy work-life balance
Access to DailyPay, enabling you to access up to 100% of your earned wages on a daily basis
Tuition Reimbursement up to $5,250 per year for ANY field of study
Tuition Discounts through exclusive partnerships with the University of Cincinnati, University of Toledo, and Hondros College
Employee-Sponsored Crisis Fund available for those facing unforeseen challenges
Legal & Identity Theft Protection
University Partnerships with University of Cincinnati, University of Toledo, and Hondros College for exclusive tuition discounts
Multiple Partner Discounts available for various products and services through Access Perks
Access to 1,000s of hours of personal and professional development material through RightNow Media @ Work