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Corporate Director of Sales and Marketing Resume Example

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CORPORATE DIRECTOR OF SALES AND MARKETING
Summary

Executive sales leader and coach. Highly skilled at building sales teams to achieve expected occupancy. Brand strengthener based on culture coaching and engagement at all service levels. Data analyzer to create and change strategy to meet desired outcomes. Expert transition leader through build and acquisition. Content writer and storyteller highly skilled at creating an emotional connection with decision makers and influencers. Results-driven Director of Sales and Marketing with 20 years of experience leading productive and cutting-edge teams. Charismatic leader with proven history of developing top-producing salespeople and personally winning major new accounts. Dedicated to detailed analysis, critical thinking and maximized use of computer technology to exceed sales and marketing goals.

Skills
  • Driving sales, sales cycle implementation, key data analytics analyzation, digital platform integration, leading teams through culture change, operations support.
  • Account Management, Sales support
  • Acquisitions
  • Advertisements, Written
  • B2B
  • Branding
  • Budget planning
  • Coaching
  • Content creation
  • Contracts
  • Conversion
  • CRM
  • Marketing plan
  • Marketing
  • PR
  • Press releases
  • Recruitment
  • Brand-building strategies
  • Sales tracking
  • Contract negotiation expertise
  • Business development
  • Recruiting and hiring
  • Sales process
  • Profit and revenue-generating strategies
  • Social media savvy
  • Compelling leadership skills
  • Multidisciplinary team leadership
  • Promotional sales events
  • Market intelligence
  • Sales territory growth
  • Lead generation
  • Consultative and relationship selling
  • Complex project negotiations
  • National account management
  • Service-driven sales
  • Market and competitive analysis
Experience
02/2017 to Current
Corporate Director of Sales and MarketingMainstay Senior Living － Lakeland, FL
  • Brief: Entered at 6 communities in 3 states and have worked on build/buy acquisition occupancy to current 18 communities in 5 states.
  • Responsibilities include occupancy, branding, communication and content creation, analyzing data and analytics, recruitment and coaching.
  • In 2019 the majority of the communities were at or above the 92% occupied status.
  • At time of beginning my role and the first of s kind in this company the sales and marketing lead base was pen and paper and there was no data to measure success of sales people.
  • During the tenure with this organization: Grew communities from approximately 350 units to over 850.
  • Builds: 3 ground up communities and one on the way.
  • A.) 1 filled before the year due to developing the salesperson that was hired from a non senior living or sales industry.
  • B.) 2 was almost full at a year before cover started.
  • C.) 3 were villas built to add to an AL/IL in SC. full in 7 months
  • D.) 4 opens soon
  • Acquisitions:
  • 100 unit IL- to full capacity twice with wait list.
  • 110 unit IL/AL/MC in GA transition of community
  • AL in GA 9/20
  • AL/MC/IL in SC 10/20
  • AL/MC in NC 9/20
  • SNF in SC 9/19
  • SNF/AL in SC 12/19
  • MC in GA 9/19
  • During my tenure, I have been the primary originator of: Digital CRM set up and usage Constant Contact communication Surveys (quarterly) for families using an electronic and anonymous system which serve to enhance the resident experience, provide dialogue for program enhancement and improvement and occupancy reach.
  • On hold messaging for communities phone systems that communicates scripted and professional content for callers while on hold.
  • Press releases and written advertisements as well as crisis communication and PR Work in partnership with the branding agency to continually assess the viability of digitals and cable advertising, content and reach.
  • Create content for communities and change the media buy as needed and annually.
  • Responsible for determining what resources are needed (or no longer needed) based on lead push and occupancy.
  • Work with cable advertisers on concept and content for cable and streaming commercials.
  • Negotiate 3rd party lead partners contracts and act as a liaison for the portfolio to ensure highest possible outcomes.
  • Assess each community use of paid leads, CRM usage and response timing to leads.
  • Conversion reporting weekly measures inquiries, tours, reservations and move ins and move outs.
  • Key functions: Responsible for assessing the comparable of each new purchase and build to create pricing and competiton.
  • Due diligence to create concept, build brand and communicate offering to the marketplace through web, collateral and communications.
  • Recruitment, on boarding, development and evaluation of sales representatives and regional sales support.
  • Annual sales and marketing plan creation, execution and assessment.
  • Works with the Director of Finance for budget planning and assessment.
  • Develops pricing and price increases.
  • Coordinates 3rd party lead partners contracts and efforts.
  • Assesses partnership and works with portfolio directors.
  • Champions, assesses and coordinates first impressions and hospitality programming, need for replacement/refresh of FF&E, signage packages and replacements and community aesthetics during site visits.
  • Responsible for promotions, collateral, advertisements- print and digital.
  • Travel to new and build up communities to onboard the team with corporate team.
  • Travel to communities to assess and review sales plans, first impressions, and work on process improvements.
  • Senior Account Management, Almost Family Home health AKA Omni Home H863-944-4789 danamercaldi@gmail.com.
  • Planned and oversaw advertising and promotion activities, including print and social media and recommended product positioning and pricing strategy to attain largest long-term market share.
  • Pursued and generated revenue through outside sales and marketing efforts by relentlessly identifying, developing and targeting new business partnerships.
  • Developed and implemented strategic marketing plans, sales plans and forecasts to achieve corporate objectives for products and services.
01/2000 to 01/2017
Senior Account ExecutiveAlmost Family Home Health, Associated Home Health － Lakeland, FL
  • Lead sales exutive in the territory and mentor to new hires.
  • Consistently exceeded company goals and was regularly in the top 10%.
  • Sales leaders in a publicly traded company that umbrella 11 brands of home health providers spanning 600 sales representatives.
  • Working for a Medicare only brand presented high expectation both in receiving referrals from physicians, hospitals, health navigators and utilization review but for a very specific payor source.
  • This type of B2B marketing was very direct, difficult and segmented during a changing part D transition.
  • During this 17 year time span the personal goal of 25 medicare referrals per month was usually my mid-month range and would finish between 30-45 referrals per month.
  • Longevity and trust in my role was a key factor to the success I had as value based propositions and trust reigned in my approach to each specific audience.
  • Researched and secured new accounts within assigned territory to increase sales and profitability.
  • Established and enforced sales goals to boost team success.
  • Collaborated with new customers to give details about company offerings.
  • Reached out to accounts to measure customer satisfaction and increase revenue.
01/1996 to 01/2000
Regional Director of Subacute ServicesRehab Management Services － Lakeland, FL
  • Created a revenue stream for an outpatient rehab company and opened clinics within skilled rehab settings in the southeastern US which attracted a large name provider to acquire the company.
  • Identified business development opportunities and implemented effective strategy for client acquisition.
  • Exceeded quotas consistently through new account penetration and territory expansion.
  • Contributed to development, planning and completion of project initiatives.
Education and Training
2013
BSAS: Business with marketing and Leadership StudiesUniversity of South Florida
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Resume Overview

Companies Worked For:

  • Mainstay Senior Living
  • Almost Family Home Health, Associated Home Health
  • Rehab Management Services

School Attended

  • University of South Florida

Job Titles Held:

  • Corporate Director of Sales and Marketing
  • Senior Account Executive
  • Regional Director of Subacute Services

Degrees

  • BSAS : Business with marketing and Leadership Studies

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