Director of Admissions & Marketing (Skilled Nursing)

Wealthy Recruiting; New York (NY); On-site; USD 100,000 - 150,000; Full time

Job summary

Wealthy Recruiting in Brooklyn, a respected non-profit skilled nursing facility, seeks a Director of Admissions & Marketing to lead census growth, strategic healthcare marketing, and hospital referral conversion. This is a senior, results-driven role with accountability for occupancy targets and revenue, not an entry-level position.

The ideal candidate has Medicare admissions expertise, strong relationships with discharge planners, and a business-minded approach.

Qualifications

• Experience in admissions, healthcare marketing, or hospital liaison within a skilled nursing facility is required.
• Strong Medicare admissions background required; SNF experience preferred.
• Proven track record in census growth, referral generation, and engagement with discharge planning teams.

Responsibilities

• Own overall census performance and actively drive Medicare admissions volume to meet occupancy targets.
• Serve as the primary admissions authority and external liaison for hospital referrals, with emphasis on speed, accuracy, and high conversion.
• Market the facility to key healthcare partners, identifying new referral pipelines and strengthening ties with case managers, social workers, physicians, and discharge planners.
• Conduct on-site outreach to maintain visibility in targeted acute care systems.
• Follow up on inquiries and referrals to maximize acceptance and expedite bedside assessments.
• Facilitate family and patient tours to close admissions and move patients through the door.
• Evaluate payer eligibility and reimbursement potential for admissions in real time.
• Partner with nursing leadership to ensure clinical capabilities align with hospital expectations.
• Track referral sources, conversion rates, payer mix, and census trends to guide outreach strategy.
• Identify and solve admission barriers to keep beds filled.
• Maintain visibility within hospitals and respond quickly to discharge needs.
• Represent the facility as a credible post-acute provider in the medical community.
• Ensure compliance with Medicare guidelines and internal admissions policies.
• Participate in strategic marketing and census planning related to payer mix optimization.

Skills

Medicare admissions

Hospital liaison

Census growth

Referral generation

Relationship management

Bedside evaluations

Travel to hospitals

Job description

A respected, non-profit skilled nursing facility in Brooklyn with a long-standing reputation for clinical quality, operational stability, and ethical care delivery. The organization operates at the intersection of mission and performance-serving patients, families, and hospital partners with consistency, urgency, and professionalism. Leadership is focused on maintaining strong Medicare census, high clinical standards, and reliable hospital relationships in a highly competitive post-acute market.

The Director of Admissions & Marketing is a senior, results-driven role with direct accountability for census growth, strategic healthcare marketing, and hospital referral conversion. This position is not administrative and not entry-level. It requires a seasoned skilled nursing professional who combines rigorous intake management with external liaison expertise- understanding hospital discharge dynamics, territory marketing, payer strategy, and how to win referrals through responsiveness, credibility, and execution. The ideal candidate is business-minded, metrics-oriented, and relationship-obsessed-while still leading with empathy and sound judgment. This role demands presence, follow-through, and ownership 365 days a year.

Responsibilities

• Own overall census performance and actively drive Medicare admissions volume to meet facility occupancy targets
• Serve as the primary admissions authority and external liaison for hospital referrals, with an emphasis on speed, clinical accuracy, and high conversion
• Actively market the facility to key healthcare partners, identifying new referral pipelines and strengthening ties with case managers, social workers, physicians, and discharge planners
• Conduct regular on-site and in-person outreach across targeted acute care systems to maintain high visibility and mindshare
• Aggressively follow up on incoming inquiries and referrals to maximize acceptance, prevent leakage, and expedite bedside assessments
• Facilitate family and patient tours, engaging prospective residents and decision-makers to close admissions and get patients through the door
• Evaluate clinical appropriateness, payer eligibility, and reimbursement potential for all admissions in real time
• Partner closely with nursing leadership and therapy teams to ensure clinical capabilities align with hospital expectations and incoming patient acuity
• Track referral sources, conversion rates, payer mix, and census trends with a revenue-focused lens to guide outreach strategy
• Identify operational or clinical barriers to admission and proactively solve them to keep beds filled
• Maintain strong visibility within hospitals and respond quickly to time-sensitive discharge needs
• Represent the facility as a credible, reliable, and knowledgeable post-acute provider across the medical community
• Ensure compliance with Medicare guidelines, regulatory standards, and internal admissions policies
• Participate in strategic marketing and census planning related to payer mix optimization, competitive market positioning, and community presence

Qualifications

• Demonstrated admissions, healthcare marketing, or hospital liaison experience within a skilled nursing facility is required
• Strong Medicare admissions background required; candidates without Medicare-focused SNF experience will not be considered
• Proven track record in census building, referral generation, and direct engagement with hospital discharge planning teams
• Demonstrated ability to conduct bedside evaluations, engage families, and successfully convert clinical inquiries into admissions
• Clear understanding of payer mix, length of stay, and reimbursement implications (Medicare, Managed Care, Medicaid)
• Business-oriented mindset with comfort being held accountable to census targets, conversion metrics, and growth outcomes
• Ability to operate autonomously in a fast-paced, high-pressure environment with regular local hospital travel/presence
• Exceptional interpersonal, negotiation, and relationship-management skills
• Emotionally intelligent, patient-centered, and family-aware-without losing operational and growth focus
• Established relationships within the Brooklyn or greater NYC acute care market strongly preferred

Compensation

• Salary range: $100,000 - $150,000, based on experience, hospital relationships, and demonstrated performance
• This is a high-impact leadership role with direct influence on revenue and organizational stability