Regional Marketing Director: Growth & Census Leader

Sterling Healthcare Management; South Bend (IN); On-site; USD 90,000 - 140,000; Full time

Benefits offered by this job

Competitive base salary

Performance-based bonus

Car allowance

Job summary

Sterling Healthcare Management is seeking a dynamic Regional Director of Marketing to lead census development and occupancy strategies across multiple skilled nursing and assisted living communities in Indiana. You will drive growth, build regional referral networks, and serve as the strategic marketing leader with strong corporate support.

You will collaborate with Administrators and the corporate team to optimize bed utilization, pricing, and payer mix, while expanding regional relationships

Qualifications

• Minimum 3 to 5 years of healthcare marketing, census development, or admissions leadership experience — multi-site or regional experience strongly preferred.
• Proven track record of census growth, occupancy improvement, and payer mix optimization in a skilled nursing or post-acute care setting.
• Established relationships with hospital discharge planners, case managers, and managed care organizations in the Indiana market preferred.
• Strong knowledge of Medicare, Medicaid, managed care, and private pay reimbursement in the post-acute setting.
• Proficiency with CRM and admissions tracking systems — PointClickCare.
• Excellent presentation, negotiation, and relationship-building skills.
• Valid driver's license and reliable transportation — regional travel required.
• Bachelor's degree in marketing, business, healthcare administration, or related field preferred — equivalent experience considered

Responsibilities

• Develop and execute a regional census development strategy aligned with Sterling's occupancy and payer mix goals across all assigned communities.
• Monitor daily census by community and payer mix — identify trends, gaps, and opportunities and respond proactively.
• Set community-level census targets for weekly and monthly performance metrics.
• Analyze market data, competitor positioning, and referral source activity to identify growth opportunities in each community's market.
• Lead the development and execution of community marketing plans, referral campaigns, and payer mix improvement strategies.
• Partner with Administrators and the corporate team on pricing strategy, bed utilization, and short-stay vs. long-term care mix optimization.
• Build and maintain regional relationships with hospital systems, discharge planning departments, managed care organizations, physician groups, home health agencies, and hospice providers.
• Represent Sterling Healthcare Management at regional healthcare conferences, association events, and community health fairs.
• Develop preferred provider relationships with key health systems and managed care payers in the regional market.
• Support community-level Marketing & Admissions Directors in growing and maintaining their individual referral source networks.
• Identify and pursue new referral channels including ACOs, bundled payment programs, and value-based care networks.
• Oversee the use of CRM and admissions tracking systems across all communities — ensure data integrity and consistent reporting practices.
• Prepare and present weekly and monthly census, referral, and conversion reports to senior leadership
• Ensure all community marketing materials, digital presence, and brand representation are consistent with Sterling's standards
• Track and manage regional marketing budget — monitor spend, measure ROI, and optimize allocation across communities
• Ensure all marketing and admissions practices comply with applicable federal and state regulations including the Anti-Kickback Statute, Stark Law, and HIPAA

Skills

Healthcare marketing

Census development

Admissions leadership

Multi-site experience

PointClickCare

Education

Bachelor's degree in marketing

Bachelor's degree in business

Bachelor's degree in healthcare administration

Tools

PointClickCare

Job description

Sterling Healthcare Management is seeking a dynamic Regional Director of Marketing to lead census development and occupancy strategies across multiple skilled nursing and assisted living communities in Indiana. You will drive growth, build regional referral networks, and serve as the strategic marketing leader with strong corporate support.

You will collaborate with Administrators and the corporate team to optimize bed utilization, pricing, and payer mix, while expanding regional relationships