📌 Core Information
🔹 Job Title: Assistant Vice President of Marketing & Communications
🔹 Company: Otterbein SeniorLife
🔹 Location: Lebanon, Ohio
🔹 Job Type: On-site
🔹 Category: Healthcare
🔹 Date Posted: May 5, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading strategic marketing, branding, and communications initiatives across multiple skilled nursing neighborhoods
- Overseeing admissions processes and providing education and support for a seamless guest experience
- Establishing and maintaining high-level partnerships with hospitals, physician groups, and other community agencies
- Developing and implementing comprehensive marketing strategies to increase patient census and optimize occupancy
- Providing direct supervision for Healthcare Navigators, Admissions Central Intake Division, and Admissions Concierge Division
ASSUMPTION: This role requires a dynamic leader with a deep understanding of healthcare marketing, strategic communication, and business development in the skilled nursing, home health, and hospice sectors.
📋 Key Responsibilities
✅ Develop and implement comprehensive marketing strategies to increase patient census and maintain 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, 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
✅ 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
✅ 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 to foster strong relationships and within Otterbein and throughout respective markets
✅ 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
ASSUMPTION: This role requires strong leadership, team management, and communication skills to effectively oversee multiple teams and initiatives.
🎯 Required Qualifications
Education: Bachelor’s degree in Marketing, Business, Healthcare Administration, Communications, or a related field (Master’s preferred)
Experience: 10+ years of experience in leading and supervising Sales/Marketing teams (preferably in skilled nursing, home health, hospice, or senior living)
Required Skills:
- Proven 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
- 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
Preferred Skills:
- Experience with SEO, website management, and online reputation management
- Familiarity with the senior living industry and its trends
ASSUMPTION: Candidates with a strong background in healthcare marketing and a proven track record in leading teams will be most successful in this role.
💰 Compensation & Benefits
Salary Range: $120,000 - $160,000 per year (based on industry standards for a role of this level and location)
Benefits:
- Health, dental, and vision insurance
- 401(k) retirement plan with employer match
- Paid time off (vacation, sick, and holidays)
- Employee assistance program
- Tuition reimbursement
- Professional development opportunities
Working Hours: Full-time, with weekly travel up to 40% of the time, including overnight stays
ASSUMPTION: The salary range provided is an estimate based on industry standards for a role of this level and location. Actual salary may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Otterbein SeniorLife operates in the senior living and healthcare industry, focusing on providing independent and assisted living, rehabilitation and therapy, skilled nursing, and memory care services.
Company Size: Otterbein SeniorLife is a mid-sized organization with 1,001-5,000 employees, offering a supportive atmosphere and a positive long-term future for its team members.
Founded: Otterbein SeniorLife was founded in 1912 and has served families and communities throughout Ohio and in Indiana for over 100 years.
Company Description:
- Otterbein SeniorLife is a nonprofit organization that offers a unique working environment and a positive long-term future for its team members.
- The company's values include respect, commitment, stewardship, community, quality, ministry, wisdom, health, and excellence, guiding every one of its partners every day.
- Otterbein SeniorLife is proud of its past and looks forward to a bright future as it continues to enhance the quality of life and holistic growth of older persons.
Company Specialties:
- CCRC (Continuing Care Retirement Community)
- Assisted Living
- Continuing Care
- Skilled Nursing Care
- Rehabilitation Services
- Life Enrichment
- Home Health
- Hospice
- Wellness
- Memory Support
- Lifeplan Community
Company Website: http://www.otterbein.org
ASSUMPTION: Otterbein SeniorLife's nonprofit status and focus on senior living and healthcare services provide unique opportunities and challenges for employees in this role.
📊 Role Analysis
Career Level: This role is at the senior leadership level, reporting directly to the Senior Vice President of Marketing & Communications.
Reporting Structure: The Assistant Vice President of Marketing & Communications will oversee Healthcare Navigators, the Admissions Central Intake Division, and the Admissions Concierge Division, as well as provide coaching and support for Home Health and Hospice Healthcare Navigators.
Work Arrangement: This is an on-site role with weekly travel up to 40% of the time, including overnight stays.
Growth Opportunities:
- This role offers the opportunity to lead and develop a team of marketing and admissions professionals, fostering professional growth and team development.
- The organization's commitment to continuous improvement and excellence provides opportunities for the successful candidate to grow within the company.
- Otterbein SeniorLife's expanding portfolio of services and locations offers potential for career advancement and increased responsibilities.
ASSUMPTION: The successful candidate will be a dynamic leader with a strong background in healthcare marketing, strategic communication, and business development, with a proven track record in leading teams and driving results.
🌍 Location & Work Environment
Office Type: Otterbein SeniorLife's headquarters is located in Lebanon, Ohio, with multiple locations across the state and in Indiana.
Office Location(s): 3855 Lower Market St, Suite 300, Lebanon, Ohio 45036, US
Geographic Context:
- Lebanon, Ohio, is a suburb of Cincinnati, offering a mix of urban and rural living with easy access to major highways and amenities.
- The area is known for its strong sense of community and commitment to senior care and services.
- Otterbein SeniorLife's multiple locations across Ohio and Indiana provide opportunities for travel and exposure to diverse markets and communities.
Work Schedule: Full-time, with weekly travel up to 40% of the time, including overnight stays
ASSUMPTION: The successful candidate will be comfortable with frequent travel and able to manage their time effectively between on-site and remote work.
💼 Interview & Application Insights
Typical Process:
- Online application and resume submission
- Phone or video screening with the Human Resources department
- In-depth interview with the Senior Vice President of Marketing & Communications and other relevant team members
- Background check and reference check
- Final decision and offer
Key Assessment Areas:
- Marketing and business development strategies
- Leadership and team management skills
- Communication and presentation skills
- Problem-solving and analytical skills
- Knowledge of the senior living and healthcare industries
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing, business development, and leadership experience
- Demonstrate your understanding of the senior living and healthcare industries and Otterbein SeniorLife's mission and values
- Prepare examples of your marketing strategies, team management approaches, and problem-solving skills
- Be ready to discuss your long-term career goals and how this role fits into your professional development plan
ATS Keywords: Marketing Strategy, Business Development, Healthcare Marketing, Strategic Communication, Team Management, Admissions Management, Digital Marketing, SEO, Public Relations, Market Research, Customer Service, Training, Coaching, Performance Measurement, CRM, Marketing Automation, Medicare, Medicaid, Senior Living, Skilled Nursing, Home Health, Hospice
ASSUMPTION: Otterbein SeniorLife's application process is designed to assess the candidate's skills, experience, and cultural fit for the organization.
🛠️ Tools & Technologies
- CRM and marketing automation tools (preferably Point Click Care and Sherpa)
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Suite (Gmail, Google Drive, Google Docs)
- Social media platforms (Facebook, Twitter, LinkedIn)
- SEO and website management tools
- Online reputation management tools
ASSUMPTION: The successful candidate will be proficient in using CRM and marketing automation tools, as well as other relevant software and technologies for the role.
👔 Cultural Fit Considerations
Company Values:
- Respect: Value the older person as a child of God
- Commitment: Believe in the mission with loyalty and passion of purpose
- Stewardship: Use our time, talent, and treasure prudently with our neighbor in mind
- Community: Work with persons and organizations in a spirit of inclusiveness
- Quality: Strive to achieve the measure of excellence in all we are and wish to become
- Ministry: Perfect our service through faith, hope, and love
- Wisdom: Appreciate and value that which is borne of life’s experience in all persons
- Health: Promote the holistic well-being of individuals
- Excellence: Demonstrate a commitment to continuous improvement and excellence
Work Style:
- Collaborative and team-oriented
- Results-driven and focused on continuous improvement
- Adaptable and able to manage multiple priorities and projects simultaneously
- Strong communication and interpersonal skills
- Committed to Otterbein SeniorLife's mission and values
Self-Assessment Questions:
- How do you demonstrate respect for the older person as a child of God in your daily work?
- How have you shown commitment to a mission-driven organization in previous roles?
- Can you provide an example of how you have used your time, talent, and treasure to benefit your neighbors and community?
- How do you foster a spirit of inclusiveness in your work environment?
- Can you describe a time when you achieved excellence in your role, and how did you measure your success?
ASSUMPTION: Otterbein SeniorLife's values and work style are essential for a successful cultural fit in this role.
⚠️ Potential Challenges
- Managing a team of marketing and admissions professionals remotely, with frequent travel required
- Balancing multiple priorities and projects simultaneously, with a focus on continuous improvement and excellence
- Adapting to changes in the senior living and healthcare industries, as well as Otterbein SeniorLife's expanding portfolio of services and locations
- Developing and implementing marketing strategies that resonate with diverse communities and audiences
- Managing a budget and ensuring marketing efforts align with brand positioning and outreach objectives
ASSUMPTION: The successful candidate will be able to navigate these challenges and thrive in a dynamic and evolving work environment.
📈 Similar Roles Comparison
- This role is similar to a Senior Marketing Manager or Director of Marketing in a senior living or healthcare organization, with additional responsibilities for admissions management and team leadership
- Compared to other senior marketing roles, this position offers the opportunity to lead a team and oversee multiple locations, with a focus on driving census growth and enhancing brand awareness
- Career paths for this role may include advancement to a Vice President or Chief Marketing Officer position within the organization or a similar role in a larger healthcare or senior living company
ASSUMPTION: The successful candidate will have experience in a similar role or a relevant background in healthcare marketing, business development, and team leadership.
📝 Sample Projects
- Developing and implementing a comprehensive marketing strategy to increase patient census and optimize occupancy across multiple skilled nursing neighborhoods
- Conducting market research and competitor analysis to identify trends and opportunities for growth in the senior living and healthcare industries
- Establishing and maintaining high-level partnerships with hospitals, physician groups, case managers, and senior care organizations, and other community agencies to drive referrals and census growth
- Managing the creation of marketing materials, digital content, social media presence, and public relations initiatives to ensure brand consistency across multiple locations and service lines
- Overseeing the Admissions Central Intake Division and providing education and support for the Admissions Concierge Division to improve customer service and patient onboarding experiences
- Implementing best practices to streamline the admissions process and remove barriers to patient placement, with a focus on continuous improvement and excellence
ASSUMPTION: These sample projects demonstrate the key responsibilities and required skills for this role.
❓ Key Questions to Ask During Interview
- Can you describe the organization's marketing and admissions strategies, and how this role fits into those plans?
- How does Otterbein SeniorLife measure the success of its marketing efforts, and how can I contribute to improving those metrics?
- What are the biggest challenges facing the senior living and healthcare industries, and how can this role help address them?
- How does Otterbein SeniorLife support the professional development and growth of its marketing and admissions team members?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does Otterbein SeniorLife foster a culture of excellence and continuous improvement, and how can I contribute to that culture?
ASSUMPTION: Asking these questions will help you better understand the role, the organization, and the cultural fit for you as a candidate.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant marketing, business development, and leadership experience
- Prepare examples of your marketing strategies, team management approaches, and problem-solving skills
- Be ready to discuss your long-term career goals and how this role fits into your professional development plan
- Follow up with Otterbein SeniorLife's Human Resources department one week after submitting your application to inquire about your application status
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
