📌 Core Information
🔹 Job Title: Assistant Vice President of Marketing & Communications
🔹 Company: Otterbein SeniorLife
🔹 Location: Lebanon, Ohio
🔹 Job Type: On-site
🔹 Category: Healthcare
🔹 Date Posted: April 21, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Developing and implementing comprehensive marketing strategies to increase patient census and optimize occupancy across all locations.
- Establishing and maintaining high-level partnerships with hospitals, physician groups, case managers, and senior care organizations.
- Overseeing all internal and external communication strategies, ensuring brand consistency across multiple locations and service lines.
- Providing direct supervision for Healthcare Navigators, Admissions Central Intake Division, and Admissions Concierge Division to ensure an optimized and seamless admissions process.
- Coaching and supporting Home Health and Hospice Healthcare Navigators to foster strong relationships within Otterbein and throughout respective markets.
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.
✅ 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 Indicators (KPIs) for occupancy, conversion, and marketing activity.
✅ 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.
✅ Qualifications: 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 strategic planning skills to drive census growth and enhance brand awareness.
🎯 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 and website management.
- Familiarity with the Otterbein SeniorLife brand and culture.
ASSUMPTION: Candidates with experience in healthcare marketing and a proven track record in driving census growth and enhancing brand awareness are strongly encouraged to apply.
💰 Compensation & Benefits
Salary Range: $120,000 - $150,000 per year (Based on industry standards for a role of this level and experience in the healthcare sector in Ohio)
Benefits:
- Health, dental, and vision insurance
- Retirement plan with employer match
- Paid time off (vacation, sick, and holidays)
- Tuition reimbursement
- Employee assistance program
Working Hours: Full-time, Monday - Friday, with occasional weekend and evening work as needed
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Otterbein SeniorLife operates in the Healthcare industry, specifically focusing on senior living, skilled nursing, and related services.
Company Size: Otterbein SeniorLife is a mid-sized organization with 1,001-5,000 employees, providing a supportive atmosphere and a positive long-term future for its team members.
Founded: Otterbein SeniorLife was founded in 1912 and has been serving families and communities throughout Ohio and Indiana for over 100 years.
Company Description:
- Otterbein SeniorLife offers independent and assisted living, rehabilitation and therapy, skilled nursing, and memory care services through its nine SeniorLife Communities.
- The organization is also the nation's largest provider of small house-based nursing care, with nine Ohio locations.
- Otterbein SeniorLife is a nonprofit organization guided by its values, including respect, commitment, stewardship, community, quality, ministry, wisdom, and health.
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 mission, values, and commitment to its residents and employees make it an attractive place to work in the healthcare industry.
📊 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 a team of Healthcare Navigators, Admissions Specialists, and Admissions Concierge, 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 opportunities to grow within the marketing and communications department and the organization as a whole.
- With the organization's commitment to professional development, there are opportunities for training and advancement.
- The diverse range of services and locations within Otterbein SeniorLife provides ample opportunities for career growth and exploration.
ASSUMPTION: Candidates with strong leadership skills and a desire to grow within the organization will find this role appealing.
🌍 Location & Work Environment
Office Type: Otterbein SeniorLife's headquarters is located in Lebanon, Ohio, with additional offices and communities throughout Ohio and 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 airports.
- The area provides a variety of housing options, excellent schools, and a strong sense of community.
- Otterbein SeniorLife's location in Lebanon allows for easy access to its various communities and partners throughout the region.
Work Schedule: Full-time, Monday - Friday, with occasional weekend and evening work as needed
ASSUMPTION: Candidates who enjoy working in a suburban environment with easy access to urban amenities and appreciate a strong sense of community will find Otterbein SeniorLife's location appealing.
💼 Interview & Application Insights
Typical Process:
- Online application and resume submission
- Phone or video screening
- In-person or virtual interview with the hiring manager
- Final interview with senior leadership
- Background check and reference check
- Job offer
Key Assessment Areas:
- Marketing and business development strategies
- Leadership and team management skills
- Communication and presentation skills
- Cultural fit and alignment with Otterbein SeniorLife's values
- Problem-solving and critical thinking skills
Application Tips:
- Tailor your resume and cover letter to highlight your relevant marketing, business development, and leadership experience.
- Be prepared to discuss your marketing strategies, business development initiatives, and team management approaches during the interview.
- Research Otterbein SeniorLife's mission, values, and services to demonstrate your understanding of the organization and your fit within the company culture.
- Prepare questions to ask the interviewer about the role, the team, and the organization to showcase your interest and engagement.
ATS Keywords: Marketing Strategy, Business Development, Healthcare Marketing, Strategic Communication, Branding, Relationship Building, Team Management, Digital Marketing, Admissions Management, Customer Service, Training, Coaching, Performance Measurement, Market Research, SEO, Public Relations, Medicare, Medicaid, Insurance Referral Processes
ASSUMPTION: Candidates who demonstrate a strong understanding of healthcare marketing, business development, and leadership skills will have a competitive edge in the interview process.
🛠️ Tools & Technologies
- CRM and marketing automation tools (preferably Point Click Care and Sherpa)
- Microsoft Office Suite
- Google Workspace
- Social media platforms (Facebook, Twitter, LinkedIn, etc.)
- SEO tools (Google Analytics, SEMrush, etc.)
- Marketing automation tools (HubSpot, Marketo, etc.)
ASSUMPTION: Proficiency in CRM and marketing automation tools, as well as a strong understanding of SEO and marketing automation best practices, will be essential for success in this 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
Work Style:
- Collaborative and team-oriented
- Results-driven and strategic
- Adaptable and responsive to change
- Strong communication and presentation skills
- Committed to continuous learning and professional development
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?
- How do you balance stewardship with your personal and professional goals?
- How do you foster a spirit of inclusiveness in your team and with external partners?
- How do you strive for excellence in your work, and how do you help others achieve their best?
- How do you incorporate faith, hope, and love into your leadership style?
- How do you value the wisdom of others and incorporate it into your decision-making processes?
- How do you promote the holistic well-being of individuals in your role?
ASSUMPTION: Candidates who can articulate their alignment with Otterbein SeniorLife's values and demonstrate a strong fit with the company culture will be well-positioned for success in this role.
⚠️ Potential Challenges
- The role requires frequent travel, up to 40% of the time, including overnight stays, which may be challenging for candidates with personal or family commitments.
- The role involves working with multiple locations and service lines, which may require additional coordination and communication efforts to ensure consistency and alignment.
- The role requires a strong understanding of Medicare, Medicaid, and insurance referral processes, which may involve ongoing learning and staying up-to-date with changing regulations and requirements.
- The role may require working with tight deadlines and managing multiple priorities, which may be challenging for candidates who prefer a more structured or predictable work environment.
- The role may require working with diverse teams and stakeholders, which may present unique communication and collaboration challenges.
ASSUMPTION: Candidates who are adaptable, resilient, and comfortable with change will be better equipped to handle the potential challenges associated with this role.
📈 Similar Roles Comparison
- This role is similar to a Senior Marketing Manager or Director of Marketing in a healthcare organization, but with additional responsibilities for admissions management and team supervision.
- In comparison to other senior marketing roles, this position may require more frequent travel and a broader range of responsibilities across multiple locations and service lines.
- Career paths for this role may include advancing to a Vice President or Chief Marketing Officer role within the organization or transitioning to a similar role in a larger healthcare system or corporation.
ASSUMPTION: Candidates who are interested in a broad and diverse role with opportunities for growth and advancement within the organization will find this role appealing.
📝 Sample Projects
- Developing and implementing a comprehensive marketing strategy to increase census and occupancy across multiple skilled nursing neighborhoods.
- Conducting market research and competitor analysis to identify trends and opportunities for growth in a specific geographic region.
- Creating and executing a targeted digital marketing campaign to enhance brand awareness and drive referrals from hospitals, physician groups, and senior care organizations.
- Coordinating and overseeing the admissions process to ensure a seamless and positive guest experience across multiple locations and service lines.
- Providing coaching and support for Home Health and Hospice Healthcare Navigators to strengthen referral development and patient transitions within Otterbein SeniorLife and throughout respective markets.
ASSUMPTION: Candidates with experience in healthcare marketing, business development, and admissions management will find these sample projects relevant and appealing.
❓ Key Questions to Ask During Interview
- How does this role fit into the organization's long-term strategic plans for growth and expansion?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the organization support the professional development and growth of its marketing and communications team members?
- What are the most challenging aspects of this role, and how has the previous incumbent addressed them?
- How does the organization measure the success of its marketing and communications initiatives, and how does this role contribute to those metrics?
- What are the key relationships and partnerships that this role will be responsible for maintaining and developing?
ASSUMPTION: Candidates who ask thoughtful and insightful questions during the interview process will demonstrate their interest and engagement with the role and the organization.
📌 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 for the interview by researching Otterbein SeniorLife's mission, values, and services, and by developing questions to ask the interviewer about the role, the team, and the organization.
- If selected for an interview, be prepared to discuss your marketing strategies, business development initiatives, and team management approaches.
- Follow up with the hiring manager within one week of the interview to express your appreciation for the opportunity and reiterate your interest in the role.
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
