Regional Sales Director
Resume:
LAUREEN HENRY, MBA
*******.*****@*****.***
Eighteen years of senior living experience in increasingly responsible positions. Strategic Marketing and Sales Leader with Key Strengths in:
Corporate and Community Marketing Training and Leadership Development Strategic Planning and Implementation Sales and Sales Team Management
Forecasting and Revenue Generation Occupancy Achievement and Process Improvement
Asbury Communities, Inc., Frederick, Maryland 11/2020 – Current
Leading non-profit senior living industry provider with CCRCs (Type C) in Maryland, Pennsylvania, and Tennessee
Regional Senior Director of Sales and Marketing
Regional and corporate marketing and sales support for Asbury Communities continuing care retirement communities. Provided sales team support and leadership with Asbury Methodist Village as the regional as well as the interim Director of Sales. Completed competitive analysis, pricing study and strategic recommendations to leadership. Implemented new pricing for assisted living and memory care based on current market conditions, as well as competitive market incentives for independent living. Utilized Sherpa CRM. Implemented effective marketing tactics and events to drive traffic to community. Extensive focus with sales counselors, lead strategy planning discussions, creative follow-up and lead re-engagement tactics to drive sales results. Collaboration with sales team, executive director and department managers as well as corporate leadership to effectuate changes needed for success.
Love & Company, Frederick, Maryland 2019 - 2020
Full-service marketing and sales advisory firm working exclusively with senior living industry clients, blue sky and operational communities.
Vice President of Sales Services
A member of the Senior Leadership Team with primary responsibility for the overall success and management of the consulting services, senior sales advisors, management of senior living sales clients, training, processes, metrics and strategy. Ensure delivery and success for our clients and on the firm’s profitability. Partner with marketing, client services and new business departments.
Harbor Retirement Associates, Vero Beach, Florida 2018 – 2019
Industry leading senior living developer and management company
Vice President of Sales and Marketing
Led all components of the organization’s corporate branding, marketing, lead generation and strategic sales initiatives for a growing organization (added 8-10 new start-ups per year). Responsible for overall sales, sales team management and training for 36+ communities in ten states, managing a team of 5 Regional/Area Director of Sales, Corporate Marketing Director and Marketing Assistant, as well as community level Directors of Sales, Community Outreach Directors and Move-in Coordinators. Partner with operations leadership in driving increased revenue, reducing costs, and developing efficiencies. Support promotion of signature and hospitality focused programs and provide hospitality sales training to the field. Initiatives have included development of standardized commission plans, development of corporate sales intensive plans coupled with new marketing techniques and strategies, new website developed and improved investor relations, communication, and reporting.
Envision Senior Solutions, Inc., Lenexa, Kansas 2016 – 2018
Founder and President
Sales and marketing consulting services focused on the senior living industry including life plan CCRCs, independent living, 55+ active adult communities, assisted living, memory support and skilled nursing, short and long term – new start-up developments and operational communities. Services include conducting marketing assessments and audits, strategic marketing plan development and tactical implementation, working with advertising, public relations and digital implementation, assistance with staffing planning, recruiting and hiring, sales training, sales specialist services, metric development and goal setting, database analysis – utilization, reporting and training. Clients included 18 communities in Kansas, Missouri, Nebraska, Iowa, Texas, and New York and Virginia.
Greystone Communities, Inc., Irving, Texas 2008 – 2016
Leading management and consulting firm specializing in the senior living industry
Vice President – Marketing Services
Life Care (Type A) continuing care retirement communities regional marketing and sales management over 13 communities averaging 200 – 300 units each, including blue sky, construction, operations and redevelopment focusing on all levels of care
Advice and counsel for clients, business partners and stakeholders
Team member focused on attaining each community’s overall success, working in alignment with operations, planning and finance, development and community leaders
Provide clients expertise in strategic marketing plan development and implementation
Creation, implementation and tracking of marketing plan initiatives and budget
Development and management of advertising agencies, public relations firms and community outreach plans and programs to effectuate lead generation goals desired, community events, brand positioning and messaging
Drive performance of key sales and occupancy census targets through effective sales team management, achieving high occupancy levels above budgeted goals
Sales diagnostics, key sales metrics development, tracking, and accountability to achieve team goals
Extensive training including individual sales counselors, marketing assistants, marketing and sales directors, as well as supportive operational departments
Development and execution of contracts, sales tools and incentive programs
Corporate annual event public presenter
Annual Sales Adventure, Marketing Director’s Conference and Sales School trainer and presenter
Relationship management and development with sponsor board of directors, marketing communications firms, and operational team management constituents
Provide clients marketing audit expertise
Represent organization in investor meetings, including bond covenant reporting
Village Shalom, Inc., Overland Park, KS 2006 – 2008
Continuing Care Retirement Community (Type B)
Director of Sales and Marketing
Responsible for direct sales and team sales management, including recruitment, performance tracking and training
Increased community sales and occupancy results from 72% to 100%, plus a waiting list
Key Senior Manager directly involved with non-profit, volunteer board of directors, bond investors and consultants
Responsible for marketing and sales results including strategic and tactical marketing plan development and implementation, sales reporting, and tracking
Development of branding and positioning statement for community, including fully integrated marketing strategies
Created new website and updated digital tactics, direct mail, media, and collateral materials
EDUCATION
Masters in Business Administration (MBA) - Southern Illinois University, Edwardsville, Illinois
Bachelor of Science (BSBA) - University of Nebraska, Omaha, Nebraska, Marketing Major/MIS Minor, Cum Laude
-Golden Key National Honor Society, Dean’s List, Who’s Who of University Students, Honors in Marketing,
American Business Womens’ Association Scholarship, American Association of University Women Scholarship
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