Care Services Sales Training
Resume:
JOHN P. CUSHEN
Golden Valley, MN 55427
Cell: 612-***-****
Email: ****************@*****.***
OBJECTIVE:
A senior-level sales & marketing position with an organization which seeks to make a difference in the lives of older adults.
SUMMARY OF QUALIFICATIONS:
Strategic Sales & Marketing Creation of Sale & Marketing Policies and Procedures
New Product Development Creation of Sales Training Manuals and Programs
Sales Productivity Standards Competitive Analysis
Brand Standards Market Trend Analysis
Contract Negotiations/Administration Pre-marketing new communities
Financial Statement Responsibilities Cost Analysis
Employee Compensation Newsletter Standards
PROFESSIONAL EXPERIENCE
LIFE CARE SERVICES (An LCS Company) August 2013 – Retired July 2023
Life Care Services®, An LCS Company, is the third-largest manager of rental senior living communities and continuing care retirement communities in the United Sates. I support eight communities ranging in size from 73-239 units; one in metro area, South Carolina, Illinois and Florida.
Regional Director of Marketing & Sales
Focus: Mentoring teams on census development and revenue growth.
Action Plan:
During my tenure I successfully opened seven new rental communities totaling 806 units in four states. For each I created marketing budgets, marketing collateral, leasing goals and strategic action plans to exceed our ramp-up goals. In addition I sourced pre-opening leasing offices, hired and trained our sales teams on our best practices and signature programs. Partnering with LCS Advertising, I assisted in print advertising, direct mail, signage, web site development, SEM and SEO.
Partner with Operations to support teams through our Hospitality Promises and Extraordinary Impressions which are our resident centered standards.
Work with architects on site layout, unit design, unit numbering and signage.
Currently direct and manage eight communities totaling 999 units to develop census goals, annual marketing budget creation, product definition, competitive analysis, quarterly sales & marketing plans, pricing, staffing, whole campus marketing and hands-on sales training.
Based on occupancy goals, set metrics needed for required move-ins, including inquiry to appointment, appointment to move-in and Inquiry to move-in. Provide occupancy forecasting as required.
Provide annual reviews and set actions for personal performance improvement.
Set strategies for outreach and building relationships with key referral providers and potential referral providers.
Lead teams on creative personalized follow-up so that we stand out in the minds of prospects and families.
THE GOODMAN GROUP, LCC Chaska, MN (May 2012 - June 2013)
Thirty three senior living and health care communities ranging in size from 59-244 units; four in the metro area, Mankato, South Dakota, Arizona, Washington, Oregon, California, Montana and Florida.
National Director of Sales & Marketing
Focus: Creating occupancy improvement action plan strategies and protocols for under-performing communities. Analysis: Led team in analyzing rate structures, service plans and positioning to increase market share and profitability. Repurposed units to build occupancy, created sales & marketing training programs, negotiated new contracts for Search Optimization and Customer Relationship Manager systems.
Action Plan:
Created standardization for model apartments, sales training and site visit reports.
Developed marketing budget, rate structure and pre-marketing action plans for The Legends, a proposed community in Chaska, MN.
Launched web-based marketing programs to build awareness of The Goodman Group and to increase exposure to prospects.
Negotiated new crisis management contract to better respond to families and the press in favorable & unfavorable events.
Approved all advertisements and new and existing marketing collateral. Developed new advertising standards to improve prospect responsiveness.
SILVERCREST PROPERTIES, LLC St. Louis Park, MN (April 2002 -April 2012)
Seven assisted living communities ranging in size from 166-298 units; four in the metro area, Rochester, Des Moines and San Antonio.
Vice President of Marketing (December 2007- April 2012)
Corporate Director of Marketing (April 2002 - December 2007)
Focus: Developed marketing strategies to increase occupancy and market share.
Analysis: Created sales reports to track occupancy, productivity, and turnover and lead generation. Analyzed market trends, positioning, competition and inventory management. Negotiated contracts for focus groups, market studies, marketing collateral, web site design & support, lead generation services and re-branding. Directed 11 sales and marketing managers in 7 communities in Minnesota, Iowa and Texas.
Action Plan:
Launched brand standards for marketing collateral, web sites, logos and newsletters.
Developed, directed and taught sales training classes, lead base and referral management designed to increase closing ratios and occupancy. Taught best practices on creating successful Grand Openings, Open Houses and Continuing Education classes for referral sources.
Opened new communities: Responsible for development of feasibility studies, unit mix, monthly rents and auxiliary fees, sales and marketing plans, hiring and training of staff for 4 new communities. Created and presented development plans to city councils, potential investors, financial institutions and Chambers of Commerce.
Prepared and managed marketing pro-forma(s) and $1 million annual marketing budgets for new and existing communities.
Implemented cost savings though standardization of collateral materials and vendors. Trained marketing team members how to use declining balance worksheets to manage annual budgets.
Increased resident and employee satisfaction through creation of SilverAdvantage, SilverCrest’s service delivery culture. Created the Core Values of R.E.S.P.E.C.T. (Resident First, Enriching Lives, Safety and Security, Professionalism, Energy and Enthusiasm, Community and Teamwork). Instilled hospitality focus to create welcoming experiences.
SUNRISE SENIOR LIVING, McLean, VA (2000 – 2002)
Regional Director of Marketing, Minneapolis, MN (2001-2002)
Focus: Occupancy development planning and execution for new community
Action Plan:
Pre-opening Regional Marketing Manager for Sunrise Assisted Living, Roseville, MN. Hired marketing and trained marketing staff. Prepared strategic marketing plans, marketing budgets and networking action plans. Achieved ramp-up occupancy goals.
Supported the Sunrise marketing teams in Edina and Buffalo, MN. Designated trainer for Customer Service.
Lead the operation team at Sunrise Assisted Living to focus on resident satisfaction which resulted in higher occupancies.
Executive Director, Edina, MN (2000-2001)
ACCENTURE, Minneapolis, MN (February 1999 – 2000)
Services Manager
Implemented “hoteling” of office space.
Developed policies and procedures to support new systems.
Sourced and negotiated new contracts for catering, telephones, office equipment and supplies.
Managed six Lead Service Managers.
STARWOOD HOTELS AND RESORTS WORLDWIDE (1981 – 1998)
THE WESTIN AQUILA HOTEL, Omaha, NE (March 1996 – December 1998)
141-room boutique luxury hotel
Increased Gross Operating Profit over a two-year period by 40% by establishing new goals, streamlined organizational structure, and developed new revenue methods.
Chaired monthly P & L meetings with owners and key division heads. Presented action plans to consistently improve revenues and expenses which were accepted and implementation. Received corporate recognition as one of the five most improved hotels out of 172 for North America.
Attracted new lines of business, which included airline crew rooms, catering and conference services that generated $430,000 in additional revenue.
WESTIN CROWN CENTER HOTEL, Kansas City, MO (May 1989 – March 1996)
725 room luxury hotel
Director of Rooms (Front Office, Housekeeping, Health Club, Guest Services, Security, Valet Parking)
Director of Housekeeping
Senior Assistant Manager
Launched customer satisfaction surveys to benchmark service levels and created on-line monthly reports that were shared with team members which helped to foster higher response rates and gain immediate feedback.
Decreased employee turnover by 22% by implementing improved orientation and training programs, establishing turnover goals for each department, conducting focus group meetings on staff concerns, and consistently administering wage review analysis.
Implemented facility and equipment preventative maintenance schedules, which directly improved customer satisfaction as noted by daily guest surveys.
Directed and led management classes covering leadership, communication, team development and customer satisfaction, which directly improved operations and customer satisfaction.
CENTURY PLAZA HOTEL & TOWER, Los Angeles, CA (January 1985 – May1989)
1072 room luxury hotel
Convention Services Manager
Front Office Assistant Manager
Exceeded room rental and food & beverage goals by 6-11% annually. This was accomplished by creating theme-based menus which exceeded guest expectations. Trained two convention services managers.
Opening team member for The Tower, a 350 room luxury addition to The Century Plaza.
Instrumental in hiring and training front office and concierge personnel.
THE WESTIN HOTEL, O’HARE, Rosemont, IL (November 1983 – January 1985)
527 room luxury hotel
Front Office Assistant Manager
Pre-opening assistant manager directly responsible for guest services and mass hire of front office agents.
Assisted in writing of Front Office and Guest Services training manuals.
THE WESTIN ST. FRANCIS HOTEL, San Francisco, CA (August 1981 – November 1983)
1066 room luxury hotel
Assistant Beverage Manager
Management Training Program / Night Manager
Responsible for all banquet beverage operations of $1.7 million on annual revenues.
Established bar stocks for all restaurant bars.
Trained new front office agents.
Education
WASHINGTON STATE UNIVERSITY, Pullman, WA (1981)
Bachelor of Arts – Hotel and Restaurant Administration and Business Administration
MEMBERSHIPS & AFFILIATIONS
Volunteer, Twin Cities Honor Flight
Volunteer, New Hope Lions
Volunteer, Spirit of Hope UMC
Volunteer, Alzheimer’s Association, Care Providers
Volunteer, Aging Service of Minnesota
Volunteer, Boy Scouts of America
ACCOMPLISHMENTS & SKILLS
Proficient in Microsoft Word, Excel, PowerPoint, Lead Base Management systems – Salesforce, You’ve Got Leads, Reps and Yardi.
Public Speaking
Focus Groups
Held a MN Real Estate License from 2004 to 2010
*References available upon request*
Contact this candidate