Business Development Senior Living

Edesa Ciscar, MS

Berlin, CT ***********@*****.*** Cell: 860-***-**** LinkedIn https://www.linkedin.com/in/edesaciscar/

Successes

Delivered over $50 million in lifetime sales revenue through strategic business development, contract negotiation, and market expansion across healthcare and live event industries.

Recognized with President’s Club honors (2023 & 2024) for exceeding national sales targets while managing a $35M+ pipeline across 14 states.

Led high-performance sales teams across regional and national territories, consistently surpassing revenue goals and optimizing team productivity through mentorship and process improvements.

Successfully transitioned across industries by leveraging transferable leadership and sales skills, consistently outperforming peers and opening new market opportunities.

Core Competencies

Formulary Strategy & Optimization

Contract Negotiation & Management

Market Expansion & Portfolio Growth

Cross-functional Team Leadership

Revenue & Membership Growth

Data Analysis & Financial Modeling

Client Retention & Relationship Building

Healthcare Strategy & Innovation

Tech and Start Up

Brand Recognition

Operational Efficiency & Process Improvement

Sales Strategy & Business Development

KPI Tracking & Performance Management

C-Suite Engagement & Presentations

Salesforce & CRM Optimization

Professional Experience

Sentrics Regional Vice President

June 2022 – Present, Remote

Led SaaS enterprise sales and business development efforts across 14 states for a national leader in integrated technology solutions for senior living and acute care. Directed go-to-market strategies, contract negotiations, and cross-functional collaboration to drive significant top-line growth and deepen market penetration.

Generated over $7 million in closed sales with an active pipeline exceeding $35 million, contributing to consecutive President’s Club recognition (2023 & 2024).

Developed and executed B2B growth strategies that positioned Sentrics as a preferred technology partner among large senior living networks and healthcare systems.

Led end-to-end sales cycles for multimillion-dollar technology solutions, including environmental monitoring, resident engagement, and life safety platforms.

Negotiated and secured long-term enterprise contracts, navigating complex sales processes involving multiple stakeholders and decision-makers.

Collaborated with marketing, product, and implementation teams to align client solutions with evolving industry demands and regulatory requirements.

Utilized Salesforce to manage opportunities, forecast revenue, and provide actionable insights to executive leadership.

Delivered client-centric presentations and ROI-driven proposals to C-level executives and boards, demonstrating value and long-term outcomes.

Provided coaching and mentorship to regional sales teams, driving performance and ensuring alignment with company KPIs and customer satisfaction benchmarks.

Represented Sentrics at national conferences, expos, and thought leadership events to promote brand awareness and build strategic partnerships.

Caring People Home Care Regional Director

March 2021 – November 2021

Oversaw strategic growth and business development initiatives across Connecticut and Massachusetts for a leading home care agency. Led regional expansion efforts, strengthened referral networks, and drove revenue through targeted B2B partnerships and client acquisition strategies.

Increased regional census and revenue by 80% through the execution of strategic market outreach and partnership development plans.

Cultivated strong referral relationships with hospitals, skilled nursing facilities, and discharge planners, significantly expanding the agency’s footprint.

Designed and implemented community engagement and brand awareness initiatives to enhance market visibility and lead generation.

Collaborated with clinical and operational teams to streamline the intake process and improve client onboarding experience.

Analyzed regional market trends to adjust service offerings and align with evolving client and partner needs.

Delivered monthly performance reports to senior leadership, tracking KPI progress, conversion rates, and revenue benchmarks.

Mentored and supported local sales teams, establishing best practices for outreach, relationship management, and CRM utilization.

Sensara VP of Business Development

February 2020 – July 2020

Led U.S. market entry strategy for Sensara, a Netherlands-based health tech company specializing in predictive analytics and remote monitoring solutions for senior living. Developed go-to-market plans, built strategic partnerships, and drove business development efforts to establish brand presence and revenue streams in the North American market.

Designed and executed U.S. business development roadmap, including channel strategy, pricing models, and market positioning.

Secured pilot programs with prominent senior living organizations, creating proof-of-concept pathways for long-term contracts.

Collaborated with Dutch executive leadership to align international expansion with U.S. regulatory, clinical, and operational frameworks.

Delivered competitive market intelligence and financial modeling to guide investment decisions and sales forecasting.

Built strategic partnerships with healthcare executives, technology stakeholders, and aging services providers to accelerate adoption.

Spearheaded product adaptation initiatives to align with U.S. senior living workflows and clinical standards.

Benchmark Senior Living Regional Sales Specialist

January 2018 – February 2020

Oversaw sales performance and business development initiatives across a portfolio of nine senior living communities. Collaborated with Executive Directors, sales teams, and regional leadership to implement high-impact sales strategies, improve conversion rates, and drive occupancy growth across underperforming markets.

Increased community occupancy levels from 70% to 100% through targeted sales plans and execution.

Partnered with local leadership to identify performance gaps, restructure sales approaches, and provide hands-on coaching.

Designed and delivered regional training programs to strengthen sales competencies and consistency across communities.

Conducted in-depth market assessments to identify growth opportunities and tailor messaging to regional demographics.

Supported the launch of new programs and services to enhance resident value proposition and expand market appeal.

Monitored CRM usage to ensure data integrity, pipeline health, and accountability for follow-up activity.

Acted as a mentor and performance coach to on-site Sales Directors, improving closing ratios and lead conversion.

Recognized for accelerating occupancy turnaround and enhancing team alignment with corporate growth goals.

The Orchards at Southington (Hartford Healthcare) Director of Sales

October 2008 – January 2018

Led all sales, marketing, and business development efforts for a premier senior living community under Hartford HealthCare. Responsible for driving occupancy, building strategic referral partnerships, and elevating brand visibility in the healthcare and senior living markets. Focused on delivering a premium resident experience through high-touch engagement and targeted growth strategies.

Consistently exceeded monthly and annual occupancy and revenue goals for nearly a decade.

Increased overall occupancy through strategic outreach, targeted marketing campaigns, and personalized client engagement.

Built and nurtured a strong network of referral sources, including hospitals, physicians, case managers, and community organizations.

Developed and executed comprehensive marketing plans that boosted community awareness and lead generation.

Conducted needs-based assessments and guided prospective residents and families through the decision-making process.

Collaborated with clinical and operations teams to ensure seamless transitions and outstanding service delivery.

Implemented CRM best practices to track pipeline activity, manage follow-ups, and report sales metrics.

Recognized for leadership in customer service excellence and community integration.

Education & Certifications

MS in Management & Certificate in Healthcare Systems

University of Saint Joseph, West Hartford, CT

BS in Management, Marketing Minor

Central Connecticut State University, New Britain, CT

Professional Affiliations

American Senior Housing Association (ASHA)

Argentum

LeadingAge

Key Accomplishments & Skills

Proven Leadership: Led cross-functional teams to implement high-impact formulary strategies and optimized business development initiatives.

Formulary & Contract Expertise: Extensive experience with contracts, pricing models, and rebate strategies to enhance profitability and client satisfaction.

Strategic Vision & Execution: Expert in aligning business objectives with market needs, ensuring portfolio growth and sustainability across multiple lines of business.

Data-Driven Decisions: Utilized advanced financial modeling, trend analysis, and forecasting to inform business strategies, optimize rebates, and support revenue growth.

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