Senior Living Business Development

*******@*****.*** Monticello MN

m: 763-***-****

Renae A. Witschen

Dynamic and results-oriented executive with over 28 years of experience in healthcare administration, senior living operations, and business development. Adept at driving organizational success through strategic leadership, operational excellence, and compliance with state and federal regulations. Extensive experience in sales and marketing, successfully leading initiatives to drive occupancy growth, revenue generation, and brand visibility. Comfortable with extensive travel (50-75%) to manage multi-state portfolios and ensure operational standards across communities. Recognized for building high-performing teams, stabilizing portfolios, and implementing innovative solutions to exceed business objectives.

Significant Career Accomplishments

Business Development

Life Care Services (MN) increased census portfolio from 88.4% to 95% in overall occupancy for revenue growth in 6 months. (Harrison Street Portfolio)

Results Orientated

Copperfield Hill Senior Living achieved the Confident Choice Award for best practices in Assisted Living.

Sunrise Senior Living-Sunrise of Edina achieved Presidents Club Award for most improved Census growth and Quality Service Standards.

Successful Portfolio Acquisition

Life Care Services/Transforming Age- Total of 8 senior living communities. Stabilization took 6 months. I was able to remain a 95% occupancy overall

Staff Stabilization

Eliminated agency from communities-LCB Senior Living. 2 Communities in Vermont. The monthly average was $40k in spending. With staffing efficiencies removed agency in 3 months. Annual savings of $480k.

Implementing Employee Centered Strategies

LCB Senior Living implemented alternative recruiting sources with Indeed and utilizing the Job Fair function paid and resulted in higher level of hiring/recruitment. Also, analyses wages to promote different talent from an area that has 2% or under unemployment rates in Vermont.

EXPERIENCE

Cornerstone Management Services, Minnesota 05/2023 - present

Corporate Director of Compliance, Licensure & Training (12/2023-to present)

- Developed and executed comprehensive marketing plans, including SWOT analysis and outreach strategies for census

- Developed a Quality Compliance Review (QCR) tool and implemented compliance standards in MN, IA, WI, and CO

- Developing operational tools for the Directors to perform their daily tasks and duties (RDO Site Visit, State Readiness Binder, Emergency Preparedness Binder). I manage all POC from survey and CHOW surveys until they are closed at the community with plans of correction.

-Created onboarding training documents for Executive Directors, and management team for their new hire expectations

-Developed on training tracking tool to monitor onboarding and ensure HR compliance in files

- Enhanced CRM implementation (Enquire and Welcome Home), to optimize sales pipelines and next steps

Regional Director of Operations (05/23-to 12/2023)

Managed 7 Assisted Living/Memory Care communities in Minnesota along with implementation of policies, MN specific training tools, and operational tools.

Implementing Enquire, CRM, at the communities from Welcome Home while managing Welcome Home at other locations.

Collecting past AR Aging at communities and set up systems for monthly review

Assisted with ATS (Applicant Tracking System) implementation for hiring and onboarding with ProCare (Kronos payroll/HR System)

Operating $50M budget for all communities in portfolio

Jaybird Senior Living, Minnesota/Iowa 08/2022 - 05/2023

Sr. Director of Operations and Sales

- Led sales and marketing teams across 10 communities, coaching directors to achieve revenue growth.

- Designed strategic marketing campaigns to elevate lead generation and occupancy rates.

Hired to focus on business development projects and training. Currently managing Regional Directors who lead the Southern Minnesota and Iowa communities.

Managed 10 communities in Minnesota and Iowa along with oversight of 10 Executive Directors. $75M in revenue for all communities

Opened a new Assisted Living community in Goodhue, MN in September 2022

Hands on support with marketing (CRM-Welcome Home) and operations (Yardi and Point Click Care) in all communities assigned. Review Past Dues, next steps, and coach Sales and Marketing Directors for next step

Hired 5 new Community Directors and working on their training and succession plans with them

Rolled out SchedulePop (scheduling software) for the communities for staffing/tracking attendance

Rolled out Direct Supply/TELS at the communities

Improved process and expectation on Aging/Collection calls with the directors of the communities

Certus Financial/Certus Living 10/2021 - 08/2022

Sr. Director

Started the senior living management division of Certus Living

Opened a new community in Illinois with management services 10/21

Project management with guidelines and timetables of taking over management and made Critical Action Plan for acquisitions

Created all new operation forms for HR (job descriptions, offer letter templates)

Set up and organized payroll for the community site

Set up and organized health insurance, 401k, and all benefits

Created a dining program and along with an activity program

Created an internal community document for marketing until CRM could be put into place

Developed Safety Committee and Emergency Procedures Manual

Organized Enquire a CRM platform for marketing prospects at the communities

Assisted in development of the website and new branding for the communities

Life Care Services 10/2019 - 10/2021

Director of Operations Management, East Coast

Manage portfolio of 8 communities in VT, NY (Staten Island/Long Island), VA, PA, and MN

Operated a $60M budget for all communities.

Managed all 3 party owners with weekly and monthly financial calls and operational goals.

8 Executive Directors and their employees’ total 700+ employees.

Not-for profit experience with onboarding a new community during a pandemic.

Hand on support with all marketing and clinical initiatives in the communities.

Provided on-going operational analysis and resolved operational issues.

Hands on and remote support during all the COVID-19 initiatives from CMS along with LCS policies for COVID-19

Acquired a not-for-profit community AL/MC on Staten Island and added to the portfolio

Opened a new Assisted Living/Memory care on Long Island September 2020 during Covid-19 initiatives.

LCB Senior Living Vermont portfolio and Boston, MA Corporate office 08/2018 - 10/2019

Regional Director of Operations & Sales & Marketing Director

Operated the Vermont portfolio of IL, AL, and MC. Along with Extended Services Program (ESP) in the communities.

Operated $45M budget for all the communities.

Worked closely with investor group Virtus in Texas for monthly P&L fiscal results and management.

Worked on staffing analysis to remove all agencies from communities with a saving of $40k a month within 3 months.

Weekly visits to the corporate office for sales and marketing review and operations overview.

Weekly travel to Vermont to ensure operational efficiencies and sales and marketing performances in the communities. Including overseeing Market Plan development and oversight. Creating marketing strategies for the region to increase volume of lead generation.

Proficient in Yardi Management for Financials and Sales.

Successfully eliminated the ESP program from 2 Vermont communities which resulted in increased costs in level of care revenue.

Transforming Age, Seattle, WA (Life Care Services, Inc, Des Moines, IA) 01/2016 - 08/2018

Regional Director of Operations and Sales & Marketing

Transforming Age purchased the MN portfolio from Life Care Services, Des Moines, an Iowa based company as of December 29th, 2016. Comprehensive operational responsibility including P&L more than $40M, oversight of (8) Independent, Assisted Living, and Memory Care communities in Minnesota.

Oversee (1) Regional Food and Beverage Director for the portfolio. I planned and conducted all healthcare support in the Assisted Living communities as Regional Clinical support to all (5).

Opened a new start up community in Vadnais Heights MN and successfully gained stabilized within 9 months of opening.

Worked with CBA Union negotiations and a successful contract renewal.

Worked closely, monthly, on P&L Management with Harrison Street out of Chicago.

Project Manager with rolling out Point Click Care and EMAR in the AL Communities.

Project Manager to roll out On Shift (staffing software) along with an updated ADP.

Maintain and grew occupancy from 88.4% in February 2016 to a stable 95% of overall portfolio. I orchestrated the rollout of a new CRM tool of You Got Leads (YGL) to the Sales and Marketing teams and Executive Directors.

Developed programming materials for Life Enrichment and Memory Care programming for the MN communities.

Spectrum Health Companies Northern Region of Minnesota 04/2015 - 01/2016

VP of Operations

Operated and managed 4 Medicare Home Care offices (Grand Rapids, Virginia, Ely, and Duluth) and 9 Assisted Living/Memory Care Communities (Orr, Cook, Aurora, Ely/Lakeside (3 on campus), Babbitt, Silver Bay, and Virginia). This included Clinical and Regional Marketing.

Portfolio was $20 million in budget management.

Worked with Home Care Union contracts and successful negotiations.

Copperfield Hill Senior Living 11/2011 - 04/2015

Executive Director

260 bed senior living community that provides care and services to Independent Living, Assisted Living, and Memory Care seniors. This includes a two-building campus with Housing with Services. I manage and give directions on the Elderly Waiver/Medical Assistance Program for the campus for 80 residents on campus.

Tealwood Management Inc. 1/2009 – 10/2011

Executive Director-start up community

The Legacy of Delano, a 60-bed Assisted Living and Memory Care community.

New construction/start up Assisted Living/Memory Care community. 50% of rooms were leased up prior to opening in June 2009

Heartland Home Care and Hospice, St. Cloud/Brainerd 7/2007 – 1/2009

Manager of Business Development

Managed Medicare B Home Care and Hospice in Central Minnesota

Supervised 5 Sales/Community Liaisons to develop marketing plans and purposeful outreach to professional referral sources

Sunrise Senior Living, Inc. Sunrise of Edina, Minnesota 2004 - 2007

Executive Director & Cadre’ Trainer

Community of 75 beds of Assisted Living and Memory Care

Moved community from 70% occupied to a stable 95% and generated NOI successful

2005 won the Presidents Club Award from Sunrise Senior Living, Inc. which reflected an achievable increase in occupancy for a year and for improving Compliance at the community

Alterra Healthcare Inc. 1999 - 2004

Residence Director Pro-Tem & Regional Director of Operations

Traveled various locations in Minnesota and Wisconsin to assist in rebuilding the bases of Operations and Policy and Procedures in those Assisted Living and Memory Care communities that needed the support.

Regional Director

Managed 14 Assisted Living Communities and 12 Residence Directors in all areas of their communities. This totaled over 600 employees and over 400 residents in the State of Minnesota

Managed and oversee the Regional Sales Manager and Regional Director of Resident Care as a regional team.

Assisted in the successful implementation of Operation Perfection which strategically plans variable labor hours in conjunction to case mix of the resident’s acuity

Education

St. Catherine University

Bachelor of Applied Science of study Occupational Therapy/Therapist 1996

Anoka Ramsey Technical College

Associate Degree – COTA 1990

Awards

“President’s Club” acknowledgement at Sunrise of Edina 2005 (Occupancy and Quality Service Standards)

LeadingAge of MN “Confident Choice Award” at Copperfield Hill: 2014

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