Senior Vice President, Sales
Position Summary
The Senior Vice President of Sales provides enterprise-level sales and revenue leadership across approximately 70 American House communities, including Independent Living, Assisted Living, and Memory Care. This role holds full accountability for revenue growth, pricing discipline, and sustained occupancy performance.
The SVP of Sales is responsible for building and sustaining a high-performance sales culture; leading scalable sales strategies, systems, and training; and co-owning demand quality and pipeline performance in close partnership with Marketing, Operations, Field Ops/Sales teams, Asset Management, Acquisitions/Underwriting and Financial Planning and Analysis. This role supports consistent growth across stabilized, lease-up, and turnaround communities while ensuring disciplined execution, forecasting accuracy, and brand integrity.
The SVP of Sales is a highly visible, hands-on leader, spending approximately 50–70% of time in the field coaching teams, reinforcing standards, and driving execution. This role also serves as a key executive partner American House leadership, and capital partners, translating performance data and market insights into clear growth narratives and actionable strategies.
Essential Responsibilities and Duties:
Revenue Growth & Portfolio Performance
Lead enterprise-wide revenue growth and census performance in close partnership with Marketing, Operations, and regional sales leadership, driving disciplined execution and sustained financial results across the portfolio by:
- Driving consistent, best-in-class sales execution and conversion discipline across the portfolio
- Achieving and exceeding occupancy, revenue, and census targets aligned with corporate and capital partner objectives
- Establishing and enforcing pricing strategy, rate integrity, and revenue yield optimization across unit mix, care levels, and ancillary services
- Providing consistent coaching, guidance, and performance leadership to Regional Sales Directors, reinforcing expectations, accountability, and best practices across the regional team
- Co-owning lead volume and lead quality with Marketing, ensuring demand generation aligns with community, care-level, and portfolio growth objectives
- Identifying opportunities for revenue acceleration through disciplined use of financial, operational, and market data
- Translating market dynamics, demand trends, and competitive insights into actionable growth strategies at both the portfolio and community level
- Leading and supporting pre-opening and lease-up sales strategies, including staffing, pricing, lead strategy, and performance ramp expectations
Sales Systems, CRM, Data & Technology Leadership
Provide executive ownership and strategic direction for sales systems, data, reporting, and technology, including:
- Leading the rollout, optimization, and enterprise adoption of CRM platforms and related sales technologies; ensuring data integrity, adoption, and usability
- Leveraging CRM and technology platforms to improve lead management, pipeline visibility, conversion performance, sales efficiency metrics, and forecasting accuracy, with monthly and quarterly performance analysis shared with senior leadership
- Establishing and enforcing pipeline management and forecasting standards in partnership with regional sales leadership, Operations, and FP&A, including stage definitions, activity expectations, data quality, and confidence in projections
- Leading weekly sales calls and performance reviews with regional sales leadership to reinforce accountability, identify risk, and drive corrective action
- Providing weekly sales forecasts and projections to Asset Management to support capital partner reporting and portfolio oversight
- Establishing standardized dashboards, reporting cadences, and KPIs across community, regional, enterprise, and capital partner portfolio views
- Maintaining ownership of the Competitive Market Analysis process, including mystery shops, ensuring accurate semi-annual completion to inform pricing, positioning, and strategic decisions
- Partnering with Marketing and Operations to align CRM workflows, reporting, and insights with demand generation, prospect experience, and operational execution
- Evaluating and leveraging emerging sales technologies, analytics tools, and AI-enabled solutions to improve efficiency, insight, and performance
- In-depth knowledge of WelcomeHome and SeniorLytics strongly preferred, including senior living–specific workflows, reporting, and performance management best practices
Talent Development, Sales Training & Culture
Build, develop, and retain a best-in-class sales organization by:
- Attracting, developing, and retaining top-tier regional sales leadership and community-based sales personnel, while building strong succession plans and leadership bench strength
- Creating a culture of accountability, coaching, and continuous improvement through clear expectations, performance standards, and defined career pathways
- Actively participating in the team development with senior sales leaders and specialists to mentor high-potential talent, support development, and advocate for advancement as warranted
- Serving as the final interviewer for Regional Sales Director, Community Relations Director, and Sales Specialist candidates to ensure alignment with culture, standards, and performance expectations
- Leading the development and ongoing evolution of enterprise sales playbooks, onboarding playbooks, and a structured training cadence that reinforces sales standards, pipeline discipline, brand expectations, and prospect experience best practices
Prospect, Resident & Family Experience
- Ensuring a consistent, high-quality prospect experience throughout the sales process and post-close transition
- Partnering with Operations to support seamless handoffs from prospect to resident, reinforcing trust, satisfaction, and long-term retention
- Driving resident and family referral generation through strong sales practices, communication, and experience continuity
Financial Acumen & Performance Optimization
Own and lead sales performance management in partnership with Operations, Asset Management and FP&A, including:
- Participating in regular (monthly and quarterly) performance and P&L reviews focused on census, rate realization, and revenue drivers
- Developing regional- and portfolio-level revenue optimization strategies in collaboration with regional operations and sales leadership
- Leading pricing and repositioning initiatives using market analytics, competitive intelligence, and technology tools for new developments, acquisitions, and third-party managed communities
- Converting financial and operational insights into clear sales strategies, field priorities, and accountability frameworks
- Supporting the design and ongoing evaluation of sales compensation plans and commission structures that align with company goals, pricing discipline, and desired sales behaviors
External Business Development & Market Growth
- Supporting and participating in external business development strategies, including referral, outreach, and market-facing initiatives
- Partnering with Marketing and Operations to develop and execute market-specific business development plans that expand brand presence, referrals, and demand
- Providing executive oversight of community-specific quarterly sales and marketing plans, ensuring Regional Sales Directors develop, monitor, and execute robust plans aligned with portfolio goals, performance standards, and growth priorities
Brand Stewardship & Strategic Communications
- Serving as a steward of the American House brand across all sales interactions, materials, and community-level execution practices, ensuring consistent representation and messaging in partnership with Marketing
- Presenting enterprise sales performance, trends, and forecasts at the American House Monthly Portfolio Review and other executive forums with Executive Leadership, Asset Management, Marketing, and FP&A; supporting Board or capital partner presentations as requested
- Developing clear, data-driven narratives and materials for institutional and capital partners in collaboration with Asset Management
- Leading market analysis and competitive intelligence efforts for new markets and expansions, partnering with Marketing to develop integrated sales and marketing plans that support underwriting assumptions and projected occupancy, revenue, and NOI
- Serving as a strategic thought partner to executive leadership on growth initiatives, portfolio strategy, and market expansion
Education and Requirements
- Bachelor’s degree required; MBA or advanced degree preferred
- 12+ years of progressive sales leadership experience
- 7+ years in senior housing, healthcare, hospitality, or a related service-based industry
- Demonstrated leadership of multi-site, multi-region sales organizations
- Proven track record of driving occupancy, revenue performance, and pricing discipline
- Experience supporting lease-ups, turnarounds, acquisitions, and portfolio growth initiatives
- Experience leading CRM implementations, sales technology adoption, and performance reporting; WelcomeHome CRM expertise strongly preferred
- Ability to travel extensively (approximately 50–70%) across the portfolio