Director, Sales Strategy & Resident Experience

Job Description

Mission:

As the Director, Sales Strategy & Resident Experience, you will contribute to Extendicare's purpose of Helping People Live Better by leading the regional sales function across a portfolio of retirement residences. Reporting to the Regional Director of Operations, you will provide direct leadership to residence-based sales professionals and work closely with Operations, Finance, and Marketing to maximize portfolio performance. This role is accountable for developing and executing Key Performance Indicators that achieve occupancy, rate, revenue, and NOI objectives. Through your strategic thinking, operational execution, and coaching, you will build a culture of accountability and results while ensuring an exceptional experience for prospects, residents, and families.

Key Outcomes:

·       Achieve portfolio occupancy, revenue, market rate, and NOI targets through the development and execution of regional sales, education, occupancy, pricing, and revenue strategies.

·       Drive sustainable occupancy growth by increasing lead generation, conversion rates, and resident retention across the portfolio.

·       Optimize pricing and revenue performance by maintaining competitive market positioning, managing resident rate increases, and ensuring optimal inventory management and suite utilization.

·       Lead and develop a high-performing, accountable sales team that demonstrate Extendicare's Values and deliver results, including exceptional customer experience, and continuous quality improvement.

·       Ensure consistent, exceptional customer experience throughout the sales journey, including seamless transitions from prospect to resident.

Key Responsibilities:

·       Strategic Revenue & Occupancy Leadership

• Lead the development and execution of regional sales, training, occupancy, pricing, and revenue strategies across a portfolio of retirement residences.
• Accountable for achieving portfolio occupancy, revenue, market rate, and NOI targets.
• Analyze market trends, competitor activity, customer demographics, and performance metrics to identify growth opportunities.
• Develop and implement strategic initiatives that increase lead generation, conversion rates, occupancy growth, and resident retention.
• Partner with Operations and Finance to establish annual revenue targets, budgets, and forecasts.

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·       Pricing & Revenue Management

• Maintain accountability for portfolio pricing strategies and rate management.
• Review and approve annual and interim resident rate increases in accordance with company policy and market positioning.
• Conduct regular reviews of market rate competitiveness and recommend pricing adjustments to maximize revenue while maintaining occupancy objectives.
• Collaborate with operations leaders to ensure optimal inventory management and suite utilization.

·       Leadership & Team Development

o   Provide direct leadership, training/coaching, development, and performance management to Sales Consultants and residence-based sales team.

o   Establish clear performance expectations and accountability measures for all sales team members.

o   Conduct regular business reviews, pipeline reviews, and sales performance coaching sessions.

o   Build and maintain a high-performance sales culture focused on results, customer experience, and continuous improvement.

o   Participate in recruiting, onboarding, training, succession planning, and talent development for the regional sales organization.

·       Incentive Compensation Oversight

• Administer and oversee regional sales incentive programs.
• Review and approve sales bonus payouts and incentive compensation based on established corporate objectives and performance criteria.
• Ensure bonus programs drive desired occupancy, revenue, and customer experience outcomes while maintaining consistency and fairness across the portfolio.

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·       Sales Performance Management

• Utilize CRM platforms, occupancy reporting, KPI dashboards, and market intelligence to drive decision-making.
• Lead weekly and monthly sales performance reviews, ensuring proactive action plans are implemented where results do not meet expectations.
• Identify barriers to occupancy growth and implement corrective actions to improve performance.
• Conduct regular retirement community site visit and reviews.

·       Resident & Customer Experience

• Ensure consistent, exceptional customer experience throughout the sales journey.
• Support teams in resolving escalated residents and family concerns related to sales, move-in, and occupancy matters.
• Collaborate with operations teams to ensure seamless transitions from prospect to resident.

·       Cross-Functional Partnership

• Partner closely with Operations, Finance, Marketing, Clinical, and Executive Leadership teams to achieve organizational objectives.
• Collaborate with Marketing to develop and execute targeted campaigns that support occupancy and revenue goals.
• Provide regular executive reporting and recommendations regarding sales performance, forecasted results, market opportunities, and growth strategies.

·       Continuous Improvement

o   Build and maintain a high-performance sales culture focused on results, customer experience, and continuous improvement,

o   Lead occupancy recovery and revenue optimization initiatives across the portfolio.

·       Values Alignment

o   Promote Extendicare's Mission, Vision, and Values by demonstrating integrity, respect, and commitment to residents' rights.

·       Flexibility

o   Assume additional responsibilities or tasks that are unique to a specific residence or region or are temporary in nature.

Required Education, Credentials and Experience:

·       Bachelor's degree in Business, Marketing, Commerce, Healthcare Administration, or a related discipline preferred; a Master's degree is considered an asset.

·       Minimum 7-10 years of progressive leadership experience in sales, revenue management, business development, or operational leadership.

·       Minimum 5 years leading multi-site sales teams with direct accountability for revenue and occupancy performance.

·       Proven track record of achieving revenue growth, occupancy targets, pricing optimization, and business development objectives, including leading large-scale occupancy recovery or revenue optimization initiatives.

·       Strong understanding of P&L management, budgeting, forecasting, pricing strategy, and revenue management principles.

·       Demonstrated success leading, coaching, and developing high-performing sales teams.

·       Experience designing, administering, and managing incentive compensation programs.

·       Advanced knowledge of CRM systems, sales performance analytics, and business intelligence tools; experience with PCC, Move-N, or similar CRM and revenue management platforms.

·       Experience within seniors housing, retirement living, long-term care, healthcare, hospitality, or a related service sector is strongly preferred, including multi-site leadership experience.

·       Exceptional analytical and strategic thinking capabilities with strong business acumen, and outstanding communication, presentation, negotiation, and stakeholder management skills.

·       Willingness and ability to travel throughout assigned geographic regions.

·       Must provide a complete and current (within six months) Vulnerable Sector Check (including a Criminal Background Check) or be willing to obtain one.

Core Competencies (included for posting only):

·       Strategic Sales Leadership

·       Revenue and Pricing Management

·       Financial Acumen

·       Analytical Thinking

·       Customer Service and Communication

·       Negotiation and Influence

·       Relationship and Stakeholder Management

·       Educator, Coaching and Performance Management

·       Change Management

Attributes of an Effective Leader:

·       Strategy Development: Understands the organization's strategy and sets priorities to make it happen.

·       Self-Motivated and Results Driven: Takes ownership and holds themselves and others responsible for delivering high-quality, timely, and cost-effective results.

·       Collaboration: Inspires a collaborative team environment and works effectively with others with the ability to influence.

·       Effective Communication: Actively listens, seeking to understand all perspectives and communicates with respect.

·       Problem Solving: Recognizes and takes ownership to resolve issues outside of clear role mandate.

·       Builds High Performing Teams: Builds the capability of individuals and teams through continuous feedback, coaching, and a commitment to learning and development.

·       Data Analytics & Continuous Improvement: Uses data to identify and measure performance and develop solutions to motivate improvement.

What Extendicare has to offer:

At Extendicare, we believe that working as a team creates an environment that allows us to reach our potential. We value each employee, encourage equal opportunity for growth and recognize achievement. As a valued member of our team, you can expect:

·       Competitive executive-level base salary

·       Performance-based incentive plan tied to occupancy, revenue growth, NOI performance, and strategic objectives

·       Comprehensive health and dental benefits

·       RRSP matching program

·       Professional development and leadership growth opportunities

·       Hybrid and flexible work environment

Extendicare is a leading provider of care and services for seniors across Canada, operating under the Extendicare, ParaMed, Extendicare Assist, and SGP Purchasing Network brands. We are committed to delivering quality care to meet the needs of a growing seniors' population, inspired by our mission to provide people with the care they need, wherever they call home. We operate a network of long-term care homes (both owned and under management contracts), deliver over 24 million hours of home health care services annually, and provide group purchasing services to third parties representing approximately 157,000 beds across Canada. Extendicare proudly employs more than 30,000 qualified, highly trained and dedicated team members who are passionate about providing high-quality care and services to help people live better.

Time Type

Full time

Compensation Details

Compensation will be discussed during the recruiting process.

​At Extendicare, we’ve spent more than 50 years dedicated to enhancing the quality of life for residents in our long-term care homes across Canada. When you join Extendicare, you become part of a compassionate, mission-driven team committed to creating a safe, supportive, and enriching environment for every resident we serve.​

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We provide competitive compensation that reflects the value of this role and the unique qualifications each candidate brings. Final salary offers are based on a variety of factors such as your skills, experience, education, and alignment with the responsibilities of this position.

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Base salary is one component of our broader total rewards package. We offer a comprehensive suite of benefits designed to support your health, financial well-being, and long-term career growth. Your recruiter can provide more details about our total rewards offerings during the hiring process.​

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We may use artificial intelligence (AI) tools to support certain stages of the recruitment process, such as reviewing applications, analyzing resumes, or assessing candidate responses. These tools assist our recruitment team but do not replace human judgment — every application is reviewed by a member of our team to ensure thoughtful and equitable consideration. If you would like more information about how your data is processed, please contact us.​

Extendicare is an equal opportunity employer committed to respectful and inclusive hiring practices. We welcome all applicants, including those from equity-deserving groups, including Indigenous peoples, women, people with disabilities, and visible minorities.

Extendicare is committed to fostering an accessible, inclusive, and equitable hiring process. We will gladly accommodate the needs of applicants throughout all stages of the recruitment process upon request and in accordance with applicable legislation. If you require support during any stage of the process, email us at [email protected].

We acknowledge that the care we provide across Canada occurs on lands that have been cared for by many Indigenous peoples for generations. We recognize First Nations, Inuit, and Métis Peoples and their enduring connection to this land, and the importance of respect and cultural safety in the work we do.