Carolina P. Santander
Fort Lauderdale,FL
Summary
Results-driven Senior Director of Market Development at VITAS Healthcare, guiding high performing teams and implementing strategic initiatives to drive business success. Recognized for driving strategic initiatives that enhanced outcomes by growth of referral volume in key accounts. Expert in hospice data analytics and collaborative leadership, fostering a culture of innovation, achieving significant improvements in employee satisfaction and retention while optimizing business development and relationships. Equipped with strong problem-solving abilities, willingness to learn, and excellent communication skills. Poised to contribute to team success and achieve positive outcomes.
Overview
15
15
years of professional experience
Work History
Senior Director of Market Development
VITAS Healthcare
Miami, FL
06.2020 - Current
- Led sales-focused strategic initiatives in close partnership with admissions and operations to drive referral growth, improve conversion, and enhance overall patient care delivery
- Reduced patient revocations by strengthening alignment between sales, admissions, and clinical teams, ensuring appropriate patient selection and expectation setting at intake
- Developed and executed targeted growth strategies with key partners, including hospitals, ACOs, and MSOs, to increase referral volume and market penetration
- Mentored and developed sales representatives, elevating clinical acumen, strategic thinking, and account management capabilities to improve performance and consistency
- Leveraged data analytics and performance metrics to identify referral trends, optimize territory strategies, and drive data-informed sales execution
- Built and sustained strong relationships with executive stakeholders and referral sources, positioning the organization as a trusted partner in end-of-life care
- Collaborated cross-functionally to streamline admissions processes, reduce barriers to entry, and improve speed-to-care and patient experience
- Directed initiatives to improve sales pipeline management, increase conversion rates, and support sustainable census growth
- Fostered a high-performance, accountable sales culture focused on results, continuous improvement, and alignment with organizational goals
Senior Hospice Representative
Seasons Hospice
Fort Lauderdale, FL
03.2015 - 06.2020
- Delivered compassionate, patient-centered end-of-life care, supporting patients and families through complex emotional and clinical transitions while preserving dignity and comfort
- Collaborated closely with interdisciplinary teams (physicians, nurses, social workers, and chaplains) to develop and execute comprehensive, individualized care plans aligned with patient goals
- Acted as a central communication liaison, ensuring seamless coordination and clear, timely information flow between patients, families, and healthcare providers
- Educated patients and families on hospice philosophy, services, and available community resources to enable informed, confident decision-making
- Advocated for patient rights, values, and care preferences, ensuring alignment of treatment plans with goals of care and ethical standards
- Elevated patient and family satisfaction by proactively identifying concerns, resolving issues efficiently, and maintaining a high standard of responsiveness and empathy
- Managed and de-escalated complaints with professionalism and urgency, restoring trust and preventing potential loss of business
- Strengthened organizational reputation by consistently delivering exceptional service and fostering a culture of compassion and accountability
- Built and sustained strong client and referral relationships, partnering cross-functionally to address needs, streamline processes, and improve service delivery
- Consistently exceeded performance targets through disciplined execution, strong work ethic, and a focus on measurable, results-driven outcomes
- Maintained strict adherence to organizational policies, regulatory requirements, and best practices to ensure safe and compliant care environments
- Oversaw a diverse portfolio of patients and stakeholders, delivering tailored solutions that addressed unique clinical, emotional, and logistical needs
- Identified opportunities for growth and process improvement, contributing strategic insights that supported service expansion and operational effectiveness
- Continuously enhanced professional knowledge through ongoing education, review of industry publications, and active participation in professional networks
Hospice Representative
Catholic Hospice Inc.
Miami, FL
01.2011 - 03.2015
- Coordinated patient care plans with interdisciplinary teams to enhance service delivery.
- Assisted in training new staff on hospice protocols and procedures for improved compliance.
- Developed communication strategies to effectively engage families during end-of-life discussions.
- Evaluated patient needs and adjusted care plans to ensure quality support and comfort.
- Mentored junior representatives on best practices in patient interaction and support services.
Education
Bachelor of Science - Public Relations & Communications
Universidad De Las Artes Y Ciencias De La Comunicacion
Santiago, CHILE03-1999
Skills
- Strategic Sales Leadership & Growth Execution
- Cross-Functional Integration (Sales, Admissions & Operations)
- Market Development & Strategic Partnerships (Hospitals, ACOs, MSOs)
- Sales Force Development & Performance Management
- Data-Driven Decision Making & Territory Optimization
- Executive Relationship Management & Stakeholder Engagement
- Operational Efficiency & Admissions Throughput Optimization
- Pipeline Management & Conversion Optimization
Accomplishments
- 2021 -Leadership Council Winner - Top 10% Sales Representative in the nation
- 2024 - Leadership Council Winner _ Top 10% Sales Director of Market Development in the Nation
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Senior Director of Market Development
VITAS Healthcare
06.2020 - Current
Senior Hospice Representative
Seasons Hospice
03.2015 - 06.2020
Hospice Representative
Catholic Hospice Inc.
01.2011 - 03.2015
Bachelor of Science - Public Relations & Communications
Universidad De Las Artes Y Ciencias De La Comunicacion