CHRISTY CHRISTINE
Myrtle Beach,FL
Summary
Dynamic and results-driven Sales Driven with over 20 years of experience in senior living sales and marketing across Independent Living, Assisted Living, and Memory Care. Proven track record in leading high-performing teams, exceeding occupancy and revenue goals, and driving substantial growth in competitive markets. Expertise in strategic sales planning, lead generation, and organic marketing, with a strong ability to adapt to challenging environments. Highly skilled in budget management, forecasting, and competitive analysis, with a deep commitment to fostering positive relationships at all levels of an organization. Award-winning professional recognized for exceptional leadership, innovative sales strategies, and outstanding community performance.
Overview
29
29
years of professional experience
1
1
Certification
Work History
Sales Director
Brightwater Retirement CCRC
06.2024 - Current
- Leading a team of 3 sales counselors and a move-in coordinator in a 311-unit CCRC, responsible for sales in Independent Living, Assisted Living, and Memory Care, achieving 78% occupancy from 64%
- Increasing led generation by 54% and improving closing ratios for Independent Living by 35%-40% through organic marketing strategies, including outreach, social media, resident referrals, and community events
- Implementing effective sales strategies in a troubled community with a 300% sales department turnover, resulting in significant growth in occupancy and sales despite limited marketing budgets
- Supervising daily operations and providing training for sales team in lead generation, sales techniques, and CRM (Welcome Home) usage, increasing overall sales and customer satisfaction
- Coordinating and leading successful outreach efforts, including community events, social media campaigns, and resident referral programs, driving a substantial increase in interest and community engagement
- Managing budgeting, forecasting, and reporting activities to optimize resources and maximize sales effectiveness, despite minimal funding for traditional marketing channels like paid advertising and direct mail
- Overseeing resident-focused training programs, ensuring team alignment with the community's goals and enriching the overall experience for prospective and new residents across all care levels
- Working closely with leadership to address operational challenges, improving team morale and reducing turnover by fostering a supportive environment and strong internal communication
- Increasing occupancy by 14% in a short time frame, leveraging a mix of relationship-building strategies and operational efficiencies to restore community stability and strengthen sales performance
- Utilized CRM platform (Welcome Home) to streamline sales processes, track leads, and optimize communication with prospects, leading to better decision-making and increased overall sales success
Director of Sales
Portside at Grande Dunes
01.2023 - 01.2024
- Maintained and exceeded budgeted occupancy and revenue targets by implementing effective sales strategies, consistently monitoring performance metrics, and adjusting approaches as needed to ensure sustained growth
- Led the development and execution of comprehensive strategic sales and marketing plans, incorporating input from executive leadership to ensure full alignment with organizational goals and long-term vision
- Utilized the ENGAGE Experience sales process to efficiently manage both internal and external sales functions, driving robust lead generation efforts and consistently closing high-value deals to meet revenue targets
- Created and approved detailed trimester sales and marketing plans, ensuring their successful execution by aligning with the company's strategic objectives and continuously evaluating performance against set benchmarks
- Planned and allocated marketing expenditures with precision to maximize return on investment (ROI), while strictly adhering to the GMI Brand Style Guide to maintain consistency across all public-facing materials
- Conducted and maintained a thorough competitive market analysis biannually, staying informed about industry trends and adjusting sales and marketing strategies accordingly to maintain a competitive edge
- Responded promptly to all inquiries, providing appropriate resources and referrals, and setting appointments with qualified prospects, thereby effectively closing sales and achieving occupancy targets
- Partnered with the Executive Director to cultivate a strong sales culture within the community, enhancing collaboration among team members and driving overall performance improvements
Director of Sales and Marketing, Community Relations Associate
Belmont Village Senior Living
01.2003 - 01.2023
- Company Overview: [Independent Living, Assisted Living, Memory Care]
- Analyzed markets to establish a unique selling position for brand awareness and to differentiate from the competition, achieving record sales in 2019, exceeding 2018 bookings by more than 30%
- Specialized in 'blue sky' selling: opened 4 new luxury communities in Texas, California, and Florida
- Consulted regularly with the Executive Director and corporate marketing to plan brand-consistent marketing, sales, and community relations
- Achieved annual revenue exceeding $30M with an $8.25M operational budget for 5 properties and over 1,100 residents, equating to 20% of overall organizational capacity across communities served nationally
- Led business development by working with 7 sales representatives to grow revenue by $24M in 6 months across all properties in the region and grew overall sales to a projected $36M by the end of 2020
- Created yearly marketing plans, conducted SWOT analyses, led conversion research, competitive analysis, and pricing, and oversaw the marketing budget while managing expense categories to consistently remain on target
- Promoted Assisted Living and Memory Care services through achieving and maintaining occupancy at or above the budgeted census level by working collaboratively with sales partners and referral networks
- Developed unified marketing strategies including creating and coordinating media placement, outreach programs, special events, community relations, and sales as well as authored reports for Corporate Directors annual meetings
- Applied understanding of relevant services, key features, programs, pricing, and benefits while utilizing a strategic approach to sales and marketing to maintain relationships with key area physicians and health care communities
- Understood and analyzed the competitive environment through in-person visits to local competitors
- Planned, organized, and participated in marketing events and conferences to promote Belmont Village while working collaboratively with sales partner community management teams and corporate support teams
- Upgraded the lead management system for prospects and professionals, co-created sales and marketing for trademark programs or systems for evaluating the level of care needed as well as created and presented a new SRO seminar
- Designated as company go-to person for expertise, training, or troubleshooting and selected by executive management as liaison for ground-floor development of operations and marketing for California, Houston, and Florida communities
- Awarded Sales Leader of the Year for 2003, 2012, and 2017 and twice awarded Highest Move-in for 2012 and 2017 as well as received the Cupola Presidential Award for Outstanding Community Performance
- [Independent Living, Assisted Living, Memory Care]
Marketing Director
Kisco Senior Living
01.1996 - 01.2003
Regional Marketing Director
American Retirement Corporation
01.1999 - 01.2000
Education
Master's Degree - Business and Healthcare Administration
University of Phoenix
Bachelor of Science - Business Management
University of Phoenix
Skills
- Strategic Sales & Marketing Plans
- Lead Generation & Deal Closing
- Team Leadership & Staff Training
- CRM Management & Data Analysis
- Marketing Expenditures & ROI
- Competitive Analysis & Industry Trends
- Professional Referrals & Relationship Building
- Inquiry Response & Resource Provision
- Sales Culture & Team Collaboration
- Event Coordination & Community Engagement
Certification
- Certified Dementia Practitioner (CDP)
- Argentum Certified Senior Living Sales Counselor
- Administrator's Certification, Residential Care Facility for the Elderly - 01/01/03 to 12/31/17
- Certified Alzheimer's Support Group Facilitator
Timeline
Sales Director
Brightwater Retirement CCRC
06.2024 - Current
Director of Sales
Portside at Grande Dunes
01.2023 - 01.2024
Director of Sales and Marketing, Community Relations Associate
Belmont Village Senior Living
01.2003 - 01.2023
Regional Marketing Director
American Retirement Corporation
01.1999 - 01.2000
Marketing Director
Kisco Senior Living
01.1996 - 01.2003
Master's Degree - Business and Healthcare Administration
University of Phoenix
Bachelor of Science - Business Management
University of Phoenix
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