Kellie Kulick
Mystic,CT
Summary
Performance-oriented Senior Living Leader offering exceptional record of achievement over 20-year career. Tenacious leader with strategic and analytical approach to solving problems, bringing along community teams and accomplishing revenue targets. Talented in identifying and capitalizing on emerging market trends and revenue opportunities.
Overview
22
22
years of professional experience
Work History
VP of Coaching & Training
JD Solutions Group
02.2023 - 11.2023
- Provided consulting services to 8 Senior Living Organizations.
- Developed and led Sales Coaching Programs: occupancy growth, census recovery, lease up and regional train the trainer.
- Developed and led sales training for various senior living organizations: Relationship-based consumer discovery, creating visit experiences, understanding objections, differentiating from the competition and business development
- Provided strategic consulting: community assessments and plans, analysis of talent, process and first impressions.
- Conducted onboarding sales trainings and organized on-the-job training for new hires.
- Monitored and evaluated training performance to determine quality and processes.
- Evaluated trainee performance to provide individual coaching, tools and constructive feedback.
- Provided fractional Head of Sales and Regional support to clients.
Regional Sales Director
LCB Senior Living
06.2021 - 02.2023
- Oversaw day to day sales leadership efforts of 10 communities.
- Met and exceeded occupancy goals month over month.
- Assisted in developing, implementing, and maintaining quarterly strategic community plans
- Analyzed and strategized root causes of site-based sales issues and develop business plan.
- Analyzed strengths and weaknesses of regional territories against competitors to avoid market share loss
- Developed and implemented Battlecard-Community differentiator training.
- Provided side by side, hands on coaching to Community Sales Leaders
- Provided sales training to department head teams and line associates
- Forecasted annual, quarterly and monthly sales goals.
- Facilitated bimonthly conference calls with investors
Senior Regional Director of Sales/Interim VP of Sales
Benchmark Senior Living
02.2017 - 05.2021
- Coaching and developing Regional and community sales talent
- Manage and lead 6 sales regions in multiple states across organization
- Developed, implemented and led sales cluster lead pilot
- Evaluate sales pipeline and analyze data to create sales strategies and tactics
- Creatively support, develop and help lead Sales training programs for sales and operations while adapting to virtual platform
- Innovate sales processes, tools and systems
- Quickly define resources and best utilization to drive culture and occupancy
- Analyze and strategize root causes of site-based sales issues and develop corrective measures
- Analyze and strategize revenue growth opportunities, which includes coaching Sales teams on ADR impact of move-ins and move outs
- Supported crisis communications team during surge of Covid-19
- Partner with Customer Experience to improve customer journey, including supporting roll out of TSO to help resident engagement.
- Visited sites periodically to view service levels and adherence to global service standards.
- Attended weekly meetings to discuss and optimize strategies.
- Monitored staff performance by actively engaging in and observing day-to-day activities.
Regional Sales Director
LCB Senior Living
09.2015 - 02.2017
- Oversaw day to day sales leadership efforts of 9 communities
- Oversaw and developed sales and marketing strategies for 4 new community openings
- Oversaw the occupancy ramp up and sales & marketing strategies for 3 occupancy challenged communities to stabilize occupancy
- Created and implemented monthly integrated marketing plans, including creative for collateral
- Oversaw, developed, implemented, and maintained quarterly sales & marketing plans for the communities
- Facilitated bimonthly conference calls with investors
- Surpassed goals and presented Sales & Marketing budgets and strategies to investors
- Coached and trained Sales & Marketing Directors to develop skills that result in increased occupancy.
Regional Sales Director
LCB Senior Living
07.2013 - 09.2015
- Oversaw day to day sales leadership efforts of 8 communities
- Oversaw Sales Plan for Value add of Harbor Program at Niantic, CT Property
- Supported Regional Operations partner and step into Operations when unavailable
- Assisted in developing, implementing, and maintaining 90-day Marketing Action Plan and Sales Action Plan for each community within cluster in conjunction with site-based sales team, which include Executive Directors and DCRs
- Analyzed and strategized root causes of site-based sales issues and develops corrective
- Analyzed strengths and weaknesses of cluster against competitors to avoid market share loss
- Provided side by side, hands on coaching to Community Sales Leaders
- Provided sales training to department head teams and line associates
- Provided Monthly 2-day training of Benchmark Basic Selling Skills
- Provided ongoing Talent Development and Recruiting.
Executive Director
07.2011 - 07.2013
- Oversaw day to day operation of 76 unit/ 80 resident Senior Living Community
- Maintained 100% Occupancy while growing revenue year over year
- Maintained above average Customer Engagement results
- Violation Free Surveys
- 92% Benchmark Quality Assurance Program.
Assistant Executive Director
08.2010 - 07.2011
- Assisted Executive Director in overseeing Day to day operations
- Functioned as Harbor Care Director while recruiting for position
- Sales Leader support to Director of Community Relations.
Physical Therapist/ Director of Rehabilitation
Ryders Health Management
01.2006 - 01.2010
- Achieved 132% increase in facility revenue by designing, implementing and managing Sub Acute and Outpatient Rehabilitation program
- Provided consulting and support in preparation for JACHO accreditation process, which was successfully obtained
- Oversaw and Managed mission-critical functions, including administration, clinical planning, development and operations of Multidisciplinary rehabilitation program.
Senior Director of Community Relations
Benchmark Assisted Living
01.2002 - 01.2006
- Leased-up of one of most challenged communities in organization, achieving 90% occupancy in 7 months
- Increased ongoing sales and revenue by providing technical support to clusters’ sales team in lead base management, lead generation, driving tours highly successful sales calls and closing sale
- Analyzed and reported trends and outcomes in cluster as well as competitor analysis to continually position cluster communities at forefront of marketplace by formulating and revising action plans when needed.
Education
Associate of Science - Physical Therapy
Lasell University
Newton, MA01.1995
Skills
- New Business Development
- P&L Management
- Strategic Planning
- Sales Culture across organization
- Coaching, Training & Development
- Budgeting & Forecasting
- Operations Management
- Thought leader, not afraid to challenge and change systems & processes
References
Available upon request
Timeline
VP of Coaching & Training
JD Solutions Group
02.2023 - 11.2023
Regional Sales Director
LCB Senior Living
06.2021 - 02.2023
Senior Regional Director of Sales/Interim VP of Sales
Benchmark Senior Living
02.2017 - 05.2021
Regional Sales Director
LCB Senior Living
09.2015 - 02.2017
Regional Sales Director
LCB Senior Living
07.2013 - 09.2015
Executive Director
07.2011 - 07.2013
Assistant Executive Director
08.2010 - 07.2011
Physical Therapist/ Director of Rehabilitation
Ryders Health Management
01.2006 - 01.2010
Senior Director of Community Relations
Benchmark Assisted Living
01.2002 - 01.2006
Associate of Science - Physical Therapy
Lasell University
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